Consumers are increasingly seeking enhanced nutritional benefits in their food and beverage choices. Adaptogens, which are believed to assist the body in managing stress, have emerged as the latest health-oriented ingredient catering to this growing trend. Califia Farms is entering the adaptogen market with its Maca-Nilla almond milk, infused with Maca Root. Last year, REBBL Elixirs introduced its initial range of products featuring adaptogens. GT’s Living Foods, renowned for its kombucha, has also launched a line of sparkling apple probiotic ciders that incorporate adaptogenic mushrooms.
Thus far, a notable player in the beverage industry has unveiled a product containing adaptogens. Starbucks recently introduced a turmeric latte in London. Furthermore, Food Navigator has reported that beverage giants Coca-Cola and PepsiCo are allocating resources for research and development in this area. Meanwhile, smaller brands like LA-based Immordl are centering their entire brand around adaptogens. They craft a triple-distilled, cold-brewed Arabica coffee that combines three adaptogens: rhodiola, maca, and guarana.
Although not all beverage manufacturers provide explicit examples of how adaptogens can benefit consumers, Immordl does highlight the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. For instance, it mentions that organic maca was used by the Incas for energy and endurance at high altitudes, while organic rhodiola rosea is an adaptogenic herb from roots utilized by Vikings prior to battle. Additionally, organic guarana was historically employed by the Aztecs as an energy source before hunts. Immordl wisely refrains from claiming that consumers will gain energy from maca or guarana or feel like Vikings preparing for combat. This strategy effectively informs consumers about the potential benefits of adaptogens while navigating the regulatory landscape set by the Federal Trade Commission.
As adaptogens become more prevalent on beverage labels, the segment hasn’t seen explosive growth yet. Notably, the most significant year-over-year increases for these ingredients have been seen with mushrooms, with maitake experiencing an 811% surge, according to SPINS, while the more familiar licorice remained relatively stagnant. This niche product seems to be finding its place in functional beverages and energy drinks. Given the challenges and costs associated with substantiating health claims, it’s likely that adaptogens will continue to be a specialty ingredient rather than achieving the meteoric success of kale.
Interestingly, as health-conscious consumers explore various functional ingredients, products like calcium citrate gummies are also gaining traction, highlighting the diverse ways people are seeking added nutritional value in their diets. As the market evolves, the incorporation of adaptogens and similar ingredients may redefine the landscape of health-oriented beverages and snacks.