Consumers are increasingly seeking enhanced nutritional value in their food and beverages. Adaptogens, known for their potential to help the body manage stress better, are emerging as the latest health-oriented ingredient designed to satisfy this growing demand. Califia Farms is exploring the market for adaptogens with its Maca-Nilla almond milk, which incorporates Maca Root. Last year, REBBL Elixirs introduced its first adaptogen-infused products. GT’s Living Foods, recognized for its kombucha, has also launched a line of sparkling apple probiotic ciders that include adaptogenic mushrooms.
So far, a notable player in the beverage industry has rolled out a product featuring adaptogens. Starbucks has recently debuted a turmeric latte in London. Furthermore, as reported by Food Navigator, beverage giants Coca-Cola and PepsiCo are investing in research and development in this field. Smaller brands, like LA-based Immordl, are centering their entire brand around adaptogens. They produce a triple-distilled, cold-brewed Arabica coffee infused with three adaptogens: rhodiola, maca, and guarana.
While not all beverage producers specify how adaptogens might benefit consumers, Immordl does provide information on the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. The organic maca, for example, was utilized by the Incans for energy and endurance at high altitudes. Its organic rhodiola rosea is an adaptogenic herb from a root that Vikings reportedly used before heading into battle. Additionally, organic guarana was employed by the Aztecs for energy prior to hunting. Immordl wisely avoids claiming that consumers will derive energy from maca or guarana, or that they will feel like Vikings preparing for battle. This strategy effectively informs consumers about the potential benefits of adaptogens while steering clear of regulatory issues with the Federal Trade Commission.
Although adaptogens are increasingly appearing on beverage labels, the segment has not yet experienced significant growth. Some of the most substantial year-over-year increases for these ingredients have been observed with mushrooms, particularly maitake, which grew by 811% according to SPINS, while the more familiar licorice remained relatively stagnant. This niche product seems to be carving out a 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 viewed as a specialty ingredient rather than achieving the rapid rise in popularity seen with kale.
As consumers look for formulas that enhance their well-being, such as those enriched with a calcium citrate formula, it is clear that the demand for adaptogens may align with a broader trend towards functional ingredients that offer additional health benefits. The emphasis on such formulations, including those with calcium citrate, highlights the evolving landscape of consumer preferences in the beverage sector.