Americans are beginning to realize that salmon and Sudoku can only get them so far where cognitive health is concerned. Nutrition Business Journal estimates sales to grow to $1.251 billion by 2014. Kathy Lund, vice president, business development and marketing for AIDP, Inc., in City of Industry, California, talks about the brain space and what it might take to get Americans to spend more in support of their most important organ.
Fi: What are your projections for growth in the cognitive-health category for the coming year?
KL: AIDP is very optimistic about the cognitive category. It is an emerging segment that has enjoyed strong growth. Stress is a major factor affecting cognitive health. According to the National Institute of Mental Health, 18.1 percent of U.S. Adults have an anxiety disorder, of these, 22.8 percent are classified as severe. As a disease state, more than $172 billion was projected to be spent on total U.S. care for Alzheimer’s patients in 2010, which presents a major cost to families and society. According to the National Institute of Health, more than 70 million people in the U.S. are affected by sleep troubles. The prescription sleep-aid market is now over $2 billion and expected to grow as baby boomers advance in age, obesity rates climb and stress from the economy and longer work days grow.
Fi: What would you say are the biggest challenges to growth?
KL: Consumer acceptance, research, and the diverse conditions associated with brain health are challenging for manufacturers. While consumers may notice a decline in cognitive ability or memory, motivating them to a supplement may prove more difficult. The brain controls a wide diversity of conditions such as sleep, mood, anxiety and focus. Finding products that address these specific conditions is a challenge. Unlike other conditions, clinical tests to determine cognitive efficacy are costly and must be thoroughly reviewed.
Magtein, our patented compound for cognitive health, has been shown to improve short-term and long-term memory as well as alleviate stress. Since it naturally rebuilds the brain neuron density, Magtein addresses the root cause of cognitive decline and therefore may be able to deliver a broad range of benefits to consumers.
Fi: What’s going on in terms of ingredient science?
KL: We believe restoring the brain to its natural state is best. Magtein is the only form of magnesium shown to effectively cross the blood-brain barrier. It increases brain synaptic density by rejuvenating neural cells. Discovered by a group of scientists at MIT and Tsinghua University in Beijing, China, studies on Magtein have been published in
prestigious journals of neuroscience – Neuron (January 2010), and The Journal of Neuroscience (October 2011 and 2013). It’s the only form of magnesium proven to significantly increase brain magnesium levels. Furthermore, animal research showed Magtein improved short-term and long-term memory as well as spatial recognition and learning, as well as alleviating anxiety and phobia in animal models. A human study is near completion evaluating various effects of cognitive decline.
Patented Magtein is the only form of magnesium shown to effectively cross the blood-brain barrier. It increases brain synaptic density. Four published research studies have demonstrated Magtein’s ability to improve short-term and long-term memory, recognition and learning, as well as alleviating anxiety in animal models. Magtein is self-affirmed GRAS.
City of Industry, California
AMT Labs & Kelatron
World Leaders in Bioactive Mineral
North Salt Lake, Utah
AlphaSize Alpha-Glyceryl Phosphoryl Choline (A-GPC)
AlphaSize A-GPC is an advanced choline compound that enhances brain metabolism, making it one of the most effective brain nutrients in the world.
SerinAid PhosphatidylSerine (PS)
SerinAid PS is a clinically proven stress reducer and mental performance enhancer for individuals of all ages.
White Bear Lake, Minnesota
Cyvex Nutrition, Inc.
Novusetin is a fisetin-based ingredient found in fruits and vegetables such as strawberries. Research has shown fisetin protects neurological function, supports cellular integrity and promotes neuronal cell growth. Novusetin supports cognitive health through the management of oxidative stress and by maintaining a healthy inflammatory response.
DSM Nutritional Products
Vegetarian omega-3 long chain polyunsaturated fatty acids, naturally sourced.
Flavex Naturextrakte GmbH
Saint John’s Wort CO2-Extract
The Flavex St John’s Wort extract contains the active ingredient hyperforin, and no hypericin. Findings suggest that hyperforin is the relevant ingredient in St John’s Wort extract with antidepressant effect. Indeed, hyperforin has been shown as being a regulator of the nervous system’s activity, and as having an antibacterial property.
49 68 35 91 950
Gnosis USA Inc.
S-Adenosylmethionine (SAM-e) – (SAM-e Disulphate p-Toulensulfonate; SAM-e Granular HD & LD; SAM-e Stabilized for Capsules; SAM-e Enteric-coated Tablets; SamEspresso™; SAM-Edrink; SupereSSe™; Ezbrain®)
Naturally occurring S-Adenosylmethionine from fermentation. It is one of the most active methyl donors produced in the human body, involved in more than 100 biochemical processes. It is an effective support for mood, liver and joints.
Glutathione (L-Gluthatione Reduced; S-Acetyl Glutathione; L-Gluthatione Oxidized; THQUEEN ™ chewing-gum)
Glutathione is one of the primary factors determining cellular aging and life expectancy. Primarily produced in the liver and present in almost all cells of the body, it is important for good health, neutralizing free radicals, supporting the immune system, and playing a role in the detoxification and excretion of drugs and xenobiotics.
Doylestown, Pennsylvania 18901
Lallemand Health Solutions
Strains: L.helveticus Rosell-52 and B.longum Rosell-175
Close to a century of probiotic expertise in the selection, development, production and marketing of probiotic strains and formulations with the Institut Rosell and Harmonium International have resulted in these latest ingredients that help with anxiety, stress-related and mood disorders.
33 5 62 74 55 55
A concentrated and purely vegetarian source of omega-3 docosahexaenoic acid (DHA). DHA is used by the body as a building block for cell membranes and thus plays an important role in membrane fluidity, flexibility and permeability. Helps supports brain development and function, heart and eye health.
A line of products that include high-quality, soy-based phosphatidylserine (PS). an important structural component of cell membranes and found in concentrated amounts in brain cells.
Allendale, New Jersey
Maypro Industries, LLC
A purified, powdered extract of Apocynum venetum L., a botanical with a long history of use in Chinese medicine. Clinical studies support use in individuals with mild depression, PMS and insomnia. Fast-acting Venetron offers a better profile than St. John’s wort.
Nascent Health Sciences, LLC
PQQ is a powerful antioxidant, protecting neurological cells from beta amyloid, which is associated with Alzheimer’s and other degenerative disorders. It also stimulates production of nerve-growth factor, which repairs damage due to stroke and other brain injury. Improvement in short-term memory are cited.
Missouri City, Texas
Zembrin is a patented ingredient based on more than 300 years of documented indigenous use. Developed for modern use, this unique, botanical extract is experiential – you can actually “feel” its benefits of enhanced mood, cognitive function and stress relief. It is self-affirmed GRAS to be delivered in supplements, foods and beverages.
Morristown, New Jersey