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Traditionally, products to support the brain have targeted developing brains (children, infants and prenatal nutrition) and aging brains (to support memory and ability). However, consumers of all ages are seeking support for cognitive performance, to improve concentration, reduce stress, improve memory and more. Top performers in the market in terms of sales include gingko biloba, fish oil and docosahexaenoic acid (DHA) products, among others. However, growth is slower among these ingredients compared to others with lower sales values.