Once thought of as a market for older generations focused on preserving memory and cognitive function, the concept of “brain health” has come to encompass everything from young knowledge workers needing to stay focused and sharp to gamers engaging in e-sports, and even the stressed and sleepless searching for relief.
 
Market research from SPINS signaled that the brain health marketplace is more vibrant than ever. Sales for products within the cognitive health category increased considerably on a month-to-month basis in 2020, according to SPINS data, from $20.7 million in January to $36.4 million in October. In some cases last year the firm saw monthly dollar sales growth of over 80%.

The new frontier of cognitive support is broad, as a general adult population searches for support on a range of fronts. For example, being able to think clearly, make decisions effectively, learn and apply knowledge deliberately are critical to success throughout life. Targeting optimal or peak cognitive performance while also confronting demanding lifestyles will remain important goals in modern society.
 
Meanwhile, according to market research company FMCG Gurus, more than four in 10 consumers do not get more than six hours of sleep in an average night. In the era of COVID-19, where working from home has become normalized, it can be challenging for consumers to shift gears, decompress, and turn the volume down on work and stress to get a good night’s sleep.
 
The leading cognitive support issues that consumers reported to FMCG Gurus were feelings of fatigue (57%), stress (56%), difficulty sleeping (53%), lack of concentration (49%), and general forgetfulness (48%). Some long-term complications also included periods of memory loss (42%), feeling confused (39%), difficulty understanding things (37%), and a loss of words (35%).
 
Additionally, the emergence of e-sports and gaming has increased the number of products targeting the cognitive space, according to Mariko Hill, global innovation manager at Gencor. “It has also expanded the range of categories/need states that exist within the ‘cognitive health’ segment (e.g., focus, reaction time, mood, memory etc.).”
 
Enhancing Cognitive Function
Overall, the world of nutritional products and dietary supplements geared to support cognitive function and performance has evolved to meet modern demands. 
 
For example, Gencor’s cold water dispersible Curcuma longa extract HydroCurc® has been shown to increase brain-derived neurotrophic factor (BDNF).
 
A 6-week randomized, double-blind, placebo-controlled study evaluated the effects of co-administering oral iron supplementation with HydroCurc on serum BDNF levels and ferritin levels.¹ In this study, 180 healthy adults (18-40 years) were divided into five groups: 1) curcumin placebo + iron placebo; 2) 18 mg elemental iron + curcumin placebo; 3) 18 mg elemental iron + 500 mg HydroCurc®; 4) 65 mg elemental iron + curcumin placebo; and 5) 65 mg elemental iron + 500 mg HydroCurc®. Study results showed that the HydroCurc + 18 mg iron group had:
 

• Significantly higher BDNF levels from mid- to end-point (26.34%)
• Significant difference in BDNF levels compared to placebo + 18 mg iron group (34.94% higher)
• Significant increase in ferritin levels from baseline (35.17%) compared to placebo.
• Observable difference in BDNF levels between HydroCurc® + 65 mg iron and placebo + 65 mg iron groups, but this did not reach significance.

 
“These results indicate that co-administrating HydroCurc with 18 mg elemental iron for 42 days can significantly increase serum BDNF levels and ferritin levels, which may suggest the ability to enhance cognitive function (memory and learning) and tolerance to iron supplementation,” said Maggie McNamara, marketing director at Gencor.
 
Meanwhile, curcuminoids, which are the active constituents found in curcumin, “can improve mental function and act as a neuroprotectant, as per the research study by Mishra, et al. ‘The effect of curcumin (turmeric) on Alzheimer’s disease: An overview,²’” Hill noted.
 
Historically, curcumin has presented formulation and bioavailability challenges, especially in novel, innovative product forms that appeal to consumers targeting unique health needs.
 
“Gamers prefer versatile and innovative delivery formats like chewing gum, RTD shots and gel shots, gummies and soft chews,” said McNamara. “However, due to its highly hydrophobic nature (hates water), curcumin has challenges with absorption and format availability. This limits its efficacy in the body, as well as the ability to be incorporated into convenient formats for gaming. But HydroCurc® solves the bioavailability and functional challenges of curcumin by using LipiSperse®,  Pharmako’s patented, award-winning dispersion technology. Proven to be the world’s most bioavailable curcumin in a single dose, supported by a human pharmacokinetic study showing 807 ng/ml curcuminoids in blood plasma—the accurate way to measure and compare absorption. The next best only achieves 200-250 ng/ml.”
 
Sleep Support
As consumers struggle with stress and sleep disruption, natural alternatives to OTC and Rx options are in high demand.
 
Palmitoylethanolamide (PEA), an endogenous simple fatty acid amide first identified in 1957, has been shown to offer anti-inflammatory and neuroprotective attributes.³
 
“The human body releases PEA, which is found in all mammalian tissues, in response to injuries and other stresses to quickly stop the pain and keep inflammation under control,” explained McNamara. “As a safe, natural painkiller and anti-inflammatory molecule, PEA is an established sports supplement used for recovery and ingredient for the management of joint pain. Research into the elite sports applications also generated evidence that PEA, part of the extended endocannabinoid family, affects sleep.”
 
