Cognitive Focus New opportunities in functional beverage markets - Prinova
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Cognitive Focus
New opportunities in functional
beverage markets
©2021 Prinova Europe Ltd. All rights reserved. prinovaglobal.com/eu
01 of 14 COGNITIVE
COGNITIVE FOCUS
FOCUS. .NEW
NEWOPPORTUNITIES
OPPORTUNITIESININ FUNCTIONAL BEVERAGE MARKETS
FUNCTIONAL BEVERAGE MARKETS
Contents
02 Consumers increasingly have cognitive
focus on the mind
02 Nootropic drinks ready to make a splash
03 Gaming set to power-up the market
04 New opportunities for nootropics across
different formats
05 Natural nootropic ingredients on trend
06 Vital Vitamins and Minerals
07 Overcoming flavour challenges
08 Prinova: Branded ingredients with proven
benefits
09 Prinova: Perfection in premixes
12 Prinova Europe: Your ideal partner for
nootropics
13 References
02 of 14 COGNITIVE FOCUS . NEW OPPORTUNITIES IN FUNCTIONAL BEVERAGE MARKETS
Consumers Nootropic drinks
increasingly have ready to make a
cognitive focus on splash
the mind
The percentage of global beverage launches
featuring brain or nervous system claims has
been steadily increasing over the last decade.3
More and more shoppers are seeking out ways
to boost the brain. FMCG Gurus research carried
With the market still very much in the early development
out in 2021 shows that 66% of consumers
phase, nootropic drinks are being tipped for substantial
globally are now interested in cognitive health
growth. Mintel describes beverages as “the obvious conduit”
products, up from 53% three years earlier.1
for nootropics due to their ability to be digested more quickly
than food, allowing them to boost the brain more rapidly.4
As a result, there is growing demand for nootropics among
a wide range of demographic groups. Nootropics are
Demand for nootropic beverages comes from a broad
cognitive enhancers that can be incorporated into food,
range of demographic groups, including busy professionals,
drink and supplements to help improve functions such as
students, athletes and gamers. Research also shows that
focus and memory. They usually combine ingredients that
many parents – and fathers in particular – are keen to
work in synergy to enhance cognitive performance, reduce
purchase energy drinks that can boost mood, concentration
stress and fatigue, and deliver improvements in mood and
and mental wellness.5
productivity.
With Euromonitor’s 2020 Health and Nutrition Survey finding
Demand for products with nootropic benefits has been rising
that cognition and memory are widespread concerns for
sharply: between 2015 and 2019, the number of nootropic
consumers across all age groups6, it is clear that the nootropic
product launches increased by an average of 70% per year
beverage market has significant scope for expansion.
globally.2
This white paper focuses on the huge potential for nootropic
beverages as well as exploring the most effective ways to
tap into the demand, looking at on-trend ingredients and
exciting product concepts.
©2021 Prinova Europe Ltd. All rights reserved. prinovaglobal.com/eu
03 of 14 COGNITIVE FOCUS . NEW OPPORTUNITIES IN FUNCTIONAL BEVERAGE MARKETS
Gaming set to
power-up the
market
Gaming and eSports are shaping up to be a key The figures indicate that the nootropic beverage market has
driver behind the nootropic beverage trend. the potential to reach the next level as gamers seek new
Studies have found that nootropic products ways to feed brain function and health.
can help gamers by increasing energy, reducing
anger and decreasing errors while playing.7 % Who said these factors are important to them
Many gamers are already purchasing drinks that can boost
Easy to eat Easy58%
to eat
performance. For example, research carried out by the market
Flavour 50%
research firm Newzoo found that 15% of gamers in Western
Europe regularly consume energy drinks while playing.8 Value for money 43%
Easy to open 40%
A survey conducted by Harris Interactive, meanwhile, shows
that 35% of UK gamers buy food and drink specifically for Not messy 36%
playing video games. Convenience is these gamers’ top
Not sticky 29%
priority, with 58% looking for easy-to-consume products.
