The cognitive category has found its moment as consumers across need states clamor for solutions to vexing issues: from focus for e-sports, to sharpness and concentration for students, to stress and anxiety for adults, to memory issues in more mature individuals. 

Fortunately, research and development of functional bioactives has caught up with the market, with scientific studies validating many natural ingredients that can help. 

Considering the leading ingredients on the market today, formulators can develop sophisticated supplements that can address different aspects of cognition. Below are some of our favorites from the Ingredient Idol contest, held last fall at SupplySide West. 

Company: Balchem 

Ingredient name: VitaCholine 

What it is: As part of the primary neurotransmitter acetylcholine, choline is critical to brain function across the life span and has neuroprotective effects later in life. 

Emblematic science: Pregnant women who supplemented with 550 mg VitaCholine during their third trimester gave birth to children who, between 4 and 13 months old, had improved information processing speed—a predictor of childhood IQ compared to those born to control-fed moms. When the children reached 7 years old, researchers found the youngsters showed improved ability to sustain attention—a finding with profound implications for individual expecting moms and for public health at large. 

Related:Ingredient Idol @ SSW22—brain category finals!

Innovation: VitaCholine is an industry-leading brand supporting new science to help moms understand the need and benefit of this essential nutrient. 

Market potential: Choline is an essential nutrient that supports the development of a fetus’s brain and spinal cord. Even with just 4% of pregnant women meeting their needs for choline, choline-containing products still make up one-third of all dollar sales in the prenatal segment and are also featured in products targeting gamers. 

Company: Gnosis by Lesaffre 

Ingredient name: Adonat Premium SAMe 

What it is: S-adenosyl-L-methionine (SAMe), which helps produce and regulate hormones and maintain cell membranes with demonstrated clinical efficacy for both joint health and depression. 

Emblematic science: Working as one carbon cycle-derived methyl donor, SAMe may influence the expression of key genes in the brain affecting memory, learning, cognition and behavior. A review of 132 studies focused on 19 randomized, placebo-controlled human clinical trials, in which 13 showed a significantly greater effect in favor of SAMe compared to other antidepressants—and with a low side-effect profile compared to the pharmaceuticals. The latter point is important because intolerance to drugs is the most common reason for noncompliance.  

Related:Ingredient Idol @ SupplySide West ’22: Immunity—the finalists

Innovation: SAMe supplementation may result in increased synthesis of neurotransmitters, being able to raise levels of dopamine and norepinephrine. It may also accelerate the production, uptake and re-release of serotonin, which may account for its mood-enhancer effects. 

Market potential: Mental health is getting more attention and losing part of its hitherto social stigma. SAMe is one of the key effective ingredients in sustaining healthy mood and well-being. In association with other ingredients, SAMe can help create tailor-made, innovative and effective formulations in the mental and cognitive health space. 

Company: Kyowa Hakko 

Ingredient name: Cognizin Citicoline 

What it is: A patented form of citicoline, Cognizin is clinically studied to support mental energy, memory, focus and attention on a range of ages from 14 to 65 and up. 

Emblematic science:To learn about the Emblematic Science, Innovation and Market Potential of this ingredient, please download the free Natural Products Insider digital magazine on cognitive health here. We promise it won't hurt. 

Innovation: To learn about the Emblematic Science, Innovation and Market Potential of this ingredient, please download the free Natural Products Insider digital magazine on cognitive health here. You'll be glad you did!

Market potential: To learn about the Emblematic Science, Innovation and Market Potential of this ingredient, please download the free Natural Products Insider digital magazine on cognitive health here. Bam! You are about to get smarter. 

Company: Natural Remedies 

Ingredient name: Holixer 

What it is: Holy basil (Ocimum tenuiflorum) extract, aka tulsi. 

Emblematic science: To learn about the Emblematic Science, Innovation and Market Potential of this ingredient, please download the free Natural Products Insider digital magazine on cognitive health here. 

Innovation: To learn about the Emblematic Science, Innovation and Market Potential of this ingredient, please download the free Natural Products Insider digital magazine on cognitive health here. 

Market potential: To learn about the Emblematic Science, Innovation and Market Potential of this ingredient, please download the free Natural Products Insider digital magazine on cognitive health here. 

Company: Sabinsa 

Ingredient name: Sabroxy 

What it is: Patented standardized extract from the dried bark of the Indian trumpet tree (Oroxylum indicum) shown to support healthy cognitive function and improve memory, concentration, focus and recall in healthy people. 

Emblematic science: To learn about the Emblematic Science, Innovation and Market Potential of this ingredient, please download the free Natural Products Insider digital magazine on cognitive health here. 

Innovation: To learn about the Emblematic Science, Innovation and Market Potential of this ingredient, please download the free Natural Products Insider digital magazine on cognitive health here. 

Market potential: To learn about the Emblematic Science, Innovation and Market Potential of this ingredient, please download the free Natural Products Insider digital magazine on cognitive health here. 

Company: Verdure Sciences 

Ingredient name: Bacognize brand Bacopa monnieri 

What it is: An ethanolic extract from the aerial parts of an HPLC (high-performance liquid chromatography)-standardized Bacopa monnieri extract, studied for cognitive acuity, concentration, focus, memory, mood, mental well-being, improved learning and restorative sleep. 

Emblematic science: To learn about the Emblematic Science, Innovation and Market Potential of this ingredient, please download the free Natural Products Insider digital magazine on cognitive health here. 

Innovation: To learn about the Emblematic Science, Innovation and Market Potential of this ingredient, please download the free Natural Products Insider digital magazine on cognitive health here. 

Market potential: To learn about the Emblematic Science, Innovation and Market Potential of this ingredient, please download the free Natural Products Insider digital magazine on cognitive health here.