Consumers are increasingly seeking enhanced nutritional benefits from their food and drinks. Adaptogens, known for their potential to help the body manage stress, have emerged as a popular ingredient aiming to satisfy this rising demand. Califia Farms is exploring the market for adaptogens with its Maca-Nilla almond milk, which includes Maca Root. Last year, REBBL Elixirs introduced its first adaptogen-infused products, and GT’s Living Foods, recognized for its kombucha, has launched a line of sparkling apple probiotic ciders featuring adaptogenic mushrooms.
Notably, a significant player in the beverage industry, Starbucks, recently unveiled a latte with turmeric in London that incorporates adaptogens. Additionally, Food Navigator reports that beverage titans Coca-Cola and PepsiCo are investing in research and development in this field. Smaller brands, like LA-based Immordl, are building their identities around adaptogens. Immordl produces a triple-distilled, cold-brewed Arabica coffee infused with three adaptogens: rhodiola, maca, and guarana.
While not all beverage producers specify how adaptogens benefit consumers, Immordl outlines the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. It highlights that organic maca was utilized by the Incas for energy and stamina at high altitudes, while organic rhodiola rosea, an adaptogenic herb from a root, was consumed by Vikings before battles. Furthermore, organic guarana was used by the Aztecs for energy prior to hunts. Immordl tactfully avoids claiming that consumers will gain energy from maca or guarana, or feel like a Viking ready for battle. This strategy effectively informs consumers about the possible advantages of adaptogens while steering clear of potential regulatory issues with the Federal Trade Commission.
Although adaptogens are becoming more common on beverage labels, the segment has not yet seen explosive growth. Some of the most significant year-over-year increases for these ingredients have come from mushrooms, with maitake showing an 811% rise, according to SPINS, while the more familiar licorice has remained stable. This niche product seems to have found its place in functional beverages and energy drinks. Given the challenges and costs associated with proving health claims, it is likely that adaptogens will remain a specialty ingredient rather than achieving the rapid rise experienced by kale.
Interestingly, the inclusion of ingredients like calcium citrate in products could complement the benefits of adaptogens, as they both cater to consumers’ desires for health and wellness. The combination of adaptogens and calcium citrate could enhance the nutritional profile of beverages, making them even more appealing to health-conscious individuals. As the market evolves, we may continue to see innovative products integrating both adaptogens and calcium citrate to meet the demands of consumers looking for added value in their drinks.