What Are Adaptogens and Nootropics?
Adaptogens are natural substances used in traditional herbal medicine with the aim of helping the body adapt better to stress. The idea behind it is that a substance that could make the body’s systems more resilient to stress could also reduce anxiety and improve overall wellbeing.
Nootropics, on the other hand, are natural or synthetic compounds that can improve cognitive functions such as attention and memory. Stimulants such as caffeine and certain pharmaceuticals are examples of nootropics. Some amino acids and vitamins, as well as a number of botanicals are being studied for potential nootropic effects.
Growth in Adaptogens and Nootropics in Food and Beverage
According to Innova data, adaptogens have grown at a five-year CAGR of 107% in global food and beverage new product launches, while nootropics have grown 41%.1 In addition, a survey of global consumers by Innova found that 10% have purchased foods or beverages for brain health in recent months, while 8% have done so for de-stressing/relaxing/calming.2 This indicates adaptogens and nootropics are now beginning to expand beyond supplements.
Consumer demand for mood and brain support products continues to grow, with adaptogens and natural nootropics well-positioned to become leading ingredients. The strong consumer preference for natural ingredients, the buzz around plant-based, and the active research into these ingredients will help support their continued growth. In addition, nearly half (48%) of global consumers believe botanical or herbal supplements are effective.3