Nootropic nutraceuticals tap cognition-longevity axis, captivating gamers and scholars

07 Mar 2024 --- Cognitive performance-enhancing stimulants, better known as nootropics, are a must-have in meeting the rigorous mental demands of the age, according to industry experts Mibelle Biochemistry, Prinova, Gnosis by Lesaffre and Gelita. Nootropics are powerful brain stimulants that improve concentration and boost cognition in high-pressure situations.

“The cognition-longevity axis is gaining acceptance and consumers believe that taking nutrients and nootropics can contribute to a healthy brain function. Typically, cognitive performance declines from the age of 30, where the first signs of cognitive impairment are noticed. Especially mid-agers are strongly interested in maintaining a healthy brain for years to come,” Alice Olufeso, senior product manager, food and health at Mibelle Biochemistry, tells Nutrition Insight.

“Furthermore, we see working professionals, students, golden agers, who are exposed to a high pace, demanding and stressful day-to-day life also contributing to this surge. They look for quick and efficient cognitive support when they need to perform, helping them to stay sharp and focused.”

The e-gaming community contributes significantly to this growth. Professional and amateur players need cognitive support for competition in a rapidly expanding sector. Nootropics boost overall cognitive function by promoting better circulation and oxygen within the brain, as well as better uptake of vital nutrients.

Activating neurotransmitters
In addition to supporting steady brain power, a nootropic enhances overall balance in brain chemicals and increases the amplitude of certain brain waves that boost attention. Mibelle’s SaraPepp Nu nootropic, which was launched three years ago, continues to gain traction.

Olufeso notes: “Today, a multitude of products are available in various markets around the world, offered in a diverse range of product formats. SaraPepp Nu contains a key ingredient called hydroxy-alpha-sanshool. This molecule is important for releasing neurotransmitters in the brain.”

“Neurotransmitters play an essential role in the proper functioning of the brain and nervous system, including the transmission of messages and information. Hydroxy-alpha-sanshool is a highly bioavailable substance, which facilitates a rapid impact of SaraPepp Nu on brain function.”The importance of nootropic supplements are growing rapidly in the gaming community (Credit: Akshay Chauhan). 

“It has been proven in a human study to significantly improve mental performance, as well as short- and long-term memory. The impact on attention and working memory was observed immediately after first supplementation. It reduces mental fatigue and extends the health span. This was observed in a model organisms study model, frequently used in aging research,” she says.

The company observes a constant upturn in the popularity of nutraceuticals, especially within the nootropic space. It attributes this to a growing awareness by consumers of the connection between maintaining good cognitive health and achieving overall well-being as one ages. 

Beyond physical health
Prinova offers a wide range of nootropic ingredients for cognitive health, including well-established nutrients such as omega-3 fatty acids, B vitamins and ascorbic acid (vitamin C), and minerals such as magnesium, zinc and calcium.

“Prinova’s new report on functional health mega-trends shaping the industry highlighted the growing number of products containing nootropics,” James Street, global marketing director at Prinova, tells us. “This is fueled by consumer demand for ingredients that may help improve mental function such as focus and memory, enhance cognitive performance, reduce stress and fatigue, and improve mood.”

“It’s part of the shift toward recognizing well-being as more than physical health alone. Since the pandemic, global consumers have been taking an increasingly proactive and holistic approach to better health that includes their mental, cognitive and emotional well-being.  

Trending botanical nootropic extracts include ginkgo biloba, ginseng, curcumin and guarana. Prinova also offers a strong portfolio of branded nootropic ingredients, such as Aquamin marine minerals and Curcumin C3 Complex.

“Branded ingredients give manufacturers a point of difference, enabling them to communicate science-backed benefits to increase consumer confidence in the efficacy of their nootropic choices,” says Street.Brain health is now considered as part of healthy aging.

Prinova’s AlphaTea is a natural source of high-potency L-theanine from green tea extract. Studies show L-theanine can significantly enhance alpha brainwave activity, boost brain levels of neurotransmitters such as GABA and serotonin, responsible for feelings of calm, and reduce levels of brain chemicals linked to stress and anxiety.

