Nootropics is a term derived from ancient Greek which describes substances or supplements which improve cognitive function, such as caffeine or L-Theanine. Consumers are using functional food and drinks to maintain a healthy brain function, there is scope for drinks brands from a range of categories to explore the functionality of nootropics to support consumers in a cognitively more demanding world. While food brands are also starting to use nootropics, drinks are the obvious conduit for these functional ingredients as they can be digested more quickly than food. The most popular nootropic substance used by drinks today is caffeine, which is proven to boost mental alertness. But there is a range of other nootropic ingredients such as ginseng or L-Theanine, which have the potential to enhance other important brain functions such as memory or creativity.

Nootropic drinks major challenge is educating consumers about what they are – and convincing people they work. It´s paramount for brands to communicate the evidence for the efficacy of their nootropic ingredients to build trust. Ingredients offering more robust scientific evidence can take the spotlight in formulas promising cognitive advantages.