• Login
    • Join
  • FOLLOW:
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Nutraceuticals
    • Markets
    • Health
    • Jobs
    • Events
    • Buyers' Guide
    • Showcases
    • More
  • Magazine
  • News
  • Exclusives
  • Nutraceuticals
  • Markets
  • Health
  • Jobs
  • Events
  • Buyers' Guide
  • Showcases
  • Current & Past Issues
    Features
    Columns
    Editorials
    Digital Edition
    Subscribe Now
    Advertise Now
    eNewsletter
    Editorial Guidelines
    Top Features
    Health Products Association - China Executive Director Reflects on Market Dynamics, Challenges

    Blood Sugar Management: Personalized Testing Drives Home The Need for Early Intervention

    New and Evolving Formulation Options Must Be Mindful of Blood Sugar Maintenance

    Tapping Functional Beverages to Meet Modern Wellness Needs

    Adaptogens: Where Ancient Remedies Meet Modern Wellness Products
    Breaking News
    Certifications, Approvals and Patents
    Exclusives
    Industry & Market News
    People
    Products
    Regulatory
    Research
    Supplier News
    Supplier Insights
    Live From Shows
    Top News
    CRN Announces New Staff Appointments

    Food Supplements Europe: Most Consumers Use Dietary Supplements Safely

    True Westfjords Launches Dropi Cod Liver Oil Tonic

    Alkemist Labs Warns About Missing Components to Pesticide Testing

    Boswellia and Bengal Quince Fruit Extract Blend Linked to Respiratory Benefits
    Exclusives
    Blogs & Guest Articles
    Health E-Insights
    Area Code 420
    eBook
    Antioxidants
    Dairy-Based Ingredients
    Enzymes
    Fatty Acids
    Fiber & Carbohydrates
    Green Foods
    Herbs & Botanicals
    Marine Nutraceuticals
    Minerals
    Omega 3s
    Probiotics & Prebiotics
    Proteins, Peptides, Amino Acids
    Sweeteners
    Vitamins

    True Westfjords Launches Dropi Cod Liver Oil Tonic

    Alkemist Labs Warns About Missing Components to Pesticide Testing

    Boswellia and Bengal Quince Fruit Extract Blend Linked to Respiratory Benefits

    Largest Cannabinoids Trial to Date Yields Positive Findings on Pain Management

    Kensing Acquires Vitae Naturals
    Consumer Trends
    Contract Manufacturing
    Cosmeceuticals / Nutricosmetics
    Delivery & Dosage Technologies
    Dietary Supplements
    Flavors & Colors
    Functional Foods & Beverages
    Healthcare Trends
    Medical Nutrition
    Mergers & Acquisitions
    Natural/Organic
    Nutrition Bars
    Packaging
    Pet Nutraceuticals
    Quality & Safety
    Regulations
    Research
    Testing
    World Markets

    CRN Announces New Staff Appointments

    Food Supplements Europe: Most Consumers Use Dietary Supplements Safely

    True Westfjords Launches Dropi Cod Liver Oil Tonic

    ODSP Director Cara Welch Discusses Agency Priorities

    Alkemist Labs Warns About Missing Components to Pesticide Testing
    Bone & Joint Health
    Cancer Risk
    Cardiovascular Health
    Cognitive Function
    Diabetes & Blood Sugar Management
    Digestive Health
    Energy
    Eye Health
    Healthy Aging
    Immune Function
    Infant & Children's Health
    Inflammation
    Men's Health
    Mood Health & Sleep
    Oral Health
    Sexual & Reproductive Health
    Skin Health
    Sports Nutrition
    Weight Management/Weight Loss
    Women's Health

    Boswellia and Bengal Quince Fruit Extract Blend Linked to Respiratory Benefits

    Younger Consumers Drive Growing Demand for Ingestible Beauty and Skin Care Products

    Lynside® Forte B offers full range of B-vitamin benefits with nutritional yeast

    CoQ10 and Royal Jelly Supplementation May Improve High Intensity Exercise

    Shiitake Mushroom Extract Appears Helpful in HPV Infections
    Industry Events
    Live From Show Events
    Webinars
    All Companies
    Categories
    Trade Associations
    Company Capabilities
    International Buyers Guide Companies
    Aiya America, Inc. (Aiya Matcha)

    Bioenergy Life Science, Inc. (BLS)

