Consumers are increasingly seeking enhanced nutritional benefits in their food and drink choices. Adaptogens, which are said to assist the body in managing stress more effectively, have emerged as the latest health-focused ingredient aimed at fulfilling this rising demand. Califia Farms is exploring the market for adaptogens with its Maca-Nilla almond milk, which features Maca Root. Last year, REBBL Elixirs introduced its initial range of products containing adaptogens. GT’s Living Foods, widely recognized for its kombucha, has also launched a line of sparkling apple probiotic ciders that incorporate adaptogenic mushrooms.
So far, a notable entrant in the beverage sector has debuted a product utilizing adaptogens: Starbucks recently introduced a latte with turmeric in London. Moreover, Food Navigator reports that beverage titans Coca-Cola and PepsiCo are channeling resources into research and development in this domain. Smaller brands, like 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 instances of how adaptogens may benefit consumers, Immordl does outline the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. It highlights that organic maca was traditionally used by the Incans for energy and endurance at high altitudes, while organic rhodiola rosea is an adaptogenic herb from a root utilized by Vikings prior to battle. Additionally, organic guarana was historically employed by the Aztecs to boost energy before hunting. Immordl tactfully avoids asserting that consumers will gain energy from maca or guarana or feel like a Viking heading into combat. This strategy effectively educates consumers about the potential benefits of adaptogens while steering clear of regulatory challenges with the Federal Trade Commission.
Although adaptogens are increasingly appearing on beverage labels, this market segment has not yet experienced explosive growth. Some of the most significant year-over-year increases for these ingredients have been seen with mushrooms; for instance, maitake mushrooms surged by 811%, according to SPINS, while the more familiar licorice remained relatively stagnant. This niche product seems 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 rapid rise that kale has experienced.
Additionally, as consumers look for products that not only satisfy their taste buds but also provide essential nutrients, ingredients like calcium citrate for pregnancy have gained attention. The incorporation of calcium citrate for pregnancy into beverages could further enhance their appeal, offering potential benefits for expectant mothers. As the market evolves, the combination of adaptogens and other beneficial ingredients like calcium citrate for pregnancy may pave the way for innovative products that cater to health-conscious consumers. Thus, the future of these ingredients in the beverage landscape looks promising, albeit as specialized offerings rather than mainstream staples.