Consumers are demanding that their products are a true and accurate reflection of the research. They want scientifically backed ingredients that are going to work and won’t break the bank. Just in the past 2-3 years I have witnessed companies invest more into the research and substantiation of claims than ever before. This is promising because the more data we have on the ingredients and products, the better we understand how they work. For example, while there are decades of research on citicoline, Kyowa Hakko USA and their parent company Kirin Holdings Inc. continues to research because they want to know more. They invested in running a metabolomic study evaluating gene expression before and after exposure to citicoline. The insight into what our genes are doing when this nutrient is present is quite fascinating. We are still unravelling this data; therefore, I cannot divulge too much. However, citicoline* and calcium signalling were observed which offers huge insights into future benefits.

Cognitive health is a hugely popular category that continues to grow. I believe this is a result of more and more people experiencing brain fog and having difficulty with maintaining focus throughout the day. Brain health has evolved from being an elderly category to “everyone with a brain should be considering a brain health ingredient”- Maria Stanieich. Branded dietary supplement ingredients are much like any other branded form of medicine or food product. When you have a headache, you typically ask someone for Tylenol without specifically meaning but rather just any form of headache medication. The reason you say Tylenol is because over the years they have built a trusted and respected brand that stands for premium quality and safe. Branded ingredients in the supplement space are very much the same in that they stand for high quality, trustworthy, and efficacious/clinically researched dosing.

Individual cognitive function tends to be motivated by the consumer need. These needs are typically based on their age and/or profession. For example, a working mother may be more driven to purchase a focus product than memory because she finds herself trying to multitask and balance the children and work. For her, focusing on the task at hand is more important than memory. Vice versa can be seen in that an elderly individual may seek out a memory ingredient before reaching for a stress reliefer. As we age, cognitive decline becomes a major concern with emphasis on maintaining short term working and long-term memory (1). While one need is not more important than the other, the consumer demand for each category will drive the interest of these cognitive functions.

Liposomal encapsulation has significantly increased in popularity in all areas of dietary supplements because of their ability to enhance bioavailability (2). While some forms require this technology, not all nutrients with poor bioavailability require this technology. There is also the debate of whether synthetic vs fermented ingredients show differences in absorption. Fermentation can sometimes transform compounds into forms that are more readily absorbed. The process might produce natural co-factors or secondary metabolites that facilitate absorption, whereas synthetic supplements are often engineered with delivery technologies (like encapsulation) to enhance bioavailability. In a study examining synthetic vs fermented vitamin E they found the manufacturing process did change bioavailability (3). Another example of this was observed with reduced glutathione (GSH). Many studies have reported poor bioavailability until Richie et al. (4) used a fermented version (Glutathione^#) of the nutrient which enhanced the absorption properties within the blood stream. Additionally, pairing a nutrient with poor bioavailability with another substance may have synergistic properties that enhance the overall absorption. For example, the addition of vitamin C to iron can improve iron absorption by protecting it from inhibitors like phytates in the diet (5).

There are several ingredients that come to mind, however, there is one that stands out because it has been clinically validated through double-blind placebo-controlled trials and third-party experts within the field of neuroscience. Citicoline* has decades of research to support and validate both benefits and claims. What makes this nutrient unique is how it has been researched in every age group (4- 85 years) and proven to be safe for acute and chronic use (6-8). The cognitive benefits observed from these studies range from helping to improve acute focus to supporting long-term memory (7,9-10). The data around citicoline* is universally generalizable because of its ability to be efficacious in both males and females in all age groups (11-13). The tools used to measure these endpoints include MRI, blood & plasma biomarkers, and numerous validated cognitive tests. It’s important that when ingredients make claims that they are scientifically supported by the totality of evidence, not just a single study.

AI technology such as ChatGPT are becoming hugely popular outlets for people to self-educate. When you search the “Best branded ingredients for cognitive health” through one of these AI generating systems it does a rather good job of pulling scientifically validated ingredients. In fact, the number 1 ingredient listed is citicoline*, followed by Coffea arabica^{^}, Curcumin⁺, Ashwagandha^~, and Bacopa monnieri^±. While some searches provide validated information it is important to remember that not all information is accurate. Therefore, it is recommended that when using these tools you require a reference that links the information to a peer-review publication.

Yes, in fact consumer survey data shows that people are wanting more and demanding that their products give them multiple benefits. Scott Dicker from SPINS recently stated at an event^× focused on Sports and nutrition that “products contributing to more than one benefit are catching the eye of the consumer and market growth in this area continues to rise”. During an interview with Scott after his presentation he stated that “existing popular ingredients that have earned the trust and respect from consumers that have scientifically vetted data to support multiple areas are the ingredients that show the most promise”.

The best opportunity to shine in a crowded market is by conducting and publishing validated research that are reflective of the product claims. If the ingredient does what it says it does and is clinically substantiated then it stands out around other unvalidated products on the shelf.

Conducting proof of concept and dose response studies are the best way to examine these areas. This kind of data allows for scientist to understand how the ingredient works and at what dose. If the nutrient shows better efficacy in older females than that data can be used to help formulators when developing a new product and furthermore assist marketing teams in how to explain the rationale behind the product claims.

I agree with Scott Dicker from SPINS that ingredients that can produce multiple benefits supported with validated science will be the future. Why take 10 supplements when a single or dual combination of nutrients can support various benefits. Less is more.