U.S. Nootropics Market Size Hits USD 3.39 Billion in 2025

U.S. Nootropics Market - Current Status and Future Innovations

Based on comprehensive market projections, the U.S. nootropics market size was accounted for USD 3.11 billion in 2024 and is expected to be worth around USD 7.44 billion by 2034, growing at a compound annual growth rate (CAGR) of 9.11% during the forecast period 2025 to 2034. 

Last Updated: 04 July 2025 Category: Beauty and Personal Care Insight Code: 5658 Format: PDF / PPT / Excel

U.S. Nootropics Market Size and Growth 2025 to 2034

The U.S. nootropics market size accounted for USD 3.11 billion in 2024, grew to USD 3.39 billion in 2025, and is expected to be worth around USD 7.44 billion by 2034, poised to grow at a CAGR of 9.11% between 2025 and 2034. This market is growing due to increasing consumer focus on cognitive enhancement, mental clarity, and stress management in daily life. 

U.S. Nootropics Market Size 2024 to 2034 (USD Billion)

Key Takeaways 

  • By product type, the natural nootropics segment held the largest share of the market in 2024 because of growing consumer preferences.
  • By product type, synthetic nootropics segments are observed to grow at the fastest rate during the forecast period due to high potency benefits.
  • By form, the capsules/tablets segment is currently experiencing the most rapid growth in 2024, driven by convenient dosage formats.
  • By form, the beverages & drinks segments are expected to grow at the fastest rate in the U.S. nootropics market because of on-the-go consumption.
  • By application, the attention and focus segment dominates the U.S. nootropics market because of rising work pressure.
  • By application, the anti-aging & neuroprotection segment is emerging as the fastest growing due to concerns of an aging population.
  • By distribution channel, the offline retail segment dominates the U.S. nootropics market, influenced by in-person expert guidance.
  • By distribution channel, the online retail segment is emerging as the fastest growing, influenced by wider product access.
  • By end user, the working professionals segment held the largest share of the market due to performance enhancement needs.
  • By end user, the older adults (50+) segment is observed to grow at the fastest rate during the forecast period due to cognitive decline awareness.

Market Overview 

The U.S. nootropics market refers to the market for cognitive-enhancing supplements, drugs, and functional products designed to improve mental functions such as memory, focus, creativity, motivation, and executive functions. These substances, also known as "smart drugs" or cognitive enhancers, span natural supplements, synthetic compounds, and prescription drugs. Nootropics are increasingly used by students, professionals, older adults, athletes, and health-conscious consumers seeking improved brain performance, mental clarity, and neuroprotection. The market is driven by rising stress levels, increasing awareness of mental health, aging demographics, and demand for productivity enhancement.

  • On 15 May 2024, HVMN launched Ketone IQ+ Nootropic Blend, targeting cognitive endurance for professionals and athletes.(Source: www.nutraingredients-usa.com)

U.S. Governmental Initiatives in Promoting the Nootropics Market-2025

  • In May 2025, the FDA formalized a major reorganization by establishing the Human Foods Program (HFP), consolidating oversight of food, dietary supplements, and cosmetics to enhance regulatory efficiency and ensure consumer safety. This overhaul seeks to streamline ingredient evaluations and unified enforcement, directly affecting nootropic products by increasing compliance expectations around safety, labeling, and new ingredient notifications.(Source: globalregulatorypartners.com)

Under the 2025 FDA legislative proposals, the agency reiterated its push for a Mandatory Product Listing (MPL) system. If approved, this would require all dietary supplement manufacturers—including nootropics—to register products with the FDA before marketing, enabling more effective post-market surveillance and quicker removal of unsafe or misbranded items.(Source: www.foodnavigator-usa.com)

  • On March 10, 2025, HHS Secretary Robert F. Kennedy Jr. directed the FDA to explore rulemaking to revise the self-affirmed GRAS pathway, which could close loopholes currently used to market new ingredients without pre-market FDA review. This initiative could reshape how novel cognitive-enhancing compounds are introduced to the nootropics market.(Source: awglaw.com)

The HFP’s 2025 guidance agenda includes draft recommendations to improve the identification, safety assessments, and data requirements for New Dietary Ingredients (NDIs), including nootropic substances. The guidance aims to raise the bar on safety documentation and help companies align with FDA expectations.(Source: nutraceuticalbusinessreview.com)

  • Rise in Nature and Plant-Based Nootropics: Consumers are shifting toward natural cognitive enhancers like ginkgo biloba, lion's mane mushroom, bacopa monnieri, and green tea extract due to growing awareness about clean label and herbal wellness solutions. 
  • Increased Use Among Young Professionals and Students: High mental performance demands among students and working professionals are driving the use of nootropics for memory, concentration, and focus, especially in competitive academic and corporate environments.
  • Integration with Personalized Nutrition and Wellness: Brands launch nootropic stacks personalized by age, gender, and lifestyle using AI AI-driven platform and health quizzes, aligning with broader trends in custom supplement regimens. 
  • Product Innovation with Functional Beverages and Gummies: Nootropics are increasingly found in ready-to-drink beverages, coffee, gummies, and snack bars, making them easier to incorporate into daily routines without powders.
  • Growing Demand for Mood and Stress Support: Consumers are seeking nootropics that combine cognitive enhancements with adaptogens or calming ingredients like ashwagandha, L-theanine, and magnesium to manage anxiety and burnout.

