Natural Products Insider

JUL-AUG 2019

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

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6 INSIDER July /August 2019 Consumers don't just want to live longer, they want to thrive longer. The concept of "healthy aging" supports consumers as they age to help them stay active and live fully in life's later years. "Healthy aging is about more than just looking good on the outside, it's about addressing your different health needs as you age," said S├ębastien Bornet, vice president, global sales and marketing at Horphag Research, global supplier of Pycnogenol and Robuvit. "We've seen extended interest in natural ingredients for longevity and healthy aging throughout recent years. "Consumers are becoming more proactive about taking care of themselves earlier in life to prevent health conditions later on," he continued. "Longevity supplement popularity is on the rise, with some like nootropics expanding value over 15% by 2024 [according to a 2019 report from Zion Market Research]. Consumers are doing more research than ever on products and ingredients before purchasing, and they're interested in natural ingredients backed by science to improve their health concerns." Supplements to support healthy aging encompass a variety of health needs affected by age, including cognitive, bone and joint health, and to support active lifestyles. Cognitive Health Cognition is top of mind for consumers. Tom Druke, director of VitaCholine brand development, Balchem Human Nutrition and Pharma, pointed to data from Natural Marketing Institute's (NMI) 2015 Healthy Aging Study showing loss of cognitive function is the top age-related apprehension reported by respondents. Their concerns are not without merit. "Some level of cognitive decline, often characterized by decreased processing speed and memory impairment, occurs naturally with age as a result of both structural and functional changes in the brain, such as the loss of synapses or neuronal network dysfunction," 1 explained Kristin Marshall, marketing coordinator, Verdure Sciences Inc. For aging consumers, maintaining cognitive acuity, including memory and performance, is key. Further supporting consumer interest in cognitive health is a growing market; according to data from Nutrition Business Journal (NBJ), the market for brain health supplements achieved an estimated US$912 million in 2018 with growth of 4.6% compared to the previous year. The market is projected to reach $1.04 billion by 2021. Brain health supplements accounted for an estimated 2% of all supplement sales in 2018, per NBJ. "We are seeing a steady increase in self-education and personal accountability with people looking for brain health solutions that are backed by clinical support," said Jane Barracato, senior manager, global medical affairs, Reckitt Benckiser (RB Inc.). "I think the usage of vitamins, supplements and tailored nutrition will continue to rise in importance, specifi cally ones backed by science." Its recently launched Neuriva brain health supplement relies on of two clinically proven ingredients: coffee cherry extract (as Neurofactor, from Futureceuticals) and plant- derived phosphatidylserine (PS). Coffee cherry extract increases brain- derived neurotropic factor (BDNF) levels in 90 minutes. 2 "BDNF has an important role in maintaining the health of existing brain cells, inducing the growth of new neurons and synapses, and supporting overall cognitive function, including memory and learning," Barracato explained. PS is a phospholipid composed of fatty acids, nitrogen and phosphorus. PS has been shown to improve memory, mood and cognition in elderly people with memory problems. 3 For older adults with moderate cognitive impairment, PS produced consistently modest increases in recall of word lists. 4 A study published in 2018 showed French maritime pine bark extract (as Pycnogenol) is effective in improving symptoms of mild cognitive Impairment (MCI) in individuals between ages 55 and 70. 5 A 2015 study reported Pycnogenol improved attention span, decision making, memory and overall cognitive function for Baby Boomers (those ages 55 and older). 6 Pomegranate extract (as Pomella, from Verdure Sciences) has been shown in multiple pre-clinical studies to impact cognitive function and markers of healthy brain aging such as improvements in spatial, long-term and working memory functions. 7 Verdure's Pomella is a formula developed to deliver high amounts of bio-effi cacious ellagitannins, the majority of which are punicalagins, the primary antioxidants of the pomegranate fruit. Supplementation with curcumin (as Longvida, from Verdure Sciences) can improve measures of both cognitive function and mood in healthy adults ages 60 to 85, with improvements seen within one hour and signifi cant benefi ts within 30 days. 8 Longvida optimized curcumin was designed to bypass initial hydrolysis and deliver bio- effi cacious levels of free curcumin to the brain and throughout the entire body. For the aging population, dementia and Alzheimer's disease are prevalent. According to the Alzheimer's Association, Alzheimer's disease is the sixth-leading cause of death in the U.S.; roughly 5.8 million Americans live with the condition. Though a cure for Alzheimer's disease does not exist today, research links various nutritional ingredients to the development and severity of the condition. New animal research published in January 2019 showed maternal choline intake could protect against dementia and cognitive decline in later generations. 9 Researchers at Arizona State University's Banner Neurodegenerative Disease Research Center fed a control group of | Healthy aging is about addressing consumers' different health needs as they age to support longevity and wellness. | Cognitive decline, often characterized by decreased processing speed and memory impairment, occurs naturally with age. | High-intensity resistance training combined with protein ingestion may help older adults maintain stronger, leaner bodies. Helping Consumers Stay Healthy with Age INSIDER's Take Supplements: Healthy Aging

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