Enzymotec ups US marketing strategy for cognitive health

By Clarisse Douaud

- Last updated on GMT

Related tags: Cognitive health, Attention-deficit hyperactivity disorder, Marketing

Israeli Enzymotec and Life Extension have announced an expansion to
their joint product marketing strategy that reflects Enzymotec's
push into the US cognitive health market.

Enzymotec specializes in branded lipid-based ingredients, including Sharp-PS and Sharp-PS Gold for cognitive health. US-based Life Extension uses these ingredients in its flagship brain health product, Cognitex. While the finished product maker already uses Enzymotec's logo on Cognitex, it will now also use this logo on its other brain health supplement, PS Caps. According to Enzymotec, there is currently a strong market for in the cognitive category, especially among older consumers, but with room to grow into niche affecting other age groups. "In the US and most regions the current cognitive market is that of the third age - baby boomer plus - who strive to prevent deterioration when it comes,"​ Enzymotec VP of Business Development, Elzaphan Hotam, told NutraIngredients-USA. The term baby boomers refers to the generation born roughly between the years 1946 and 1964. Recent surveys and consumer research have indicated not only that this generation has significant buying power and therefore is of interest to marketers, but also that it is pro-active and takes charge of its health due to the more imminent threat of disease. However, Enzymotec does not see baby boomers as the only target market. "There are certainly other markets we apply to invest in,"​ said Hotam. Under its Cognitive division, the manufacturer currently supplies the infant nutrition market, mainly outside the US. But starting in 2008, Hotam indicated the company will also release an ingredient for the ADHD (Attention Deficit Hyperactivity Disorder) in the US market. The bulk of the cognitive division's sales are for dietary supplements in the US, where the market for such products is strong indicated Hotam. "The US market justifies an attention and focus in this area,"​ he said. To further its presence in the US supplement market, Enzymotec will be adding direct-to-customer advertising to its overall marketing strategy to gain a further hold in the cognition market. "This is part of our plan for 2008,"​ said Hotam. "We currently invest in co-branding or business-to-business advertising." ​ Found in fish, green leafy vegetables, soybeans and rice, phosphatidylserine (PS) regulates metabolic processes such as neuronal signaling. Studies have associated the nutrient to improvements in memory and mood, and specifically linked it to delaying symptoms of early-onset Alzheimer's. Enzymotec markets its Sharp-PS, derived from soy lecithin, for dietary supplements and functional foods. Its Sharp-PS Gold is a patent-pending PS/omega-3 conjugated compound enriched with DHA (docosahexaenoic acid) for dietary supplements. Life Extension has indicated that, as a finished product manufacturer, the joint marketing strategy is advantageous for it as well. "Recent cooperation with Enzymotec over Sharp-PS Gold yielded excellent sales results for us and so it was only natural for us to move one step forward to extending the co-branding to other cognitive products as well,"​ said Rey Searles, Life Extension's director of sales and marketing.

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