In our stress-inducing, fast-paced lifestyles, consumers are looking for natural product options that can help them stay sharp for a range of mentally demanding tasks, and also find balance when needed. As a result, adaptogens and nootropics are two high-interest categories.

Nootropics are often defined as cognitive-health enhancers. The nootropic supplement market is set to reach $8.2 million by 2032 with a 9.5% CAGR, according to Acumen Research and Consulting’s report “Nootropics Brain Supplements Market Forecast, 2023 – 2032.” Overall market growth has been fueled by emphasis on brain health optimization and performance.

Performance-based cognitive-health ingredients have been on the minds of consumers and formulators, with growth in shelf-stable beverages in particular, compared to more conventional, condition-specific supplement formats.

The cognitive health category is diversifying at a faster rate than the overall supplements market as well. With recognition of the importance of mental sharpness in all areas of wellness, product development is branching out to categories like sports performance, e-sports, weight management, sleep, immune health, appearance/beauty, and more.

Meanwhile, the world has a big stress problem. On average, a quarter of employees report experiencing burnout symptoms, according to a McKinsey Health Institute survey of nearly 15,000 workers across 15 countries. In the U.S. 28% of employees reported burnout symptoms sometimes, often, or always.

According to the American Institute of Stress, U.S. businesses lose over $300 billion a year because of workplace stress.

It’s no wonder consumers have discovered adaptogens, which provide buffering to the stress system, typically by reducing cortisol. The goal of taking adaptogens is to return the body back to a state of homeostasis.

Adaptogens from plants and fungi have traditionally been used in Chinese or Ayurvedic medicine. Examples include Panax ginseng, ashwagandha, cordyceps, and reishi mushrooms.

‘Brain Fuel’

Nature’s Way, a leader in the vitamins and supplements industry for more than 50 years, offers Brain Fuel, a gummy supplement formulated to support short-term memory, focus, and concentration for adults age 18+.

The key ingredient in Brain Fuel, Cognigrape, is a clinically studied red grape extract that can be used to support cognitive function. Additionally, per serving (two gummies), Brain Fuel provides 100% of the recommended Daily Value of vitamins B6 and B12 to help nourish the brain and support brain function.

“Brain health and mental wellness continues to be a priority for many of us,” said Andrew Hartshorn, chief marketing officer at Nature’s Way. “So often we are inspired by nature for the best solutions which is why we’ve introduced Brain Fuel, giving consumers a plant-derived and clinically studied ingredient in a tasty gummy supplement to support cognitive function.”

Gaining tremendous notoriety of late, social media has elevated the profile of shilajit. A sticky, tar-like substance found primarily in the rocks of the Himalayan mountains, shilajit is formed from the decomposition of organic plant material that’s been compressed under layers of rocks. During warmer months, shilajit becomes less sticky and thick, flowing out from layers of rock.

Shilajit’s main component of fulvic acid has antioxidant and anti-inflammatory properties with a range of potential benefits.

Likely the most studied brand of shilajit is PrimaVie (Natreon), now offered by Kerry. PrimaVie is a purified and water-extracted form of shilajit offered as a free-flowing powder.

Enriched in fulvic acid not less than 50%, PrimaVie also contains trace minerals as well as urolithins, which are metabolites of dietary ellagic acid derivatives, such as ellagitannins.

Often marketed for boosting testosterone levels and performance, shilajit also supports recovery and mood, according to Kerry. Some clinical research also demonstrated benefits for osteopenic, post-menopausal women who saw increased bone mineral density.

Paraxanthine is gaining recognition as well. The primary metabolite of caffeine, paraxanthine is reported to have nootropic properties, including improved cognition, short-term memory, and sustained attention. Compared to caffeine, paraxanthine exhibits lower toxicity, less anxiogenic properties, and stronger dopaminergic effects.

Rarebird’s Px Coffee contains paraxanthine (Px) to offer jitter-free energy, improved focus, and quicker clearance from the body than caffeine, supporting a better night’s sleep, the company said. “Featuring our freshly roasted Colombian beans, this brew offers the perfect combination of balance & complexity. Tasting notes include chocolate, brown sugar & citrus acidity,” according to Rarebird.

Mushroom-based coffee alternatives continue to make a splash as well with lion’s mane and chaga, for example, featuring prominently for their cognitive health benefits.

Ashwagandha & Adrenal Health

One of the most well-known botanical plants in traditional Ayurvedic medicine, ashwagandha (Withania somnifera) continues to grow in the health and wellness industry for its restorative and rejuvenating benefits. Offering a variety of applications, including as a general tonic, the root can be used as an adaptogen to help the body cope with stress.

Gaia Herbs recently announced results from a 60-day placebo-controlled clinical trial on its Ashwagandha Root and Adrenal Health Daily Support supplements.

The study showed healthy participants taking the supplements experienced improvement in stress perception, mood, occasional anxiousness, sleep quality, and occasional fatigue.

The study design was a randomized, double-blind, placebo-controlled, parallel-group study on the effects of Adrenal Health Daily Support, Ashwagandha Root, or placebo on modulation of the HPA axis and related symptoms.

HPA Axis modulation relates to the products’ effects on regulation of the hypothalamic pituitary adrenal axis, which is central to the body’s stress response. About 87% of participants experienced a clinically meaningful improvement in stress in 60 days, and 53% of participants experienced a clinically meaningful improvement in sleep in 60 days.

Gaia Herbs’ Adrenal Health Daily Support supplement is a synergistic blend of adaptogenic herbs (Rhodiola rosea, Holy Basil, ashwagandha, schisandra, and oats), selected for their ability to help the body adapt to stress and promote balance.

New & Noteworthy

OLLY recently launched a line of brain health supplements called Brainy, available in Cognitive (thai ginger), Chill (L-Theanine and magnesium), and Energized (caffeine) varieties. For kids, the line includes Brainy L’Olly Pops in two varieties: Focus Buddies (Cognizin Citicoline), and Mellow Buddies (L-Theanine).

Emotional Utility Beverage recently introduced lines of mood-boosting beverages, available in a variety of flavors that feature either the Euphoric or Focused blend of adaptogens and nootropics, respectively. The product contains vitamins, minerals, amino acids, and nootropics including GABA, lion’s mane, N-acetyl-L-Tyrosine, L-Theanine, alpha-GPC, and more. 

HOP WTR sells sparkling Hop Water featuring a blend of ashwagandha and L-Theanine, demonstrating interest in these ingredients within the North American beverage market.

Gorilla Mind, which offers several nootropic and adaptogenic supplements, recently introduced its nootropic-infused energy drinks at GNC. The performance energy drink features 1,000 mg of N-Acetyl-L-Tyrosine, 400 mg of Alpha GPC 50%, 200 mg of caffeine, 200 mg uridine monophosphate, 100 mg of L-Theanine, 15 mg of saffron extract, 200 mcg of Huperzine-A, and five essential vitamins. 

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About the Author: Sean Moloughney has been the editor of Nutraceuticals World since 2012. He can be reached at smoloughney@rodmanmedia.com.

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