Nutritional Outlook

Nutritional Outlook, April 2018

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■ NUTRITIONAL OUTLOOK 20 APRIL 2018 Brain Health A R I S T A YOUR SOURCE FOR NATURAL 1-800-ALL-OILS ARISTA INDUSTRIES, INC. 557 DANBURY ROAD, WILTON, CT 06897 • 203-761-1009 • FAX 203-761-4980 • Since 1930 We specialize in delivering the finest quality all-natural marine & vegetable oils and specialty ingredients at remarkably competitive prices. Abyssinian Acai Almond Apricot Argan Avocado Black Currant Canola Chia Evening Primrose Flax Seed Grape Seed Hazelnut Hemp Seed Hydrogenated Oils Marula MCTs Olive Perilla Pomegranate Pumpkin Rice Bran Rose Hip Sacha Inchi Safflower Sea Buckthorn Sesame Sunflower Walnut Wheat Germ Fruit Oils Powder Form Oils Fish Gelatin Hydrolyzed Fish Collagen Lauric Acid Stearic Acid Sunflower Lecithin Vegetable Glycerin Marine Oils Miscellaneous Ingredients Cod Liver Fish Liver Krill Oil Omega-3 Fatty Acids Salmon Shrimp Oil Squalane Squalene Tuna Borage Oil is an excellent source of Gamma-Linolenic Acid used in food products, nutritional supplements and cosmetics. Borage Oil Vegetable Oils Evolving Spaces As the audience for sports nutrition has expanded beyond its core focus on muscle mass and competition, the category has drawn what Kim Colletti, MBA, global cog- nition product manager, Kemin Human Nutrition and Health (Des Moines, IA), calls "active-lifestyle users, including key groups like on-the-go business professionals, work- ing mothers, and outdoor enthusiasts." T is broader base, she says, "is looking for a wide range of benef ts from sports products, in- cluding improvements in mental and physi- cal performance." It is worth noting that this connection is hardly a new development. "Stimulants and other ingredients with cognitive benef ts have been used in sports nutrition for many years," Colletti points out. "T e traditional sports-nutrition consumer welcomed the in- clusion of nootropics long before they were even termed as such." But, she says, "Now the expansion of the category to the active- lifestyle consumer has resulted in the emer- gence of nootropics as a category within the sports-nutrition market." Meanwhile, the nootropics f eld has been going through its own evolution. "For the last 20 years, 'cognitive function' products were more or less focused on aging baby boomers, tied to the hopes that they could help slow or prevent cognitive decline," observes James Komorowski, MS, CNS, chief science of cer, Nutrition 21 LLC (Purchase, NY). "Today's nootropics are more closely targeted at Mil- lennials, as the demographic is on a constant search to increase its number of productive hours in a day, whether for work, school, sports, or just daily life." Get Your Game On And to the extent that Millennials are the central spectators of and participants in the world of eSports, or competitive video gam- ing, they deserve top billing for encouraging nootropic sports nutrition's growth. "Without question," says Tim Ziegenfuss, PhD, CSCS, FISSN, CEO, Center for Applied Health Sciences (Stow, OH), "the gamer mar- ket has the biggest potential and most rele- vance" for driving nootropics' future in sports formulations. T e global audience for com- petitive gaming approaches 140 million, he notes, and elite eSports "athletes" now earn college scholarships. For these high-stakes competitors, "opti- mizing brain 'f ow' during a game of Call of Duty might make the dif erence between get- ting recruited by a top team like Optic Gam- ing or getting trounced by a seven-year-old with cheat codes," Ziegenfuss says. "I mean, have you seen the number of buttons and joysticks some of these controllers have nowadays? And don't even get me started on the virtual reality headsets." Natural Inclusions Of course, Millennials staring at video screens are hardly the only targets for noo- tropic formulations. All sports "require

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