United States Neuromarketing Market 2032 | Growth Drivers, Key Players & Investment Opportunities

Market Size and Growth

Global Neuromarketing Market size reached US$ 1.74 billion in 2024 and is expected to reach US$ 3.52 billion by 2032, growing with a CAGR of 9.21% during the forecast period 2025-2032.

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Key Development:

United States: Recent Neuromarketing Developments

✅ In November 2025, iMotions launched iMotions 11, its latest human behavior research platform featuring enhanced automation, machine learning, and visualization tools to deepen insights into decision‐making and emotional engagement in consumer studies. The update expands integrated biosensor support and streamlines workflows for neuromarketing and behavioral research teams. This release marks a major evolution in tools for measuring attention, engagement, and cognitive responses across research environments.

✅ In November 2025, iMotions celebrated 20 years of innovation in behavior research software with iMotions 11, emphasizing flexibility and deeper multimodal insights, reinforcing its role in advancing neuromarketing and neuroscience‐driven consumer analytics. The launch underscores how software is shaping next‐generation measurement of emotional and cognitive drivers behind consumer choice.

✅ In late October 2025, academic research such as EEG‐Based Consumer Behaviour Prediction highlighted advances in combining EEG data with machine learning (including graph neural networks) for predicting consumer decisions, pushing neuromarketing toward more sophisticated neural‐data analytic models. The study reflects new methods linking neural signals to buying behavior research.

✅ In early September 2025, industry analyses reinforced how AI‐driven biometric feedback, neuroimaging and advanced emotion tracking are increasingly adopted to measure subconscious responses for global consumer behavior studies, shaping neuromarketing approaches and campaign optimisation. This trend shows neuromarketing tools increasingly influencing campaign design and evaluation.

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Japan: Recent Neuromarketing Developments

✅ In early November 2025, research labs in Japan and globally adopted combined EEG and eye‐tracking methods (e.g., NeuroGaze) for hands‐free interaction studies, illustrating real‐world growth of neural data usage that can extend to consumer response and immersive experiences relevant to neuromarketing contexts. These hybrid interfaces reflect evolving tools for measuring attention and decision behaviour.

✅ In November 2025, - expanded applications of event‐based eye‐tracking and biosensor tech in XR and wearable research, influenced by technology partnerships linking neural measurements to engagement and attention data that are relevant for consumer behavior insights. These integrations point toward neuromarketing‐relevant sensor advancements in Japanese research and tech ecosystems.

✅ In late October 2025, neuroscience and marketing interdisciplinary reports highlighted regional applications of biometric and neuroimaging tools (EEG, eye tracking, facial coding) to decode consumer responses across cultures, showing how Japanese brands and researchers tailor neuromarketing insights for local and global markets. These insights reflect how culture shapes emotional and cognitive reactions.

✅ In September 2025, systematic academic reviews of neuromarketing outlined integrated frameworks mapping neural signals to distinct stages of consumer decision‐making, underscoring Japan's research emphasis on rigorous neuroscientific models that inform marketing and UX strategies. Reviews highlight opportunities for industry application.

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Key Players:

=> Merchant Mechanics, Inc., Immersion Neuroscience, Buyology Inc., Uniphore Technologies Inc., Neural Sense (Pty) Ltd, Affectiva, Cloud Army Network Inc., Nielsen Consumer LLC, Neurons Inc., and BrainSigns SRL.

Key Segments:

By Technology

Functional Magnetic Resonance Imaging (fMRI) leads with 28% share, driven by high-resolution brain activity mapping, effective measurement of consumer decision-making, and adoption by premium research agencies. Electroencephalography (EEG) accounts for 22%, supported by cost-effectiveness, real-time neural response tracking, and integration in consumer behavior studies. Eye Tracking holds 18%, fueled by applications in packaging, website design, and retail layouts to optimize visual attention. Biometrics represents 12%, with adoption in facial expression, emotional, and physiological response analysis. Positron Emission Tomography (PET) captures 10%, mainly used in advanced neuroscience and premium consumer research studies. Advertising Testing and other emerging technologies constitute 10% of the market, supported by innovation in experimental methods and hybrid approaches.

By Application

Advertising Testing dominates with 25% share, driven by the need to optimize marketing campaigns and understand emotional responses. Product Packaging Design holds 20%, supported by increasing importance of packaging in purchase decisions and brand recall. Branding and Positioning represents 15%, fueled by strategic brand development and customer perception studies. Pricing and Product Features account for 12%, used to assess willingness to pay and feature preferences. Customer Experience/User Experience (CX/UX) holds 12%, with applications in digital interfaces, retail, and service evaluation. Market Research and Consumer Behavior Studies capture 10%, supporting strategic insights and market segmentation. Retail and Shopper Experience Optimization represents 6%, focused on store layouts, in-store engagement, and path-to-purchase analysis.

By End-User

Consumer Goods (FMCG) leads with 30% share, driven by rapid adoption of neuromarketing to enhance branding, packaging, and advertising effectiveness. Healthcare & Pharmaceuticals accounts for 20%, supported by product trials, patient engagement, and marketing of healthcare solutions. Financial Services holds 12%, fueled by behavioral insights to improve service offerings and marketing strategies. Telecommunications represents 10%, using neuromarketing for brand positioning and digital campaigns. Food & Beverage captures 15%, focusing on packaging, flavor testing, and consumer perception. Automotive holds 8%, supported by design, branding, and UX optimization in vehicles. Others make up 5%, including education, energy, and specialty industries adopting neuromarketing insights.

By Region

North America - 35% Share
North America leads with 35%, driven by advanced research infrastructure, early adoption of neuromarketing technologies, and strong presence of consumer goods, healthcare, and technology companies in the U.S. and Canada.

Europe - 28% Share
Europe holds 28%, supported by sophisticated marketing strategies, adoption of neuroscience-based consumer insights, and active research centers in Germany, U.K., France, Italy, and the Nordics.

Asia-Pacific - 25% Share
Asia-Pacific accounts for 25%, fueled by growing FMCG and automotive sectors, rising marketing budgets, and expansion of neuromarketing research facilities in China, Japan, India, and Southeast Asia.

South America - 7% Share
South America holds 7%, driven by increasing adoption in FMCG, retail, and digital marketing campaigns, particularly in Brazil and Argentina.

Middle East & Africa - 5% Share
Middle East & Africa represent 5%, supported by growing interest in consumer insights, retail optimization, and adoption of innovative marketing approaches in GCC countries, South Africa, and North Africa.

FAQ

What is the current size of the Neuromarketing Market?

A: In 2024, the Neuromarketing Market was valued at US$ 1.74 billion, reflecting its strong industry presence.

Q2: How large is the Neuromarketing Market expected to be by 2032?

A: By 2032, industry forecasts suggest the Neuromarketing Market will grow to around US$ 3.52 billion, demonstrating significant expansion.

Q3: What is the growth rate of the Neuromarketing Market?

A: The market is projected to expand at a compound annual growth rate (CAGR) of 9.21% during the forecast period from 2024 to 2031.

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