Gencor showed the potential of PEA in sleep through its work with Gloucester Rugby. Players on the English rugby union team took a PEA product, Levagen®+, to help cope with and recover from the physical demands of their sport. Neither the players, nor the nutritionist was told about the applications of PEA in sleep.
 
“The club tracked sleep routinely and saw a shift after players began taking the PEA product,” said McNamara. “Over the first 12 weeks of Levagen®+ use, the club saw a significant improvement in sleep quality as measured by the Pittsburgh Sleep Quality Index. Anecdotally, players reported improvements in the quality of their sleep, while some players experienced a near reversal of insomnia symptoms.”
 
The findings are in line with broader understanding of the prominent role endocannabinoids play in sleep.⁴ Multiple studies have identified changes in levels of endocannabinoids tied to sleep.^5-8
 
Looking to evaluate the effect of Levagen+ on sleep, investigators randomized 122 healthy adults to take 350 mg of Levagen+ or placebo one hour before sleep onset. Time to the onset of sleep in the Levagen®+ cohort fell by 16 minutes after four weeks of treatment and 19 minutes by week eight of the study. Time to sleep onset only improved by six minutes in the placebo cohort over the full eight-week trial. Subjects on Levagen®+ also felt fully awake sooner in the mornings.⁹
 
Meanwhile, Gencor’s CALMaluma™, Caralluma Fimbriata extract (CFE), has also been researched for its therapeutic potential in easing anxiety and stress in adults. Study results for a clinical trial at University of Sunshine Coast, Queensland, Australia—an eight-week double-blind, randomized placebo controlled clinical trial was conducted using CALMaluma™ on 97 patients (49 in the active group and 48 in the placebo group).¹⁰
 
The study showed statistically significant results in the active group when compared to the placebo for:
 

• Reduction of stress, frustration, and anxiety
• Increase in positive experience of emotion (helps with relaxation)
• Supporting healthy cortisol levels for men
• Promoting a healthy adrenal response in men

 
Further, an in vivo animal study showed CALMaluma™ also facilitates learning and supports memory function. The study revealed a reduction in anxiousness in test animals. CALMaluma™ therefore exhibited both nootropic and anxiolytic activity in animal models, researchers concluded.¹¹
 
These unique ingredients provide a novel, anti-inflammatory concept to improve gaming performance and protect the long-term health of the gamer. PEA and curcumin both have acute and chronic benefits, and they work synergistically for an “all-in-one formula” to boost cognitive function, manage discomfort, optimize immunity, and enhance sleep. The Caralluma fimbriata extract helps restore that sense of calmness needed for post-game relaxation and restoration. They are the trifecta in e-sports supplementation.
 
References
1. Tiekou Lorinczova, Helena, et al. “Co-Administration of Iron and a Bioavailable Curcumin Supplement Increases Serum BDNF Levels in Healthy Adults.” Antioxidants 9.8 (2020): 645.
 
2. Mishra, Shrikant, and Kalpana Palanivelu. “The effect of curcumin (turmeric) on Alzheimer’s disease: An overview.” Annals of Indian Academy of Neurology 11.1 (2008): 13.
 
3. Alhouayek, M. & Muccioli, G. G. Harnessing the anti-inflammatory potential of palmitoylethanolamide. Drug Discov. Today 19, 1632–1639 (2014).
 
4. Kesner, A. J. & Lovinger, D. M. Cannabinoids, Endocannabinoids and Sleep. Front. Mol. Neurosci. 13, 125 (2020).
 
5. Murillo-Rodriguez, E., Désarnaud, F. & Prospéro-García, O. Diurnal variation of arachidonoylethanolamine, palmitoylethanolamide and oleoylethanolamide in the brain of the rat. Life Sci. 79, 30–37 (2006).
 
6. Koethe, D. et al. Sleep deprivation increases oleoylethanolamide in human cerebrospinal fluid. J. Neural Transm. 116, 301–305 (2009).
 
7. Hanlon, E. C. et al. Sleep Restriction Enhances the Daily Rhythm of Circulating Levels of Endocannabinoid 2-Arachidonoylglycerol. Sleep 39, 653–664 (2016).
 
8. Murillo-Rodríguez, E. The role of the CB1 receptor in the regulation of sleep. Prog. Neuropsychopharmacol. Biol. Psychiatry 32, 1420–1427 (2008).
 
9. Briskey,D., Ebelt,P., Mallard, A., Rao, A., Palmitoylethanolamide for sleep disturbance. A double-blind, randomised, placebo-controlled interventional study. (2021). Awaiting Publication.
 
10. Citation: G. Kell., et al., 2019. A randomised placebo controlled clinical trial on the efficacy of Caralluma fimbriata supplement for reducing anxiety and stress in healthy adults over eight weeks. Journal of Affective Disorders, 246, 2019, 619-626.
 
11. Rajendran R., et al., 2014. Nootropic activity of Caralluma fimbriata extract in mice. Food and Nutrition sciences, 2014, 5, 147-152.