4 Spokes Predictions for 2025: Consumers Embrace Advanced Nutrition
It’s 2025 and consumers are experiencing a resurgence in interest and education when it comes to nutrition. Nootropics, vitamins, and the delayed 2023 Farm Bill for hemp-based products are at the top of mind.
Here are our predictions for the year ahead.
1. Male Gamers and Athletes Will Increase Demand for Nootropics
More than half of gamers in the U.S. are male, and 36% are between the ages of 18 and 34. In sports, men account for 56% of college athletes, and 36% of athletes are between the ages of 20 and 30.
So, perhaps it shouldn’t be surprising that the market for nootropics is skewed toward young and male, as well; the demographic most interested in nootropics is male and between the ages of 18 and 34, showing clear overlap.
According to a 2023 review titled Nootropics for eSports, three studies that included supplementation with 1,500 mg of arginine silicate (a common nootropic ingredient) reported significant improvements in one or more aspects of cognition (reaction time, attention, visual representation, and spatial planning).
2. Nootropic Demand Will Also Rise Among the Older Population
A demographic where nootropics can also be expected to continue a sharp rise in growth is among seniors. Cognitive decline impacts an increasing percentage of U.S. adults as the population ages and faces other challenges subsequent to the global COVID-19 pandemic.
According to the study Brain Ageing, Cognition and Diet: A Review of the Emerging Roles of Food-Based Nootropics in Mitigating Age-Related Memory Decline, observational and interventional studies have demonstrated diets that prevent or mitigate age-related cognitive decline contain large quantities of vitamins, omega-3 fatty acids, and antioxidants.
The same article reports that some of these foods may also contain natural nootropic factors like ginkgo biloba, which is thought to directly improve cognition thanks to the way it impacts specific brain regions, including parietal, temporal, frontal, and occipital lobes, as well as the hippocampus.
As the global population ages, there is a growing focus on maintaining cognitive health in older adults. Nootropics to support memory, focus, and mental clarity are becoming increasingly popular among older adults who wish to preserve cognitive function and quality of life. Liquid or water-soluble nootropic products can make it easier for seniors to get the micronutrients and supplements with the potential to protect cognitive function as they age.
3. Consumers Will Renew Focus on Nutrition and Vitamins
There will also be a continuation of consumer focus on getting enough vitamins and other nutritional needs met in 2025. The global vitamin and supplements market size was valued at $129.6 billion in 2021 and is poised to grow from $137.5 billion in 2022 to $221.4 billion by 2030.
Consumers, particularly in the U.S., are paying more attention to nutrition, recognizing the value of essential vitamins such as A, D, E, and K, which are often deficient in Western-style diets.
According to the CDC, the rate of nutrient deficiencies in the general U.S. population ranges from less than 1% for folate, vitamin A, and vitamin E to about 10% for vitamin B6, vitamin D, and iron. Depending on age, race, and gender, deficiencies can be more than 30% for critical, non-water-soluble vitamins, like vitamin D, that are hard to get from food.
4. 2023 Farm Bill for Hemp Delayed, but Continued Growth in Beverage Space
Finally, we predict that the now delayed 2023 Farm Bill will be bolstered by the coming administration and bi-partisan support. This will make it easier to develop, market, and distribute hemp-enhanced food and beverage products in the year ahead.
We specifically expect the hemp beverage space to continue expanding in 2025 despite adult-use cannabis markets continuing to face challenges in comparison. Currently, factors such as overregulation, tax structure, and state-by-state access are creating drags on traditional cannabis consumer spaces, such as pre-rolls and vape cartridges.
The 2018 Farm Bill, which legalized hemp at the federal level, was supposed to be succeeded by the 2023 Farm Bill. Hemp loopholes were expected to be addressed, helping to bring to an end the market uncertainty of the past five years as wide variance in cannabis-based products was brought to market. However, the 2023 Farm Bill for hemp has now been punted to 2025.
One potential addition to the anticipated 2025 Farm Bill has been suggested by Senator Rand Paul (R-KY), who seeks to more than triple the amount of allowable THC in hemp to 1%. The current 0.3% restriction has been one of the biggest complaints from hemp producers.
“For years, I’ve led the fight in Washington to restore one of Kentucky’s most historically vital crops by legalizing industrial hemp,” Paul said in a press release in September 2024. We achieved a hard-won victory, but there is still work to do to prevent the federal government from weighing down our farmers with unnecessary bureaucratic micromanaging. My legislation will help this growing industry reach its full economic potential and bring transparency to government regulations.”
Looking Ahead to 2025 & Beyond
As we move into 2025, demand for enhanced nootropics, nutrition-boosted, and hemp-based products are only going to continue. From younger demographics seeking cognitive enhancements to seniors aiming to maintain mental clarity, the demand for nootropics and improved nutritional solutions is growing among new demographics The growing focus on personalized health, coupled with potential legislative shifts, signals an exciting year for brands ready to meet these demands.
Stay ahead of the curve by partnering with Spoke Sciences to develop cutting-edge solutions for this dynamic market. Contact Spoke Sciences today.