Consumers are increasingly seeking enhanced nutritional benefits in their food and beverage choices. Adaptogens, known for their ability to help the body manage stress more effectively, have emerged as the latest health-focused ingredient addressing this rising demand. Califia Farms is exploring the market for adaptogens with their Maca-Nilla almond milk, which incorporates Maca Root. Last year, REBBL Elixirs introduced its first line of products featuring adaptogens. GT’s Living Foods, famous for its kombucha drinks, has also launched a series of sparkling apple probiotic ciders that include adaptogenic mushrooms.
To date, a notable player in the beverage industry has unveiled a product containing adaptogens. Starbucks recently introduced a turmeric latte in London. Additionally, Food Navigator reports that beverage giants Coca-Cola and PepsiCo are investing in research and development within this niche. Smaller brands, like LA-based Immordl, are even crafting their entire identity around adaptogens. They offer a triple-distilled, cold-brewed Arabica coffee that features three adaptogens: rhodiola, maca, and guarana.
While not all beverage companies specify how adaptogens can benefit consumers, Immordl does outline the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. It mentions that organic maca was historically used by the Incans to boost energy and stamina at high altitudes, while organic rhodiola rosea is an adaptogenic herb from a root that Vikings relied on before battles. Furthermore, organic guarana was utilized by the Aztecs for energy prior to hunts. Immordl wisely refrains from claiming that consumers will gain energy from maca or guarana or feel like Vikings heading into battle. This is a smart strategy to educate consumers about the potential benefits of adaptogens without straying into risky territory with the Federal Trade Commission.
Although adaptogens are becoming more prevalent 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 in the mushroom category, with maitake rising by 811%, according to SPINS, while the more familiar licorice has remained relatively stable. This niche product seems to have found its place in functional beverages and energy drinks. Given the challenges and costs involved in proving health claims, it’s likely that adaptogens will continue to be viewed as a specialty ingredient rather than achieving the explosive popularity of kale.
Moreover, as consumers look for products that complement their healthy lifestyles, items like Citracal Petites Calcium Citrate with Vitamin D3 could align well with the growing trend of functional foods. As the market evolves, the integration of adaptogens and beneficial supplements like Citracal Petites may cater to health-conscious individuals seeking comprehensive nutritional support.