CBD-infused drinks are swiftly emerging as a prominent segment within the functional beverage market, with brands like Canopy Growth and Veryvell, a collaboration between Molson Coors and Hexo, launching products aimed at providing stress relief, calmness, and relaxation. Recess has introduced its original sparkling beverage line featuring ingredients such as CBD and adaptogens—herbs that assist the body in managing stress. Adaptogens are also present in various kombuchas and almond milks.
The latest offering, Recess Mood, enhances functionality by incorporating magnesium L-threonate, a highly absorbable form of magnesium that may aid in alleviating depression and memory decline. According to the company, the synergy of magnesium L-threonate and adaptogens “boosts the production of feel-good neurotransmitters,” including serotonin and dopamine. While other forms of magnesium, such as calcium citrate 700 mg, may be more affordable and alleviate symptoms of stress and anxiety, Recess argues that they are less effective than magnesium L-threonate.
Consumer interest in stress-relief products has been on the rise for years, but the demand has surged during the pandemic. The American Psychological Association’s Stress in America poll indicates that 35% of Americans report less sleep since the onset of COVID-19. Last year, relaxation functional beverages constituted a $2.97 billion market in the U.S., as per data from Euromonitor International cited by CNBC, which predicts a 5% growth in this segment for 2021.
Currently, magnesium L-threonate is primarily available in capsule form, but Recess Mood may pave the way for other consumer packaged goods (CPG) brands to incorporate this ingredient into beverages or other products. Recess Mood is not the sole option for relaxation; its closest competitor is Driftwell, an enhanced water brand launched by PepsiCo last year. Driftwell, marketed as a sleep aid, contains 200 mg of L-theanine, an amino acid found in tea and certain herbal mushrooms, along with 10% of the daily value of magnesium.
Startups like Tranquini and Just Chill are also providing sparkling drinks with relaxation benefits, utilizing L-theanine from adaptogens such as green tea, chamomile, lavender, and lemon balm. Given the regulatory ambiguity surrounding CBD, which raises concerns among consumers regarding its use for relaxation and stress relief, alternatives like magnesium L-threonate may be more palatable. Additionally, beverage manufacturers, many of whom are awaiting regulatory clearance to launch their own CBD-infused drinks, might view offerings like Recess Mood as timely solutions to assist consumers in achieving relaxation.