$9.9B
global market for brain health supplements by 2030.

Demand for cognitive health supplements has never been higher. According to DataM Intelligence, the global market for brain health supplements is expected to surpass $9.9 billion by 2030, growing at a CAGR of 8.6%. “Cognition has become one of the most important categories for consumers,” affirms Stacey Daigle, NutriScience Innovations, VP of Marketing, Sales Ops. & Int’l. “The pandemic, changes in working and childcare situations, economic and employment uncertainty, and busier-than-ever schedules have left many consumers looking for support to reduce stress, stay sharp and focused, and get a good night’s sleep so they can perform at their best.” 

Consumers are after a range of benefits. “Today’s consumers are hyper aware of cognitive function and how it plays a vital role in nearly every aspect of health and well-being,” says Maggie McNamara, Marketing Director, Gencor. “The pandemic also increased people’s attention towards mental health and dietary supplements as a possible solution.” 

In fact, NOW Senior Scientist Céline Torres-Moon believes the pandemic helped make people more comfortable with seeking an assist. “One of the ‘silver linings’ of the pandemic is the increased awareness about the importance of mental/cognitive health,” says Torres-Moon. “Hopefully, this is a long-term change in overall mindset and stigmas around mental/cognitive health will continue to decline. Whether it is stress, mood, anxiety, cognitive functions, or sleep imbalance, the earlier an issue is addressed, the less impact it will have on overall mental health. It is well known, for example, that sleep deprivation will negatively impact mood and cognitive functions.” 

In addition to natural solutions to help manage concerns, consumers are looking for supplements that give them an edge, adds Cheryl Myers, Chief of Scientific Affairs and Education at EuroPharma, Inc. “There’s a real interest in stretching our mental abilities, whatever the ultimate goal: promotion at work, more creativity, or simply being more focused in general.” 

Another factor to consider: “We are in the era of information overload,” says Jerry Angelini, MS, Head of Education, Host Defense Mushrooms. “Generally, people are motivated to seek brain support in order to support focus and cloudiness specifically due to the increase in information consumption. We are bombarded with messaging and data at all hours of the day due to the uptick in technology use and loss of personal and professional boundaries when working from home.” 

Ingredients that improve mental facilities, such as adeptness, quickness, and acuity, are high on the list for consumers who want to obtain and maintain a mental edge throughout the day, notes Rajat Shah, Co-founder, Nutriventia Ltd.

Retailers can appeal to older consumers looking to stave off cognitive decline, advises Hank Cheatham, VP, Daiwa Health Development. “According to the 2019 AARP Brain Health and Dietary Supplements Survey, more than one-fourth of Americans aged 50 and above regularly take brain health supplements. There is a growing demand for natural products that can provide therapeutic improvement in cognitive function, memory loss, and mental clarity. Older consumers can benefit from any kind of edge that will assist them to remain competitive in the workplace and deal with day-to-day life issues.” 

It’s not just older adults who are taking steps to nourish and protect the brain, adds Kratika Gupta, Global Marketing Lead, OmniActive Health Technologies. “As consumers have become more educated about their brain health and cognitive function due to the scientific advancements and research conducted, they are taking a proactive approach to their health versus waiting to treat an illness, disease, or ailment.” 

Sébastien Bornet, VP Global Sales & Marketing, Horphag Research Consumer, agrees, adding, “There’s more research and innovation in the category, which have made it more accessible to a wider range of consumers.” 

One of the best ways to stay ahead of cognitive decline is to manage inflammation with an antioxidant-rich diet, advises Stein Ulve, CEO, Eevia Health. “Our neuronal cells do not regenerate like the other cells of the body, so it is imperative to make sure that our brain cells stay healthy. With the life expectancy of the general consumer increasing, neuronal cells of the aging population need to endure more and more cellular stressors like waste accumulation, inflammation, and oxidative stress. One important step for maintaining healthy brain function is to improve cellular recycling and reduce inflammation and oxidative stress.” 

Experts stress the need for diet and lifestyle strategies in any brain-supporting protocol. “There is no one pill that will function like a panacea,” says Angelini. “It takes mindful consideration and acts of kindness towards ourselves and those around us to help us feel better and function more gracefully in the world. Our education team reinforces the importance of regular exercise and stress management practices like yoga, meditation, tai qi, and other gentle yet well-recognized practices for body, mind, and spirit wellness.” Bornet notes that factors like stress management and getting sufficient sleep have been linked to better long-term cognitive health. “Plant-based foods foods have been linked to better brainpower,” he says. “Social connections are also shown to be essential to cognitive health and are a growing concern given the recent research on loneliness and isolation.” 

