Nootropics are a category of pharmaceutical drugs, dietary supplements, and herbs that are known to improve cognitive functioning, specifically to help boost memory, executive function, creativity, and motivation, and even help reduce anxiety. Pharmaceutical Nootropics, such as Amphetamine, Methylphenidate, and Eugeroics, are heavily studied drugs with specific functions within the human brain. Unfortunately, supplement formats bring fewer data or clinical trials to support their claims.

Like their “sister” class of therapeutics, Adaptogens, the use of Nootropics in wellness-focused products has risen significantly in the past five years. Grand View Research projects global Nootropics market growth at a 15% CAGR from $10.7B in 2021 to $29.2B in 2028. While today, the most popular format for nootropics is tablets and capsules, which account for 45% of the market, beverages are projected to grow the fastest over the same timeframe at a 16% CAGR. This is likely because nootropics can be digested more quickly in liquid form than in food, and beverages are a very intuitive carrier for health benefits consumers can easily understand.

Nootropics are already widely used (whether we know it or not!) in everyone’s favorite alarm clock, caffeine. However, caffeine junkies know potential side effects, such as anxiety and sleep deprivation, that can negate the positive, focusing impacts of coffee, tea, and energy drinks.

Beyond caffeine, other nootropics are being incorporated into RTD drinks, teas, coffees, and snacks, with promises of improved focus and memory. Hamish Renton, managing director at international food and drink consultancy HRA Global, says: “The word nootropics are overplayed, but we are talking about cognitive enhancement. So rather than trying to calm things down or getting you wired – that 10-espresso feeling… what’s taking over is combinations…cocktails positioned for the occasion.”

Despite widespread use in new products, consumer adoption and understanding of Nootropics still has a ways to go. Brands should also consider the possible variations across geographies and demographics as to why a consumer might be interested in trying. For example, older cohorts may be motivated to maintain cognitive function and offset memory declines or focus. Given the varied work, social, or young family-related stressors that Millennials and Gen-Z face, they may seek calming relaxation at some moments or a social pick me up at others. Yet, many cognitive benefits span age groups, like the need for better sleep.

A Spirit for Any Mood

For those who tend to unwind with a drink, kicking an evening cocktail ritual can be tough, but an alcohol-free nightcap could be an appealing alternative to improve sleep (and overall health). Three Spirit elixirs, launched in 2018 as one of the first spirit brands touting nootropics, was ‘created by plant scientists and bartenders’ as an alcohol-free alternative to enhance mood and decrease stress without the side effects of booze. The three ‘elixirs’ describe the intended effect of each variety: Energizing Livener (“The Pick me Up”), happiness-inducing Social (“The Mood Maker”), and Nightcap (“The Dream Maker.”) Social features Lion’s Mane mushroom and Yerba Mate while Nightcap features ashwagandha and naturally soothing lemon balm. Co-founder Tatiana Mercer shared the brand’s intent to distribute each variety within the appropriate context: “Our drinks are rooted in occasions –Livener is sold in a Brooklyn music venue, and we’re in talks with a London nightclub.” Both the Nightcap and the Livener are offered on Virgin Airlines flights.

Flavorful Focus

Snack brand Mindright’s “first-of-its-kind” popped chip range is infused with the brand’s signature nootropic Blend of ginseng, lion’s mane, and L-Theanine, and vitamins B6, B12, and antioxidants to boost energy, mood, and focus. They’re available in Chili Lime, Cinnamon Churro, and Tumeric Ranch and are vegan, low in sugar, and free from dairy, gluten, grain, preservatives, artificial colors, dyes, and flavors. Mindsight co-founder Chris “Bernie” Bernard says, “We took out the bad and infused the good so our customers can have peace of mind knowing they are feeding their brains with healthy, delicious ingredients scientifically known to support your mood, energy, and focus.”

As these examples illustrate, nootropics can be uniquely positioned at the intersection of ancient Eastern botanical remedies, modern mental wellness, and contemporary “lifestyle” food and beverages.

But as brands explore these benefits, it’s essential to understand the strength of the science behind them,

We’ve noted some relatively familiar ingredients within the dietary supplement arm of Nootropics, like ginseng, ginkgo biloba, and sage, while others, like bacopa and cannabidiols, are less familiar. While studies on many of these plant-based supplements are inconclusive, some strong evidence suggests that bacopa, ginseng, and cannabidiols may be effective alternatives to pharmaceutical drugs in some instances. For example, Ginseng has been shown to affect memory retention significantly, and Bacopa has been shown to increase general cognitive function and memory recall positively. In addition, clinical trials focusing on cannabidiol have demonstrated that acute dosing can effectively treat anxiety disorders and post-traumatic stress syndrome.

For many, there is still a stigma associated with taking a pharmaceutical, whereas there is virtually no stigma associated with an herbal remedy. But on the flip side, far less clinical research is available on the effectiveness of plant-based nootropics vs. pharmaceuticals. As the interest in and demand for nootropics and adaptogens continue to rise, the need for better information will require further scientific investment.