Credit: Mitra9 For health reasons, more consumers are drinking alcohol less often and looking instead at a wider selection of beverages. Some are close replacements to alcohol (think Guinness 0.0) but other drinks attracting interest purport to offer health benefits from the use of functional ingredients – and nootropics has been one segment gaining attention.
The term ‘nootropic’ was first used in 1972 by psychologist and chemist Corneliu E. Giurgea to describe a category of products said to benefit cognitive function.
The term has evolved to encompass both natural and manufactured substances, which product developers claim have benefits including improving memory, stimulating creativity and boosting motivation.
UK-based healthy snack and beverage wholesaler Epicurium includes the nootropic energy drink Xite in its range. A spokesperson says nootropics “is a huge trend right now” having “caught the imaginations of time-poor, stressed-out, millennials”.
“It encompasses a number of botanicals and natural stimulants that promote and enhance mental and cognitive health, which is right at the top of the agenda within millennials and Gen Z. The word itself is memorable, engaging and pseudo-scientific, it’s a word that those with an interest love to use and lends a cache, offering users an air of expertise.”
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Three Spirit Drinks is a UK business set up in 2018 offering “functional elixirs” that describe how the drinks should make a person feel, from the energising Livener to the calming Nightcap. Co-founder Dash Lilley says the market for nootropic drinks “has exploded”. “When we first started it could be an uphill battle just explaining to people what Three Spirit drinks were; non-alcoholic elixirs full of adaptogens and nootropics to enhance your mood. Now people are more clued in. You’ll see bigger, well-known brands incorporating adaptogens into their products, you’ll see online communities of biohackers documenting their health experiences, including their use of nootropics.” Education still needed
The Covid-19 pandemic boosted demand for vitamins and dietary supplements. Overall, more consumers became more interested in ingredients offering support for their health […]
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