Gives me energy 25%
A significant proportion are also seeking out the benefits
Filling 25%
provided by nootropic beverages: 25% said they look for
Makes me alert
food and drink that can give them energy and 18% search for 18%
/helps me focus
products that keep them alert and focused. Gives me energy 16%
©2021 Prinova Europe Ltd. All rights reserved. prinovaglobal.com/eu
04 of 14 COGNITIVE FOCUS . NEW OPPORTUNITIES IN FUNCTIONAL BEVERAGE MARKETS
New opportunities At present, most nootropics are sold as capsules,
tablets and soft gels. As the trend gathers pace,
for nootropics across though, there are growing opportunities to add brain-
boosting benefits to functional drinks and tap into
different formats the growing consumer demand for convenience.10
Energy Drinks Juices
Between April 2019 and March 2020, 14% of all energy drink launches Juice drinks accounted for 14% of European beverage launches
in Europe featured a functional claim around the brain and nervous featuring brain and nervous system claims between June 2019 and
system. Caffeine is currently the most widely used nootropic June 2021. There may be opportunities for more nootropic launches
across all beverages. Mintel suggests these drinks’ appeal could in this category, too, with 66% of European shoppers saying they are
be increased by combining small doses of caffeine with additional interested in juice drinks that have been customized to meet their
nootropic ingredients for a ‘360 degree’ brain boost. 12 individual nutrition needs.15
Gamer Drinks Gummies
Gamer drinks form part of the wider gaming nutrition market, with Gummies represent a highly convenient format for supplements and
an array of canned and powdered products available. Specifically are proving hugely popular among consumers. In fact, chewable
developed for video game and eSports players, they are designed to vitamins are now the most common way for American adults aged 35
help maintain peak performance by boosting cognition and mental and younger to consume supplements.16 As such, they can provide a
focus. A report on the gaming nutrition market published by the data good alternative to beverages within the nootropics market.
insights company Nutrition Integrated found that there is scope for
greater innovation in gamer drinks, going beyond caffeine to explore
further cognitive benefits.13
Prinova offers a range of value-
added capabilities, including:
Full product development support for
beverages, RTM powders, gummies, and
capsules/tablets
©2021 Prinova Europe Ltd. All rights reserved. prinovaglobal.com/eu
05 of 14 COGNITIVE FOCUS . NEW OPPORTUNITIES IN FUNCTIONAL BEVERAGE MARKETS
Natural nootropic Guarana (Paullinia Cupana)
An Amazonian plant that contains the highest concentration
ingredients on trend of caffeine of any wild plant.22 The active ingredient is
extracted from the seeds and can help to enhance athletic
performance, reduce mental and physical fatigue, and
support cognitive performance including focus and mental
alertness. Moreover, thanks to its tannin content, the
Today’s consumers consider natural ingredients caffeine from guarana is released slowly and in a sustained
increasingly appealing. For instance, nearly half manner, avoiding a spike and sudden crash.
of all consumers worldwide now say natural
Ginseng
claims are important across carbonates, cordials,
A root used for centuries in Chinese traditional medicine,
chilled juices, and energy drinks.17 which has become one of the world’s most popular
Here is a selection of some of the most popular natural medicinal herbs for its energy-boosting properties.23 Ginseng
nootropic ingredients that offer scientifically backed brain may help stimulate physical and mental activity and reduce
benefits. stress. Its ginsenoside content provides antioxidant and
anti-inflammatory properties and could help improve brain
functions.
Yerba Mate
Ashwagandha
Sourced from the dried leaves and twigs of the Ilex
The ashwagandha plant (Withania Somnifera) is a
Paraguariensis plant and used to make a traditional South
small shrub with yellow flowers and is one of the most
American beverage that is said to have the strength of
ancient herbs in Ayurvedic medicine. Its benefits include
coffee, the health benefits of tea, and the joy of chocolate.18,19
improvements to memory and cognitive functions.24
Yerba mate is also widely used in supplements and, due to
its caffeine content, it can help increase mental focus and Curcumin
energy levels.
In 2018, curcumin was officially established as a nootropic
following the publication of a University of California (UCLA)
Ginkgo Biloba
study that showed significant improvements in memory
An ancient Chinese tree that has long been cultivated
for subjects who took supplements for 18 months.25 Brain
for its health-promoting properties.20 Its main bioactive
imaging in study participants revealed that curcumin had
constituents are flavonoid glycosides and terpene
lowered levels of amyloid and tau – the two proteins involved
trilactones (ginkgolides and bilobalide). The presence of
in Alzheimer’s disease.
these active compounds increases the blood flow to various
parts of the body, especially to the brain, supporting the Bacopa
improvement of memory.