Report Scope

Report Attributes  Details
Market Size in 2025 USD 3.39 Billion
Expected Size by 2034 USD 7.44 Billion
Growth Rate from 2025 to 2034 CAGR 9.11%
Base Year of Estimation 2024
Forecast Period 2025 - 2034
Segment Covered By Product Type, By Form, By Application, By Distribution Channel, By End User, By Region (U.S. Only – Census Regions)
Key Companies Profiled Onnit Labs, HVMN (Health Via Modern Nutrition), Nootrobox (now part of HVMN), Thorne HealthTech, Neurohacker Collective, TruBrain, Gaia Herbs, Zhou Nutrition, Jarrow Formulas, Natrol, Irwin Naturals, NOW Foods, Pure Encapsulations, BrainMD, Life Extension, Mind Lab Pro (by Opti-Nutra), Genius Brand, Performance Lab, Nootrogen, Nurofy

How can nootropics brands capitalize on the demand for functional beverages and snacks? (Opportunity)

Nootropics brands can tap into the growing functional food trend by incorporating cognitive-enhancing ingredients like L-tryptophan, ginseng, or lion’s mane mushroom into ready-to-drink beverages, coffees, teas, protein bars, and gummies. Customers who are concerned about their health and would rather sip or snack on their supplements than take pills or powders will find these handy formats appealing. Brands can establish themselves at the nexus of performance lifestyles and wellness by providing easy-to-use, delicious, and clean-label products. Working strategically with retail establishments, wellness cafes, or fitness centers can boost awareness and customer adoption even more. 

  • On 5 March 2024, Life Extension launches smart coffee and memory chews, blending condition-enhancing ingredients in daily formats.(Source: www.lifeextension.com)

Lack of Scientific Validation and Regulatory Oversight (Restraint) 

One of the largest limitations in the United States. There is little scientific proof that many of the ingredients in nootropics are effective. There are established benefits to certain compounds, such as caffeine and L-theanine, but many others lack extensive peer-reviewed clinical trials. Furthermore, the FDA does not strictly regulate nootropics because they are frequently marketed as dietary supplements, which raises questions regarding the quality, safety, and deceptive claims of the products. This mistrust undermines consumer confidence and prevents widespread adoption. To establish credibility and prevent regulatory backlash, brands need to make investments in research and clear labeling. 

  • On 10 March 2025, the FDA (U.S.) announced an initiative to tighten the GRAS loophole and increase premarket review for novel nootropic compounds.(Source:awglaw.com)

Country Level Analysis 

The U.S. nootropics market is experiencing robust growth driven by the growing desire among students, working professionals, and wellness-conscious consumers for cognitive enhancement. Due to their hectic lifestyles and growing mental health issues, Americans are using supplements that improve their ability to concentrate, remember things, and handle stress. Especially through e-commerce and direct e-commerce, and growing mental health issues, Americans are using supplements that improve their ability to concentrate, remember things, and handle stress. Especially through e-commerce and direct-to-consumer channels, innovation in convenient formats like snack bars, gummies, and functional beverages is increasing consumer access. However, there are issues with safety and consumer trust due to the FDA's lax regulation and uneven scientific validation. Despite this, adoption in one of the most developed wellness markets in the world is still fueled by personalization, lifestyle positioning, and effective brand marketing.

  • On 8 April 2024, Mind Lap Pro expanded U.S. direct-to-consumer channels with a new e-commerce strategy to boost reach.(Source: www.mindlabpro.com)

Segmental Analysis

By Product Type 

Why are natural nootropics leading the market over synthetic alternatives in 2024?

Natural nootropics dominated the market with the largest market share in 2024, driven by the rising demand from consumers for adaptogenic herbal and plant-based ingredients such as Bacopa monnieri, ashwagandha, and ginkgo biloba. These products fit in nicely with the growing clean-label and wellness trends since they are thought to be safer and devoid of artificial additives. An additional factor driving demand is growing knowledge of holistic and traditional Ayurvedic health practices that prioritize cognitive well-being. Customers are increasingly linking natural products to longer-term safety and fewer adverse effects. Furthermore, a lot of brands are combining vitamins with herbal ingredients to increase the appeal of their products to a wider range of consumers.

