Rev it up

Brain Boosters
In terms of foods that boost cognitive function, DHA is the most recognizable ingredient to consumers, with omega-3 already well-established as important in the brain development of infants and children. “Studies tend to show the positive role of DHA on concentration and on the brain cells’ development,” says Manon Cormier, Nutrition and Health Communication spokesperson for Danone. Cormier points to the steady growth in sales of Danone’s Danino yogurt with DHA since its launch several years ago, and the launch in mid-2007 of a drinkable version called Danino Go. So Good soymilk beverage and Wonder + Headstart bread are among other Canadian products with added DHA.

The appearance of these products notwithstanding, Chan believes that in general, “Omega-3 hasn’t caught on as much as you might think. It’s still very small. Antioxidants have taken off everywhere else in the world, but not as much in Canada.” Around the globe, Innova reports that leading worldwide food market categories containing DHA over the last two years include baby products (39 per cent), beverages (12 per cent) and yogurt (three per cent).

Companies are also working to develop foods with other brain boosting ingredients, such as GABA (gamma-aminobutyric acid), a natural calming agent and an important regulator of proper brain function. In 2007, for instance, Coca-Cola released Aquarius Sharp Charge beverage with GABA in Japan. In addition, keep an eye out for memory-boosting products containing ayuvedic herbs from India (such as hankhpushpi, brahmi and ashvagandha) as well as the antioxidant anthocyanin. According to Andrew Lynch, director of Nutritional Beverage Applications for Kerry Ingredients and Flavours (Americas), the company’s Grape Nutraflavors ingredient “contains high levels of polyphenols that are excellent antioxidants and have been associated with improved brain function” as well as other health benefits.

Consumer Education
Beyond using familiar ingredients, food products and brand names as ways to successfully market both energy and brain boosting foods, there is general consensus within the industry that consumer education is absolutely essential. Baker says that at present, “When you look to the general consumer, they have a little bit of knowledge [about various ingredients], but there are gaps in their knowledge.” And, says Bob Froese, president of Toronto-based Brainstorm Group marketing agency, “I think consumers are very aware [of these ingredients], but have a low level of understanding about how they work.” He adds that, “Strength and quality of ingredients is widely different between products.”

Cormier agrees that consumer knowledge is closely tied to purchasing habits, noting that, “As the general knowledge of the benefit of DHA grows amongst consumers, the market will follow.” And of course, directly targeting consumers with information always helps. Nestlé, for instance, educates consumers on a continual basis about new food-related research. To better serve its target athletic consumers, Nestlé recently launched new PowerBar Energize and Sports bar selections, which contain a new carbohydrate mix called C2 Max that is research-proven to increase carbohydrate absorption.

Unfortunately, educating consumers is also a matter of navigating regulatory restrictions. “Some of our labelling regulations limit the ability of consumers to understand the benefits,” says Chan. And, says Froese, “There’s a huge differentiation between food products and natural health products.” Canadian food products can contain various ingredients but can make no claims about benefits, while natural health products require a lengthy approval process from Health Canada and can then feature limited claims. But, says Cormier, “In the case of DHA, a health claim is already approved…that it helps the normal development of the brain, eyes and nerves.” She adds, however, that, “Very little modifications or changes in the wording can be done when the claim is used.”

Ultimately, Chan believes it’s the large companies, such as Nestlé, Coca-Cola and Danone, with sizable advertising budgets that will continue to drive growth in foods that boost energy and cognitive function. “Companies are going to have to communicate the benefits of whatever ingredients they’re using,” she says. “You’d have to be a big player.”