Are we ever going to figure out how the brain works?” Gary Marcus, an NYU professor of psychology, posed this question July 11 in an op-ed piece in The New York Times. His answer was far from hopeful.

Definitive knowledge in this area is elusive, given that the brain is a physical structure but its functions are extra-physical, extending into the realms of psychology and philosophy. Prof. Marcus suggested that neuroscience must await a breakthrough similar to the discovery of DNA, at which time we may be able to describe the “lawful relation between assemblies of neurons and the elements of thought.”

At this point, however, he suggested, not even the recent launching of two ambitious brain research programs—one by the Obama Administration and the other by the European Commission—is likely to achieve full understanding in the foreseeable future (see accompanying sidebar below).

Nevertheless, even in the absence of complete knowledge about how the brain functions, much has been researched and deduced, prompting development of nutritional ingredients that may help guard against memory loss and sharpen reasoning speed and power (see Ingredient Roundup sidebar below).

Big Problem, Big Opportunity
Broadly speaking, “cognitive issues are divided into two segments: brain decline and emotional decline,” said Kathy Lund, vice president of business development and marketing, for AIDP, Inc., City of Industry, CA. “Brain decline includes diseases such as Alzheimer’s and dementia, but also lack of focus and brain fog. Emotional decline is caused by anxiety and stress resulting in poor sleep, anger or the inability to concentrate.”

Overall, said Ms. Lund, “The cognitive health category is very strong and is emerging as one of the fastest growing categories in the nutrition field. A recent Datamonitor report indicated the segment is growing over 11% while SPINS indicated growth at 13%.”

In an article published in May, Diana Cowland, senior health and wellness analyst for Euromonitor International, noted, “The number of individuals with dementia continues to grow. The Alzheimer’s Society in the U.K. estimated that one in 14 people aged 65 and older has some form of dementia; if this figure is applied to the global population, more than 51 million people could have dementia in 2018. This is no small target audience.”

“Major depressive disorders are a potentially debilitating illness, and are currently the leading cause of claims for long-term sickness benefits in the U.K., with an estimated cost of £13 billion a year,” said Greg Weatherhead, lead applications scientist for Croda Europe Ltd., headquartered in East Yorkshire.

The figures in the U.S. are even more alarming. “More than 5 million Americans currently have Alzheimer’s, and it is estimated this number will double or even triple by 2050,” said Becky Wright, marketing director for Aker Biomarine, Issaquah, WA. According to Ms. Wright, this memory-robbing disease is already considered the most expensive condition in the U.S., predicted to account this year alone for direct costs of about $214 billion. “In the developed world, the cost related to mental disorders is now greater than the cost related to coronary heart disease and cancer combined,” she said.

“One of the largest cost drivers related to dementias are the costs of institutional or home-based long-term care, which represent up to 84% of attributable costs,” said Eric Ciappio, PhD, RD, scientific leader of DSM Nutritional Products, Parsippany, NJ.

And how does one even begin to calculate the costs associated with the estimated 17.7 billion hours of care from unpaid caregivers, asked Elzaphan Hotam, CEO of Morristown, NJ-based Enzymotec USA Inc.

Not All the Prospects Are Old
While cognitive issues often are associated with aging and, to a lesser extent with prenatal nutrition, Seth Flowerman, director of business development for PLT Health Solutions, Morristown, NJ, also identified another aspect of the market—people in the 18-65 age group seeking help to achieve peak performance.

“This shouldn’t come as much of a surprise considering the competitive nature of our global society and the increased mental demands of the information age,” said Mr. Flowerman. Citing recent U.S. Department of Education statistics, he said there are about 22 million college and university students throughout the nation.

And, he added, studies show that there will be more than 100 million knowledge workers in the U.S. (Infotrends, 2011). Combined, these groups represent more than 40% of the U.S. population. “This indicates a vast need and market opportunity for support of cognitive performance related to study and work,” Mr. Flowerman said.

Younger children, too, could benefit from brain support nutraceuticals, said Enzymotec’s Mr. Hotam. He cited a report from the Centers for Disease Control and Prevention (CDC) that indicated “11% of children 4-17 years of age have been diagnosed with ADHD with an estimated cost of illness of around $50 billion.”

What may kids this young expect? Better reading scores, perhaps, said Croda’s Mr. Weatherhead. He described one study funded by Martek Biosciences (since acquired by DSM) in which 493 schoolchildren aged 7–9 years from mainstream Oxfordshire schools were participants. They were selected for below average reading performance in national assessments.

