Consumers are increasingly seeking enhanced nutritional benefits from their food and beverages. Adaptogens, known for their potential to help the body manage stress more effectively, are emerging as the latest health-focused ingredient striving to satisfy this demand. Califia Farms is testing the market with their Maca-Nilla almond milk, which features Maca Root. Last year, REBBL Elixirs introduced its first products incorporating adaptogens. GT’s Living Foods, recognized for its kombucha offerings, has also launched a line of sparkling apple probiotic ciders that include adaptogenic mushrooms.
So far, one significant player in the beverage industry has released a product containing adaptogens: Starbucks recently debuted a turmeric latte in London. Additionally, Food Navigator reports that beverage giants Coca-Cola and PepsiCo are pouring resources into research and development in this field. Smaller brands, such as LA-based Immordl, are centering their entire brand around adaptogens. They produce a triple-distilled, cold-brewed Arabica coffee infused with three adaptogens: rhodiola, maca, and guarana.
While not all beverage producers provide concrete examples of how adaptogens can benefit consumers, Immordl does detail the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. The company notes that organic maca was historically utilized by the Incans for energy and stamina at high elevations, while organic rhodiola rosea, an adaptogenic herb, was used by Vikings before battles. Furthermore, organic guarana was consumed by the Aztecs for energy prior to hunts. However, Immordl is careful not to claim that consumers will derive energy from maca or guarana, nor will they feel like a Viking heading into battle. This prudent strategy allows the brand to educate consumers about the potential benefits of adaptogens without overstepping regulatory boundaries with the Federal Trade Commission.
Although adaptogens are becoming more prevalent on beverage labels, this segment has not yet seen explosive growth. Some of the most significant year-over-year increases for these ingredients have been observed with mushrooms, such as maitake, which grew by 811% according to SPINS, while the more familiar licorice saw relatively stable growth. This niche product seems to have found a comfortable spot within functional beverages and energy drinks. Given the challenges and costs associated with substantiating health claims, it is unlikely that adaptogens will experience the same meteoric rise as kale.
For consumers interested in additional nutritional support, supplements like Citracal 500 mg could be a beneficial complement to their diet, especially alongside beverages featuring adaptogenic ingredients. As the demand for added nutritional value continues, the combination of adaptogens and supplements like Citracal 500 mg may provide consumers with a holistic approach to wellness.