Gen Z and Millennials fuel the rise of the Mood & Mind market

Ksenia Kudria

Tue, Jun 2, 2026

Gen Z and Millennials are driving growth for brands that focus on nootropics. Younger consumers suffer from anxiety and sleep-deprivation more than any other age-group. 25% of consumers are choosing foods for Mood & Mind, according to the NNB 5-country Consumer Survey.

The “mood & mind” consumer is well-informed, social-media driven and actively seeking products that support focus, energy, and mental performance.

An example of the growing number of brands addressing this consumer need is Neutonic, a UK beverage brand launched in 2023.
It focuses on:
• “Clean energy” without crashes
• Nootropic ingredients like Cognizin, Rhodiola, and L-theanine
• DTC, TikTok Shop, and creator-led growth

Neutonic is said to have sold over 7.5 million cans in two years – a retail sales value of about $30 million.

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