“Nootropics appeal to consumers seeking effective ‘hacks’ to meet the demands that today’s stressful pace of living throws at them. Their rising popularity also reflects increasing consumer focus on natural, often plant-based solutions,” Street says. 

“A case in point is natural caffeine, which our research identified as a mainstream trend for 2024. Found in nootropic ingredients such as guarana, green coffee beans, matcha and green tea, it provides a source of steady, enduring energy and focus for consumers seeking an antidote to ‘boom and boost caffeination’.”

Nootropics encapsulation
Gelita offers special pharmaceutical-grade gelatins for softgels which are well-suited to encapsulate nootropics. “Based on what we see in the market, the most popular nootropics include ginkgo biloba, ginseng, guarana and L-theanine, which research suggests can positively affect memory, focus, alertness and mental energy,” says Jessica Pföhler, global category manager pharma, business unit performance solutions, Gelita.

“With softgels being one of the most popular delivery formats amongst consumers, it makes sense to offer the softgel format. However, consumers are often seeking fast results when it comes to such ingredients. We have found that our RXL R2 gelatin is the ideal softgel gelatin, as it allows softgels to dissolve, the filling in the stomach, within five minutes.” 

Street concurs that consumers increasingly seek convenient formats that fit into their everyday lives. The company observes a rise in interest for gummies, sachets, effervescent tablets, snacks, beverages and ready-to-mix powders.

“Furthermore, synergistic ingredient combinations that offer a range of benefits are becoming ever more popular. One such typical pairing is rhodiola rosea — traditionally known for its anti-fatigue properties — with our branded bacopa monneria extract, Bacopin, which studies suggest may help enhance attention, memory, and the ability to process visual information,” says Street.

Brain health surge
Gnosis by Lesaffre’s Adonat Premium SAMe (S-Adenosyl-Methionine) is a nootropic ingredient that physiologically aids and counteracts the onset of brain health loss. It supports mental performance, cognitive function and enhances a sense of stimulation.

SAMe is a natural molecule, endogenously produced by our own body in the methionine cycle, a critical pathway that is part of the larger one-carbon metabolism, which plays a critical role in the synthesis of DNA, neurotransmitters, phospholipids and myelin. SAMe and methylation levels decrease with age, therefore, maintaining healthy levels through supplementation supports optimal neuronal health, normal cognitive function and healthy mood balance.Nootropics creates an overall balance of the chemicals in the brain.

“Population aging is a defining global trend of our time. By 2050, the world’s population of people aged 60 years and older will double, according to the World Health Organization,” says Lorena Carboni, scientific communications specialist, Gnosis by Lesaffre.

“Consumers have recentered their attention on their health, prioritizing their brain health more. There are a variety of individuals who are looking to support and enhance cognition, such as high-level executives, graduate program students — especially medical students — high-performance athletes, and an upcoming group of serious gamers.”  

SAMe sustains cognitive functions by supporting the synthesis of various neurotransmitters in the brain, including serotonin, dopamine and norepinephrine, maintaining adequate levels of phosphatidylcholine and reducing inflammation, fighting free radicals and oxidative stress. It also serves as an epigenetic modulator, supporting DNA methylation, which plays a key gene regulatory role in brain development and function.

Carboni stresses: “SAMe levels and methylation activity decline as we age, leading to a decrease in neurotransmitter synthesis, disruption of the methylation cycle functioning, increased inflammation, and oxidative stress. This could potentially lead to Mild Cognitive Impairment, the stage between the expected age-related cognitive decline and dementia.” 

“Methylation is a dominant factor in epigenetic processes. And SAMe, with few other nutrients, has a powerful epigenetic impact on neurotransmitter activity at synapses. It influences the expression of key genes in the brain that may affect cognitive health: memory, learning, cognition and behavior.”

By Inga de Jong