What’s on Your Mind? Options to Improve Cognitive Health

by Joy Choquette | July 1, 2022

How to prevent and repair cognitive decline in adults.

You walk into a room only to forget what you went to get. Immediately, your mind rushes to worst-case scenarios. Is it Alzheimer’s disease? Dementia? Though statistics point out that cognitive decline is on the rise—it affects just over 11 percent of adults in the U.S.—it’s more likely that you are experiencing a change in cognitive functioning than a disease. Thankfully, there are both lifestyle changes and health products that may help to strengthen your cognitive abilities.

The Centers for Disease Control and Prevention (CDC) stated individuals aged 65 and older experience an 11.7 percent prevalence of subjective cognitive decline (SCD). Individuals in the 45-64 age bracket numbers decreased to 10.8 percent. Men are more likely than women to experience SCD, by about one percent.

As a natural practitioner, you’ve likely had patients worried about their own cognitive health or that of family members. What new opportunities exist in the market for individuals at risk of or in the throes of cognitive decline? What’s new and trending in health-related products for this group? What lifestyle changes can be made to improve cognitive health?

How’s the Market Currently for Cognitive Health Products?

Kim Plaza, technical advisor at ADM Protexin located in Florida, stated that she’s encouraged by the strong growth this subset of the market is experiencing. “Trend analyses project that the cognitive health supplement market will grow by 7.11 percent by 2024,” said Plaza, quoting statistics from Mordor Intelligence. And according to data from Allied Market Research: “Another analysis for the brain health supplement market predicted a 9.9 percent increase in market size between 2021 to 2030, valued at $19,730.1 million,” Plaza stated.

Statistics gleaned from Grand View Research indicate that globally, the brain health supplement market size was valued at $7.21 billion (U.S.) in 2020. That number was expected to increase at a CAGR (compound annual growth rate) of 8 percent from 2021 to 2028. And the U.S. isn’t alone. Statistics indicate that there is increasing demand worldwide for cognitive health products.

This increased interest in cognitive health products has in part been due to studies that indicate cognitive decline and disease, such as Alzheimer’s disease, is becoming more prevalent in younger subsections of the population, noted Plaza. “Additionally, the aging population of the U.S. and globally has been thought to increase the demand for supplements targeting cognitive health,” she said. Cognitive health products fill an important role, Plaza explained, especially when individuals don’t meet the recommended daily allowances of certain foods.

Vice President of Daiwa Health Development (California), Hank Cheatham, stated that in the 2019 AARP Brain Health and Dietary Supplements Survey, more than one-fourth of Americans aged 50 and above regularly take brain health supplements. “The increasing brain health conditions such as dementia among aged people are fueling the application of these products,” said Cheatham. He explained that the World Health Organization (WHO), estimates a total of 10 million new dementia cases per year around the globe, one every three seconds. “This growth of the brain health problems will accelerate the adoption of these supplements among the older population group,” Cheatham stated.

Another important area of research that is resulting in increased interest in cognitive health is the growing gut-brain connection said Pamela Wirth, CEO and founder of Hello Health in Arizona. “… An interest around particular natural plants that support brain health continues to fuel the desire by consumers to optimize mood, energy, focus and clarity,” she said.

Founder and Co-managing Partner at Memory Health in Michigan, Frederic Jouhet, stated that looking at scientific evidence when it comes to natural health products is essential. “Unfortunately, supplements with a large marketing budget and no scientific evidence to back up their claims dominate the market. Science-based products with proven results like Memory Health are slowly carving out their niche even as advertisements for low-quality products that offer no results make a lot of noise,” he said.

What’s Trending in the World of Cognitive Health?

Trends come and go and sometimes they move so fast it’s hard to keep up with them. In the world of cognitive health, what are experts seeing as important to know now?

Wirth noted, “We are seeing an increase in research, knowledge and informed consumers seeking out plant-based and natural solutions.” And Senior Nutritionist and Educator, Jolie Root, at Carlson Laboratories in Illinois, stated, “I am seeing a lot of interest in products that address mood and cognition in people with long COVID-19 and people who are dealing with PTSD (post-traumatic stress disorder) related to the pandemic.”

Danna Pratte, founder and CEO of Arizona-based NB Pure, said that she’s noticed an interesting relationship between cognitive functioning and COVID-19 as well. She believes there has been an uptick in cognitive health interest due to the pandemic. “Many people started working from home and were looking for help to remain focused while isolated,” Pratte stated. “Now that things are opened up there is yet another shift in routine and once again a call for improving cognitive health remains. With new norms being established and constant shifting, focusing on improved cognitive health can help alleviate some people’s concerns.”

And while things in the world are constantly changing, there’s also evidence that everything old is new again. Jenelle Kim, DACM, LAc, is the founder and leader formulator for JBK Wellness Labs in California, as well as the author of the book, Myung Sung: The Korean Art to Living Meditation. A “new trend” she’s noticed is an interest in ancient remedies resurging.

