Latest research
has been focusing on understanding how changes in diet can enhance cognitive
ability, protect the brain from damage and fight the effects of ageing. Studies
conducted worldwide have shown that a balanced diet has the potential to alter
brain health and mental function.
In recent years
manufacturers have launched foods and drinks aimed at making consumers happier,
calmer and even more intelligent. Top companies such as Unilever, Nestle' and
Yakult are focusing on a better understanding of the link between nutrition and
the brain.
The emerging
cognitive functional category is progressively establishing itself as a whole
new market, offering great commercial opportunities. However, there is still a
long way to go before such a category is widely acknowledged as well as
regulated.
MENTAL HEALTH: ANOTHER PUBLIC HEADACHE
Only recently
has the link between mental problems, such as depression, concentration and
memory problems, and an unbalanced diet come to light.
In the UK
reports from the Mental Health Foundation have suggested that a bad diet can
have an immediate effect upon a person's behaviour, preventing wellbeing and
emotional balance.
The link between
food and mental health concerns both companies and government bodies;
manufacturers are interested in cashing in on the trend, while policy makers
are keen on tackling the consequences of bad eating habits. For example, mental
health problems are reported to be one of the main reasons for which people
claim incapacity benefits, costing the UK something like £100 billion per year.
Research with
British and American offenders has also suggested that a bad diet may also
trigger aggressive behaviour. According to a clinical trial carried out by the
US government's National Institutes of Health, the modern industrialised diet
might cause a variety of mental problems, spanning from depression to
aggression, as it lacks the essential fats the brain needs. According to this
hypothesis, violence in Western societies may be related to what we eat.
The way food is
processed, the use of additives and intensive farming methods are just some
examples of the way in which industrialised production has altered the food we
eat. Our diet now has higher levels of different types of fat due to intensive
farming methods; the diet fed to chickens as well as fish, for example, has
reduced the level of omega-3 and increased the level of omega-6 fatty acids in
the chicken and fish we eat.
Experts suggest
that Western diets now include too much omega-6 and insufficient omega-3, which
is essential for the brain. Omega-6 fatty acids derive mainly from industrial
frying from takeaways, ready meals and snack foods such as crisps, chips,
biscuits, ice cream and margarine.
It has been
reported that unequal intakes of the two different types of fat (omega-3 and
omega-6) may lead to mental health problems.
To test this
hypothesis, the US government's National Institutes of Health mapped the growth
in consumption of omega-6 fatty acids since the 1960s in 38 countries against
the rise in number of murder cases over the same period. The results were
disturbing, showing how the increase in omega-6 consumption corresponded to an
increase in homicide. On the other hand, however, countries in which omega-3
consumption remained high, thanks to a high fish intake, such as Japan, showed
lower rates of murder and depression.
In the light of
these and other findings government departments and other stakeholders are
starting to take action on different fronts to change not only dietary habits
but also food production methods and policies.
CASHING IN ON THE TREND: THE MARKET FOR BRAIN FOOD
Despite the need
for further research in this area, the cognitive functional category is set to
become one of the hottest areas in the industry. Products offering a mental
boost and mood enhancement benefits are gradually appearing on supermarkets
shelves. Manufacturers have great opportunities to cash in on this trend for
brain food, but might also play a key role in addressing the issue of rising
mental health problems.
Japan is by far
the biggest market. Europe and Asia offer good prospects, with consumers
interested in such developments as long as they are based on scientific
findings. The US seems to be further behind, but its consumers are becoming
increasingly interested.
Overall, the
category could be divided into three areas: energy boosting (eg guarana,
caffeine, ginseng), brain function (eg omega-3, PS, GABA, creatine), and mood
(eg green tea, tryptophan, GABA, ginkgo biloba).
The market is
currently focused on drinks. Leading beverage areas are teas and infusions,
water-based drinks and energy drinks. In the dairy segment, omega-3 fortified
yoghurts, milk and drinking yoghurts dominate. However, nearly all product
categories have seen launches of products with mental function claims,
including ice cream and confectionery (chocolate rich in omega-3 and B
vitamins).
Key ingredients
in food products targeted at mental health are omega-3, ginkgo biloba and
ginseng (linked to improved memory), soy lecithin and St John's wort
(recognised as combating depression), and Co-enzyme Q10 (reported to help slow
the progression of Parkinson's disease).
According to
Euromonitor International's research, dietary supplements aimed at cognitive
function are increasingly finding favour with consumers.