    Botanic Healthcare LLC

    Sabinsa Corporation

    Bioactive Resources
    Companies
    Product Releases
    News Releases
    Literature / Brochures
    White Papers
    Jobs
    VIdeos
    Services
    Add New Company
    International Buyers Guide Companies
    Aiya America, Inc. (Aiya Matcha)

    Bioenergy Life Science, Inc. (BLS)

    Botanic Healthcare LLC

    Sabinsa Corporation

    Bioactive Resources
    • Magazine
      • Current / Back Issue
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Trade Associations
      • Company Capabilities
    • Nutraceuticals
      • Antioxidants
      • Dairy-Based Ingredients
      • Enzymes
      • Fatty Acids
      • Fiber & Carbohydrates
      • Green Foods
      • Herbs & Botanicals
      • Marine Nutraceuticals
      • Minerals
      • Omega 3s
      • Probiotics & Prebiotics
      • Proteins, Peptides, Amino Acids
      • Sweeteners
      • Vitamins
    • Markets
      • Consumer Trends
      • Contract Manufacturing
      • Cosmeceuticals / Nutricosmetics
      • Delivery & Dosage Technologies
      • Dietary Supplements
      • Flavors & Colors
      • Functional Foods & Beverages
      • Healthcare Trends
      • Medical Nutrition
      • Mergers & Acquisitions
      • Natural/Organic
      • Nutrition Bars
      • Packaging
      • Pet Nutraceuticals
      • Quality & Safety
      • Regulations
      • Research
      • Testing
      • World Markets
    • Health
      • Bone & Joint Health
      • Cancer Risk
      • Cardiovascular Health
      • Cognitive Function
      • Diabetes & Blood Sugar Management
      • Digestive Health
      • Energy
      • Eye Health
      • Healthy Aging
      • Immune Function
      • Infant & Children's Health
      • Inflammation
      • Men's Health
      • Mood Health & Sleep
      • Oral Health
      • Sexual & Reproductive Health
      • Skin Health
      • Sports Nutrition
      • Weight Management/Weight Loss
      • Women's Health
    • Online Exclusives
    • Webinars
    • Slideshows
    • Blogs & Guest Articles
    • Health E-Insights
    • Videos
    • Podcasts
    • Infographics
    • eBook
    • Whitepapers
    • Research
      • TrendSense
      • Monograph Center
      • White Papers
      • Research News
    • Jobs
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Supplier Showcases
      • Companies
      • Product Releases
      • News Releases
      • Literature / Brochures
      • White Papers
      • Jobs
      • VIdeos
      • Services
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Breaking News

    New Nutrition Business Identifies Key Nootropic Trends

    Julian Melllentin authored a new strategy briefing on a wide range of cognitive-boosting ingredients.

    New Nutrition Business Identifies Key Nootropic Trends
    Not all ingredients, and not all benefits, are for everyone in this volatile market segment, Mellentin reports.
    Related CONTENT
    • IFT Annual Meeting Event Info
    • GOOD Meat Breaks Ground on Largest Cultivated Meat Facility in Asia
    • Global Innovation Tracker Marks Return of ‘What’s Next’ Research Treks
    • Research Trends in Nutrition and Mental Health
    • Sabinsa to Showcase Ingredients at Nutraceuticals Europe Summit & Expo
    09.01.20
    One of the definitive trends in the functional foods and nutraceuticals space over the past near-decade has involved consumers seeking out certain ingredients to improve their memory, focus, attention, and energy levels, and, particularly during the pandemic, to manage their mood and wellbeing.
     
    “Over the last few years industry has introduced a new buzzword to describe this space – nootropics – and a growing segment of business is paying attention to it,” Julian Mellentin, the director of New Nutrition Business, said.
     
    Nootropics are substances known to benefit the areas of cognitive function or mental performance in healthy people, which is a wide ranging function that “everyone wants,” Mellentin said. According to a recent survey conducted by the International Food Information Council (IFIC), a third of American consumers are looking for memory, focus, and cognition benefits from their food and drink. While the strong demand exists, Mellentin said that most nootropic brands fail to satisfy consumers.
     
    “I wrote this strategy briefing because nootropics is a very high-risk area which is difficult for companies to navigate, and it’s important to see past the misleading hype that dominates this area,” he said. “The challenge of delivering a product that both tastes good and delivers a ‘feel-the-benefit’ effect, and is convenient, has been a major barrier to success in this category. Products such as Arepa’s blackcurrant beverage in New Zealand, which delivers on these two requirements, are rare. Several products usually use ingredients that consumers understand and accept, from caffeine to B vitamins.”
     
