Vitamin B12 on the brain: the growing popularity of B12 in cognitive health and beyond

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A classic ingredient finding new life is vitamin B₁₂. According to the latest SPINS data shared with Nutritional Outlook, sales of vitamin B₁₂ helped land the vitamin in the top 25 functional ingredients in the mainstream multi-outlet channel. The data show that B₁₂ grew 2.9% in the 52 weeks ending October 6, 2024, from $292,716,016 million to $301,064,217 million. The vitamin is also on the list of the top 25 functional ingredients for the natural channel, with 7.2% sales growth, reaching $20,678,790 in sales. The ingredient has seen particular growth within the cognitive health category, with 173% sales growth in the multi-outlet channel and 30% sales growth in the natural channel.

Scott Dicker, market insights director at SPINS LLC, says that while “B₁₂ has been around for a long time [and] used for a lot of different things, you are [now] seeing it used in a lot of the combination formulas for brain health, with an emphasis on [B₁₂]…And so, it’s a really exciting time for that ingredient.”

Given that it’s an established ingredient, B₁₂ is well-recognized by consumers and valuable to call out on product labels. Dicker adds that “[B₁₂ is] also doing very well for energy support in the natural channel, which is what I traditionally think of [B₁₂] being sold for, more as a standalone supplement.”

In the current marketplace, it’s predominantly used in multi-ingredient formulas targeting specific benefits, which makes sense for the way most mainstream consumers shop for supplements. “I view a lot of these things as consumers oftentimes look for a health focus first, especially in the mainstream channel, and ingredients are kind of second. So, you’re seeing formulators using B₁₂ as part of these formulations,” explains Dicker. When shoppers turn over that bottle to view the ingredient deck, B₁₂ is an ingredient they can trust and understand.

Cognitive Health Spotlight

The growth of vitamin B₁₂ in the cognitive health category is logical, given its benefit. According to Irfan Qureshi, ND, global head of product development at Metagenics, “As the cognitive category itself has seen significant growth over the past several years, the importance of vitamin B₁₂ has also gained interest because of its significant mechanistic role in brain health for moderating neuroinflammation and helping with memory retention. Vitamin B₁₂ is a cofactor for the production of the key neurotransmitters serotonin and dopamine while studies have shown that low B₁₂ levels may be associated with brain cell shrinkage and atrophy.”

Qureshi adds that “increasing age and poor health status along with certain dietary choices make individuals more vulnerable to vitamin B₁₂ insufficiency. Due to these and other factors, there is an increased awareness of the important role this vitamin plays which has led to a rise in sales of standalone and combination supplements containing it.”

Consumer interest is piquing in the different varieties of vitamin B₁₂ products in the marketplace. Qureshi says that, “Consumer interest seems to be growing in both standalone products with vitamin B₁₂ as well as combinations such as in B-complex supplements and multivitamins. People often self-select based on their needs or healthcare practitioner advice. While some may just be looking to increase their vitamin B₁₂ intake, other consumers may be more interested in a specific aspect of health (i.e. cognitive support) and may select more specialized products that contain B₁₂ along with synergistic or complementary ingredients.”

One of the core functions of B₁₂ is the role it plays in the communication between neurons in the brain. “Vitamin B₁₂ plays an essential role in the health and maintenance of neurons in the brain as well as preserving the structures that enhance neuronal communication and neurotransmitter production,” explains David Gundermann, MSc, PhD, principal nutrition scientist at MegaFood. “Cognitive health such as perception, attention, memory, and others depends highly on both healthy nerve regeneration and the continuous production of neurotransmitters for brain communication. Deficiencies of vitamin B₁₂ can include many neurological symptoms including an impairment in cognitive function.”

Gundermann adds that vitamin B₁₂ plays a variety of roles in several metabolic processes, including “DNA synthesis, fatty acid metabolism, healthy red blood cell formation, energy production and even the maintenance of an intact gastrointestinal system.”

Qureshi tells Nutritional Outlook that B₁₂ is important for keeping brain function at its peak. Most consumers should be receptive to this concept, but particularly those who are getting older and more cognizant of age-related declines in cognition. “[Vitamin B₁₂] plays a critical role in the methylation pathway, supporting the production of S-adenosylmethionine (better known as SAMe). SAMe functions as a methyl donor for neurotransmitters, leading to their activation and allowing support for brain health and mental function,” explains Qureshi. “Structurally, vitamin B₁₂ helps promote the synthesis of myelin, which is a protective coating around nerve tissue.”

He adds that the benefits of B₁₂ can extend well beyond brain health. “It further impacts brain health by being a cofactor for methionine synthase, the enzyme responsible for converting homocysteine to methionine. As homocysteine builds up, it has toxic effects on brain tissue while it also adversely impacts cardiovascular health,” says Qureshi. “By supporting the reduction of homocysteine levels in the body, vitamin B₁₂ contributes to brain and cardiovascular health.”

Vitamin B₁₂ can work in concert with a number of important nutrients, including vitamin B₆, folate, biotin, and magnesium, says Qureshi. “Taking a combination of these nutrients may ultimately lead to well-rounded support for optimal health outcomes since a deficiency or insufficiency in any critical nutrient can blunt the overall impact on health,” he points out.

Forms of B12

Vitamin B₁₂ comes in a variety of forms, the most common being cyanocobalamin and methyl cobalamin. Less popular forms are adenosyl cobalamin and hydroxocobalamin. Gundermann says that there is no evidence indicating that absorption rates vary between the different forms of the vitamin, but according to Qureshi, there are specific populations or subgroups that may experience absorption issues.

“Several health conditions, including gastrointestinal issues, anemias, and surgical procedures can lead to poor B₁₂ absorption,” says Qureshi. “In this scenario, a form such as methyl cobalamin or one of the others may be preferred. Similarly, methyl cobalamin and adenosyl cobalamin are forms of B₁₂ that are active in the body (coenzyme forms) while cyanocobalamin requires conversion to be activated. A certain percentage of individuals such as the elderly and other subgroups with genetic variations may have difficulties converting cyanocobalamin to the active coenzyme forms in the body.”

While most people probably won’t have issues with absorption based on the form of B₁₂, it’s well recognized that cyanocobalamin is the most stable version of the nutrient. Therefore, the dosage format should inform what type of B₁₂ you choose to use. “Stability of methyl cobalamin and adenosyl cobalamin may be inferior to cyanocobalamin in liquid formats, for example,” says Qureshi. “It’s also true that, overall, vitamin B₁₂ is less stable when exposed to light, heat, and moisture when compared to standard capsule or tablet applications. This should be an important consideration when choosing the right B₁₂ form for a particular dosage format.”

Conclusion

The importance of vitamin B₁₂ for human health, particularly cognitive health, is well established. The cognitive health category remains profitable in both channels, with 2.5% sales growth in the mainstream multi-outlet and 10% growth in the natural channel. Naturally, vitamin B₁₂ is a valuable addition to these formulas as manufacturers combine herbs and proprietary ingredients with tried and true vitamins and minerals that speak to a basic understanding of nutrition.