Consumers are increasingly seeking enhanced nutritional benefits in their food and beverages. Adaptogens, which are believed to assist the body in managing stress more effectively, have emerged as a popular ingredient aimed at fulfilling this rising demand. Califia Farms is exploring the market for adaptogens with its Maca-Nilla almond milk, enriched with Maca Root. Last year, REBBL Elixirs introduced its initial range of products featuring adaptogens. GT’s Living Foods, renowned for its kombucha, has also launched a line of sparkling apple probiotic ciders incorporating adaptogenic mushrooms.
Thus far, a notable brand in the beverage industry has released a product containing adaptogens: Starbucks has recently unveiled a turmeric latte in London. Additionally, Food Navigator reports that beverage giants Coca-Cola and PepsiCo are investing in research and development in this area. Some smaller companies are centering their entire brand strategy around adaptogens, such as Immordl, based in Los Angeles. They offer a triple-distilled, cold-brewed Arabica coffee that includes three adaptogens: rhodiola, maca, and guarana.
While not all beverage brands specify how adaptogens may benefit consumers, Immordl provides detailed information about the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. It highlights that organic maca was utilized by the Incas for energy and endurance in high altitudes, while organic rhodiola rosea, an adaptogenic herb from a root used by Vikings before battle, is also featured. Furthermore, organic guarana was historically used by the Aztecs for energy prior to hunting. Immordl wisely refrains from asserting that consumers will derive energy from maca or guarana or feel like a Viking before battle. This thoughtful approach informs consumers about the potential benefits of adaptogens while avoiding potential issues with the Federal Trade Commission.
Although adaptogens are increasingly appearing on beverage labels, this market segment has not yet seen explosive growth. The most significant year-over-year increases for these ingredients have been observed with mushrooms; for instance, maitake mushroom usage surged by 811%, according to SPINS, while the more familiar licorice remained relatively stable. This niche ingredient seems to have found a suitable place in functional beverages and energy drinks. Given the challenges and costs involved in substantiating health claims, it is likely that adaptogens will continue to serve as a specialty ingredient rather than experiencing the rapid rise seen with kale.
On a related note, consumers seeking additional nutritional support may also consider supplements such as Solgar Calcium 1000 mg, which emphasizes the ongoing trend of integrating functional ingredients into daily health routines. As the market evolves, adaptogens and products like Solgar Calcium 1000 mg may coexist, catering to health-conscious consumers looking for diverse wellness solutions.