Think It Over

The brain support category’s spinoff, nootropics, is getting hot, and all adults can benefit.

If you’re relatively healthy all the way up top, you think approximately 50,000 thoughts per day (according to the San Diego Brain Injury Foundation)—despite that it may feel like a lot more than that. Viewed another way, each second, the human brain may complete more than 1,000 processes, according to a 2020 study published in Population Health, “Cognitive Impairment in the U.S.: Lifetime Risk, Age at Onset and Years Impaired.”

That’s quite the work being performed by the average brain. And health-minded consumers are getting the message, beginning to seek out effective natural support to protect their cognitive processes, if not extend them. That said, there’s still some work to be done to convey the nootropic concept to consumers. “I don’t think we’ve heard too many customers asking us specifically about nootropics,” related retailer Ramona Billingslea, marketing manager/educator for Texas-based Betsy’s Health Foods, Inc. “We have a product in our store brand line called Nootropic Focus, which is usually something we have to explain to customers.”

Pondering the Market

According to Claire Morton, market analyst for Nutrition Business Journal (NBJ), “Brain health, including cognitive, focus and memory support, has had very consistent growth in recent years, not benefitting from the pandemic boost and dropping slightly from 6.3 percent in 2020 to 5.7 percent in 2021. However, NBJ has pinpointed this as a forward-looking opportunity, with growth rising to nearly double digits in the forecast period and sales passing $1.5 billion by 2025.”

Research from Grand View (2021) shows that the brain health supplements market is expected to reach $13.4 billion globally. Although there is significant growth for nootropics among younger adults, especially gamers, Americans 50 and older are seeking these products out.

Kristin Chapman, MSc, category manager, Florida-based Life Extension, observed that nootropics are “working their way to the mainstream consumer. Years prior brain health products were primarily focused on preserving memory with aging and not thought about much by the younger consumer. Enhancing brain function with nootropics was an idea only held by a small subset of individuals, gamers and those working in technology. Heading into 2024, I think we will see more to come in the nootropic space as consumers are looking to enhance brain function, mental acuity and tackle issues such as occasional brain fog.”

However, she added, while nootropics are venturing into the mainstream, consumers might not yet be as familiar with this term. As lifestyles become more frenetic and bursting with obligations, consumers know they need to find ways to improve their functioning at work, at home and overall day to day. Additionally, in an already overstimulated world, people are in search of products that are stimulant free.

Billingslea said she believes that “nootropics’ emphasis is on structural support, such as healthy neurons and vessels, whereas brain support products support blood flow and biochemicals important to the brain by providing precursor and blood thinning support.”

Jay Levy, director of sales, Wakunaga of America, Co., Ltd., California, characterizes the nootopic market as one that is “booming.” According to market data experts, he cited, the global market for nootropics reached $2.63 million in 2023 and is expected to reach approximately $5.96 million by 2024, at a CAGR of around 15.7 percent between 2018 and 2024. One of the primary factors driving this explosive growth is the aging of both Baby Boomers and Gen-Xers—two demographics that are increasingly looking for natural ways to foster healthy, vibrant aging.

The cognitive health nutritional supplement market is growing in large part as consumers prioritize mental health, according to Sébastien Bornet, vice president global sales & marketing, Horphag Research (Geneva, Switzerland).

It appears that brand marketers are fulfilling those needs, as research from Innova Market Insights shows that supplement launches with cognitive support claims inclined 2 percent year over year from 2021 to 2022.

In the viewpoint of Tina White, chief commercial officer of California-based Brainiac Foods, “Cognitive health is one of the next big wellness and nutrition trends that is driving growth of the nootropic market. The COVID-19 pandemic both highlighted and heightened the incidence rate of stress, anxiety and inability to focus. As a result, consumers are more aware that they can and should be seeking solutions to improve their mental well-being.”

Nootropics is not a one-size-fits-all brain-support category, and this category may be the one with the most distinctive needs between the generations. For example, explained Vanessa Pavey, ND, education scientist, Life Extension, older individuals are often more concerned about preserving general brain function, whereas college-aged and working adults typically focus on enhancing mental performance and stamina.

“Nootropics typically appeal to younger adults who are interested in thinking faster on their feet for enhanced academic or career performance,” she commented. “Younger adults seeking a competitive edge are looking for faster neural processing speed, improving learning rates, and sharper mental alertness. For older adults, general brain health tends to be the overall goal for fending off age-related cognitive diminishment.”

According to Levy, better overall brain health is a common goal for all age groups but nootropics play an important role in older consumers’ anti-aging/longevity efforts. This is especially true for supplements containing ingredients like Ginkgo biloba or ginseng which have been shown to have memory-enhancing properties. “But seniors aren’t the only group looking to benefit from nootropics. Young adults—especially college-aged students—are increasingly reaching for targeted nootropic supplements to improve their concentration and cognition as they seek to excel at their studies or careers,” he said.

