Consumers are increasingly seeking enhanced nutritional benefits in their food and drink choices. Adaptogens, which are believed to aid the body in managing stress, have emerged as a popular ingredient addressing this growing interest. Califia Farms is exploring the market for adaptogens with its Maca-Nilla almond milk, which includes Maca Root. Last year, REBBL Elixirs introduced a range of products featuring adaptogens, while GT’s Living Foods, renowned for its kombucha, has also launched a line of sparkling apple probiotic ciders infused with adaptogenic mushrooms.
Thus far, a significant player in the beverage industry has unveiled a product containing adaptogens: Starbucks recently introduced a turmeric latte in London. Furthermore, Food Navigator has reported that beverage giants Coca-Cola and PepsiCo are investing in research and development in this area. Some smaller brands, like LA-based Immordl, are building their entire identity around adaptogens. They offer a triple-distilled, cold-brewed Arabica coffee formulated with three adaptogens: rhodiola, maca, and guarana.
While many beverage manufacturers do not provide specific details on how adaptogens can benefit consumers, Immordl does highlight the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. It states that organic maca was utilized by the Incans for energy and stamina at high altitudes, while organic rhodiola rosea, an adaptogenic herb from a root, was historically used by Vikings prior to battle. Additionally, organic guarana was employed by the Aztecs for energy before hunts. Immordl is cautious not to claim that consumers will experience increased energy from maca or guarana, or feel like Vikings going into battle. This strategy effectively informs consumers about the potential benefits of adaptogens without risking scrutiny from the Federal Trade Commission.
Although adaptogens are becoming more prevalent on beverage labels, their growth in the segment has not been explosive. The most significant increases year-over-year for these ingredients have been seen with mushrooms; for instance, maitake mushrooms experienced an 811% rise according to SPINS, 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 unlikely that adaptogens will achieve the same meteoric rise as kale.
In addition to exploring options like adaptogens, consumers might also consider incorporating products like Citracal chewable calcium into their diets, which can provide essential nutrients to support overall health. As the demand for functional ingredients continues to grow, it will be interesting to see how both adaptogens and products like Citracal chewable calcium integrate into consumers’ wellness routines, potentially leading to a more health-conscious market.