“Throughout the centuries, it’s been known that using certain herbal ingredients and adaptogens, especially nootropics, can help maintain cognitive health function as we age,” Dr. Kim noted. “Additionally, both meditation and movement, which help bring oxygen to the brain and reduce stress, help improve cognitive longevity.”

In traditional Chinese medicine (TCM), the use of certain key ingredients continues to be popular with individuals interested in improving their cognitive health, including the use of adaptogenic mushrooms. “Lion’s mane, chaga and reishi mushrooms in particular, which are nootropics, are being added more to modern supplements and even as an alternative to coffee to help them feel mentally alert and clear-headed,” said Dr. Kim.

What individuals are eating is an area that shouldn’t be ignored, said Dr. Sam Zand, the chief medical officer of Better U. While food trends may change and the newest superfoods hard to keep up with, good, solid nutrition is key to cognitive health. “Sugars and greasy foods cause inflammation in the brain. Poor nutrition over a long period of time will further cognitive decline,” said Dr. Zand. “Anti-inflammatory foods can help preserve brain function.”

Kristen Willeumier, PhD, agreed. She is a neuroscientist highly educated in both neurobiology and neuroimaging and a big proponent of making changes in diet to slow and possibly reverse cognitive aging. “The brain is the organ that incurs the most oxidative stress which damages neural tissue, so it is essential to include foods in our diet with a high antioxidant capacity,” said Dr. Willeumier.

Foods that offer the greatest potential benefit include blueberries, acai berries, raspberries, parsley, broccoli, spinach, kale, cocoa, walnuts and green tea, noted Dr. Willeumier. “They all contain flavonoids, which not only protect cells from destruction by harmful free radicals but will also promote neurogenesis. Prospective studies have shown that the greatest protection from cognitive decline comes from green leafy vegetables and berries.”

Best Practices to Increase Cognitive Health?

Besides TCM and food, what other important practices and supplements may best improve one’s cognitive health? Omega-3 fatty acids support cognition and increase brain volume while curcumin may help reduce neuroinflammation, noted Dr. Willeumier. “Free curcumin can readily cross the blood-brain barrier and serves to protect your brain health by reducing inflammation and providing antioxidant protection. Curcumin improves working memory and attention in older adults, making it a smart spice to include in your brain health arsenal.”

Other important considerations are to incorporate meditation and exercise into one’s daily regime. “Exercise, by far, is one of the most powerful ways to protect your brain,” Dr. Willeumier explained. “Exercise improves brain volume in older individuals: Aerobic fitness training increased brain volume in regions associated with age-related decline compared to those who participated in stretching and toning [i.e., non-aerobic control].

“Fifty-nine older adults [60-79 years] who participated in aerobic exercise three times per week for six months showed increased regional brain volume in the frontal lobes, which are responsible for higher-order attentional control and memory, and temporal lobes,” said Dr. Willeumier citing a study published in the Journals of Gerontology.

Jacob Teitelbaum, MD, a board-certified internist and expert in the areas of chronic fatigue syndrome, fibromyalgia, sleep and pain has authored many books on these and other subjects. He believes that there are a few key things to do to improve one’s cognitive health. “Be sure to take a multivitamin high in B complex vitamins, magnesium and antioxidants. This should be taken by almost everyone,” said Dr. Teitelbaum. “In those who have a family history of Alzheimer’s or even mild cognitive impairment, I recommend a special highly absorbed curcumin called Curapro [EuroMedica] 750 mg once or twice daily. In India, the prevalence of Alzheimer’s is 70 percent lower than in the United States. Likely because of the high curcumin intake. The high dose B vitamins and magnesium optimize energy production while the antioxidants and special highly absorbed curcumin prevent oxidative and inflammatory damage to the brain cells. Using this form of curcumin is critical as its absorption is seven times greater than standard curcumin.”

Another key supplement to look into is Red Ginseng, which according to Dr. Teitelbaum, can have a positive effect on cognitive function. “A recent study we had published showed that in 188 people with the severe cognitive dysfunction found in chronic fatigue syndrome and fibromyalgia, cognitive function improved a remarkable and highly significant average of 47 percent in the 60 percent of subjects who improved,” he said. “This is available as Red Ginseng Energy 200 mg capsules one-two daily, also from EuroMedica. For the ginseng, this brand is also critical as it has dramatically higher levels of the critical rare ginsenosides.” Dr. Zand recommends individuals don’t overlook the powerful effect of good sleep. “Our minds need rest just like our bodies. Keep the room dark, quiet and cool to allow the brain to drop temperature, lower frequencies and enhance repair,” he said. Another area to address is increasing neuroplasticity habits. “Neuroplasticity refers to the brain’s ability to create new neural pathways. While psychedelic therapy has made this concept popular, there are many practices to improve neurogenesis,” Dr. Zand explained. “Anything we can do that is new will propagate new neural patterns in the brain. The more we learn, play, create or explore, our brain becomes more flexible and inevitably healthier.”

