SEPTEMBER 2019 | REPORT

PATENT WATCH: NOOTROPICS

Consumers are looking for new solutions that offer mental health and wellnessbenefits.

Michelle Strutton, ContentManager, GNPD

1 © 2019 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Nootropics definedAccording to Mintel's 2025 BPC Trend Augmented Human, scientificinnovation is enhancing the way we live and helping us push the bodybeyond its limits. Nootropics are an extension of this Trend that couldhelp consumers maximise their cognitive abilities.

Among the most well-known nootropic ingredients are caffeine, whichincreases alertness, attention span and reaction times; L-theanine, anamino acid that offers a calming effect; creatine, which fuels brain cells;Bacopa monnieri, an ancient herb used in Ayurvedic medicine toimprove memory; and adaptogenic herb Rhodiola rosea, which helpsthe body handle stress more effectively.

Many nootropic ingredients are familiar to consumers from their use indietary supplements, food and drink and beauty products. Nootropicsalso include "smart drugs" that are available only on prescription (in mostcountries) to treat conditions such as ADHD.

Source: Healthline; Nootropics Expert

Mintel recommendsChoose your nootropic pathNootropics is a relatively broad term that describes a set of ingredients, eg caffeine, L-theanine, as wellas so-called "smart drugs" designed to treat conditions such as Alzheimer's. Patent activity suggestsmost research activity is happening within the drugs arena, but opportunities exist for CPG brands.

Introduce consumers to new languageIncreasingly stressed consumers seek ways to help them relax and be on top of their intellectual game.Brands are responding with VMS, food, drink and beauty products with anti-stress, sleep and relaxationbenefits. Many use nootropic ingredients, but don't use the terminology on-pack, highlightingopportunity for consumer education.

Focus on mental health and wellnessDevelopment of nootropic drugs will filter down to consumer consciousness and give CPG productsformulated with nootropic ingredients an air of superiority and credibility. Similar to adaptogens,we expect to see the word 'nootropics' more clearly highlighted on pack to appeal to consumers eager tobe early adopters of new technology.

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GLOBAL PATENT ACTIVITY

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New science on mental enhancementActive patent numbers for nootropics innovation (defined as formulations and active ingredients helpingmetabolism of the brain and nervous system, eg improving perception, concentration, learning ability andmemory and maintenance of neurological functions) reached a peak in 2008, with much of this activitycovering scientific research into the development of prescription drugs to treat brain conditionssuch as Alzheimer's disease and ADHD.

Num

ber

ofpa

tent

fam

ilies

Global: count of patent families related to nootropics that are granted andpending in each year, 2000-19

173173 208208263263

304304350350 390390 423423 436436 427427 397397 397397 401401 365365 335335 315315 282282 261261 223223

200

400

0

600

20002001

20022003

20042005

20062007

20082009

20102011

20122013

20142015

20162017

2018

2019 (up to

July)

Base: currently active patent families (granted or pending); excludes patents filed only in ChinaSource: Cipher

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Among the many medical patents, we also find patents for cosmetic products for dermatological use,especially with anti-ageing benefits. Many private owners and universities have filed patents forpharmaceutical research into nootropic drugs. Excluding these organisations, the leading patent holders(granted or pending) are multinational cosmetics companies such as L'Oréal and Ashland andpharmaceutical companies such as Bayer and Sanofi.

Num

ber

of p

aten

t fa

mili

es

Global: active patent families related to nootropics by commercial organisation*, as atJuly 2019

77 77

44 44

33

22 22

L'Oreal Ashland Olfa Alla Chem LVMH Bayer Sanofi

0

2

4

6

8

Pharma in the lead, but the beauty industry also takes aninterest in nootropics

* excludes universitiesBase: currently active patent families (granted or pending); excludes patents filed only in ChinaSource: Cipher

Pharmaceutical research is at the forefront of nootropic patentsSanofiSanofi has two current granted patents concerning nootropic agents; FR2919289A1 (granted 2009) relatesto beta-secretase inhibitor compounds useful for treating conditions such as senile dementia, mildcognitive disorder, Huntington disease, Creutzfeldt-Jakob disease, migraine and anxiety, andUS-6987106-B1 (granted 2003) for Alzheimer's disease and schizophrenia, among other conditions.

