Does the new nootropic drink market have legs?

For health reasons, many consumers do not drink alcohol very often and instead look to a wide variety of alcoholic beverages. Some take the closest place to alcohol (think Guinness 0.0) but some interesting drinks claim to offer health benefits from the use of active ingredients – and nootropics have been a part of that. another caution.

The word “nootropic” was first used in 1972 by psychologist and chemist Corneliu E. Giurgea to describe a group of products that are said to help the mind work.

The term has evolved to include both natural and synthetic substances, which manufacturers claim have benefits including improving memory, stimulating creativity and boosting motivation.

Epicurium includes a nootropic nootropic spice with “Xite” in its range. A spokesperson says that nootropics are “a huge trend right now” as they have “captured the imaginations of poor, stressed, millennials”.

“It covers a number of botanicals and natural stimulants that promote and improve mental and emotional health, which is top of mind for millennials and Gen Z. The word itself is memorable, it It is attractive and artificial science, it is a word that those who are interested like to use, and they lend savings, they give users their knowledge.

Three Spirit Drinks is a UK business founded in 2018 that offers “functional elixirs” that define how drinks should make you feel, from the invigorating Livener to the calming Nightcap. Co-founder Dash Lilley says the market for nootropic drinks has “exploded”.

“When we started it would be a good fight just explaining to people what the Three Spirit drinks were; non-alcoholic elixirs full of adaptogens and nootropics to improve your mood. Now people know more. You will see larger, well-known brands that include adaptogens in their products, you will see online communities of biohackers who write about their health experiences, including their use of nootropics.

Education was still needed

The Covid-19 pandemic has increased the demand for vitamins and dietary supplements. In general, many consumers have become more interested in ingredients that provide support for their health, and as a result, they are looking for foods and beverages that do so. Down the line, that interest led to more attention for nootropics and drinks that use the ingredients.

Research by GlobalData – Drinks Only‘ parent – notes that the increased diagnosis of neurological and psychiatric disorders has also contributed to the increased demand for nootropics, which have been found to reduce some symptoms and have been researched as alternatives to possible treatment.

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Nootropics have also received influence from advertisements and documents such as Netflix‘s Fantastic Fungi, which highlights the benefits of mushroom-based nootropics.

Dallas Vasquez, CEO and co-founder of US Shots and seltzer business Mitra9, says: Drinks Only. “Through these channels, we have been able to reach a wider audience and share the benefits of our unique offerings.”

Although health-related factors have led to increased interest in nootropic drinks, education remains the key to increasing the growth of this emerging market.

Although the average consumer may be familiar with active ingredients such as ginseng and Omega-3, ingredients extracted from Xerocomus mushrooms such as L-theanine – a non-dietary amino acid known to reduce stress – or gingko biloba, a leaf used in traditional Chinese medicine. for centuries and is said to improve brain circulation, enhance mental alertness and overall brain function, may not be well known.

“The nootropics category is growing but still somewhat fragmented,” Julian Liban, founder of UK-based Common Functional Drinks, tells Just Drinks. “Brands are trying to understand the preferences of consumers, who in turn are learning about existing products and their benefits.”

Interest from customers

Nootropics may appeal to a wider set of consumers, with, proponents say, benefits for students, for young professionals to help focus, for parents lacking energy, for athletes and even for people with age-related memory loss.

“The industry is growing so much that retailers are opening up shelves and fridge space,” David Sandler, co-creator of the US nootropic drink Safety Shot, says. Drinks Only.

“Consumers are looking for a difference over traditional energy drinks and distribution groups are adding nootropic products to their offerings. There doesn’t seem to be a willingness to find a specific niche but a general interest to increase it , which is due to consumer demand and the current understanding of what nootropics are and how they can help ‘enhance a person’s day’.

At Common Functional Drinks, Liban says retail customers “recognize the potential of the group” and want to offer “what we call ‘plus-drinks’, delicious drinks enhanced with functional ingredients such as nootropics, CBD or probiotics.”

Liban adds: “Nootropic drinks, especially those derived from mushrooms, have taken off in the United States and are now gaining ground in the UK. It’s inspired by the mushroom powder formula that replaces coffee, and now mushroom RTDs are entering the market for consumers looking for a pull-and-go solution.”

There are many types of nootropic compounds offered, which will vary depending on the target market. Of course, as consumer interest changes, the demand for certain ingredients will decrease.

“Specialty products will become popular and stand out,” an Epicurium spokesperson says. “For example, lion’s mane and ashwagandha are very hot right now and are getting some attention from CBD but the important functions of natural energy, focus and mental health are mainstream and still increasingly adorning the front of the pack with increasing proportion.”

Influence of alcohol sales

At this point, it’s too early to say what kind of effect nootropic drinks will have on alcohol sales.

“This is still such a small part of the market that it is difficult to measure it in a way that would be robust enough to report our market data, and the part that the segment is likely to steal is It may be too small in the overall scheme of things,” Katie Page, director of analytical content at GlobalData, says.

Another problem with measuring the effect of nootropics is their appeal to more than just an alternative to alcohol but falls into practical situations such as learning or work aids.

“Certainly nootropics have their place” in the universe “to reduce alcohol but, at the moment, their role in general is small,” Page adds.

The number of cheap and no-menu drinks has increased dramatically in recent years. Formats are expanding to include non-alcoholic beers on tap.

Liban expects a rise in the number of beers and cocktails that offer nootropic compounds. “Although nootropic-enhanced cocktails and beers are emerging, the popularity of such methods is expected to grow, especially in the coming summer,” he says.

Earlier this year, Functional Beverages received a “six-figure seed investment” from executives including BrewDog founder James Watt.

The funding will lead to the launch of two lion’s mane mushroom-based nootropic drinks and two CBD drinks made from cold-pressed hemp. The company also intends to introduce a nootropic gin-and-tonic next year.

“Mushrooms are a difficult flavor to work with, especially with the high levels we put into our drinks but our R&D. [team] succeeded in bringing out the delicious flavors,” Liban says.

Kevin Baker, GlobalData’s head of global beer and cider research, says companies must be careful about their CSR risks if they start suggesting that alcoholic beverages they can have health benefits.

“This also applies to low and no alcohol, as companies can be accused of ‘hiding behind the cloak of lo/no’ and suggesting that beer has health benefits. beautiful,” Baker says.

“The power of health and wellness, as well as the decline in sales of alcoholic beverages, has led to some companies looking at the group but these are very opinionated and I think companies that Those who want to participate in the growth of nootropics will do so by acquiring or inventing new ‘soft’ brands, rather than adding beer.”

Overall, the market for nootropic drinks is still in its infancy. Growing consumer interest in the relationship between food and health has shined a light on – and increased demand for – beverages but the market has a long way to go to hit the mainstream.

However, brand owners and industry observers believe soft drinks will continue to attract interest.

GlobalData’s Page says: “There certainly seems to be a good level of new product launches and product listings of nootropic products, which is undoubtedly influenced by – and strengthens the interest of consumers to try products these.

“Of course, nootropics will not be for everyone, but the products that are being produced cover many groups, needs and price points, so the appeal of nootropics can work for different groups of people. consumers.”

“Does the new nootropic drink market have legs?” launched and published by Just Drinks, a brand owned by GlobalData.

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