Consumers are increasingly seeking additional nutritional benefits in their food and drink choices. Adaptogens, which are believed to assist the body in managing stress, have emerged as a popular health-conscious ingredient to fulfill this demand. Califia Farms is exploring the market for adaptogens with its Maca-Nilla almond milk, which includes Maca Root. Last year, REBBL Elixirs introduced its first adaptogen-infused products, while GT’s Living Foods, known for its kombucha, has launched a range of sparkling apple probiotic ciders featuring adaptogenic mushrooms.
So far, a significant player in the beverage industry has debuted an adaptogen product: Starbucks recently released a turmeric latte in London. Furthermore, Food Navigator reports that beverage giants Coca-Cola and PepsiCo are investing in research and development in this domain. Smaller brands, such as LA-based Immordl, are building their entire identity around adaptogens. They offer a triple-distilled, cold-brewed Arabica coffee infused with three adaptogens: rhodiola, maca, and guarana.
While not all beverage manufacturers provide specific examples of how adaptogens may benefit consumers, Immordl clearly outlines the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. It highlights that organic maca was utilized by the Incans for energy and stamina at high altitudes, while organic rhodiola rosea, an adaptogenic herb, was used by Vikings before battles. Additionally, organic guarana was consumed by the Aztecs for energy prior to hunting. Immordl wisely avoids claiming that consumers will gain energy from maca or guarana, or that they will feel like Vikings going into battle. This strategy effectively informs consumers about the potential benefits of adaptogens without crossing regulatory lines with the Federal Trade Commission.
Although adaptogens are increasingly appearing on beverage labels, this segment has not yet seen explosive growth. Significant year-over-year increases for these ingredients have been noted, particularly with mushrooms; maitake saw an 811% increase, according to SPINS, while the more familiar licorice remained relatively stable. This niche appears to have found its 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 meteoric rise of other trends like kale. Interestingly, incorporating calcium citrate with d into some of these adaptogen products could enhance their appeal, as consumers continuously search for foods and beverages that offer a comprehensive range of nutritional benefits.