Future of wellness: How science and innovation are driving nootropic and nutraceutical market growth

As the demand for brain-boosting and health-enhancing solutions continues to grow, the nootropic and nutraceutical spaces are undergoing rapid innovation. From botanical extracts to precision-formulated supplements and new delivery formats, industry leaders are using neuroscience, bioavailability technology, and personalized nutrition to push the boundaries of what is possible in brain and body health.

Nutrition Insight sits down with experts from Gnosis by Lesaffre, PhytoGaia, SuanNutra, and TopGum to discuss the emerging trends and latest advancements driving nootropic and nutraceutical market growth. 

Lorena Carboni, the product manager for SAMe (S-adenosylmethionine) at Gnosis by Lesaffre, highlights Innova Market Insights’ data identifying that between December 2022 and November 2023, “nootropics” appeared in the media about 18,600 times and reached about 8 billion people. 

She adds that these brain-boosting supplements attract consumers across all age groups, from students to executives, seeking enhanced focus, cognitive performance, and decision-making skills to excel in academics, work, and daily tasks.

“As consumers look to supplements that nourish the mind, they are looking for fast-acting results they can feel, such as ‘clearing out the cobwebs’ in the brain, improved mental energy, and even improved mood and outlook,” Carboni explains. “Note that this is in addition to long-term support for healthy brain structure/neurological function. Here is the opportunity for a brain-mind ‘two-fer.’”

Mariana Ortega, the science marketing manager at SuanNutra, points out that a key market trend is the rising emphasis on healthy aging as consumers seek products to help them maintain their vitality and active lifestyles.

“Many consumers are prioritizing mental clarity and cognitive wellness to effectively manage the demands of their professional and personal lives,” she reveals. “This trend has highlighted the importance of memory and mental acuity, and products formulated to support cognitive function and overall brain health are becoming increasingly popular.”

Addressing emerging nootropic and nutraceutical trends

Ido Kretchmer, the vice president of corporate development and strategy at TopGum, spotlights five main emerging trends in the nootropic and nutraceutical spaces. These are women’s health, mental wellness, personalized nutrition, convenience, and natural ingredients. 

He states that the demand for personalized nutrition is on the rise as consumers seek tailored solutions to support their unique health goals, from improving focus and stress management to enhancing sleep quality. At the same time, he notes that convenience is driving a shift toward functional supplement formats that fit seamlessly into busy lifestyles, such as gummies, which continue to gain popularity.

Mariana Ortega, the science marketing manager at SuanNutra.Furthermore, he says that as consumers become increasingly conscious of ingredient transparency, the demand for natural, clean-label solutions also continues to grow, and plant-based active ingredients, including adaptogens and mushroom extracts, are in high demand.

“The demand for women’s health products is also growing,” Kretchmer underscores. “TopGum focuses on developing gummies that cater to women’s unique health needs, from hormonal balance to prenatal, postnatal, and menopause support. Meanwhile, increased awareness around mental health, nootropics for memory, focus, and stress reduction are gaining traction.”

Dr. Ariati Aris, the scientific affairs specialist at PhytoGaia, stresses that personalized health solutions are gaining traction as consumers seek tailored products. He adds that with the aging population expected to reach 1.6 billion by 2050, cognitive health, memory preservation, and mental clarity are top consumer priorities as mid-life individuals focus on stress and sleep, while younger generations and parents embrace nootropics for enhanced focus and learning.

“Consumers today demand products that are science-backed, clean, and natural, with a growing preference for plant-derived and sustainable ingredients,” says Aris. “Innovative delivery systems are also revolutionizing the market, offering fast-acting, highly bioavailable formats that enhance both effectiveness and convenience.”

Centering cognition

Carboni at Gnosis by Lesaffre agrees and emphasizes the role of cognition in the company’s product development and innovations.

“Another buzzword that maintains livelihood is ‘neuroplasticity,’ describing the brain’s ability to adapt and change throughout life via multiple processes involving neurons — neurogenesis, shaping and clipping unused connections, and boosting existing but flagging connections,” she reveals. “In other words, the brain is in a constant state of renovation and fixing.”

