After all, what’s the point in drinking something to improve brain function if it’s also going to give you a hangover? Nootropics go hand-in-hand with the low- and no-alcohol market. Take Brite, a drink created ‘for better focus’, which mixes L-Theanine with caffeine to improve cognitive function, and Ashwagandha root to reduce anxiety and stress. However, caffeine has other side effects, such as causing anxiety and sleep deprivation, ultimately undoing the positive energising, focusing effects of coffee, tea and energy drinks.Ī number of the new nootropics beverages – if they use caffeine – combine other ingredients to help boost the brain while hopefully avoiding the jitters. Nootropics are already widely used – mainly unwittingly – by people around the world in the form of caffeine. Nootropics are being incorporated into RTD drinks and shots, with brand owners saying the ingredients can help improve functions such as focus and memory. The beverage segment is projected to register the fastest CAGR (16%) from 2021 to 2028. The term ‘nootropic’ was created by Romanian neuroscientist Corneliu Giurgea in 1972 when it was noted during clinical trials that the drug piracetam boosted memory.Īccording to an analysis of the nootropics niche by US-based consultancy Grand View Research, the size of the market globally is projected to grow from US$10.67bn in 2021 to $29.24bn in 2028, representing a compound annual growth rate of 15%.Īt present, the most popular form for taking nootropics is by tablet and capsule, which represented 45% of the market by revenue, according to Grand View Research While this product type will continue to account for the largest share of the market, the area expected to see the most growth between 20 is beverages due to the handy fact nootropics can be digested more quickly in liquid form than in food. More recently, however, the focus on self-improvement has turned cerebral: an increasing number of people are looking for ways to boost their mental function.Įnter nootropics: ingredients or substances that improve cognitive activity. Many have wanted to maximise their potential, from the use of anti-ageing creams to remain youthful looking, to the drinking of protein shakes to bulk up their muscles. When Radiohead released their seminal album OK Computer 25 years ago, they could have been writing about life two decades from then with the lyrics “Fitter, happier, more productive, comfortable, not drinking too much, regular exercise at the gym (three days a week).”īack then, the band captured a sentiment that has crystalised into a way of life for many, especially in younger generations.
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