Brain Health Supplements for Every Age

Losing one's mental capacity is the biggest fear older Americans have; they are even more scared of it than death, according to Steve French, managing partner, Natural Marketing Institute (NMI), who spoke on healthy aging at SuppySide MarketPlace in May 2012. They fear losing their brain ability more than they fear cancer, arthritis, heart disease and the death of their spouse.

As the population ages, this concern becomes top of mind to more consumers, and many are willing to take proactive steps to ensure their minds stay sharp for as long as possible. Brain health for them is not just memoryalthough it is a big part. Baby Boomers and older generations are also trying to stave off stokes and want to be able to focus and learn new concepts.

But natural products that address attention are not just for the older crowd. Students and young professionals also want to make sure their minds are sharp for the next test, whether it's in psychology class or in a board meeting.

And younger and older adults don't want to suffer emotional decline, which can consist of anxiety, stress, poor sleep and anger. Keeping a healthy dose of beneficial nutrients can help keep emotional problems and stress at bay as well.

Moving down the line, children and babies are also in need of brain-boosting nutrients as their bodies develop; meeting nutrition goals at this stage in life is critical and sets kids up for a lifetime of better brain health.

Given that every age group can benefit from better brain health and the raising cost of health care, supplements that can help ensure healthy populations stay that way have the potential of growing in popularity. That is, if they are scientifically supported and come in delivery forms that are easy for consumers to take.

Supplements are the most straight forward approach to delivering brain-health ingredients, and consumers have shown they appreciate this form. But others don't want to add another pill to their routine or would rather get their nutrients from food. Therefore, beverages and foods with brain-boosting ingredients are also becoming popular, but the market isn't as crowded in this space, so companies can better differentiate themselves from the competition.

For instance, shot drinks and water-enhancing drink mixes are not that common yet, but more private labels and competitors are expected to gain market share in the upcoming years. With foods and beverages, companies need to ensure the efficacy is still there and the products are within the law. Remember, foods generally have lower doses of ingredients because of price point, and all ingredients that go into foods and beverages must be GRAS (generally recognized as safe). Careful manufacturers want to make sure they aren't the recipient of an FDA warning letter for adding a non-GRAS ingredient to a conventional food, the way Lazy Cakes maker HBB LLC was warned by the agency for selling a brownie with melatonin in 2010.

The regulatory landscape for brain health ingredients isn't more severe than other categories in the natural market, but that's not to say it isn't strict. Manufacturers in this space must operate under GMP (good manufacturing practice) regulations set by FDA. Careful brand owners will seek manufacturers and ingredient suppliers that can back their quality with certifications and open-door policies. And if the ingredient wasn't on the market before October 1994, a new dietary ingredient (NDI) notification to FDA may be necessary.

Like all supplements, brain health products cannot claim to treat diseases. Saying "dementia," "Alzheimer's disease" and "depression" is not OK; it's better to go with "Research shows X ingredient can play a vital role in overall normal and healthy cognitive health." Brand owners can also stay on the right side of the law by having a savvy lawyer review all marketing claims before selling products.

In late summer 2012, FDA sent two warning letters to companies marketing neuroprotection and concussion recovery products as supplements. FDA said the marketing made these products drugs because they were intended to treat neurological disorders. FDA warned PruTect Rx, Highlands Ranch, CO, that its NeuroPruTect Concussion Response Formula triggered new drug status by claiming to reduce cognitive decline, including Alzheimer's. The letter to Trinity Sports Group Inc., Plano, TX, detailed disease/condition claims made for its Neuro-Impact product, including improved concussion recovery and mild traumatic brain injuries.

And in December 2010, NBTY Inc. settled with FTC for $2.1 million for making false health claims, including the claim that the omega-3 docosahexaenoic acid (DHA) promoted brain health. On the products' packaging, labeling and print advertisements, NBTY used an asterisk to link the prominent phrase "with DHA" to the claim: "DHA is naturally found in the brain and the eyes. 100 mg promotes healthy brain and eye development. One serving provides 100 mcg of DHA." FTC argued this implies the products contain significant amounts of DHA, but the products did not contain a significant amount. However, FDA does not allow marketers to claim a product contains a "significant amount" of DHA or EPA under the Federal Food, Drug and Cosmetic Act (the Act) (21 U.S.C. 343(r)(3)) and 21 CFR 101.14(c). Find more on omega-3 regulations in the SupplySide Omega-3 Insights Report, "Long-Chain Omega-3s U.S. & Europe Regulatory Update."

These claims should also be based on science to keep regulators andincreasinglyconsumers happy. Manufacturers that choose ingredients with research behind them will be better at winning over new customers, and efficacious products will make them loyal fans.

Fortunately, many ingredient companies are enhancing the already abundant research on natural ingredient's ability to boost brain health with clinical trials that support their branded ingredients.

Discover which brain health ingredients can formulate seamlessly in your new supplement, food or beverage at SupplySide West.

Find more information on brain health in INSIDER's Cognitive Content Library.