Mental Edge: Tough to Describe, Harder to Find

Newswise — Food that can make the brain function better is the same food that can make the entire body healthier. But that doesn't stop consumers from still seeking an edge.

Food scientists and other researchers presenting at the Institute of Food Technologists annual meeting here say they're still trying to nail down mental energy's definition, even as new products make new claims that they are the answer.

Susan Borra, of the International Food Information Council, said consumers already have ideas about what mental energy is: Mental clarity, physical performance, and a combination of emotional feelings. They view it "not as calories, as scientists do."

"Energy has a positive message for consumers; calories don't," Borra said.

Though numerous scientific studies have been done on exercise and sleep and their influences on mental sharpness, "we know least about eating's effect on mental energy," said Patrick O'Connor of the University of Georgia.

But that doesn't stop consumers from thirsting for products offering to make them smarter, more energetic and more alert. In 2005, the energy drink category accounted for $1.79 billion in sales.

"The more [that] science understands about mental energy, the better [that] food companies can make more accurate health claims about products," said O'Connor.

His research shows that 25 percent of men and women are concerned about lack of energy some of the time, with women complaining more than men.

"The impact on increasing the energy of a quarter of the population could be huge," said O'Connor, describing the incentive for companies offering such products.

Concluding today, the IFT Annual Meeting + FOOD EXPO® is the world's largest annual food science forum and exposition, delivering comprehensive, cutting-edge research and opinion from food science-, technology-, marketing- and business-leaders.

Founded in 1939, and with world headquarters in Chicago, Illinois, USA, the Institute of Food Technologists is a not-for-profit international scientific society with 22,000 members working in food science, technology and related professions in industry, academia and government. As the society for food science and technology, IFT brings sound science to the public discussion of food issues. For more on IFT, see http://www.ift.org.