A herb that is widely known for its natural memory
enhancing effects. Used in Ayurvedic medicine, bacopa
Rhodiola Rosea
promotes nerve impulse transmission in the brain, facilitating
A herb that grows in the cold regions of Europe and Asia.
enhanced attention, memory and cognitive processing.26
Its main active compounds – rosavins and salidrosides
– are found in its roots and are believed to provide anti-
inflammatory and adaptogen benefits.21 As a result, the
extract is commonly used to help the body adapt to stress Prinova can supply all these botanical
and promote physical and mental performance. extracts and many more to boost energy,
cognition and other functions
©2021 Prinova Europe Ltd. All rights reserved. prinovaglobal.com/eu
06 of 14 COGNITIVE FOCUS . NEW OPPORTUNITIES IN FUNCTIONAL BEVERAGE MARKETS
Vital Vitamins &
Minerals
Nootropic drinks can benefit from a wide range of
vitamins & minerals to boost the brain and more.
Selenium
Involved in various brain functions, including motor
performance, coordination, memory and cognition. In
neurodegenerative disorders such as Alzheimer’s disease,
Parkinson’s disease, amyotrophic lateral sclerosis and
epilepsy, selenium metabolism seems to be altered – possibly
due to pro-oxidative events accompanying these states.
Zinc
Deficiency is associated with neurological and psychological
impairments.28
Calcium
Regulates neurotransmission and controls nerve excitability.29
Magnesium
A study found that administration of magnesium
supplements to aged rats improved working and long-
term memory.30 The magnesium in cell membranes is also
important for the transmission of impulses. Furthermore,
magnesium and calcium need to be present in ideal amounts
in the body to prevent excitability of the nervous system. A
deficiency of either one can lead to neurological problems.
B Vitamins
Considered particularly important for good brain health.31
Thiamin (B1) is one of the many B vitamins that is found
abundantly in the brain and nerve tissue. It plays a role in the
conduction of nerve impulses.
Ascorbic Acid (Vitamin C)
Important in the synthesis of the neurotransmitter dopamine
as well as protecting the brain against oxidative stress.32
With the world’s largest inventory of food-
grade single vitamins, Prinova can give you
the ingredients you need, when you need them
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07 of 14 COGNITIVE FOCUS . NEW OPPORTUNITIES IN FUNCTIONAL BEVERAGE MARKETS
Overcoming flavour While sugar content is only the fourth priority, reductions can
significantly add to products’ appeal. In Spain, for example,
challenges nearly half (47%) of adults say they would drink, or drink more,
energy drinks if they had less sugar. 34
Consumers’ desire to avoid both sugar and artificial
ingredients can create challenges for manufacturers. As a
When creating nootropic beverages, combining result, brands have been exploring new ways to mask bitter
brain-boosting benefits with appealing flavours flavours or add sweetness.
is crucial to product success. Most consumers For instance, flavours such as ginger and rhubarb can
globally consider flavour to be their top priority offset the absence of sugar by shifting the focus away from
when purchasing food and drink, followed by sweetness. Alternatively, botanicals including stevia and
price, natural formulation, and no sugar. 33 vanilla extract can be used to make drinks naturally sweet.
What do you prioritise when choosing which food
and drink products to purchase? Prinova can provide formulation
expertise with a wide selection of high
Taste/flavour 16%
and low-intensity sweeteners to create
Price 14% the ideal taste profile
Product is naturally formulated 11%
Product is sugar-free 7%
©2021 Prinova Europe Ltd. All rights reserved. prinovaglobal.com/eu
08 of 14 COGNITIVE FOCUS . NEW OPPORTUNITIES IN FUNCTIONAL BEVERAGE MARKETS
Prinova: Branded
ingredients with
proven benefits
Prinova offers a wide range of branded
ingredients as the result of exclusive
partnerships and best-in-class scientific
research.
