The universal appeal of cognitive health products is putting the market in a strong position.
Key points
- Standalone products are on the rise
- The halo effect of herb and nut extracts
- Cognitive health offers universal appeal
- Benefits cognitive health products should provide
- How research can lead to more health claims
The surge in demand for functional foods over the past decade has largely been driven by people looking to improve their heart or digestive health.
But, as concerns grow over the debilitating effects of mental illnesses such as Alzheimer’s disease and other forms of dementia, and with teenagers and younger adults increasingly looking for a mental edge to help with their studies and careers, the market for products that improve brain function looks set to compete with these established segments.
A 2015 Euromonitor report estimated the global market for food and beverage products with a cognitive health positioning to be worth $478M (£370M), and businesses operating in this market believe it has strong potential to grow even more in the years ahead.
“Historically, cognition has been overlooked in favour of what are considered to be more physical attributes, such as cardiovascular or digestive health.
“However, the understanding of cognitive health is growing and an increasing number of people are now seeking ways to look after their brains,” says Maria Pavlidou, head of communications for human nutrition and health, Europe, the Middle East and Africa, at DSM.
A recent survey by DSM revealed that four out of five people understood the importance of nutrition, but 45% of people surveyed were concerned they were not getting the right amount of essential nutrients.
The same survey also found mental health – particularly Alzheimer’s disease and depression – was a key concern across the countries surveyed.
Standalone products are on the rise (return to top)
It’s long been considered that following a Mediterranean diet of fruits, vegetables, nuts, fish and wine can lead to improved brain health in later life, but in recent years there has been a number of standalone functional products launched that purport to offer cognitive and brain health benefits.
Launching a product in this space is not without its challenges. The EU health claims approvals process has not been kind to cognitive health products, with authorised claims largely restricted to the contribution of B vitamins and minerals such as iron, iodine and zinc to normal psychological or cognitive function.
The European Commission has, however, authorised a claim for docosahexaenoic acid’s (DHA’s) role in the maintenance of normal brain function in a healthy population, Pavlidou notes.
Indeed, of all the substances reported to affect cognition, it is the long-chain omega-3s, DHA and eicosapentaenoic acid (EPA), that are associated with the largest body of evidence. And, because the levels of these substances vary dramatically in natural foods like fish and eggs, a market has emerged for omega-3 as an ingredient in functional foods such as milk, bread and juices.
Source: Food Manufacture
