The brain game

Second to heart disease, cognition issues are top of mind among U.S. adults. Citing data from the Natural Marketing Institute, Holly McHugh, marketing associate for Niles, Ill.-based Imbibe, notes the importance of cognitive health has risen sharply, growing from 61 percent in 2005 to 74 percent in 2017.

“Cognitive health beverages are an emerging category that has a lot of potential,” McHugh says. “In addition to giving consumers a boost to help with day-to-day productivity, they’re suggested to help maintain or improve cognitive function over time.”

In the market, Synapse and FocusAid are among the products that might aid with cognitive function and improve energy, McHugh says.

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