Natural Cognitive Health Helpers 

We asked experts to share their top picks for cognitive support.

Anthocyanins: “Tart cherry anthocyanins have been shown to improve the induction of the autophagy process,” says Ulve. “These anthocyanins also demonstrate interesting effects on cognition, antioxidation, memory, and sleep quality.” 

Ashwagandha: This adaptogen has long been used as a traditional medicinal to manage stress, and improve cognitive health, notes Michael Lelah, Ph.D., Chief Science Officer, NutriScience Innovations. “Ashwagandha demonstrates phyto-hormonal behaviors, helping to decrease the stress hormone cortisol levels and increase levels of the energy hormone DHA.” NutriScience offers a clinically substantiated ashwagandha with the highest levels of withanolide glycosides under the brand name Shoden with clinically proven cognitive benefits, says Dr. Lelah. In a 2020 randomized, double-blind, placebo-controlled clinical study, participants given Shoden showed improved mental alertness (71%) and mood scores (48%), supporting the correlation between a good night’s rest and better daytime cognitive function. 

Another ashwagandha extract: Nutriventia’s Prolanza. “Prolanza is a self-affirmed GRAS ashwagandha root-only extract in a sustained-release matrix that allows for a once-daily 300-mg dose,” says Shah. “In a comparative study, Prolanza was found to be effective in managing stress, reducing restlessness, and increasing memory recall. Taking Prolanza for 90 days resulted in significant improvements in sleep and a noticeable reduction in perceived stress.” 

NOW Foods offers Ashwagandha Stress Relief formula, which combines ashwagandha with lactium, a clinically tested milk protein derivative. “Lactium has been shown to support healthy cortisol levels and thus can help to relieve the symptoms of stress from everyday life,” explains Torres-Moon. “In addition, it can help to bring on sleep more quickly, maintain uninterrupted sleep, and promote better overall sleep quality.” 

Carotenoids: “Recent studies have shown that the macular carotenoids, lutein and zeaxanthin, not only support eye health, but also play a role in brain health,” says Gupta. “Our flagship ingredient, Lutemax 2020, a lutein and zeaxanthin extract, was studied in relation to brain-derived neurotrophic factor, a critical compound associated with short- and long-term memory, learning, and higher cognitive processes.” 

Caralluma fimbriata: An extract of this cactus-like plant, branded as Calmaluma, has been clinically researched for its therapeutic potential in easing worry, frustration, and mood in adults, says McNamara. “The published data also showed the extract supported healthy cortisol levels and promoted a healthy adrenal response in men.” 

Curcumin: Research has shown this anti-inflammatory ingredient can improve memory, reduce depression and encourage the growth of new brain cells. “Research with BCM-95 Curcumin and major depressive disorder has been incredibly compelling,” says Myers. In a study in the journal Phytotherapy Research, patients given curcumin saw similar improvements in their symptoms as those given the prescription antidepressant fluoxetine. 

“In experimental models of Alzheimer’s disease, BCM-95 Curcumin reduced beta amyloid levels and shrunk the size of accumulated plaques by over 30%,” adds Myers. “Other studies have shown that curcumin plays a role in regenerating neurons, creating new brain cells, and refreshing cells that may have once been considered irretrievable.” EuroPharma CuraMed Brain formula combines BCM-95 Curcurmin with vitamin D3 and concentrated oil extracts of rosemary and sage to help ease inflammation in the brain and keep neural connections running smoothly.

Another option: NOW CurcuBrain. It features Longvida Optimized Curcumin, a unique form that has exhibited up to 65 times the bioavailability of free curcuminoids, says Torres-Moon. “Because Longvida penetrates the blood-brain barrier, it supports healthy neuronal tissues and cognitive function.” 

On the branded ingredients side, Gencor offers HydroCurc, a highly bioavailable extract of curcumin. “It has been clinically studied in combination with iron on memory and learning in a six-week, five-arm study with 180 adults,” says McNamara. “The published results demonstrated that the combination of the award-winning HydroCurc with Iron increased brain-derived neurotrophic factor (BDNF) serum levels and ferritin levels.” 

French maritime pine bark extract: Branded as Pycnogenol, it helps regulate cellular nitric oxide (NO) concentration, which has multiple benefits for brain function, notes Bornet. “A 2015 peer-reviewed study published in the Journal of Neurosurgical Sciences showed daily use of Pycnogenol may help improve attention span, memory, decision-making—including executive-level performance—and overall cognitive function in people between the ages of 35-55. This study was unique in that it observed how Pycnogenol can positively impact mood.” Participants reported reduced anxiety and a stronger sense of contentment. 

