03.06.24
Ingredient supplier Nutrition21 recently published a new white paper detailing the cognitive health category, which it projects will be the fastest-growing supplement category this year.
The company highlights the role cognitive health plays for today’s wellness consumer, key considerations when formulating a cognitive health supplement, and how manufacturers can bridge the gap by incorporating nooLVL, a proprietary nitrogisine ingredient formulated to support cognitive performance within as quickly as 15 minutes.
Cognitive health solutions are becoming a mainstream product category, Nutrition21 reports, and consumer demand has grown significantly since the pandemic and now competes with the desire for digestive and immune health. FMCG Gurus reports that 37% of consumers intend to maintain and improve their mental focus over the next 12 months, demonstrating the priority consumers have for this health area.
Supplements positioned toward mental acuity hhave grown by nearly 20% from 2020 to 2023, according to Innova Market Insights. Google Trends data shows steady growth in the search term ‘cognitive health’ in the U.S. over the past four years, reflecting greater interest about the topic and in health solutions that support cognitive health and performance.
“Consumers really have cognition on the mind, which is driving category growth and diversification to support multiple facets of cognitive function,” said Jordan Miller, vice president of marketing at Nutrition21. “Our new white paper shines a light on the incredible opportunity for brands to win within the cognitive wellness space and the role novel science-backed ingredients such as nootropics play as consumers become more specific in the individual health areas they might seek to address such as supporting memory, focus, concentration, and a better response to stress and anxiety.”
The new white paper, “Staying Sharp: Cognitive solutions to spark focus,” outlines trends in the segment and how Nutrition21 can help brands formulate cognitive health products, including:
“Today’s consumer defines optimal cognitive health as having good memory levels, the ability to concentrate, and feeling alert. Now brands can deliver all of these benefits with nooLVL, a patented, non-stimulant science-backed ingredient solution that has been clinically studied to deliver safe and effective focus consumers can feel in as little as 15 minutes. Its powerful complex of bonded arginine silicate and inositol works to support the delivery of the oxygen and nutrients for healthy brain function — all without the use of stimulants,” said Miller.
nooLVL is non-GMO, GRAS, and can be formulated into a number of products including sachets, stick packs, capsules, ready-to-mix powders, ready-to-drink beverages, and functional bars.
The company highlights the role cognitive health plays for today’s wellness consumer, key considerations when formulating a cognitive health supplement, and how manufacturers can bridge the gap by incorporating nooLVL, a proprietary nitrogisine ingredient formulated to support cognitive performance within as quickly as 15 minutes.
Cognitive health solutions are becoming a mainstream product category, Nutrition21 reports, and consumer demand has grown significantly since the pandemic and now competes with the desire for digestive and immune health. FMCG Gurus reports that 37% of consumers intend to maintain and improve their mental focus over the next 12 months, demonstrating the priority consumers have for this health area.
Supplements positioned toward mental acuity hhave grown by nearly 20% from 2020 to 2023, according to Innova Market Insights. Google Trends data shows steady growth in the search term ‘cognitive health’ in the U.S. over the past four years, reflecting greater interest about the topic and in health solutions that support cognitive health and performance.
“Consumers really have cognition on the mind, which is driving category growth and diversification to support multiple facets of cognitive function,” said Jordan Miller, vice president of marketing at Nutrition21. “Our new white paper shines a light on the incredible opportunity for brands to win within the cognitive wellness space and the role novel science-backed ingredients such as nootropics play as consumers become more specific in the individual health areas they might seek to address such as supporting memory, focus, concentration, and a better response to stress and anxiety.”
The new white paper, “Staying Sharp: Cognitive solutions to spark focus,” outlines trends in the segment and how Nutrition21 can help brands formulate cognitive health products, including:
- Evolution of the category and key consumer insights driving need for cognitive solutions that support multiple facets of cognitive function
- Bridging the cognitive gap between consumer desire for new solutions that work without the side effects of stimulants
- The science behind nooLVL featuring multiple clinical studies with scientifically substantiated cognitive claims such as boosting focus, concentration, memory, along with helping to support energy levels
- How to formulate new products for success that are effective and fit consumers’ preferred delivery format
“Today’s consumer defines optimal cognitive health as having good memory levels, the ability to concentrate, and feeling alert. Now brands can deliver all of these benefits with nooLVL, a patented, non-stimulant science-backed ingredient solution that has been clinically studied to deliver safe and effective focus consumers can feel in as little as 15 minutes. Its powerful complex of bonded arginine silicate and inositol works to support the delivery of the oxygen and nutrients for healthy brain function — all without the use of stimulants,” said Miller.
nooLVL is non-GMO, GRAS, and can be formulated into a number of products including sachets, stick packs, capsules, ready-to-mix powders, ready-to-drink beverages, and functional bars.
