Every day, everywhere, more and more people are turning to foods and beverages to boost their memory, focus, attention and energy levels – and, particularly during the pandemic, to manage their mood and wellbeing.

Over the last few years industry has introduced a new buzzword to describe this space – nootropics – and a growing segment of business is paying attention to it. Nootropics are substances taken to improve cognitive function or mental performance in healthy people.

But while there’s strong consumer demand for their benefits, nootropic brands don’t perform as well as their owners hoped – in fact, most fail.

This concise 15-page report explores why that is, highlighting common pitfalls and exploring:

• Which ingredients to use
• Which benefits to target
• Which ingredients and benefits get most consumer attention on social media

Finally, the report outlines six strategies for success in this emerging area.