Bornet sees a stress component as a factor underlying the demand for nootropics. He explained, “Interest and participation in the market is growing steadily as more consumers of all ages seek to manage stress levels and invest earlier in cognitive health and performance. Adults over the age of 40 continue to be the root of the cognitive health nutritional supplement market growth while younger consumers are getting into the market to proactively boost their cognitive health.”

Pycnogenol has been studied for its cognitive/nootropic effects in several age populations: an 18 percent improvement in Mini-Mental State Examination (MMSE) scores among adults 55 and older; improvements in overall cognitive function in the workplace in adults 35 to 55; improvements in memory and test scores in college students, and reductions in hyperactivity and impulsivity in children with ADHD.

Combating Brain Fog

Nootropics is a category that will spark several questions across the demographics of your customers but one issue that affects adults of all ages is brain fog, which conveys the feelings of mental fatigue, lack of focus and a slight disassociation, muddling through a fog. The exact causes of “brain fog” are still being investigated, said Pavey, but currently some of the common features include histamine release, neurotransmitter imbalances and neuroinflammation, which can cause feelings of “cloudy” or “fuzzy” thinking, forgetfulness, mild episodes of confusion and/or difficulty concentrating. For customers who say they are experiencing occasional symptoms of brain fog or are looking for a mental boost, there are nutritional ways to help balance histamine, focus-associated neurotransmitters and inflammation.

For example, mango leaves, used often as a tea, are rich in a polyphenol compound called mangiferin, and studies using mango leaf extracts show promise for addressing all three potential contributors to symptoms of brain fog, according to Pavey. She explained, “mangiferin supports the neurotransmitters associated with focus and attention, which include dopamine and norepinephrine, and it does this by slowing the activity of COMT (catechol-O-methyltransferase), one of the enzymes responsible for breaking down dopamine and norepinephrine. Mangiferin has also been shown to modulate histamine release and helps inhibit neuroinflammation. In a clinical study, young adults given 300 mg of mango leaf extract showed improvement in attention, performance accuracy, and working memory.

Another natural ingredient Pavey likes to combat brain fog is peppermint oil. In a controlled clinical trial using peppermint oil, healthy adults showed benefits supporting memory, attention and mood, she reported. Concentrated peppermint oil containing 60 percent monoterpenes appears to help by supporting the neurotransmitters associated with memory, which include acetylcholine.

Lifting Mood and Reducing Stress

In Levy’s viewpoint, younger consumers tend to look for a way to reduce stress and improve mental health. According to a recent Gallup poll, members of Gen Z (ages 12-26) are much more likely to report experiencing negative emotions such as stress, anxiety and loneliness compared to older generations. Supplements that provide the B vitamins—especially B12—can promote a healthy nervous system and help modulate the fight or flight response. Acetyl-l-carnitine, folate and Ginkgo biloba have also been shown to support a healthy mood, reducing depression and anxiety. And studies suggest that phosphatidylserine can balance cortisol levels, thus reducing an overactive stress response and the symptoms of depression.

“While stress is also a concern for older consumers, many are more concerned about memory,” Levy said. These consumers are often looking for a supplement that contains nutrients that help mitigate those “senior moments” by protecting and regenerating brain cells and by helping to optimize neurotransmission.

“Stress is an increasingly common experience,” Bornet agreed. “Chronic stress can have a profound effect on brain function, especially impacting concentration and focus. Various studies have found chronic stress may lead to accelerated cognitive decline.

New-otropics

This category is rife with new and established products that can help your customers feel higher cognitive acuity, and there are also several branded ingredients that are available in supplements as well as functional beverages.

Life Extension’s Brain Fog Relief is a nootropic supplement that combines clinically studied mango leaf extract and peppermint oil standardized to the monoterpenes to provide a cognitive boost and reduce general mental fatigue. Pavey explained, “Because brain fog symptoms include reduced focus and mental clarity, nootropic ingredients like mango leaf extract and peppermint oil fit the bill to help restore attention and mental stamina. Polyphenol-rich mango leaf extract and standardized peppermint oil help regulate the pathways associated with brain fog.

For faster mental processing speed, Life Extension formulated its Quick Brain Nootropic, which combines three clinically studied ingredients that help promote faster thinking and concentration. “For a competitive edge in work, school, and everyday life, botanicals like marigold, gotu kola, and bacopa can be included in a daily routine,” Pavey described. Marigold is rich in carotenoids lutein and zeaxanthin, which are well known for eye health, but research also indicates that these carotenoids promote quick thinking and enhanced memory. Gotu kola has more than 11 randomized controlled trials showing impact on healthy cognitive function. And Bacopa monnieri, with regular daily use, has been shown to enhance attention and speed of memory formation.

Wakunaga’s Kyolic Brain Focus provides a highly concentrated pure ginkgo biloba extract works to modify blood flow and stimulate cerebral blood circulation, leading to enhanced focus and attention, according to Levy. Further, he noted, research shows that Ginkgo biloba enhances spatial working memory, recognition, and short- and long-term recall. In one 2016 review of 21 studies involving more than 2,600 participants, ginkgo improved cognitive function and the ability to accomplish activities of daily living in patients with mild cognitive impairment or Alzheimer’s disease.