Here, we highlight Sabinsa’s wide range of premium
botanical brain health ingredients, which are
available in Europe through Prinova.
Bacopin® is obtained from the leaves of the bacopa plant (Bacopa monnieri). The major constituents of bacopa
are bacosides, which have been found to improve cognitive function. Bacopin® promotes nerve impulse
transmission in the brain by helping to repair damaged neurons and inhibiting acetylcholinesterase (AChE). This
facilitates enhanced attention, memory and cognitive processing, resulting in enhanced working memory.
Containing a minimum of 40% elemental selenium, Selenium SeLECT® is a bioavailable and safe form of selenium
for supplements.35 Selenium is an antioxidant trace mineral associated with reducing mental fatigue. Unlike other
®
forms of the mineral, Selenium SeLECT® is a unique single chemical entity containing integrated selenium in
place of sulphur in the amino acid methionine. It is directly incorporated into proteins in the body.
Curcumin C3 Complex® is an extract derived from rhizomes (roots) of the turmeric plant (Curcuma longa).36 A
study with Curcumin C3 Complex®, combined with a black pepper absorption booster BioPerine®, showed a
reduction in an important inflammatory cytokine in traumatic brain injury patients.
Shagandha™ is an ashwagandha root extract that meets the U.S. Pharmacopoeia-National Formulary (USP-NF)
monograph and is verified by prominent botanical testing labs. It is ideal for nootropic products due to its ability to
offer a wide range of cognitive health benefits.37, 38
For gamers and those who work with computers, eye health is an important concern. ZeaLutein® is a natural
phytocomplex of 1% zeaxanthin, 5% lutein, and 2% piperine, blended in a ratio optimized to provide maximum
benefits for eye health. Lutein and zeaxanthin can filter harmful high-energy blue wavelengths of light and help
protect and maintain healthy cells in the eyes. Several studies have suggested that dietary supplementation with
lutein and zeaxanthin could protect the retina and delay the progression of age-related macular degeneration. 39
Prinova’s vast range of innovative branded ingredients can help you stay ahead
of consumer trends and create products that stand out
©2021 Prinova Europe Ltd. All rights reserved. prinovaglobal.com/eu
09 of 14 COGNITIVE FOCUS . NEW OPPORTUNITIES IN FUNCTIONAL BEVERAGE MARKETS
Prinova: Perfection in premixes
Prinova can deliver bespoke premixes that make it easy to create winning nootropic supplements
for gamers and other key target groups. Here, we showcase a selection of concepts with a variety of
cognitive benefits and exciting flavours.
Herbal Energy Drink Revitalize Energy
Strawberry and yuzu-flavoured energy drink containing all- Peach tea-flavoured energy drink with vitamins.
natural ingredients including yerba mate.
• 100mg of natural caffeine per can • Vitamin B1, B2, B6 and B12
contribute to normal energy yielding
• Mixture of extracts including metabolism
trending yerba mate
• Vitamin C, B2, B3, B6 and B12
• Primary natural caffeine coming contribute to the reduction of
from green coffee extract tiredness and fatigue
Nutritional info per 330ml can Nutritional info per 330ml can
Energy KJ / Kcal 200kJ / 48Kcal Energy KJ / Kcal 126kJ / 30Kcal
Protein (g) 0 Protein (g) 0
Carbohydrates (g) 10 Carbohydrates (g) 7
Of which sugars (g) 9 Of which sugars (g) 6
Fats (g) 0 Fats (g) 0
Of which saturates (g) 0 Of which saturates (g) 0
Salt (g) 0 Salt (g) 0
Natural Caffeine 100mg Vitamin C 8mg (10% NRV)
Vitamin B1 0.11mg (10% NRV)
Ingredients: Purified Sparkling Water, Beet Sugar, Lemon Juice form
Riboflavin B2 0.14mg (10% NRV)
concentrate (4%), Herbal Extracts (Green Tea, Guarana, Green Coffee, Yerba
Mate), Natural Flavourings. Niacin B3 1.6mg (10% NRV)
Vitamin B6 0.14mg (10% NRV)
Vitamin B12 0.25mg (10% NRV)
Ingredients: Fruit Juice from Concentrate (Peach 38%, Apple 15%),
Carbonated Water, Natural Flavourings, Acid (Citric Acid), Vitamins (C, Niacin,
Thiamin, B6, Riboflavin, B12), Preservative (Potassium Sorbate).
