Recently I had the opportunity to sit with Dr. Russ Hazen, raw materials and innovations specialist for Fortitech Premixes, to discuss the cognitive health market.  The following is an excerpt from our conversation…
 
Patrick Morris (PM): Can you give me some of your topline thoughts on what is currently going on within the market for cognitive health products?
 
Russ Hazen (RH): Products seem to target two separate ends of the consumer spectrum, focusing on separate age demographics. Many products target children in the early stages of their growth/development, with products focused on infants and toddlers. This is a mature category with many food and beverage products already on the market. These often include omega-3s like EPA and DHA and focus on the developmental aspects of cognitive health, but new products are still appearing, especially in global markets where demand is high. The second demographic is the Baby Boomer crowd.   
 
I think that the Boomer group, which represents the largest consumer demographic at the moment and for the foreseeable future, is seeing this uptick in targeted products because this is a group that is embracing the concept of ‘healthy aging.’  This demographic is experienced and is increasingly educated on the benefits of nutrition. They realize that the needs and abilities of their body’s change as they grow older and they are taking active steps to address these changes. Within the area of cognition, they are interested in their memory capacity and maintaining focus and mental acuity.
 
PM: What benefits do consumers expect from cognitive health ingredients?
 
RH: It depends on the consumer, in my opinion. Some want to enhance their memory, others want clarity, others just want to ensure that they are ‘feeding their brains’ with whatever is known to be good for them—a bit like the old adage about fish being ‘brain food,’ which turns out to be a pretty accurate description considering the benefits of the omega-3 fatty acids found in many fish species. I believe many of these consumers are expecting to live longer than previous generations, and they are doing what they can to ensure that those additional years continue to be productive and fruitful.
 
PM: So, what are some ingredients that you might tell a manufacturer to look at if they were interested in formulating a product targeting cognitive health?
 
RH: Well, if we play off of the fish being brain food angle, omega-3 fatty acids, which are found in fish such as salmon, are top of the list. Omega-3s in other forms such as algae and krill are also increasing in popularity. Chia is another option that has seen a dramatic increase in popularity in recent years. It is especially popular with those with a seafood allergy or who practice a vegan lifestyle. 
 
Other ingredients commonly added to products targeting cognition include well recognized materials like phosphatidylserine, B vitamins, Ginko biloba, ginseng and  Coenzyme Q10. However, some more recent materials are also showing potential in this category. 
 
Pyrroloquinoline quinone (PQQ) was once thought to be a vitamin, but an increasing amount of evidence is being published that indicates it may play a role in mitochondrial function and offer anti-inflammatory and antioxidant benefits that may involve a benefit to neurological function. There is a need for more in-depth clinical research on this ingredient, but this may show promise for products looking to prevent cognitive decline.
 
PM: Can you highlight a few formulation challenges?
 
RH: Minimizing matrix incompatibilities and nutrient interactions is always a primary challenge for the formulator. In manufacturing, we can separate vitamins and minerals into two individual pre-mixes, encapsulate certain vitamins or minerals, or utilize a particular form of a specific ingredient (e.g., magnesium may be magnesium phosphate, magnesium citrate or magnesium lactate, depending upon what other ingredients are utilized in the pre-mix and the finished product flavor profile). Each individual market form has a specific nutrient activity and solubility in water, as well as a flavor profile and they need to be properly balanced to create a successful formulation.
 
Another challenge particular to powdered formulations is ensuring that all the hard work that has gone into developing the product is not undone in the manufacturing process. Blending powders is very different from blending liquids. With liquids, over-blending is almost impossible. Powder-to-powder blends can be “un-mixed” when particles segregate. There is a science to blending powders that are part of the finished product. 
 
PM: What do you see as the future for cognitive health products?
 
RH: As more science and research comes to light on the ability of specific nutrients to positively impact our cognitive health, we will see larger mainstream products with these ingredients enter the marketplace. Large food manufacturers are likely waiting for the science behind these ingredients to develop before they enter into the category, but with the opportunity that this segment offers, it will only be a matter of time before we see an explosion of new products on retail shelves.
 
For more information on cognitive health, download Fortitech Premixes technical paper, titled “Think” at www.fortitechpremixes.com/freepaper