Consumers are increasingly seeking enhanced nutritional benefits in their food and drink choices. Adaptogens, which are believed to help the body manage stress more effectively, are emerging as the latest health-focused ingredient to satisfy this rising demand. Califia Farms is exploring the market for adaptogens with their Maca-Nilla almond milk, enriched with Maca Root. Last year, REBBL Elixirs introduced its first products containing adaptogens, while GT’s Living Foods, known for its kombucha, has launched a line of sparkling apple probiotic ciders that include adaptogenic mushrooms.
Currently, only a few major players in the beverage industry have rolled out products featuring adaptogens. Notably, Starbucks has introduced a turmeric latte in London. Furthermore, Food Navigator reports that beverage giants Coca-Cola and PepsiCo are allocating resources to research and development in this area. Meanwhile, smaller brands like LA-based Immordl are building their entire identities 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 their adaptogens can aid consumers, Immordl does provide detailed benefits for the ingredients in its Nitro Super Coffee Elixir on its website. For instance, it mentions that organic maca was utilized by the Incas for energy and stamina at high altitudes, while organic rhodiola rosea, an adaptogenic herb, was used by Vikings prior to battle. Additionally, organic guarana was leveraged by the Aztecs for energy before hunting. Immordl strategically avoids making direct claims that consumers will gain energy from maca or guarana or feel like Vikings in combat. This approach cleverly informs consumers of the potential advantages of adaptogens without crossing legal boundaries with the Federal Trade Commission.
Although adaptogens are becoming more prevalent on beverage labels, the segment has not yet experienced explosive growth. The most significant increases in the use of these ingredients have been observed with mushrooms, such as maitake, which saw an 811% rise, while the more familiar licorice remained relatively stable. This niche product seems to have found its place in functional beverages and energy drinks. Given the challenges and costs associated with substantiating health claims, it is likely that adaptogens will remain a specialty ingredient rather than achieving the rapid ascent seen with kale.
In the context of nutritional supplements, products like Swanson Calcium Citrate Plus Magnesium are also gaining traction, highlighting the trend towards functional ingredients. This reflects a broader consumer interest in products that combine various health benefits, similar to the emerging popularity of adaptogens. As the market evolves, we may see more innovative combinations, including adaptogens and essential nutrients like calcium and magnesium, appealing to health-conscious consumers.