©2021 Prinova Europe Ltd. All rights reserved. prinovaglobal.com/eu10 of 14 COGNITIVE FOCUS . NEW OPPORTUNITIES IN FUNCTIONAL BEVERAGE MARKETS
Gamer Energy Drink Gamer Cognition Powder
Rainbow sherbet-flavoured nootropic energy drink Strawberry kiwi-flavoured nootropic energy powder
containing caffeine, amino acids and Bacopin™ for eSports containing caffeine, amino acids, Bacopin™ and ZeaLutein™
enthusiasts
• Includes an electrolyte blend to aid
hydration and help gamers maintain
peak performance
• Includes amino acids Tyrosine, • Incorporates an eye support blend,
Theanine and Taurine, which have ZeaLutein™, which helps protect the
been shown to help concentration eyes from harmful blue light
• Bacopin™ improves memory and • Added Bacopin™ shown to improve
cognition memory and cognition
• Panax ginseng and natural caffeine
provide increased stamina Nutritional info per 330ml can NRV
Cognition & Focus Blend
N-Acetly L-Tyrosine 1000 mg
Nutritional info per 550ml can Taurine 1000 mg -
Acetyl L-Carnitine 500 mg -
Energy KJ / Kcal 25kJ / 5Kcal
Alpha GPC 300 mg -
Protein (g) 0
Bacopin® (20% Bacosides) 250 mg -
Carbohydrates (g) 0
Green Tea Extract 98% L-Theanine 200 mg -
Of which sugars (g) 0
Natural Caffeine Anhydrous 100 mg -
Fats (g) 0
Ginseng Extract (20% Ginsenosides) 100 mg -
Of which saturates (g) 0
Eye Health Complex
Salt (g) 0.15
ZeaLutein™ (1% Zeaxanthin, 5%
Lutein, 2% Piperine) 100 mg -
N-Acetly L-Tyrosine 1000mg
Taurine 1000mg Vitamin E (as dl-a-Tocopheryl
Acetate) 12 mg TE 100%
Bacopin™ (20% Bacosides) 250mg
Zinc (as Zinc Citrate) 10 mg 100%
Green Tea Extract 98% L-Theanine 200mg
Hydration Blend
Panax Ginseng Extract 100mg
Coconut Water Powder 250 mg -
Natural Caffeine Anhydrous 100mg
Sodium (as Sodium Chloride) 150 mg -
Ingredients: Purified Sparkling Water, N-Acetyl L-Tyrosine, Taurine, Bacopin™ Potassium (as Potassium Chloride) 100 mg 5%
(Bacopa Monnieri Extract), Green Tea Extract 98% L-Theanine, Ginseng
Magnesium (as Tri-Magnesium Citrate) 56.25 mg 15%
Extract, Natural Caffeine Anhydrous, Vitamin C (as Ascorbic Acid), Vitamin
B3 (as Niacinamide), Vitamin B5 (as Calcium D-Pantothenate), Vitamin D3 (as Calcium (as Calcium Carbonate) 50 mg 6%
Cholecalciferol), Vitamin B12 (as Cyanocobalamin), Vitamin B6 (as Pyridoxine
Energy Support Blend
Hydrochloride). Flavourings.
