The term “nootropic” was coined in 1972 by Romanian psychologist and chemist Corneliu E. Giurgea after he discovered a new compound with cognitive effects that didn’t fit into any existing psychotropic drug category. It derives from the Greek words “noos” (mind) and “trepein” (to bend), reflecting the mental health benefits of nootropic consumption: improved cognitive function, enhanced moods, increased energy levels, brain health support, reduced mental fatigue and enhanced memory capability. For this reason, they are often referred to today as ‘smart drugs’.

Popular nootropics include caffeine, ginseng, omega 3, lion’s mane, magnesium and ashwagandha root, as well as lesser-known substances like L-theanine, ginkgo biloba, cobalamin and choline. And business is booming! The global nootropic market has an expected CAGR of 14.6% from 2023 to 2030 (having been estimated at 3.75 billion US in 2022, therefore setting a trajectory to 11 billion USD by the turn of the decade).

There are a number of trends that make this market an exciting opportunity for use of nootropics in drinks, not limited to:

• A rise in health-conscious consumption habits (up to 60% of global consumers plan to improve their health and wellness, with 38% purposefully seeking out beverages with health benefits).
• A rise in alcohol moderation and abstinence, particularly among the younger generations (45% of Gen-Z say they’ve never had an alcoholic drink compared with 36% of millennials).

It’s therefore clear to see the appeal of the nootropic drinks not just to health-conscious consumers and moderators, but also to students, people with age-related cognitive decline and even gamers looking to improve their perception, accuracy and reaction speeds.

With nootropic drinks flying on (and off) the shelves, it’s not much of a surprise that celebrities are jumping on the bandwagon to propel the trend into the mainstream. In April 2023, Sex Education star Gillian Anderson launched “G-Spot”, consisting of three plant-based sparkling drinks with “life-enhancing adaptogens and nootropics that invigorate and boost performance and cognitive functions”. Bella Hadid is also a co-founder of “Kin Euphorics”, described on their website as “functional beverages designed to help elevate your every day from dusk till dawn” that aim to revolutionise social drinking. James Wyatt (Brewdog founder) earlier this year contributed towards a six-figure seed investment for Common Functional Drinks to launch two new Lion’s mane mushroom-based drinks and two CBD drinks made with cold-pressed hemp. The company is also set to introduce a nootropic gin-and-tonic next year, presenting an interesting glimpse into a future of category blurring between health and alcohol. As oxymoronic as that sounds, it may mark a new health standard that consumers will start to expect from alcohol brands.

Written by Elly Batty, Consultant