The article, part of the VitaFoods Insights series, discusses the evolution of the sector as well as the consumer, in which an emphasis is being placed on the cognitive aspects of sporting performance.
According to the piece, the interest in improved mental performance and enhanced focus is encouraging athletes to invest in cognitive health supplements or nootropics, which the average consumer may not be aware of.
“There are many nutrients that are required to nourish neurotransmitter function, which have been in supplement form for many years, but if we change our description for many years,” says Ian Craig, founder of the UK’s Nutritional Institute and the Centre for Integrative Sports Nutrition.
“But if we change our description to ‘focus,’ ‘concentration,’ ‘mood,’ or ‘motivation,’ more people would understand nootropics.”
Nootropics have emerged as the latest aid for athletes and consumers alike, keen to gain a mental edge either in sporting performance or simply in ordinary but increasingly demanding lifestyles.
The introduction of ingredients such as vitamins B6 and B12, phenethylamine (found in chocolate) and caffeine is proving popular with active consumers, who are looking for aids to boost decision-making capabilities and focus.
Sports nutrition firms currently offering nootropics include Enovate, Applied Nutrition and functional food and supplements brand Braineffect, which offers products that target sleep and mood in order to achieve better cognitive functionality.