  • On 25 April 2024, Zoho Nutrition launched Neuro Peak Elite, an upgraded plant-based brain supplement with ashwagandha and bacopa.(Source: www.prnewswire.com)

Synthetic nootropics are expected to grow at the fastest rate in the upcoming years due to their targeted effectiveness, fast onset of action, and higher potency. Products like racetams, modafinil, and noopept are gaining traction among users seeking enhanced focus, memory, and learning capacity. These compounds are popular among students, professionals, and gamers aiming for performance enhancement. The growing availability of clinical data supporting efficacy is building trust, while newer compounds are being explored for mood enhancement and neuroplasticity. Many synthetic options are also becoming available as over-the-counter supplements in low dosages.

By Form

What factors make capsules and tablets the most dominant form in the nootropics market?

Capsules/Tablets dominated the market with the largest market share in 2024 because they are convenient, have a long shelf life, and allow for precise dosage control. These forms come in both prescription and over-the-counter forms, and they are generally accepted across demographics. They are the format of choice for regular users because they are also simple to incorporate into daily supplement regimens. To satisfy changing consumer demands, producers are experimenting with vegan-friendly formats of combo pills and delayed-release capsules. Furthermore, subscription services based on capsules are expanding, improving client compliance and retention.

  • On 22 February 2024, Jarrow Formulas introduced a new line of capsule-based focus & clarity supplements with extended-release technology.(Source: www.jarrow.com)

Beverages & drinks are expected to grow at the fastest rate in the upcoming years, supported by demand for functional beverages like brain-boosting shots, nootropic-infused coffees, and energy drinks. The appeal lies in portability, taste variety, and quicker absorption. These formats resonate well with on-the-go consumers looking for mental clarity without taking pills. Crossovers with wellness beverages like kombucha, sparkling adaptogen drinks, and infused teas are fueling innovation. Major beverage brands are entering the nootropics space, expanding retail visibility through convenience stores, gyms, and cafés.

By Application

Why is attention and focus on the primary application in the nootropics market?

Attention and focus dominated the market with the largest market share in 2024 because gamers, students, and working professionals are looking for products that increase productivity, mental clarity, and concentration. Formulations that support these results frequently include ingredients like citicoline, L-theanine, and caffeine. Increasing stress levels and lifestyle demands, particularly in tech-driven, fast-paced environments, are driving the market. Increased digital fatigue and multitasking in daily life have highlighted the need for products that improve focus. Furthermore, to appeal to consumers who are productivity-focused, nootropics are being promoted as alternatives to prescription stimulants.

  • On 11 March 2024, Pure Encapsulations launched Focus IQ, targeting mental alertness and cognitive performance for professionals and gamers.(Source: www.pureencapsulationspro.com)

Anti-aging & neuroprotection is expected to grow at the fastest rate in the upcoming years as consumers who are health-conscious and aging look for long-term solutions for brain health. Particularly among senior citizens and wellness-conscious consumers, nootropics that lower oxidative stress, promote neurogenesis, and maintain memory are becoming increasingly popular. Targeted formulas to promote mitochondrial function and slow cognitive decline are being developed thanks to scientific breakthroughs. Professionals in their middle years who are actively addressing mental longevity are also adopting this segment. Demand for neuroprotective compounds is also being driven by more research that links inflammation in the brain to cognitive disorders.

By Distribution Channel 

Why does offline retail still dominate nootropics sales in the digital era?

Offline retail dominated the market with the largest market share in 2024 due to strong customer preference for in-person purchasing, especially at health stores, pharmacies, and supplement outlets. Shoppers often value expert recommendations and product trials, which build trust and support impulse purchases. Brick-and-mortar visibility remains a key advantage for well-known brands. Retail staff play a critical role in customer education and upselling high-margin products. Many shoppers prefer to see certifications (like non-GMO, vegan, or gluten-free) and feel more confident making supplement decisions in-store.

Online retail is expected to grow at the fastest rate in the upcoming years, driven by subscription models for the ease of home delivery and the availability of a large range of products. E-commerce is a potent medium for both niche and mainstream brands since consumers are depending more on price comparisons, influencer recommendations, and product reviews. Brands are successfully reaching new audiences thanks to the availability of targeted advertisements and SEO-optimized content. Consumer confidence in digital-first purchases is also being increased by online marketplaces through the use of third-party testing reports and verified purchase reviews.

By End User

What drives the dominance of working professionals in nootropics consumption trends?

Working professionals dominated the market with the largest market share in 2024 as they actively search for cognitive enhancers to boost energy concentration and stress reduction during long workdays. In the tech, financial, and creative sectors, interest in nootropics is fueled by the expanding culture of biohacking and performance optimization. These customers value outcomes above all else, and they frequently try stackable products for mood energy and sleep balance. The market has grown even more in the hybrid work era as professionals now manage their productivity outside of traditional office environments. Additionally, trends in corporate wellness are opening doors for employer-sponsored brain health programs.