Additional studies found Pycnogenol to be effective in reducing hyperactivity and impulsivity in children with diagnosed ADHD, and improve attention span, decision making, memory, and overall cognitive function for Baby Boomers, Bornet says. “A 2018 published study showed that daily supplementation with Pycnogenol could be instrumental in improving the symptoms of Mild Cognitive Impairment (MCI)—a potential risk factor for early onset dementia and other degenerative cognitive conditions.”

Greek mountain tea: “Like green tea, Greek mountain tea promotes mental and physical alertness, but without the caffeine of green tea that could ultimately add to stress or anxiety,” says Myers. “While more clinical work needs to be done to verify its actions, scientific research shows that Greek mountain tea appears to inhibit the reuptake of serotonin, noradrenaline, and dopamine, making it a contender for treating symptoms of depression and attention-deficit conditions. Other scientific work shows that Greek mountain tea may help protect against the development of Alzheimer’s by decreasing amyloid beta formation—the plaques and tangles that can interfere with brain signals—and reducing physical paralysis symptoms associated with the disease.” EuroPharma offers two proprietary ingredients, GMT23 and GMT23 + Bacopa, that deliver the benefits of Greek Mountain tea in a clinically tested dosage. 

Hokkaido scallop oil: “Plasmalogens are a type of phospholipid present in almost all human tissues and are most abundant in the brain and heart. They are essential for their critical role in memory, focus and other cognitive functions,” says Cheatham. To help replace diminishing stores in the body, he advises supplementing with purified plasmalogen derived from Hokkaido sea scallops, sold under the brand name HSOP. “HSOP is an innovative, unique, science-based antioxidant that has efficacy in enhancing memory, improving cognitive function, and promoting anti-aging properties. HSOP contains plasmalogen that has a ‘vinyl ether bond’ structure. This unique bond increases the scallop oil plasmalogen strength and efficacy compared to the plasmalogen derived from chicken and other sources.” 

L-theanine: “L-theanine is one of the most beloved and studied dietary ingredients for cognitive health of all time,” asserts Dr. Lelah. “It has been shown to increase brain alpha waves and reduce beta-wave function. Alpha-wave generation is associated with relaxation and calm; reducing stress and reduction of beta waves is associated with anxiety and stress.” NutriScience Innovations offers the branded l-theanine ingredient Suntheanine. It has been found to improve focus, memory, and cognition, reduce stress and anxiety, induce relaxation, and improve sleep quantity and quality in hundreds of clinical and scientific studies. 

Magnesium: “Magtein is a form of magnesium with demonstrated ability to pass the blood-brain barrier,” says Torres-Moon. “It has been clinically shown to help promote healthy cognitive function by supporting normal memory and learning, as well as supporting a relaxed mood.” 

Mushrooms: Studies show mushrooms like lion’s mane can have powerful effects, says Angelini. “Lion’s mane has a growing body of research that demonstrates having a beneficial impact on cognitive functioning, memory, and balanced mood.” 

Lion’s mane can promote neuronal cell growth, adds Bill Chioffi, Chief Strategy and Innovation Officer, Nammex. “A recently published study found new biologically active fungal compounds called hericine in the lion’s mane mushroom, which demonstrated potent axon outgrowth and neurite branching. The mushroom extract significantly enhanced recognition, memory, and hericine promoted neuritogenesis at very low concentrations. Interestingly, the researchers also found that lion’s mane polysaccharides also exerted a neurotropic activity.” Nammex offers a lion’s mane mushroom powder. Three randomized human clinical trials found the powder can reduce anxiety and depression in four weeks, improve mild cognitive impairment, and increase cognitive function in healthy adults. 

Also of interest: “Reishi supports the ‘Rest and Digest’ response that helps us feel calmer and more peaceful in our day-to-day lives while gently increasing our day-long energy and endurance,” says Angelini. “Our Brain formula is a synergistic combination of lion's mane and reishi mushroom mycelium and well-known herbs designed especially for brain health.” 