    “If you choose ingredients such as cordyceps mushrooms or tulsi, you have a major challenge of low consumer familiarity,” Mellentin continued. “That makes it hard for anyone but a niche of health-active people to believe in the benefit your product is offering. Using cordyceps mushrooms, for example, is a strategy choice to either be a niche brand or, if your ambitions are bigger, to commit commercial suicide.”
     
    In the strategy briefing, Mellentin highlights six strategies for success in this emerging area, and explores common pitfalls. The report outlines which ingredients to use, and includes a review of 16 ingredients and their benefits. Additionally, it outlines which consumer benefits to target, which can be largely dependent on the demographic group, and which ingredients and benefits are shown to garner the most attention on social media.
    Related Searches
    • Cognitive Function
    • Research
    • Consumer Trends
    • Dietary Supplements
    Related Knowledge Center
    • Dietary Supplements
    • Cognitive Function
    • Research
    Suggested For You
    IFT Annual Meeting Event Info IFT Annual Meeting Event Info
    GOOD Meat Breaks Ground on Largest Cultivated Meat Facility in Asia GOOD Meat Breaks Ground on Largest Cultivated Meat Facility in Asia
    Global Innovation Tracker Marks Return of ‘What’s Next’ Research Treks Global Innovation Tracker Marks Return of ‘What’s Next’ Research Treks
    Research Trends in Nutrition and Mental Health Research Trends in Nutrition and Mental Health
    Sabinsa to Showcase Ingredients at Nutraceuticals Europe Summit & Expo Sabinsa to Showcase Ingredients at Nutraceuticals Europe Summit & Expo
    Tapping Functional Beverages to Meet Modern Wellness Needs Tapping Functional Beverages to Meet Modern Wellness Needs
    New and Evolving Formulation Options Must Be Mindful of Blood Sugar Maintenance New and Evolving Formulation Options Must Be Mindful of Blood Sugar Maintenance
    Chris Hillman Discusses Trends and Challenges in Today’s Competitive Job Market Chris Hillman Discusses Trends and Challenges in Today’s Competitive Job Market
    Digital Marketing Specialist Digital Marketing Specialist
    Vitafoods Europe 2022 Attendance Returns to 2019 Level Vitafoods Europe 2022 Attendance Returns to 2019 Level
    Nootropics and Adaptogens Respond to Demand for Mind and Mood Support Nootropics and Adaptogens Respond to Demand for Mind and Mood Support
    Marketing Trends in Gaming and Powering Esports Athletes with Nutrition21’s nooLVL® Marketing Trends in Gaming and Powering Esports Athletes with Nutrition21’s nooLVL®
    Prinova to Launch Enduracarb at Vitafoods Europe Prinova to Launch Enduracarb at Vitafoods Europe
    Sabinsa to Showcase Ingredients at Vitafoods Europe Sabinsa to Showcase Ingredients at Vitafoods Europe
    Bioiberica Forays into Two New Health Areas Bioiberica Forays into Two New Health Areas

    Related Live From Shows

    • IFT Annual Meeting Event Info

      IFT Annual Meeting Event Info

      ...
      06.21.22

    • Breaking News | Functional Foods & Beverages | Industry & Market News | World Markets
      GOOD Meat Breaks Ground on Largest Cultivated Meat Facility in Asia

      GOOD Meat Breaks Ground on Largest Cultivated Meat Facility in Asia

      The buildout will house the single largest bioreactor in cultivated meat history to date.
      06.20.22

    • Breaking News | Industry & Market News | World Markets
      Global Innovation Tracker Marks Return of ‘What’s Next’ Research Treks

      Global Innovation Tracker Marks Return of ‘What’s Next’ Research Treks

      In September, Marguerite La Corte will travel to Brazil and LATAM to uncover intel based on actual field research.
      06.07.22


    • Cardiovascular Health | Mood Health & Sleep | Omega-3s | Probiotics & Prebiotics | Research | Weight Management/Weight Loss
      Research Trends in Nutrition and Mental Health

      Research Trends in Nutrition and Mental Health

      UKRI research fellow Dr. Joseph Firth discussed evidence supporting dietary habits and supplementation at Vitafoods Europe 2022.
      By Mike Montemarano, Associate Editor 06.06.22

