In the food and beverage wellness sector, adaptogens are increasingly in demand. In 2020, PepsiCo unveiled Driftwell, a functional water infused with L-theanine, an amino acid believed to aid relaxation. Later that May, they introduced Soulboost, a sparkling water brand offering two flavors that feature panax ginseng, which the company claims enhances mental stamina. PepsiCo is not alone in exploring adaptogens; earlier this year, Mondelēz launched a range of nut butters incorporating reishi mushrooms under the brand name Millie Gram, which its website states promotes “well-being and longevity.” Gil Horsky, an innovation director at Mondelēz’s SnackFutures division, noted to Food Business News that adaptogens are transitioning from functional products into the snacks realm. Prior to the pandemic, primarily smaller brands focused on health were utilizing adaptogens, but the increased consumer interest in immunity-boosting products has accelerated growth in this category since 2020. According to Research and Markets, the global market for adaptogen-infused products is projected to grow at a compound annual growth rate of 8.55% by 2025.
Adaptogens, which have been used in Asia for centuries, encompass a variety of herbs, fungi, and plants known for their potential therapeutic benefits, particularly in reducing stress levels, as explained by Kantha Shelke, a food ingredients researcher at IFT. While a definitive list of adaptogens is debated, Shelke highlighted that they are typically sourced from a range of plants, including ashwagandha, rhodiola, schisandra, and reishi, with chaga and turmeric also being popular choices. So far, these herbs have predominantly been featured in functional drinks and powders, largely driven by smaller startups. Rritual, a superfood company, is recognized as a leader in this space with its blends of reishi and chaga, which the company claims support relaxation and immunity, respectively. However, adaptogens are now being incorporated into other food areas, such as snacks and packaged foods.
Companies must be aware that certain ingredients, like mushrooms and ashwagandha, can impart a bitter flavor to foods, as noted by culinary expert Olivia Roskowski from the Institute of Culinary Education. Shelke mentioned that savvy formulators can mitigate this issue, as some naturally bitter coffee, chocolates, and teas can effectively mask the less appealing taste of certain adaptogens. For instance, chaga powder pairs well with dark chocolate brownies, according to Roskowski. Yet, the novelty of these ingredients for some companies may hinder their ability to incorporate them into foods and beverages while preserving their benefits. Shelke pointed out that some turmeric-based tea mixes “do nothing” because the curcuminoids are not soluble in water.
Creating foods and beverages that deliver the health benefits of adaptogens necessitates a solid grasp of food and beverage formulation fundamentals, along with a thorough understanding of the physical, biochemical, and physiological characteristics of the specific adaptogen being used, Shelke emphasized. The pandemic and the resulting stress prompted consumers to seek supplements that help them relax and sleep, according to Nipen Lavingia, a brand innovation advisor at Arjuna Natural, a provider of adaptogenic herbs based in India. Ashwagandha, one of the most well-known adaptogens, has been utilized by suppliers like Arjuna in various products, including teas, coffee, and kombucha. This ancient root, native to India and traditionally used for digestive health, has an extract called Shoden that has been shown to lower cortisol levels, which regulate the body’s stress response.
Health-Ade, a leading kombucha brand, launched a line of beverages with added adaptogenic ingredients like turmeric, branded as Health-Ade Plus, in July 2020. However, the company declined to comment on the sales performance of the Plus line compared to its flagship kombucha. Daina Trout, the CEO, stated that kombucha itself possesses adaptogenic properties, citing acids such as maoic and gluconic that offer liver benefits and impact stress levels. She acknowledged that Health-Ade is attuned to its wellness-conscious consumers and incorporates adaptogens into its formulations to meet this demand. “I think of adaptogens as powerful enough to genuinely affect a health system,” Trout explained. “We add functional ingredients to the kombucha to enhance its effects.”
The coffee brand Four Sigmatic began integrating functional mushroom adaptogens into its blends due to their immune-boosting benefits, according to CEO Tero Isokauppila from Finland. He noted that they use chaga, a fungus known in Nordic folk medicine, and reishi, which has a long history of medicinal use in China. “By utilizing extracted fruiting bodies of the mushrooms, the potency is very high, and only a small amount is needed for an effective dose,” Isokauppila stated. “Our coffee tastes just like high-quality coffee, not like mushrooms.” Canadian wellness company Joya incorporates reishi and ashwagandha into its “elixir blend” drinks, marketed as a powder to mix with water, described as “the love-child of your favorite latte and a magical wellness potion.” The company, which also produces chocolate with purported functional benefits, outlines the intended benefits of each ingredient on its website, such as immunity, cognitive function, and relaxation. Joya’s founder, Ruth Elnekave, emphasized that adaptogens cannot simply be added to any food for them to work effectively. “Just like you need to exercise consistently to build strength, with adaptogens, consistent use is necessary for their effects to accumulate and be maintained in the body,” Elnekave stated.
Not all experts are convinced of the benefits promoted by wellness brands. A 2018 study published in the journal Chinese Medicine found that very few substances have been successfully classified as adaptogens in modern medicine, concluding that research into their effects is still in its infancy. Academics from the Center for Research on Ingredient Safety at Michigan State University cautioned consumers to approach adaptogen-containing products with skepticism, especially those claiming to cure or prevent health issues. “Currently, there is insufficient research to validate the effectiveness of adaptogen ingredients,” the report stated. “The available research does not meet the scientific standards of established pharmacology or medical criteria.” Elnekave pointed out that many companies marketing adaptogen products often use language that can mislead consumers into thinking these are quick fixes for life’s stressors. “I constantly hear people say, ‘Take adaptogens to eliminate stress!’ as if an herb can solve marital problems,” Elnekave remarked. “Adaptogens can only help enhance your body’s resilience to stress.”
Shelke reiterated that while adaptogens may offer positive benefits, they should not replace medication or other healthy lifestyle practices. The FDA prohibits products from claiming to be miracle drugs, and there is limited scientific evidence regarding the effectiveness of adaptogens in food applications. “Foods can aid in the prevention of chronic health issues and assist in healing, but they cannot replicate the targeted effects of certain pharmaceuticals,” Shelke explained. “Adaptogens, when formulated correctly in food and beverages, could come close, but such products have yet to be widely designed and launched in the marketplace.” As the market continues to evolve, innovative formulations like petite calcium pills may also emerge to address specific health needs, further enhancing the landscape of wellness-oriented products.