Global value
global sales of Co-enzyme Q10 have been impressive, increasing by 180% over
2002-2007 to reach US$772 million in 2007. Sales of ginseng at global level
also delivered a strong performance, hitting US$1.1 billion in 2007 (up from
US$644 million in 2002), with Asia-Pacific accounting for a 66% share of the
global market.
Global sales of
ginkgo biloba have increased by 40% since 2002, amounting to US$663 million in
2007. With Western Europe and Asia-Pacific leading the way, with a 34% and 28%
share respectively of the global market, sales of ginkgo biloba are expected to
reach almost US$800 million by 2012.
Sales of St
John's wort increased by 11% over 2002-2007, reaching US$210 million in 2007.
Fish oils, well
known for being one of the main sources of omega-3, are also on the up thanks
to the popularity of omega-3. Sales have increased by 112% since 2002, reaching
almost US$2 billion in 2007, and are expected to increase further as omega-3
becomes mainstream. Value sales of fish oils are predicted to reach US$2.5
billion by 2012.
Omega-3 remains
the hottest functional ingredient on the market. Euromonitor International
estimates that the global market for omega-3-enhanced foods and beverages
amounted to a volume of 29,000 tonnes in 2007, and estimates an increase of 15%
for 2008, to reach 33,700 tonnes.
It is already
found in many staple foods such as bread, milk and juice, recently breaking
through in breakfast cereals. More and more omega-3-enhanced products are being
developed, increasingly targeting brain health.
OMEGA-3'S POTENTIAL FOR MAKING PEOPLE SMARTER
Omega-3
polyunsaturated fatty acids (PUFAs) have been linked to a wide range of health
benefits, from heart, joint and cardiovascular health, to the healthy
development of a baby during pregnancy.
However, omega-3
is increasingly receiving attention for its reported positive effects on brain
function. Improving learning and memory, fighting against depression and mood
disorders, as well as schizophrenia and dementia, are just some of the health
claims that have been recently attributed to the already famous fatty acids.
Omega-3 DHA
(docosahexaenioc acid) facilitates the transmission of electrical signals in
the brain. When incorporated into the nerve cell membrane, omega-3 helps make
the membrane elastic and fluid, so that signals pass through it efficiently.
EPA
(eicosapentaenoic acid), also contained in omega-3, is believed to increase
blood flow in the body and affect hormones and the immune system, both of which
have a direct effect on brain function. Omega-3 oils have also been discovered
to block chemicals called cytokines, which are apparently among the causes of
depression.
Dietary
deficiency of omega-3 fatty acids has been associated with risk of mental
disorders such as attention deficit disorder, dyslexia, bipolar disorder and
schizophrenia, impaired learning and memory.
For these same
reasons consumption of omega-3 is reported to benefit children. Studies have
reported that children who had increased amounts of omega-3 fatty acids
performed better in school, in terms of reading, spelling and their behaviour.
However, there
is still a lack of concrete scientific evidence to support such a link. The
Food Standards Agency in the UK has so far been cautious in stating the
evidence of the benefits of omega-3 consumption on children's performance.
Despite this,
omega-3's alleged role in cognitive development is already providing the ideal
platform for the launch of omega-3 fortified products aimed at young children.
Ageing
baby-boomers are another ideal target group. This demographic segment is very
concerned about declining cognitive function, memory loss and particularly
progressive dementia and Alzheimer's, these concerns providing another fertile
platform for the positioning of omega-3 fortified products.
The overall
outlook for omega-3 as a functional ingredient in foods and beverages is very
positive. Euromonitor International predicts that global volumes of omega-3
could rise to 39,000 tonnes by 2012, increasing by 33% over the coming 5-year
period.
NPD: FOCUS ON BRAIN HEALTH
Manufacturers
are tapping into consumer anxiety to remain as alert as possible, with products
aimed at cognitive function mushrooming over the past five years.
In 2006 Unilever
launched in the Netherlands Blue Band Idee! margarine, with fatty acids DHA,
ALA and B vitamins, particularly recommended for the mental development of
children. DHA (docosahexaenoic acid) is in fact reported to support the
development of the brain, eyes and nervous system.
In 2007 Unilever
entered emerging markets by launching in Turkey “Amaze”, a range of snacks and
flavoured milk drinks, aimed at 5-12-year-old schoolchildren. Each serving
claims to provide “a third of the key nutrients needed for healthy mental
development in an easily absorbed form”. Amaze is currently being released in
India.