Kyolic Brain Memory pairs ginkgo biloba with Aged Garlic Extract (AGE), whose antioxidant and anti-inflammatory properties may improve memory. According to Levy, AGE also contains compounds that modulate neurotransmitter function in the regions of the brain associated with cognitive and memory deficits. These may have a positive impact on spatial learning and memory performance. Preclinical studies have found that AGE reduces oxidative stress, inflammation, and neuronal loss while simultaneously improving neuronal connections and cognitive function.

Kyolic Neuro-Logic, formulated by board-certified neurologist David Perlmutter combines Ginkgo biloba and AGE with nutrients that have been clinically shown to support strong memory and cognition, according to Levy. He explained that these brain-support nutrients include vitamin B12, low levels of which have been associated with smaller brain volume; choline, a micronutrient that helps maintain the structural and functional integrity of cell membranes; and folic acid, which can protect learning and memory by preventing oxidative stress. “Because of the wide-ranging benefits these nutrients provide, this formula can support mental acuity, memory and mental health in consumers of all ages,” he commented.

Brainiac’s The Daily BrainPack, formulated with neurologists and nutritionists, combines essential nutrients DHA + EPA, choline, B6 and B12 for optimal brain health and performance, along with lutein and vitamin C for healthy vision and immunity. “It only contains nutrients that the brain needs to thrive—no herbs or caffeine like many brain health supplements available today,” said White.

Betsy’s Health Foods’ Nootropic Focus supplement features lion’s mane mushroom, rhodiola, Ginkgo biloba, gotu kola leaf, American ginseng root, chlorophyll and copper.

Ingredients to Mind

Branded ingredients in nootropic and brain support supplements re making their marks and may generate questions from consumers.

Pycnogenol French maritime pine bark extract is rising to the top of the cognitive ingredient market, according to Bornet. “Pycnogenol’s powerful antioxidant effects and circulatory benefits have been shown to be safe and effective to support brain function for all ages including improved memory, concentration, mood or attention,” he said.

Bornet elaborated that Pycnogenol helps endothelial cells produce more nitric oxide (NO) which has multiple beneficial effects on brain function. Initially, NO increases blood flow, which improves oxygenation and the transport of nutrients to brain cells. The active metabolites of Pycnogenol build up inside the endothelial blood cells and there is good evidence showing that they pass the blood-brain barrier. NO regulates neuronal functions and thus contributes to processing signals inside the brain. In addition, NO helps modulate key neurotransmitters such as dopamine, serotonin and norepinephrine.

Certified Nutraceuticals, California, provides patented KollaJell jellyfish collagen that contains all 20 amino acids including those that create neurotransmitters for proper learning, memory and cognition. In addition, glutamate, glycine and tryptophan naturally occurring in jellyfish collagen control homeostasis of the gut-microbiome-immune-brain axis.

Iowa-based Applied Food Sciences recently launched its branded AmaTea Max organic guayusa extract. Using a patented process to enhance the naturally occurring antioxidants and caffeine from guayusa leaves, AmaTea Max may help improve cognitive performance by increasing mental focus, stamina and reaction time with fewer jitters than other forms of caffeine.

A study showed that 55 percent of gamer participants had an improvement in AX-Continuous Performance Scores after consuming AmaTeaMax, as well as 21 percent more kills per match over those in the placebo and synthetic caffeine groups, and 65 percent had an improvement in reaction time.

Florida-based HP Ingredients’ IQ200 is an extract of Persicaria minor (also known as Polygonum minus) that can help anyone improve memory, according to founder and CEO Annie Eng. Clinical studies show improvements in cognitive flexibility, processing speed and executive function in adults. Subsequent studies demonstrated improvements in working memory and brain-derived neurotrophic factor (BDNF). “Other studies have shown that P. minor can activate the brain prefrontal cortex responsible for executive function associated with planning, decision-making, speech and behavior,” she explained. Further, P. minor extract has potential effects on cognitive function and mood, according to Eng.

In a study, 30 older adults who consumed 250 mg IQ200 daily for six months showed significant improvements in visuospatial memory, confusion and tension/anger (ie, improved mood profile).

Mushrooms such as Lion’s Mane, are gaining excellent social media exposure, likely leading many customers to your store. And for good reason, said Nirmal Nair, CEO of Sempera Organics, a mushroom ingredient supplier. “Quite a few studies have shown that lion’s mane supplementation enhance cognitive functions, such as memory and concentration. Further the mushroom has been shown to do this through myelination and stimulating production of nerve growth factor, a neurotrophin that support healthy brain and nervous system function.”

Sempera’s Clarity Core is a blend that features lion’s mane, and also includes Cordyceps militaris and turkey tail (Trametes versiciolor). “Clarity Core combines the neuroprotective and pro-cognitive erinacines and hericinones from Lion’s Mane, the performance-enhancing cordycepin and adenosine from Cordyceps militaris and the antioxidant components of Turkey Tail to provide a broad brain formulation,” Nair explained. VR

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