Consumers are increasingly seeking enhanced nutritional benefits in their food and beverages. Adaptogens, known for their ability to help the body manage stress, are emerging as the latest health-focused ingredient to satisfy this growing trend. Califia Farms is exploring the market for adaptogens with their Maca-Nilla almond milk, which features Maca Root. Last year, REBBL Elixirs introduced its first products containing adaptogens. Similarly, GT’s Living Foods, famed for its kombucha drinks, has launched a line of sparkling apple probiotic ciders enriched with adaptogenic mushrooms.
So far, only a few major players in the beverage industry have introduced products with adaptogens. Notably, Starbucks recently debuted a turmeric latte in London. Furthermore, Food Navigator reports that beverage giants Coca-Cola and PepsiCo are investing in research and development in this area. Some smaller brands, such as LA-based Immordl, are centering their entire brand around adaptogens. They offer a triple-distilled, cold-brewed Arabica coffee infused with three adaptogens: rhodiola, maca, and guarana.
While many beverage manufacturers do not provide specific examples of how adaptogens can benefit consumers, Immordl outlines the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. They highlight that organic maca was historically utilized by the Incas for energy and endurance at high altitudes, while organic rhodiola rosea, an adaptogenic herb from a root, was used by Vikings before battles. Additionally, organic guarana was consumed by the Aztecs for energy prior to hunting. Immordl is careful not to claim that consumers will gain energy from maca or guarana or feel like a Viking preparing for battle. This approach cleverly informs consumers about the potential benefits of adaptogens without risking issues with the Federal Trade Commission.
Despite the growing presence of adaptogens on beverage labels, this segment has not yet seen explosive growth. The most significant year-over-year increases for these ingredients have been observed with mushrooms, with maitake experiencing an impressive 811% growth, according to SPINS, while the more familiar licorice has remained relatively stable. This niche product seems to have carved out a space in functional beverages and energy drinks. Given that proving health claims can be both challenging and costly, it is likely that adaptogens will continue to be regarded as a specialty ingredient rather than experiencing a meteoric rise akin to that of kale.
As consumers seek out products that offer benefits such as Citracal calcium slow release, the demand for adaptogenic ingredients may evolve. Incorporating such elements can enhance the appeal of functional beverages, potentially leading to increased consumer interest. While adaptogens are gaining traction, the market will need to navigate the complexities of health claims and consumer education effectively.