“… unfortunately, Bradley Cooper is partly to blame for the boom of the edible brain-improvement industry.
In 2011, he starred in Limitless, a movie about a man who takes a special pill and becomes smarter and more capable than anyone else on Earth. I’m joking about the cultural significance of this movie, but I’m also not. It was a wild card and an unexpected hit, and it mainstreamed an idea that had already been taking hold among Silicon Valley biohackers and human optimization zealots. (TechCrunch called the prescription-only narcolepsy medication Modafinil “the entrepreneur’s drug of choice” in 2008) …
The brain supplements industry is still expanding. A recent report by Grand View Research estimated it could reach $10.7 billion annually by 2025, growing steadily at about 8 percent per year. “Growing health concerns over depression, anxiety, anti-aging, and sleep recovery issues” will contribute to the continued rise, the report states. Over a quarter of this business is expected to come specifically from “memory enhancing” products.
This year, nootropics have gone thoroughly mainstream by intersecting with other powerful consumer trends. Gwyneth Paltrow’s Goop recently launched an anti “brain fog” supplement called Nerd Alert (it’s just caffeine and the same L‑theanine you’d get from a cup of tea), at a price point of $1 per chewable. Luxury wellness and beauty brand The Nue Co. introduced its latest supplement Nootro-Focus in April, which you can buy on Net-a-Porter. New York City’s newest ultra-hip acupuncture startup WTHN is selling a nootropic. There are, seriously, nootropics mixed with CBD.”
News in Context:
- The FDA cracks down on dozens of supplements claiming to prevent or cure Alzheimer’s Disease
- Maker of “neuro” functional drinks settles false advertising complaint
- AARP: A majority of Americans believe dietary supplements improve brain health, despite the lack of evidence
- Time to update the regulatory framework for cognitive enhancement–especially nootropics?
- Use and misuse of ADHD drugs and nootropics among teenagers and toddlers
- Solving the Brain Fitness Puzzle Is the Key to Self-Empowered Aging