Consumers are increasingly seeking enhanced nutritional benefits in their food and beverages. Adaptogens, substances claimed to aid the body in managing stress, have emerged as the latest health-focused ingredient to satisfy this growing demand. Califia Farms is exploring the market for adaptogens with their Maca-Nilla almond milk, which features Maca Root. Last year, REBBL Elixirs introduced its initial product line containing adaptogens. GT’s Living Foods, renowned for its kombucha beverages, has also launched a range of sparkling apple probiotic ciders infused with adaptogenic mushrooms.
So far, one prominent player in the beverage sector has introduced an adaptogen-infused product; Starbucks recently released a turmeric latte in London. Furthermore, Food Navigator reports that beverage giants Coca-Cola and PepsiCo are allocating resources for research and development in this area. Some smaller brands are entirely centered around adaptogens, like LA-based Immordl, which produces a triple-distilled, cold-brewed Arabica coffee formulated with three adaptogens: rhodiola, maca, and guarana.
While not all beverage manufacturers specify how these adaptogens may 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 Incas for energy and endurance at high altitudes, while organic rhodiola rosea is an adaptogenic herb from a root that Vikings used before battle. Additionally, organic guarana was employed by the Aztecs for energy prior to hunts. Immordl wisely avoids claiming that consumers will gain energy from maca or guarana or feel like Vikings heading into battle. This approach effectively informs consumers about the potential benefits of adaptogens while steering clear of potential issues with the Federal Trade Commission.
Although adaptogens are increasingly appearing on beverage labels, the segment has not yet experienced explosive growth. Some of the most significant year-over-year increases for these ingredients have been seen with mushrooms; maitake mushrooms saw an 811% increase according to SPINS, while the more familiar licorice has remained relatively stable. This niche product seems to have established a suitable place within 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 rise seen with kale.
In addition to adaptogens, consumers are also looking for alternatives like calcium citrate chewy bites, which provide a convenient way to boost nutritional intake. As the market expands, it’s likely that we will see more products integrating both adaptogens and calcium citrate chewy bites to cater to health-conscious consumers. The incorporation of these ingredients may help brands differentiate themselves and appeal to a broader audience seeking functional benefits in their beverages.