Greg Ponesse — January 17, 2006 — Lifestyle
References: theaustralian.news.au
FIZZY soft drinks may rot your teeth but new research suggests the sugary refreshments also boost the memory.
Contrary to conventional health messages, which have branded the high-sugar drinks as unhealthy, researchers in Scotland found that people who consumed 50g of sugar - just over the amount in one can of soft drink - could boost memory retention by almost one-fifth.
Neuroscientists from Glasgow Caledonian University said the effects might also help combat dementia in the elderly - and might eventually lead to better ways of treating memory problems in old age.
Contrary to conventional health messages, which have branded the high-sugar drinks as unhealthy, researchers in Scotland found that people who consumed 50g of sugar - just over the amount in one can of soft drink - could boost memory retention by almost one-fifth.
Neuroscientists from Glasgow Caledonian University said the effects might also help combat dementia in the elderly - and might eventually lead to better ways of treating memory problems in old age.
Trend Themes
1. Softdrink and Memory Boosting - The trend of incorporating sugar in food products for providing cognitive benefits is disrupting the health and wellness space.
2. Shift Towards Targeting Elderly Population with Dementia - The trend highlights the opportunity for companies to direct their efforts towards developing dementia-targeted products that are high on sugar.
3. Debunking the Belief That Soft Drinks Are Unhealthy - The trend provides an opportunity for soft drink makers to alter their brand messaging and package labeling to emphasize the cognitive benefits of sugar and target health-conscious consumers.
Industry Implications
1. Beverage - Beverage companies could capitalize on this trend by infusing their products with sugar to provide cognitive benefits and targeting older consumers with cognitive issues.
2. Food - The food industry can explore the incorporation of sugar in their products as a way of providing cognitive benefits and combatting dementia in the elderly.
3. Pharmaceutical - Pharmaceutical companies have the opportunity to explore sugar-rich dementia treatment options as a result of the trend.
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