IFT FIRST is focusing on elements that enhance brain function.
But compared to more popular promises about immunity and heart health, she pointed out that “eating for a healthy brain is a rather new concept for many consumers.”
According to her, “brands can start with safe and familiar ingredients, like proven nutrients like B vitamins and choline, and encourage consumers to seek out functional foods for mood and cognitive health.”
Products that offer benefits to the body and brain may also appeal to customers, according to Ms. Mattucci, who noted that half of Americans who purchase functional foods and beverages choose items that support both mental and physical well-being.
According to Ms. Mattucci, alternatives to coffee and tea are becoming more popular. The holly plants yaupon, yerba mate, and guayusa contain theobromine, a substance that has been connected to balance mood and memory. Furthermore, she added, coffee blends and beans with less caffeine may provide longer-lasting energy with fewer adverse effects.
According to Ms. Mattucci, “Pairing caffeine with L-theanine may also help to improve focus and cognitive skills.”
According to her, using functional mushrooms or adaptogens could help lessen the jitters and anxiety that come with consuming coffee. A number of these mixes are advertised as helping to “improve concentration” and avoid “caffeine crash.”
“Some adaptogens support energy or mental clarity, in addition to helping the body restore balance and cope with stress,” Ms. Mattucci stated. In a nutshell, these are plant-based compounds that can aid the body in regaining equilibrium and managing stress, either mental or physical.
She identified four adaptogens that may improve brain function. Ashwagandha is well known for encouraging bodily equilibrium. Brahmi, also called bacopa monnieri or water hyssop, and holy basil, often called tulsi, are two Ayurvedic plants that are thought to possess favourable effects on memory. According to Ms. Mattucci, schisandra is a fruit that is utilised in traditional Chinese medicine to support blood glucose, liver, energy, and possibly even anti-aging properties.
“The most prevalent adaptogen we’re seeing in those goods is Korean ginseng, followed by ashwagandha and maca when we’re looking at the landscape of products that are already out there, those food and drink products that are making a brain or nervous system claim,” she added.
According to her, teas and meal replacement shakes accounted for 82% of the global food and drink launches containing adaptogens over the previous five years.
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Drinks are “certainly paving the way” in terms of adaptogen innovation, the speaker stated.
According to Ms. Mattucci, B vitamins are already well-known in the industry and might lend legitimacy to goods with functional components that are less common. 45% of worldwide food and drink launches during the last five years have included claims on the nervous system or brain and B vitamins were included in 37% of food and drink launches that made an energy claim. According to her, vitamin B6 appears on labels the most often.
As well as supporting metabolism, helping the body produce energy, and supporting neurotransmitters—which are so important to our mood and mental health—natural sources of B vitamins can be positioned as trustworthy and well-known nutrients for mood and cognitive health, according to Ms. Mattucci.
According to her, choline is a vitamin that is “under-consumed and often underdiscussed” yet is important for nerve conduction and cognitive processes.
She stated, “It’s definitely necessary for health through all life stages from infant to mother health all the way to healthy ageing, but a startling 90% of Americans do not get enough choline,” adding that the majority of foods containing choline are intended for infants and toddlers. It may also be useful in formulations for healthy ageing, according to her.
“The brain uses citicoline, a type of choline, to repair neurons and support age-related cognitive decline,” the speaker explained. “We are starting to see other phospholipids linked to choline appear on-pack, with claims to support healthy brain function and cognitive function.”
Choline is one of the main components of two powdered mixes created by a startup that is participating in IFT FIRST. Leto Foods, a Chicago-based firm, demonstrated two plant protein powders: a vanilla and a vanilla chai latte. The company claims that both powders are made with choline and vitamin B12 to enhance memory, mood, and attention.