Among the most
interesting launches, in Norway, Pharmalogica, a privately- owned company,
presented Smartfish, a range of fruit juices fortified with omega-3. Each of
these “intelligent drinks” combines a blend of fruit juices with marine oils,
the source of essential fatty acids DPA, DHA and EPA. Each serving contains
705mg of omega-3, providing the daily needs of EPA and DHA. Pharmalogica's
latest launch is Smartweek, containing 225mg of DHA, 150mg of EPA and 75mg of
DPA, and claiming to provide “five days worth of omega-3, seven if you are a
kid”.
In Canada,
Neilson Dairy Oh! Partially Skimmed Milk claims to come from cows that are fed
a diet formulated with DHA. In the UK, St Ivel's Advance “clever milk”, fortified
with omega-3, targets families with young children as it claims to help brain
function, learning and concentration. Again in Canada, Loblaw's President's
Choice “Oh Mega J” was the first private label juice drink to contain the two
omega-3 fatty acids DHA and EPA, to support normal development of the brain,
eyes and nervous system.
The industry
worldwide has woken up to the trend and is heavily investing in research and
innovation. In 2006 Nestle' announced investment of around US$4 million a year
over a 5-year period to investigate the role of nutrition in cognitive function
and develop new products to boost brain power.
The joint
project with the Swiss Federal Institute of Technology will be focusing on
three main research areas: the role of nutrition in cognitive development in
children, the prevention of cognitive decline in the elderly, and the better
understanding of the gut-brain axis. A key goal of the study will be to
identify nutrients that can keep the brain fully fuelled, as the organ consumes
around a quarter of the body's energy, and during ageing the metabolism
producing brain energy slows down, directly impacting cognitive function.
According to Nestlé's research, by adding energy to the brain, elderly people
and those who are suffering from Alzheimer's will be better able to deal with
the decrease in cognitive performance.
DIFFICULTIES POSED BY THE REGULATORY MINEFIELD AND THE IMPORTANCE OF EDUCATION
Foods boosting
cognitive function and mood have massive potential, but more research will be
needed to overcome regulatory barriers.
Knowledge of
so-called psychotropic ingredients (those that have the potential to affect
mood and mental health) is increasing. The understanding of the cognitive
effects of omega-3, phosphatidylserine (PS), creatine, Co-enzyme Q10, green
tea, guarana, ginseng, cocoa polyphenols, folate, ginkgo biloba and gamma
aminobutyric acid (GABA) is growing.
However, as
things stand at the moment, very few health claims in this area would gain
approval under the new Nutrition and Health Claims Regulation, adopted by the
European Council and Parliament in 2006 (which aims at ensuring that any claim
made on a food label in the EU is accurate and substantiated) unless more
investment is put into obtaining scientific validation for them.
Under current
rules for example, in the UK both Dairy Crest's advertisements for St Ivel
Advance 'clever milk' with omega-3, and the Village Bakery's selenium- enriched
'happy bread', failed to pass examination by the UK Advertising Standards
Authority, for claims not sufficiently supported by science.
Despite all the
hype, it seems that, for example, studies that conclusively demonstrate the
benefits of omega-3 on behaviour do not exist at the moment, with evidence of
the benefits of omega-3 consumption being currently limited to cardiovascular
diseases.
The regulatory
minefield remains the main barrier for manufacturers interested in developing
such products. The investment needed in this area is huge, because studies that
are necessary from a regulatory point of view are just as huge.
The emerging
category of food for the brain is likely to become part of Western society's
preventative and holistic approach to health, but the role of government will
be vital in making this possible.
The way forward
for brain foods is likely to be found in the alliance between manufacturers,
government bodies and stakeholders (such as the Food Standards Agency, the
Department of Health, the School Food Trust, the Mental Health Trust, in the
UK). This would be a convenient situation for all parties - for the government,
as the burden on the NHS and benefits system is reduced, and for food and
drinks manufacturers, as new products are developed and new markets created.
According to
many there is already sufficient scientific evidence to begin a campaign for
healthy food products for mental health benefits. Given the growing problems of
mental health in the UK and other industrialised nations, taking steps to
change dietary habits and food production policies could be a cost-effective
approach.
Consumer
education will also be vital to the taking off of the cognitive functional
category. For example, although an increasing number of consumers are familiar
with omega-3 health benefits, only a tiny proportion are aware of the
differences between different types of omega-3 fatty acids. Even in very
developed markets, consumers are generally unaware of the differences between
ALA, DHA and EPA. Such lack of consumer awareness is hampering the extension of
the market and value growth.
Educational
campaigns and the progressive implementation of health claims legislation will,
therefore, be vital to the development of the brain foods market.
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