BayerBayer also has two current granted patents for nootropic agents; US-8987261-B2 (granted 2013) is forsubstituted dihydropyrazolones for treating cardiovascular and haematological diseases, andUS-9433614-B2 (granted 2006) is for an invention to create medicaments for the treatment and/orprophylaxis of diseases and for improving perception, concentration, learning ability and memory.

Source: Cipher

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Lancôme Eye ContourRitual contains hesperidin

methyl chalcone

L'Oréal researches nootropic ingredients fordermatological benefitsL'Oréal has several patents granted in France indicated for nootropic/dermatological activity, including:

• FR2920300A1 (2012): cosmetic use of hesperidin (a flavan-on glycosidefound in citrus fruits) or its derivatives in combination with at least amicroorganism (probiotic), one of its fractions or metabolites as an agentto prevent reduction of barrier function of skin, strengthen barrier functionof skin and/or strengthen protection of skin against external aggression.

• FR2999076A1 (2015): new C-xyloside carboxylated compounds, usefulas an anti-ageing composition for fighting against the external signs ofageing skin.

Source: Cipher

Biotherm EverplumpSleeping Mask containsLaminaria ochroleuca

• FR2991167A1 (2014): reducing and/or delaying the signs of photoagingof skin, comprises applying an extract of Laminaria ochroleuca (goldenkelp, brown seaweed or Antileukine 6) and an extract of Aphanizomenonflos-aquae on the skin.

• FR2994528A1 (2014): use of essential oil of Laserpitium siler (laserwort)as active agent in cosmetic composition for preventing and/or treatingsigns of skin ageing/photoaging, preventing and/or treating wrinkles, finelines and/or crevices and for thinning skin.

Source: Cipher

Ashland has granted patents for nootropic actives obtained frommaize and riceAshland's Vincience division has several granted patents in France for cosmetic or pharmaceuticalcompositions related to skin cell renewal and protection from oxidative stress using active ingredientsobtained from hydrolysed maize (granted 2012) and hydrolysed rice (granted 2010 and 2012).

It also has patent WO2008145848-A3 (granted in 2012) describing a cosmetic/pharmaceutical compositionto protect skin and integument against all types of external aggression and to prevent/treat signs of skinageing and/or photoaging, comprising polypeptide derived from aconitase enzyme.

Source: Cipher

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Ole Henriksen EmpowerHydrating Hand Cream

LVMH has patents for anti-ageing colourcosmeticsLVMH's FR2984153A1 patent (granted 2014) describes a compositionused, for example, as lipstick, mascara or foundation, and for preventingthe appearance of signs of skin ageing, comprising extract of vinespecies of Vitis vinifera (which is widely used in Ayurveda to treat avariety of stress-related disorders) and extract of white willow species ofSalix alba. Both ingredients appear in the company's Ole HenriksenEmpower skincare products.

The company also has patent FR2902334A1 (granted 2014) describinguse of Panicum miliaceum (millet) extract in a cosmetic anddermatological composition for stimulating an expression of elafin of skindermis, hardening, smoothing or getting tensor effect of skin surface andpreventing development of melanoma cells.

Source: Cipher

Nuxe uses marigold in thisLip Balm launched in 2002

Anti-ageing benefits of marigold and SabasenegalensisOther ingredients indicated for anti-ageing skincare benefits includemarigold and Saba senegalensis.

Nuxe has a granted patent FR2997854A1 for use of marigold extract inthe preparation of a topical cosmetic and/or dermatological compositionto fight signs of skin ageing. Yves Rocher has a granted patentFR2985906A1 for use of extract of Saba senegalensis (which is native tosub-Saharan Africa) for performing anti-ageing action on skin and itsannexes or mucous membranes.

Source: Cipher

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REVIEW OF PRODUCT DEVELOPMENTS TODATE

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Where nootropic products are being launchedSupplements are the most popular vehicle for products with a nootropic* mention. However, skincare, mealreplacements and sports/energy drinks are not too far behind.