TopGum recently added Honey Energy Gummies to its HoneyGum line (Image Credit: TopGum).“Here, SAMe supports the normal functioning of several processes that are involved in neuroplasticity. Gnosis by Lesaffre’s flagship nootropic is Adonat SAMe, a naturally occurring compound that the brain needs for optimal functioning. As SAMe can be depleted by aging and a lifestyle of unhealthy habits, supplementation is a sound way to ensure the brain is sufficiently supplied to perform normal cognitive actions, as well as to sustain neuronal health and mood balance.”

Moreover, Carboni explains that Adonat SAMe supports brain health through methyl donation, which influences key neurological processes. It also aids in neurotransmitter synthesis and boosts serotonin, dopamine, and norepinephrine for mood, memory, and motivation. Additionally, it helps maintain phosphatidylcholine levels for cognitive function, reduces inflammation and oxidative stress, and acts as an epigenetic modulator to help regulate brain development and protection.

Ortega at SuanNutra says the company is excited by innovations that prioritize natural, plant-based solutions backed by science and adds that the future of cognitive wellness lies in clinically validated, personalized approaches that empower proactive, healthy aging. She highlights the company’s evolving product range, which addresses key concerns like cognitive health, including MindRevive, a scientifically developed nootropic with synergistic botanical extracts.

“Designed specifically for adults over 50, MindRevive targets the natural cognitive changes associated with aging,” Ortega underscores. “It helps maintain focus, memory, and mental clarity, enabling people to stay sharp and confident as they age.”

“What really sets MindRevive apart are its clinically proven benefits. Studies show its ability to support memory, improve concentration, and promote long-term brain health. By addressing these critical needs, MindRevive offers a natural, science-based solution for cognitive well-being.”

Gnosis by Lesaffre says its Adonat SAMe ingredient meets the growing demand for cognition-boosting nutraceutical ingredients.Keeping it natural

PhytoGaia and TopGum stress that modern consumers seek science-backed, clean, and natural products while favoring plant-based and sustainable ingredients. The companies emphasize that advanced delivery systems are transforming the market and state that providing fast-acting, highly bioavailable formats that improve both efficacy and convenience is increasingly important.

Aris states that PhytoGaia produces science-backed, sustainable ingredients that support lifelong wellness and adds that its tocotrienols, known as “Super Vitamin E,” contain 40–60 times the antioxidant power of tocopherol. Research highlights that tocotrienols, such as the company’s TocoGaia offering, play a notable role in brain health, neuron protection, cognitive function, and overall vitality, alongside heart, liver, skin, and hair health benefits.

He adds that TocoGaia is a natural, full-spectrum tocotrienol/tocopherol complex made without chemicals or solvents, offering a pure product. It also meets strict EU regulations for BaP/PAH (benzo(a)pyrene and polyaromatic hydrocarbons), ensuring high quality and safety and distinguishing it from other suppliers.

“Even in powder form, TocoGaia utilizes plant fibers like gum arabic instead of conventional additives such as maltodextrin and modified starch, offering superior benefits including improved prebiotic properties that support gut health and a lower glycemic index, making it a healthier and more natural choice for consumers,” Aris explains. “Sustainably sourced from palm fruits, TocoGaia meets the rising demand for eco-friendly, plant-based ingredients without compromising quality or efficacy.”

“It is suitable for formulation into various delivery formats, including softgels, gummies, powdered beverages, and ready-to-drink products, that provide rapid absorption and high bioavailability, designed for optimal efficacy. TocoGaia offers a clean, sustainable, and scientifically validated solution for enhancing brain health and overall well-being.”

PhytoGaia reveals that its TocoGaia offering is sustainably sourced from palm fruits and lends itself to many convenient formats.In line with these trends, Kretchmer highlights that TopGum recently introduced HoneyGum, a gummy line made from liquid honey that offers the natural benefits of this “ancient ingredient.” He underscores that HoneyGum supports relaxation, boosts the immune system, and promotes wellness. He states that, with rising stress levels, its calming properties meet the growing demand for stress-relief solutions.

“As part of the HoneyGum line, we’ve developed Honey Energy, an innovative nootropic gummy that combines caffeine and B vitamins with the natural sweetness of honey. This product exemplifies our approach to nootropics, offering a clean, sustained energy boost while supporting focus and vitality.”

“The inclusion of B vitamins enhances energy metabolism, making Honey Energy an ideal choice for consumers looking for a natural, effective way to power through their day,” Kretchmer concludes. “This extension of the HoneyGum line demonstrates how we leverage nootropic ingredients to create targeted solutions that align with modern consumer needs.”