Brain Enhancement Market Surges Amid Scientific Debate

The pursuit of a better brain has turned into a lucrative market, with consumer products promising sharper thinking and cognitive edges appearing everywhere. Sales of creatine, a long-standing gym staple, have surged at retailers, rising 320% since 2019. Meanwhile, the number of consumer neurotech companies has more than tripled in a decade.

Despite the boom, experts warn that a 'one-size-fits-all' approach rarely works for brain health. Neuroscientists emphasize that individual brains have unique needs and that foundational lifestyle habits are often more effective than supplements or gadgets. The article explores the rise of brain tech, the science behind popular supplements, and the expert consensus on what truly keeps the brain healthy.

Consumer demand for cognitive enhancement is driving a massive market shift. Products promising sharper thinking and calmer moods are no longer niche; they are becoming mainstream commodities. This surge is fueled by a diverse demographic, including a rapidly aging population extending their working lives, longevity-focused biohackers, and women seeking treatments for menopause-related brain fog.

Supplements are a major driver of this trend. Creatine, an amino acid compound known for energy production in muscle cells, is seeing a resurgence in interest for its potential cognitive benefits. At the Vitamin Shoppe, sales of creatine have increased by 320% since 2019. The demand for alternative formats is also rising, with searches for "creatine gummies" spiking 1,300% last year, while the traditional powder remains a mainstay.

Beyond supplements, the neurotech sector is expanding rapidly. In 2014, there were just 41 consumer neurotech companies. By 2024, that number had soared to 153, outpacing medical device manufacturing for the brain. Tech giants like Meta and Apple are actively developing, patenting, or acquiring devices designed to be worn on the wrist, collar, or even inside the nostrils to improve mood and potentially boost intelligence.

While the market grows, the scientific backing for these products varies. Researchers have begun to unpack creatine's potential, with promising early studies for sleep-deprived individuals and Alzheimer's patients. However, large, well-controlled studies are scarce, particularly for younger, healthy individuals. Current evidence suggests that while creatine is effective for building muscle, it may not meaningfully improve cognition for everyone.

Brain-training games and devices also face scrutiny. Some studies show promise; for example, a partnership between BrainHQ and McGill University found that adults aged 65 and up saw a roughly 2% increase in acetylcholine levels—a key brain chemical—after using a mind-training program. However, experts note that these tools may not address specific, long-term cognitive vulnerabilities.

Bradley Voytek, a cognitive neuroscientist at UCSD, observes a common desire among consumers: "People want to find that one magic thing: one magic game or app or something that makes you better at a whole suite of things in a super short time." Yet, the reality is that optimizing the brain is complex because "no two brains work the same way."

Experts agree that there is no universal shortcut to cognitive health. Neuroscientist Dean Sherzai emphasizes a targeted approach: "The way you improve cognition is to work around the areas of weakness. You build it back up." This often means looking beyond mass-marketed boosters and considering personalized needs.

Many neuroscientists interviewed for the original report stated they do not personally use brain games or pulsating devices regularly. Instead, they point to "grandma-approved" advice: quality sleep, regular exercise, a nutrient-rich diet, and meaningful social interaction. Dr. Adam Gazzaley, founder of UCSF's Neuroscape center, warns, "If you're not getting in nature and walking and interacting with other people, you are missing core ingredients of keeping a healthy brain. No amount of hacks are going to help."

Some companies are investing in these technologies as high-end perks. JLL, a commercial real estate giant, established a "brain gym" in its Singapore office. Equipped with lighted pods and vision training boards, the facility aims to improve employee focus. Ben Hamley, JLL's global head of R&D, noted that participants saw improvements in resisting distractions.

Ultimately, navigating the world of brain enhancement requires consumer vigilance. Experts suggest that before taking supplements, individuals should consider blood testing for nutritional deficiencies. The same caution applies to neurotech devices; they may offer benefits but often fail to address precise concerns without a tailored plan.

The most effective path to a better brain appears to be a combination of foundational health and active engagement. Real-world challenges—such as learning a new language, picking up a musical instrument, or engaging in deep conversations—are highly recommended. While technology like the FDA-approved video game EndeavorOTC (developed by Dr. Gazzaley) shows potential for treating conditions like adult ADHD, it works best when a healthy foundation is already in place.

For those struggling with focus, the advice remains simple and grounded in biology. As Bradley Voytek suggests regarding students unable to complete assignments, he never recommends brain training. Instead, he recommends sleep.