    • Breaking News | Dietary Supplements | Functional Foods & Beverages | Herbs & Botanicals | Supplier News | World Markets
      Sabinsa to Showcase Ingredients at Nutraceuticals Europe Summit & Expo

      Sabinsa to Showcase Ingredients at Nutraceuticals Europe Summit & Expo

      The company’s team will feature products including Cirpusins, Nigellin, Shagandha, and Starmeric at the event in Spain.
      06.02.22

    Loading, Please Wait..
    Trending
    • Three Grams Of Omega-3s May Be Optimal Dose For Reducing Blood Pressure
    • High Blood DHA Levels Linked To 49% Reduced Risk Of Alzheimer’s
    • CoQ10 And Royal Jelly Supplementation May Improve High Intensity Exercise
    • Oregon Files Lawsuit Against GNC
    • First Day Life Shuts Down Children's Behavioral, Cognitive Health Claims Following Challenge
    Breaking News
    • CRN Announces New Staff Appointments
    • Food Supplements Europe: Most Consumers Use Dietary Supplements Safely
    • True Westfjords Launches Dropi Cod Liver Oil Tonic
    • Alkemist Labs Warns About Missing Components to Pesticide Testing
    • Boswellia and Bengal Quince Fruit Extract Blend Linked to Respiratory Benefits
    View Breaking News >
    CURRENT ISSUE

    June 2022

    • Tapping Functional Beverages to Meet Modern Wellness Needs
    • Adaptogens: Where Ancient Remedies Meet Modern Wellness Products
    • New and Evolving Formulation Options Must Be Mindful of Blood Sugar Maintenance
    • Health Products Association - China Executive Director Reflects on Market Dynamics, Challenges
    • Blood Sugar Management: Personalized Testing Drives Home The Need for Early Intervention
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    CRN Announces New Staff Appointments
    Food Supplements Europe: Most Consumers Use Dietary Supplements Safely
    True Westfjords Launches Dropi Cod Liver Oil Tonic
    Coatings World

    Latest Breaking News From Coatings World

    Waterborne Symposium Issues 2023 Call for Papers
    JNS-SmithChem Acquires Gulf Coast Chemical in Tampa, Florida
    Teknos Makes its Coatings with Help of Solar Power in Rajamäki, Finland
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    3M to Shed Neoplast, Neobun Brands
    FDA OKs Ra Medical Systems' DABRA 2.0 Catheter
    Hyperfine Leader Dave Scott to Step Down
    Contract Pharma

    Latest Breaking News From Contract Pharma

    TCG Lifesciences Inaugurates New R&D Facility in Pune
    Fujifilm Investing $1.6B to Expand Cell Culture Manufacturing Services
    Sharp Expands Clinical Services Operations at Heerenveen Facility
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Kevyn Aucoin Beauty To Launch Contour Eyeshadow Palettes
    Junoco Promotes #ToBeHuman Campaign
    Old Spice and Arby’s Launch Limited-Edition Meat Sweat Defense Kit
    Happi

    Latest Breaking News From Happi

    Sustainability Expert Aris Vrettos Joins Croda
    PCA Skin Introduces New Pigment Gel Pro Dark Spot Treatment
    Deadline Nears for NJ Recycled Content Law
    Ink World

    Latest Breaking News From Ink World

    BASF Venture Capital Invests in Climentum Capital’s First Fund
    JNS-SmithChem Acquires Tampa-Based Gulf Coast Chemical
    Quad Added to Membership of US Small-Cap Russell 2000 Index
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Optimum Group acquires Labelco
    Provident announces appointment of Jake Garner
    APR announces VP promotions
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Heartland Polymers Begins Polypropylene Production in Alberta
    Malowaniec Receives Lifetime Achievement Award from EDANA
    Weekly Recap: Lifetime Technical Achievement Award Presented to Richard Knowlson, Alkegen Completes Luyang Acquisition & More
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    SpineX Begins SCONE Clinical Trial
    First Patient Enrolled in BioRestorative Therapies' Chronic Lumbar Disc Disease Trial
    Zimmer Biomet Creates Independent Philanthropic Non-Profit Coalition
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    NREL Scientists Explore How to Make PV Even Greener
    ams OSRAM Announces Closing of Sale of AMLS Business to Plastic Omnium
    Confidex’s Carrier Dual Delivers Shared RAIN RFID and NFC Memory

    Copyright © 2022 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login