In general, Mr. Weatherhead said, the study’s subjects were demonstrably low in concentrations of docosahexaenoic acid (DHA) and other omega-3 long-chain polyunsaturated fatty acids (LC-PUFAs). He noted that these low concentrations  “directly related to measures of cognition and behavior.”

While he acknowledged that these findings require confirmation, Mr. Weatherhead suggested the benefits from dietary supplementation with omega-3 LC-PUFA found for ADHD, dyspraxia, dyslexia and related conditions might extend to the general school population.

Melanie Bush, director of berry science, Artemis International, Inc., Fort Wayne, IN, cited an animal study that found improved spatial memory performance and a faster rate of learning in young subjects.

“We are seeing an increasing movement of ‘eating clean’ sweeping the nation among younger individuals as they recognize the tie between long-lasting health and natural foods/supplements. Berries have the potential to appeal to a younger crowd as they are a simple, familiar and tasty way to achieve major brain benefits,” she said.

Pharma vs. Natural
Given the vast and growing nature of the cognitive performance problem, as well as the market opportunity, it’s no wonder that both pharmaceutical manufacturers and developers of nutraceutical products are aggressively seeking answers.

“Pharmaceuticals are typically prescribed in response to an issue—they are reactive drugs and are often aimed toward particular symptoms,” said Ms. Bush. “Natural dietary supplements can be taken proactively (and often without side effects) beginning at a young age to help prevent deterioration, and to help strengthen our bodies and maintain a healthy state.”

It also must be remembered that “by regulatory definition, supplements are not intended to diagnose, treat or cure disease,” said Kristine V. Lukasik, PhD, director of scientific and regulatory affairs for the Food & Nutritional Ingredients division of New Hampton, NY-based Balchem Corporation.

She added, however, “Supplements may be useful when the type of normal age-related cognitive dysfunction in question is modulated by sufficiency of a biological precursor (e.g., tryptophan, choline, tyrosine).”

At Montreal-based Lallemand Health Solutions, marketing group manager Bérengère Feuz said, “As far as probiotics are concerned, an animal model study has shown a real anxiolytic-like effect very comparable to Diazepam, but without the usual side effects associated with CNS (central nervous system) drugs. A pharmacological study has confirmed that, despite its positive effects on behavior and psychological distress, Lallemand’s Probio’Stick did not create any pharmaco-dependence as observed with chemical anxiolytic drugs, while displaying comparable effects in an animal model.”

Similarly, Thomas Ughetto, business unit manager for Naturex Inc., South Hackensack, NJ, said strong side effects have been associated with use of some drugs, “and many cases of addiction have been reported.”

For Sybille Buchwald-Werner, PhD, CEO of Germany’s Vital Solutions GmbH, the key question is whether or not there is an illness present. In her view, food supplements should be used to keep physiological functions in balance or to help bring them back to a healthy state.

Intended to support healthy people, these natural ingredients may help “to reduce all types of discomfort and/or to improve performance” or to support alertness, memory and mental focus, she said. “They may even have beneficial effects to reduce or postpone the development of age-related disease, but if one has already developed a disease then pharmaceutical drugs are required.”

Coming Attractions
Restrictions aside, experts have predicted continued growth for the brain health category. Citing a study commissioned by the National Institute on Aging, Laura King, RD, Columbia, MD-based marketing manager for DSM Nutritional Products, emphasized that by 2017, half of the U.S. population will be over 50 years old, and about 10% of people over the age of 70 develop at least mild cognitive impairment.

That alone represents a huge market—approximately 33 million people based on an expected total population of more than 328 million three years from now. Ms. King also cited “continued interest in the role omega-3s play not only in cognition, but also in concussion treatment and prevention.” Thus, children and young adults also present strong sales potential.

Enzymotec’s Mr. Hotam agreed, saying seniors and prenatal are established market segments, but there hasn’t been much growth in recent years. “We believe market growth may come from children, students and young professionals—age groups poorly served with efficacious and healthy nutrients, while facing an increasing need to support healthy cognitive and mental performance.”

Mr. Flowerman of PLT Health Solutions said, “There is remarkable room for growth in this area—particularly in the area of cognitive performance related to study and work. We see the market for what we call ‘peak performance’ as an area where product developers will increasingly focus when it comes to cognitive health.”

There is statistical support for these projections. In a fact sheet released in January 2013, AIDP reported on surveys conducted by the American Association of Retired People (AARP) and ASA-MetLife Foundation. Findings indicated that “nearly nine out of 10 consumers believe it is possible to improve cognitive fitness, and more than four out of five people older than 50 say ‘staying mentally sharp’ is their number 1 concern. A deteriorating mental state concerns Baby Boomers more than death itself.”