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 to address this rising demand. Califia Farms is exploring the market for adaptogens with their Maca-Nilla almond milk, which incorporates Maca Root. Last year, REBBL Elixirs debuted its first product line featuring adaptogens. GT’s Living Foods, known for its kombucha, has also introduced a series of sparkling apple probiotic ciders that include adaptogenic mushrooms.
So far, one major player in the beverage sector has rolled out a product with adaptogens: Starbucks recently launched a turmeric latte in London. Furthermore, Food Navigator reports that beverage giants Coca-Cola and PepsiCo are investing in R&D within this area. Meanwhile, smaller brands are centering their entire identity around adaptogens, such as LA-based Immordl. They produce a triple-distilled, cold brewed Arabica coffee infused with three adaptogens: rhodiola, maca, and guarana.
While not all beverage manufacturers detail how adaptogens can benefit consumers, Immordl does provide information about the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. It highlights that organic maca was historically utilized by the Incas for energy and stamina at high altitudes, while organic rhodiola rosea, an adaptogenic herb, was used by Vikings before battles. Additionally, organic guarana was consumed by the Aztecs for energy prior to hunts. Immordl is cautious not to assert that consumers will gain energy from maca or guarana, or feel like Vikings ready for combat. This strategy effectively informs consumers about the potential benefits of adaptogens without risking issues with the Federal Trade Commission.
Despite the rising visibility of adaptogens on beverage labels, this segment has not yet experienced explosive growth. Some of the highest year-over-year increases for these ingredients have been observed with mushrooms, with maitake mushrooms growing by 811%, according to SPINS, while more familiar ingredients like licorice have remained relatively stable. This niche product seems to have found a comfortable place in functional beverages and energy drinks. Given the challenges and costs associated with substantiating health claims, it may not be surprising if adaptogens remain a specialty ingredient rather than achieving a rapid rise akin to that of kale.
Interestingly, as consumers explore various health benefits in beverages, some are also looking for options that include calcium citrate laxative properties. This ingredient has been noted for its potential to aid digestion, providing another layer of appeal for health-conscious consumers. The inclusion of calcium citrate laxative in beverage formulations may further enhance the market’s appeal, offering yet another option for those seeking functional benefits in their drinks. Ultimately, as the landscape of health-oriented beverages continues to evolve, the role of adaptogens, along with calcium citrate laxative, may become increasingly relevant.