Formulator advice for creating cognitive supplements

[Editor's note: This article is part of the new SupplySide Supplement Journal digital magazine — your toolbox for better business. Marketers, formulators, business executives can all prosper from the intel within. Download it for free here.]

Over the past decade, notable market shifts and product innovation have occurred in the cognitive and brain health supplement space. These include the expansion of benefit targets and potential product applications, as well as a broadening of the audience demographics and age range, particularly younger folks who are already beginning to seek cognitive health support. 

Focus, memory, relaxation, sleep, mental clarity and support for symptoms of attention-deficit/hyperactivity disorder (ADHD) are among the growing spectrum of areas being marketed by manufacturers of cognitive and brain health supplements. 

Research is on the rise using a range of cognitive supplements, like multivitamins, citicoline and other science-backed ingredients. All of these factors are contributing to an array of product options, as well as new market positioning opportunities for brands to enter or go deeper within this evolving space. 

Pioneering products and positioning 

While the more traditional cognitive health supplement market of aging consumers — often in the 40-plus age range, seeking products to help with areas like memory support — continues to gain traction as the aging population increases, factors such as education stressors and the significant popularity of gaming and esports have drawn a younger audience, according to a recent industry report. 

Related:Mind. Blown. Nootropics – digital magazine

Greater awareness and efforts to reduce the stigma of discussing the importance of mental health issues and treatment options are also shining a light on the potential of supplements to help manage stress, anxiety and depression. 

Innovative active nutrition and sports supplement brands are even adding cognitive support ingredients to pre-workout products, aiming to offer mental clarity and focus support to optimize workout potential. For example, pre-workout products have started to include ingredients like alpha-GPC (alpha-glycerylphosphorylcholine) with intended benefits aiding focus. 

Cognitive ingredients are also being used in women’s health applications to provide support for the cognitive areas often associated with menopause. Brain fog has also become associated with symptoms of Covid-19, sparking brands to incorporate cognitive ingredients into immune formulas and products. 

Key ingredients in formulations 

Related:5 chill ingredients for stress support supplements

As the lane for cognitive and brain health opportunities continues to widen, so too has the array of ingredients available for brands to consider utilizing in developing products for this promising market. The following key traditional and trending ingredients are being used for product development in the space. 

• Creatine: Formed of three amino acids, creatine is produced by the human body and is also present in certain foods like meat and fish. Mounting evidence shows that creatine helps reduce inflammation and oxidative stress, which can benefit the brain. 

• Lion’s mane: These edible mushrooms (Hericium erinaceus) can boost support of focus and concentration and potentially be helpful for nerve cell growth and repair following traumatic brain injury. 

• L-theanine: Found in tea leaves — particularly green and loose-leaf — this amino acid has demonstrated potential health benefits, including improved sleep quality and reduction of stress and anxiety. 

To learn about the two other ingredients to use in trendy formulations, download the free SupplySide Supplements Journal digital magazine, "Mind. Blown. Nootropics." here.

Formulation guidance 

Given the vast market opportunities and ingredient options in the cognitive and brain health space, brands should consider formulations that can take them outside of the traditional target benefit range. 

If a brand is creating a product strictly focused on cognitive health, the formulation can be fairly straightforward, including four or five of the key ingredients to develop a solid product. However, brands looking to spark innovation in or expand their product lines can take it to the next level by combining ingredients that can support a variety of benefit targets with the potential to reach a broader audience. 

For example, a brand that traditionally focuses on sports and active nutrition supplements can think about incorporating ingredients for cognitive function such as focus into their formulations to help enhance workout quality and performance. Immune support is another viable category to consider including ingredients associated with cognitive health into formulations. Brands can consider adding ingredients to help with relaxation, stress reduction and better sleep quality, which can also support immune health. 

As cognitive health, focus and mental clarity are essential to overall well-being, brands looking to branch out can consider exploring products that can aid in supporting these functions to offer more holistically beneficial products. 

Product development outlook 

Looking ahead to the future of cognitive health supplements, anticipate seeing greater development of products utilizing mushrooms and adaptogens with increasing science-backed data and studies supporting their benefits in the space. Adaptogens in particular, such as ashwagandha (Withania somnifera), have shown evidence in some studies to counter negative stress and support positive actions as well. 

As research continues, expect to see continued strides in cognitive health products to provide overall support for healthier, better aging and well-being.