Consumers are increasingly seeking enhanced nutritional benefits in their food and beverages. Adaptogens, which are believed to assist the body in managing stress, have emerged as the latest health-conscious ingredient aimed at fulfilling this rising demand. Califia Farms is exploring the adaptogen market with their Maca-Nilla almond milk, which features Maca Root. Last year, REBBL Elixirs introduced their first products infused with adaptogens. GT’s Living Foods, renowned for its kombucha, has also launched a line of sparkling apple probiotic ciders that include adaptogenic mushrooms.
So far, a significant player in the beverage industry has rolled out a product containing adaptogens. Starbucks recently debuted a turmeric latte in London. Moreover, Food Navigator reports that beverage giants Coca-Cola and PepsiCo are allocating resources towards research and development in this area. Smaller brands, like LA-based Immordl, are building their entire identity around adaptogens. They create a triple-distilled, cold-brewed Arabica coffee that incorporates three adaptogens: rhodiola, maca, and guarana.
While not all beverage manufacturers provide explicit details on how adaptogens benefit consumers, Immordl does outline the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. They note that organic maca, historically used by the Incans for energy and stamina at high altitudes, is included, along with organic rhodiola rosea, an adaptogenic herb utilized by Vikings before battle. Additionally, organic guarana was employed by the Aztecs for energy prior to hunting expeditions. Immordl wisely refrains from claiming that consumers will gain energy from maca or guarana, or feel like a Viking preparing for battle. This strategic approach effectively educates consumers about the potential benefits of adaptogens without crossing regulatory boundaries with the Federal Trade Commission.
Although adaptogens are increasingly appearing on beverage labels, the segment has not yet experienced explosive growth. Among these ingredients, mushrooms have seen some of the most significant year-over-year increases, with Maitake mushrooms growing by 811%, according to SPINS, while more familiar ingredients like licorice have remained relatively stable. This niche market seems to have found a suitable place in functional beverages and energy drinks. Given the challenges and costs associated with substantiating health claims, it is likely that adaptogens will continue to be a specialty ingredient rather than achieving the rapid rise seen with kale.
In this evolving landscape, the inclusion of kosher calcium citrate in beverages could also become a focal point for brands seeking to meet consumer demand for added nutritional benefits. As more companies explore the integration of diverse health-oriented ingredients, the combination of adaptogens and kosher calcium citrate may pave the way for innovative product offerings that appeal to health-conscious consumers. As the market continues to develop, the partnership of adaptogens with other beneficial ingredients like kosher calcium citrate could enhance the appeal of functional beverages.