When Albert Einstein died in 1955, Thomas Harvey, a pathologist at the hospital where the famous inventor died, was so curious about the brilliance of Einstein’s brain that he stole it for his own studies. Human curiosity about the complexities of the mind has never ceased; however, with time and technology, unprecedented research and knowledge has been gained about the human brain. To support this, more consumers are turning to consumer packaged goods (CPGs) that pay special attention to their cognitive health.
According to experts, the growing interest in functional beverages is one of the main driving factors for beverages that boast cognitive health benefits. “[Consumers are looking for a] variety of functional benefits that address specific need states — everything from energy, alertness, improved focus, mental clarity, relaxation, sleep-aid and the list continues to grow,” says Laura Klibanow, marketing director at Niles, Ill.-based Imbibe, product development company that focuses on beverage. “Consumers want functional benefits without having to compromise on taste. They expect to have a great-tasting beverage that also supplies them with the [added value] of a nutraceutical.”