Pre- and probiotics: The gut produces around 70% of the feel-good brain chemical serotonin circulating in the body, and scientists believe the gut-brain axis influences mental wellness through a myriad of other biological pathways still being studied. That’s why experts recommend fortifying gut bacteria with prebiotics. “I think consumers are starting to understand the link between gut well-being and mental well-being, as we can all relate to GI upset due to mental stress and the mental stress we have when experiencing GI upset,” says Alexis Collins, Director of Product & Brand Strategy, Stratum Nutrition, which offers the branded ingredient Bimuno. “Bimuno is a proprietary GOS prebiotic that gives both digestive health support and cognitive well-being support. Published clinical trials on Bimuno show that this ingredient can help reduce cortisol, thus supporting how we can cope with stress, while also increasing levels of bifidobacteria in as little as seven days.” 

A probiotic gaining attention for its mood effects is Nutiani’s probiotic strain HN001. In a company-funded study, consumers who took HN001 over a 60-day trial experienced greater happiness, as assessed by the Oxford Happiness Questionnaire.

Omega-3s: “There are over 40,000 studies demonstrating the numerous benefits of omega-3 EPA and DHA,” Ståle Søfting, Sales and Marketing Director, GC Rieber VivoMega, says. “It is one of the world’s most clinically studied supplements and has been shown to positively impact learning and behavior, mood, brain development, and memory. However, many people do not consume the recommended amount of at least 250-500mg of combined DHA and EPA daily, so many turn to supplementation.” VivoMega offers a vegan algae oil and a high-quality marine oil omega-3 supplement that makes it easy to meet the recommended dose, says Søfting. “These highly concentrated oils provide opportunities for a high daily dosage while it can also come in a smaller capsule for a pleasant consumer experience.” 

EuroPharma offers Vectomega, which provides DHA, EPA, bound to phospholipids, says Myers. “In shorthand, it is fish oil without the oil, and the problems associated with oils.” 

Oroxylum indicum tree: Traditionally used in Ayurveda, flavonols from this flowering Indian trumpet tree (branded as Sabroxy) have been shown to help prevent neuronal degeneration and support neurogenesis, says Sabinsa's President of R&D, Dr. Kalyanam Nagabhushanam. “Both preclinical and clinical studies on Sabroxy help to substantiate the value of this nutrient. A recent study of Sabroxy with Bioperine, Sabinsa’s natural bioavailability enhancer, further adds value to Sabroxy. The clinical study on Sabroxy demonstrated its value in subjects with self-declared impairment in memory in various parameters such as word recall and numeric capacity. Incidentally, an increase in brain derived neurotrophic factor was seen in the subjects.” 

Saffron: A concentrated extract of this spice, branded as Affron, has been proven effective in more than nine studies, notes McNamara, adding that it has been shown to improve mood, relieve stress, support relaxation, and improve sleep quality.  

3 Keys to Maximizing Cognitive Health Sales 

“Brick-and-mortar retailers have a unique advantage over online stores, as they can interact directly with consumers to guide them in their product choices,” says Torres-Moon. “As a consumer, it can be very difficult and overwhelming to choose the right supplement online as you must sometimes choose among hundreds of products that look similar in their product description.” Here, strategies to help your customers get the support they seek. 

Go ‘round the clock: “Consumers are looking for comprehensive solutions that will support them around the clock—they need to manage stress levels, have optimal focus and memory during the day, and have a restful night’s sleep so they are prepared for the next day,” says Daigle. Well-signposted benefits can help customers find the support for the time of day they struggle.

Make education fun: “Product knowledge is key for retailers to guide their customers toward products that will meet their needs,” says Beth Lambert, CEO, Herbalist & Alchemist. “A lot of knowledge, skill, and experience goes into making well-formulated herbal products, so at Herbalist & Alchemist we are dedicated to offering education and information. David Winston holds a monthly ‘Herbal Salon’ that is free to wholesale customers. He explains what the various herbs in our formulas contribute and how they work together. We also give away many of David’s books at trade shows, including his definitive book Adaptogens.”

McNamara suggests hosting educational seminars (in person and online) with local dietitians and nutritionists to educate customers on clinically studied ingredients and offering samples. 

Don’t stop there, advises Shah. “Marketing cognition support can be fun and integrative. Here’s an idea: Print out quick brain teasers and place them throughout the store. These should direct piqued customers to the cognitive-support section where there should be an answer key. At the bottom of the answer key should be a motto or message, like: ‘Don’t forget to support your brain health!’ You can also post brain teasers on your social media.”

­Maintain quality: “It takes time to develop ingredients with proven efficacy in cognitive function because it is challenging to design clinical trial protocols that are rigorous and well-powered to show a difference versus placebo in healthy populations,” notes Torres-Moon. “Sticking to reputable brands with high-quality standards is the best way to get safe and effective products.” WF