Vitamin C (as Ascorbic Acid) 100 mg 125%
Vitamin B3 (as Niacinamide) 16 mg 100%
Vitamin B5 (as Calcium D-Pantothenate 6 mg 100%
Vitamin B6 (as Pyridoxine Hydrochloride) 1.4 mg 100%
Vitamin D3 (as Cholecalciferol) 10 mcg 200%
Vitamin B12 (as Cyanocobalamin) 2.5 mcg 100%
Ingredients: N-Acetyl L-Tyrosine, Taurine, Acetyl L-Carnitine, Sodium Chloride,
Tri-Magnesium Citrate, L-Alphaglycerylphosphorylcholine, Bacopin® (Bacopa
Monnieri Extract), Coconut Water Powder, Green Tea Extract 98% L-Theanine,
Ginseng Extract, Potassium Chloride, Calcium Carbonate, Natural Caffeine
Anhydrous, ZeaLutein™, Vitamin C (as Ascorbic Acid), Zinc (as Zinc Oxide),
Vitamin E (as dl-a-Tocopheryl Acetate), Vitamin B3 (as Niacinamide), Vitamin
B5 (as Calcium D-Pantothenate), Vitamin D3 (as Cholecalciferol), Vitamin B12
(as Cyanocobalamin), Vitamin B6 (as Pyridoxine Hydrochloride)
©2021 Prinova Europe Ltd. All rights reserved. prinovaglobal.com/eu11 of 14 COGNITIVE FOCUS . NEW OPPORTUNITIES IN FUNCTIONAL BEVERAGE MARKETS
Energize Juice Focus Gummies
A blend of five fruit juices, purees and extracts with added Tropical fruit-flavoured gummies with vitamins, minerals and
magnesium and vitamins. extracts to improve mental focus without added stimulants.
• Includes an electrolyte blend to aid
• Aquamin™ Magnesium from pure Irish hydration and help gamers maintain
sea water peak performance
• B vitamins and magnesium contribute • Incorporates Aquamin™ magnesium
to a reduction in tiredness to support the reduction of
tiredness and fatigue
• Added ginseng and ginger for energy
and stamina • Added Bacopin™ shown to improve
memory and cognition
Nutrient (Ingredient Requested Nutrient %DV/
Nutritional info per 150ml serving
Form Used) Level (300mg) %RDI
Energy KJ / Kcal 281kJ / 66kcal Iodine (as Potassium Iodide) 22.5 mcg 15%
Protein (g) 0.2 Niacin (as Niacinamide) 2.4 mg 15%
Carbohydrates (g) 16 Pantothenic Acid (as
D-Calcium Pantothenate) 0.9 mg 15%
Of which sugars (g) 13
Vitamin B12 (as
Cyanocobalamin) 0.375 mcg 15%
Fats (g) 0
Of which saturates (g) 0 Vitamin C (as Ascorbic Acid) 12 mg 15%
Salt (g) 0 Zinc (as Zinc Sulfate 1H2O) 1.5 mg 15%
Magnesium 56mg (15% NRV) Magnesium (as AQUAMIN™ 56.25 mg 15%
MG SOLUBLE)
Thiamin B1 (Thiamin) 0.42 mg (38% NRV)
Riboflavin B2 (Riboflavin) 0.48 mg (34% NRV) Bacopin® 50 mg -
Vitamin B6 0.6 mg (43% NRV) Maltodextrin, Non-GMO Q.S. -
Ingredients: Fruit Juices and Purees (94%) [Apple Juice (62%), Orange Juice
(15%), Carrot (5%), Banana Puree (12%)], Lemon Juice, Aquamin™ (a Natural
Magnesium Source [Magnesium Citrate]), Ginseng Root Extract, Ginger Root
Extract, Vitamins (B1, B2, B6)
©2021 Prinova Europe Ltd. All rights reserved. prinovaglobal.com/eu12 of 14 COGNITIVE FOCUS . NEW OPPORTUNITIES IN FUNCTIONAL BEVERAGE MARKETS
Prinova Europe: Your ideal partner for
nootropics
Prinova’s branded ingredients and on-trend formulations can set your products apart. We will work
with you from start to finish to bring your ideas to life with our full range of product development
services. From initial concept to final delivery, you have complete control — giving you the power get
to market quickly.
Prinova’s expansive product and service offering is underpinned by the highest quality standards, while we can also help you
through regulatory challenges.
* Please note that nutrition and health claims are regulated in many markets so the specific wording used needs to be
reviewed on an individual product basis’
Contact us now and we can help you to create the innovative nootropics products that today’s consumers
want to see: info@prinovaglobal.com
©2021 Prinova Europe Ltd. All rights reserved. prinovaglobal.com/eu13 of 14 COGNITIVE FOCUS . NEW OPPORTUNITIES IN FUNCTIONAL BEVERAGE MARKETS
References
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FMCG Gurus 'The Growing Importance of Cognitive Health' 19
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20
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3
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4
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