Older adults (50+) are expected to grow at the fastest rate in the upcoming years as awareness about brain aging, cognitive decline, and dementia prevention rises. This demographic is increasingly turning to natural and clinically supported nootropics for memory support and neuroprotection, aided by physician recommendations and targeted marketing. Age-related anxiety over Alzheimer’s and mild cognitive impairment is encouraging preventive habits. Supplement brands are designing easy-to-swallow formats, low-stimulant blends, and co-formulated products with omega-3s or multivitamins to attract this demographic.

Recent Developments

  • In March 2024, PLT Health Solutions launched a next-gen Brain Promise supplement, built on lutein, zeaxanthin, and essential micronutrients aimed at cognitive and visual health. (Source:www.nutraingredients-usa.com)
  • On 29 February 2024, PLT Health Solutions & Force Factor announced Happy Mood soft chews, containing Zembrin for mood enhancement and stress relief.(Source: www.nutraingredients-usa.com)

Top Companies 

U.S. Nootropics Market Companies

Segments Covered in the Report

By Product Type

  • Natural Nootropics 
    • Herbal Extracts (Ginkgo Biloba, Bacopa Monnieri)
    • Amino Acids (L-Theanine, Tyrosine)
    • Omega-3 Fatty Acids
    • Caffeine and Derivatives
    • Adaptogens (Rhodiola Rosea, Ashwagandha)
  • Synthetic Nootropics
    • Racetams (Piracetam, Aniracetam)
    • Eugeroics (Modafinil, Armodafinil)
    • Ampakines
    • Other Prescription Nootropics
  • Blended Formulas (Stacks)
  • Commercial Proprietary Blends
  • Personalized/Specialty Formulations

By Form

  • Capsules/Tablets 
  • Powders
  • Beverages & Drinks 
  • Gummies/Chewables
  • Others (Sprays, Patches, etc.)

By Application

  • Memory Enhancement
  • Attention and Focus 
  • Mood & Anxiety Management
  • Anti-Aging & Neuroprotection 
  • Energy & Alertness
  • Sleep and Recovery

By Distribution Channel

  • Online Retail 
    • Brand-Owned Websites
    • E-commerce Marketplaces (Amazon, etc.)
  • Offline Retail
    • Pharmacies & Drug Stores
    • Specialty Stores (Supplement/Nutrition Shops)
    • Supermarkets & Hypermarkets
  • Others (Fitness Centers, Clinics)

By End User

  • Students & Academics
  • Working Professionals
  • Older Adults (50+)
  • Athletes & Fitness Enthusiasts
  • General Wellness Users

By Region (U.S. Only – Census Regions)

  • Northeast
  • Midwest
  • South 
  • West 
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  • Report Covered: [Revenue + Volume]
  • Historical Year: 2021-2023
  • Base Year: 2024
  • Estimated Years: 2025-2034

Meet the Team

Jayesh Waghmare is a dedicated Senior Research Associate at Towards Consumer Goods, bringing over 3 years of experience in the market research industry, with a strong focus on the fast-moving world of consumer goods.

Learn more about Jayesh Waghmare

Aditi Shivarkar, with 14+ years in Consumer Goods market research, specializes in Consumer Goods. She ensures accurate, actionable insights, driving Towards Consumer Goods excellence in industry trends and sustainability.

Learn more about Aditi Shivarkar

Related Insights

FAQ's

Rising demand for cognitive enhancement, stress management, and anti-aging solutions among professionals, students, and older adults, supported by innovation in functional foods, e-commerce, and clean-label natural products.

Consumers prefer herbal, plant-based ingredients (e.g., ashwagandha, bacopa) aligned with wellness and clean-label trends, seen as safer and holistic. Synthetic nootropics are growing fastest due to high potency for focus and performance.

Fastest Growth: Synthetic nootropics, beverages & drinks, anti-aging applications, online retail, and older adults (50+), Emerging Formats: Gummies, RTD drinks, and personalized stacks using AI platforms.

AI-driven personalization, functional beverages, mood-support soft chews, and adaptogen-infused RTD drinks are driving product diversification.

Expected to grow from USD 3.39 billion (2025) to USD 7.44 billion (2034) at a CAGR of 9.11%, outperforming general dietary supplement growth rates.

Onnit Labs, HVMN (Health Via Modern Nutrition), Nootrobox (now part of HVMN), Thorne HealthTech, Neurohacker Collective, TruBrain, Gaia Herbs, Zhou Nutrition, Jarrow Formulas, Natrol, Irwin Naturals, NOW Foods, Pure Encapsulations, BrainMD, Life Extension, Mind Lab Pro (by Opti-Nutra), Genius Brand, Performance Lab, Nootrogen, Nurofy