% of launches

Global: launches of 'nootropic' products, by category, 2000-19

4040 2828 2121 77 22 22

Healthcare Skincare Other beverages Sports & energy drinks Snacks

Hot beverages

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 10…

% o

f la

unch

es

Global: launches of nootropic products by leading claims, 2000-19

5555

36363434

3030

Functional – brain &nervous system

Antioxidant Functional – energy Anti-ageing

0%

10%

20%

30%

40%

50%

60%

Note: free text search for nootropic (and word variants); data is based on a small sub-sampleSource: Mintel GNPD

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Profound Stress ReliefSerum for Unhappy Skin is

"sleep in a bottle"

Skincare was one of the first categories tofeature nootropicsProducts featuring the term 'nootropic' first appeared on the Mintel GlobalNew Product Database (GNPD) in 2009. The Linda Papadopoulos PsyDerma skincare range claimed to help de-stress and provide nutrients tothe skin, thanks to a blend of ingredients combining essential oils,botanicals (hibiscus and Flavocon – an extract of Larix sibirica wood),vitamins (A, B, C, D and provitamin E), active ingredients (such as Bio-Inulin, Vitacell from yeast and idebenone – the "ultimate Co Q10") andnootropics. The nutrient blend is described as smart, being able to boostmemory, reduce stress and help cognitive ability. The patent pendingformula contains vinopecetin, Flavocon, idebenone and vitamins C andE.

The LP Skin Therapy Dr. Linda Papadopoulos range launched in 2011also features nootropics ingredients.

Healthcare launches based on nootropic ingredientsIn the US, 22% of VMS consumers claim to have heard of nootropic cognitive supplements, rising to 36%

of 25-34s.

First nootropic formula healthcare product in GNPD

Animal Cuts Dietary Supplement is a fat burner recommended forextreme definition and vascularity containing Nootropic Complex500.00mg (US).

Ayurveda and nootropic

Zandu Sona Chandi Chyawanprash Plus Immunity + Mind PowerSupplement contains 49 Ayurvedic ingredients and natural nootropicagents: brahmi, shankhapushpi, ashwagandha, almond oil andjyotishmati (India).

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'Nootropic' features front of pack

Motion Nutrition Night Time Nootropic Unplug Food Supplement isdescribed to be for a quiet mind and to support the nervous system(UK).

Base: 1,698 internet users aged 18+ who use vitamins, minerals or supplementsSource: Lightspeed/Mintel

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Nootropic drinksIn the UK, 34% of sports drinks users express interest in sports/energy drinks that support brain function,

with several product launches featuring nootropic ingredients.

Doctor-developed

Focusaid has nootropics Rhodolia rosea and alpha GPC, among otheringredients that help with concentration, memory, cognition, focus andendurance (US).

Developed by US Special Forces

RuckPack Energizer Caffeinated Sports Nootropic sports drinks featurea Smart Muscle nootropic and performance blend (Hong Kong).

Nootropic message front of pack

Wow Focus Nootropic drink is claimed to support mental performanceand reduce fatigue. It contains amino acids, B vitamins and caffeine(UK).

Base: 2,000 internet users aged 16+Source: Lightspeed/Mintel

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Nootropics are just part of a wider message about mental healthand wellnessConsumers express high interest in finding new ways to reduce their stress levels. Food, drink and beautybrands are looking for new ways to address this growing demand.

EMOTIONALWELLBEING

82%

of Spanish adults agreethat feeling emotionally

stable is part of having ahealthy lifestyle

ANTI-STRESS BEAUTY

66%

of Italian adults agreethat beauty/grooming

routines are a good wayto reduce stress

EAT TO RELIEVESTRESS

37%

of Polish adults expressinterest in food/drinkproducts that reduce

anxiety/stress

Base: 2,000 internet adults aged 16+ in each countrySource: Lightspeed/Mintel

Brain health and anti-stress benefits feature in a range of multivitamin products, many of which commonlyinclude nootropic ingredients, such as caffeine, but without specifically using the terminology on pack.

Some 13% of VMS launches in the 12 months to July 2019 have a brain & nervous system claim and asmaller 4% are stress & sleep aids. VMS for these benefits is a fragmented category, with theaforementioned Bayer accounting for approaching 2% of launches over the five-year review period andSanofi accounting for 1%.

Many launches are complete multivitamin preparations with multiple benefits for physical and mentalperformance.

