# Softdrinks rot your teeth and ... boost your memory? By Greg Ponesse | Published 2006-01-17 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/softdrinks-rot-your-teeth-booste-your-memory References: [theaustralian.news.au](http://www.theaustralian.news.com.au/common/story_page/0,5744,17845665^23289,00.html) FIZZY [soft drinks](https://www.trendhunter.com/trends/core-500-cola) 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](https://www.trendhunter.com/trends/goodrays-refocus) by almost one-fifth. Neuroscientists from [Glasgow Caledonian University](https://www.trendhunter.com/trends/braehead-arena) 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 Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 67% | Activity: 19% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What's Driving This Trend - **Softdrink and Memory Boosting:** The trend of incorporating sugar in food products for providing cognitive benefits is disrupting the health and wellness space. - **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. - **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. ### Who This Affects Most - **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. - **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. - **Pharmaceutical:** Pharmaceutical companies have the opportunity to explore sugar-rich dementia treatment options as a result of the trend. ## Related on Trend Hunter - [Brain-Boosting Lemonades](https://www.trendhunter.com/trends/braincare.md) - [Low-Sugar Active Lifestyle Drinks](https://www.trendhunter.com/trends/boost-drinks.md) - [Brain-Boosting Functional Sodas](https://www.trendhunter.com/trends/perfy.md) - [Mood-Boosting Sodas](https://www.trendhunter.com/trends/good-mood-soda.md) - [Performance-Boosting Creatine Sodas](https://www.trendhunter.com/trends/creatine-soda.md) - [Gut-Healthy Colas](https://www.trendhunter.com/trends/sunsip-classic-cola.md) - [Superbrain Performance Beverages](https://www.trendhunter.com/trends/c4-smart-energy-drink.md) - [Memory-Stimulating Chocolate Boxes](https://www.trendhunter.com/trends/memory-bar-boxes.md) - [Candy-Inspired Soft Drinks](https://www.trendhunter.com/trends/barratt-soft-drinks.md)