Additionally, he is an advocate for ketamine therapy. “It’s legal, safe and very gentle compared to some psychedelic medicines,” Dr. Zand noted. “Ketamine increases neuroplasticity and causes somewhat of a neurological and emotional reset. Most relate less stress, improved habits and increased mental clarity.”

Are There New Delivery Methods, Ingredients or Other New Innovations in Cognitive Health Products?

Top of mind for Wirth is taste and texture. If something tastes bad or if the texture is hard to get past, a health products brand is going to have problems keeping consumers happy and loyal to their brand. “Hello Health continues to be excited about capsules as it allows both children and adults to easily take the supplements by opening the supplement capsule into food or water or by simply swallowing the capsule,” Wirth said.

Hello Health has also published a book called, Hello, Health – Navigating and Winning Better Cognitive and Immune Function: A Guidebook for Saving 21st Century Families, written by Pamela Wirth and Dr. Melanie Alarcio. It offers individuals a closer look at the differences between conventional and functional medicine, the connection between the gut and brain and the resulting behaviors.

At Bio-Cult, Plaza too noted that, overall, consumers remain most comfortable with what they’re familiar with: and for most, that is supplements in capsule or tablet form. “Some of the newer formats that consumers are beginning to prefer are chews, gummies and stick packs, however the capsule still seems to be the predominant option when it comes to supplements,” said Plaza. “Innovative ideas in the way of nasal sprays and lozenges may become an avenue for product development also, however manufacturers need to be careful in quality assurance for many of these products. This is particularly important for supplements such as probiotics, which need to retain their viability in order to be effective.”

Jouhet noted that Memory Health is proud of its new Micro-Micelle Technology, which he said, significantly increases the bioavailability of the carotenoids in Memory Health’s formula. “We are also Supplement Certified, which verifies that all the ingredients inside our bottles remain stable throughout their shelf life, which is something nearly 75 percent of our competitors fail to deliver,” he noted.

Cheatham stated that while gummies are all the rage in current delivery methods, capsules, as Plaza mentioned, and tinctures are still the most widely used methods of delivery. “The best delivery methods will bring the active ingredient to the blood and to the intestines as quickly as possible for quick absorption and rapid bioavailability,” he said.

Sprays are another unique delivery system and one that some people believe are more quick-acting than others. NB Pure, Pratte stated, has always been a proponent of sublingual sprays as the most effective form of supplementation for certain vitamins. “We continue that practice and consider ourselves a leader in the natural space for sprays, especially in our B-12 and folate products,” she said.

What Do Manufacturers Look For When Preparing a New Cognitive Health Product to Bring to Market?

For Bio-Cult, Plaza stated, that emphasis is placed on numerous factors when researching the development of a new cognitive health product. These may include but not be limited to: current market trends, the target audience, accessibility of the product (e.g. price point), as well as the purity and compatibility of the ingredients considered. “Above all, however, we need to be satisfied that there is sufficient scientific evidence to support such products,” Plaza explained. Today’s consumers are more knowledgeable than ever and actively research products before purchasing. Because of this, Plaza said, manufacturers need to be able to back up claims made about their products.

Daiwa Health Development is constantly looking for new products to introduce into the U.S. market, said Cheatham. “A new product is appealing if it is unique, innovative, science-based, application-specific, derived from a natural substance, proprietary and can be positioned in a growing category,” he stated. “In addition, the brain and cognitive health product category is growing in the U.S. especially because of the aging population and increased awareness of the need for this type of product. Daiwa Brain Health is desirable because it is natural and non-GMO (genetically modified organism), which is also of importance to consumers.”

When developing a new cognitive health product, Root noted that Carlson Laboratories focuses on stability, effectivity and sustainability–all of which are key to the company’s product manufacturing. “Stability of the active ingredients EPA and DHA omega-3, freshness, purity and potency in oils that are able to pass stringent third-party testing,” Root said are all essential. “We also need to be able to formulate potencies that will bring about the desired result.” The company also seriously considers its sustainability and environmental impact as well.

Pratte stated that NB Pure looks for key factors when creating its cognitive health products. “Sticking true to our process, we look to source only natural ingredients that are backed by clinical studies in order to provide our consumers the best and most effective supplements,” she said. “We have a great array of natural products to help with a number of cognitive categories.”

Cognitive health and the focus on it aren’t going to fade into the background. Rather, this medical issue is likely to grow more prevalent in the future. New information, studies, research, products and lifestyle practices will all be important as individuals seek ways to improve their cognitive health and prevent decline.

Healthy Take Aways

• More than 11 percent of adults in the United States suffer from cognitive decline.
• The cognitive health product market is continued to be expected to rise by more than 7 percent by 2024.
• Over one-fourth of Americans age 50 and older currently take brain health supplements, according to a 2019 AARP survey.
• Nutrition–particularly anti-oxidant-rich foods such as dark, leafy greens and berries–are powerful weapons in the fight against cognitive decline.