% o

f la

unch

es

Global: launches of VMS products with brain and anti-stress benefits, Aug 2014-Jul2019

1212

1313

1212 1212

1313

33 3322

3344

Brain & nervous system Stress & sleep

0%

5%

10%

15%

Aug 2014-Jul 2015 Aug 2015-Jul 2016 Aug 2016-Jul 2017 Aug 2017-Jul 2018 Aug 2018-J…

Brain and anti-stress benefits are a feature of multi-benefit VMSproducts

Source: Mintel GNPD

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VMS with nootropic ingredients

Bayer Supradyn RicaricaMentale with nootropic

ingredients caffeine and Bvitamins

Sanofi MagneVie StressResist with nootropic

ingredients Rhodiola roseaand vitamins B6 and B9

VMS products are availablethat feature nootropicingredients but without aspecific 'nootropic' on-packmention, such as theseproducts from patent leadersBayer and Sanofi.

Although this remains a niche area, accounting for less than 1% of total global food and drink launches overthe Aug 2014-Jul 2019 period, several brands have seen the potential in offering products promising tohelp consumers combat stress and/or improve the quality of their sleep. However, with growinginterest in mental health and wellbeing, there is much room for further NPD.

Hot beverages, especially herbal teas, are perhaps best-known as being relaxing bedtime drinks, but weare seeing sleep and anti-stress claims appearing on products such as grains (eg millet, buckwheat),bakery products and snacks. Brain function claims are most commonly found in infant formula.

% o

f la

unch

es

Global: food and drink NPD with brain and anti-stress benefits, Aug 2014-Jul 2019

0.70.7 0.70.7 0.70.70.80.8 0.80.8

0.20.2 0.20.2 0.20.2 0.20.2 0.20.2

Brain & nervous system Stress & sleep

0%

1%

Aug 2014-Jul 2015 Aug 2015-Jul 2016 Aug 2016-Jul 2017 Aug 2017-Jul 2018 Aug 2018-J…

Food and drink for brain and anti-stress benefits

Source: Mintel GNPD

Space for more food and drink brands to enter the stress-reliefsegment

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Where regulatory authorities permit it, brands can position food and drink products as aids to sleep orreducing stress.

Mood snacks

Happy Healthy Human Calm Snacks are said to be formulated to helpcalm anxiety. Also available is a Relief variant with maca, banana andalmond formulated to relieve stress (US).

Sleep-friendly foods

Cookies n' Dreams Optimized Nighttime Nutrition Bars support bettersleep. The company also offers Cookies n' Dreams Nighttime IceCream (UK).

Anti-stress water

VitaMe Unwind Litchi-Mint Flavoured Nutrient Enriched Water isdesigned for anti-stress, mood elevation and as a sleep aid and is saidto help soothe nerves (India).

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Beauty gets on board with sleep and anti-stress benefits

Argyi Fragrance Gentle Steam Eye Mask

Mintel's 2017 BPC Trend Damsels in De-stresslooks at how consumers want quick and easyways to escape, grab a little "me time", relax andre-energise whenever and wherever they can. Thisis now reflected in product launches, with almost1% of global BPC launches over Aug 2014-Jul2019 mentioning "sleep" – including 'beauty sleep'products designed to be worn overnight for bestresults as well as products that reduce the effectsof a lack of sleep.

One product positioned as helping promote sleepis Kao's MegRhythmn Steam Eye Masks, whichheat up to 40ºC to relax the eyes and mind,relieving stress and aiding sleep. There is roomfor more brands to appeal to consumers whofind beauty routines to be a stress reliever.

Note: free text search for sleep in product descriptionSource: Mintel GNPD

Meet the expertMichelle Strutton

Content Manager, GNPD

With over 30 years' experience at Mintel, Michelle has an in-depthunderstanding of consumer behaviour and needs. Her wealth ofexperience includes directing analyst content on a variety of differentmarkets such as: food & drink, beauty, personal care, household, andfashion.

Read more by this expert | Get in touch

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DisclaimerThis is marketing intelligence published by Mintel.The consumer research exclusively commissionedby Mintel was conducted by a Chinese licensedmarket survey agent (see Research MethodologyChina for more information).

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