Magnesium boosts brain power 

Cognition, brain and nervous system health a priority in Asia Pacific

Asia Pacific leads global food and drink innovation making brain and nervous system claims. Highly competitive educational examination systems and rising expectations and aspirations from parents are often the reasons why there is such as an emphasis on cognitive learning in Asia Pacific. Besides targeting school-aged children and teenagers, products making brain and nervous system claims are also important for the Asia Pacific’s ageing population, helping to reduce the risk of disorders such as Alzheimer’s disease.

According to the United Nations Economic and Social Commission for Asia and the Pacific, the number of people aged 65 and over in Asia Pacific was 301 million in 2011. Furthermore, average life expectancy in many countries in Asia Pacific will be at or over 80 years by 2045-2050. Staying mentally sharp becomes a great concern for the elderly. Magnesium is a key nutrient in food and drink products making a brain and nervous claim being used in 16% of all such launches in Asia Pacific in the last year ending May 2015.

Studies reveal Magtein can improved memory and enhance cognitive functions

Magnesium can be found in foods such as legumes, whole grains, green leafy vegetables, nuts, coffee, chocolate and milk. Although these foods are readily available, some individuals do not consume adequate quantities to satisfy the daily nutritional requirement.

AIDP, Inc. has been granted a patent by the US Patent and Trademark Office (USPTO) for its Magnesium L-Threonate ingredient, Magtein™; for use in food and all food compositions. It has also achieved generally regarded as safe (GRAS) status from the US Food and Drug Administration (USFDA) and it can be used as an ingredient in multiple food categories. It is claimed by the manufacturer to be soluble in water, odourless, tasteless and colourless and as such is a suitable ingredient to boost brain health in food and drink applications. It is important for any magnesium salt to be soluble so that its bioavailability will be maintained at a high level for the human body

There are already a total of four published preclinical studies that have found that Magtein improved memory, and helps prevent and reverse the symptoms of Alzheimer's. A double, blind placebo controlled human trial is also completed and has shown that human use of Magtein significantly enhances cognitive functions and decreases symptoms of cognitive impairment.

Magnesium L-Threonate boosts magnesium levels within the brain; scientists believe it helps neurons maintain a state of healthy sustained activity, neither over-stimulated nor under-stimulated. It is believed that Magnesium L-Threonate allows the brain to more easily respond to mental demands and perform cognitive tasks with less stress and fatigue.

Besides Magnesium L-Threonate, Magnesium Aspartate also has a high bioavailability. It has an absorption rate of up to 70%, considered one of the highest rates. The European Food Safety Authority (EFSA) has approved Magnesium Aspartate in food supplements and concluded that magnesium is bioavailable from this source.

Magnesium Chloride, also approved by EFSA and coming as a liquid form harvested from the Dead Sea, is another choice of highly absorbable magnesium salt. It is very useful for quick absorption in an energy drink application.

Brain health claims can be directed at older consumers, as well as the current focus on babies/children

Growing up milk for children aged 1-4 years is the top category featuring brain and nervous system claims in food and drink launches in Asia Pacific in the last five years ending May 2015. The next three top sub-categories target babies aged between 0-12 months.

However, there are major opportunities with older consumers as well

Source: Mintel

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