Brain health supplements market drivers

Cognition is top of mind for consumers. Tom Druke, director of VitaCholine brand development, Balchem Human Nutrition and Pharma, pointed to data from Natural Marketing Institute’s (NMI) 2015 Healthy Aging Study showing loss of cognitive function is the top age-related apprehension reported by respondents.

Their concerns aren’t without merit. “As we age, changes in brain structure and function lead to declines in several cognitive abilities,” explained Gary Small, M.D., aging and longevity expert, Brain Health Network member. “Brain cells do not communicate as effectively, and abnormal protein deposits—known as amyloid and tau—accumulate in brain areas that control memory and thinking. Most people notice memory decline by the time they reach middle age.”

Add to that a growing senior population, and the need for solutions to combat the cognitive challenges associated with aging become undeniably urgent. U.S. Census Bureau’s 2017 National Population Projections reported that, by 2030, all Baby Boomers will be older than age 65, while the United Nations World Population Ageing report stated the global population ages 60 and above doubled from 1980 to 2017. That number is expected to double again by 2050 to reach nearly 2.1 billion.

Though medical interventions for cognitive decline remain “elusive,” as Sally Aaron, senior vice president, health ingredients and marketing, Evolva, put it, consumers have options to manage or prevent issues related to cognitive decline.

Small concurred: “Considerable research on the impact of healthy lifestyle (physical exercise, diet, social engagement, mental stimulation, etc.) has shown that people do have some control over their cognitive health as they age, and many are searching for novel and effective ingestible products for bolstering brain health.”

According to Global Data’s Q3 2016 global consumer survey, 93 percent of U.S. seniors (ages 65 and up) have used a supplement within the last 12 months, compared to 85 percent for all groups.  According to FMCG Gurus, nearly 60 percent of individuals surveyed are interested in cognitive health products, even when not suffering from specific health problems. FMCG also reported over 20 percent of those surveyed are taking supplements, visited a doctor or made changes to their diet to improve cognitive health.

“These trends indicate that healthy adults are looking for ways to slow down cognitive decline and boost brain performance, even before noticeable changes occur,” Aaron said.

Further supporting consumer interest in cognitive health is a growing market; according to data from Nutrition Business Journal (NBJ), the market for brain health supplements achieved an estimated US$912 million in 2018 with growth of 4.6 percent compared to the previous year. The market is projected to reach $1.04 billion by 2021. Brain health supplements accounted for an estimated 2 percent of all supplement sales in 2018, per NBJ.

This is an excerpt from the article, “Memory and cognitive performance: Supporting the needs of an aging brain,” originally published in INSIDER’s healthy aging digital magazine. Download the digital magazine to read the complete article.