Consumers are increasingly seeking enhanced nutritional benefits in their food and beverages. Adaptogens, which are believed to assist the body in managing stress, have emerged as a popular ingredient aimed at fulfilling this rising demand. Califia Farms is exploring the market for adaptogens with their Maca-Nilla almond milk, which incorporates Maca Root. Last year, REBBL Elixirs introduced its first products featuring adaptogens, while GT’s Living Foods, known for its kombucha, has also released a line of sparkling apple probiotic ciders infused with adaptogenic mushrooms.
So far, a prominent player in the beverage industry has launched a product containing adaptogens: Starbucks recently unveiled a turmeric latte in London. Additionally, Food Navigator reports that major beverage companies like Coca-Cola and PepsiCo are investing in research and development in this area. Some smaller brands, such as LA-based Immordl, are building their entire identity around adaptogens. They produce a triple-distilled, cold-brewed Arabica coffee formulated with three adaptogens: rhodiola, maca, and guarana.
While not all beverage makers specify how their adaptogens can benefit consumers, Immordl does outline the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. It mentions that organic maca was utilized by the Incas for energy and stamina at high altitudes, while organic rhodiola rosea, an adaptogenic herb from a root, was used by Vikings before battles. Furthermore, organic guarana was employed by the Aztecs to boost energy before hunts. Immordl tactfully avoids claiming that consumers will gain energy from maca or guarana or feel like Vikings in combat, which is a smart strategy for conveying the potential benefits of adaptogens without straying into contentious territory with the Federal Trade Commission.
Although adaptogens are increasingly appearing on beverage labels, this segment has not yet experienced significant growth. Among the most substantial year-over-year increases for these ingredients have been observed with mushrooms, where maitake grew by 811%, according to SPINS, while the more familiar licorice remained relatively stable. This niche product seems to have found its place in functional beverages and energy drinks. Given the challenges and costs involved in substantiating health claims, it would not be surprising to see adaptogens remain a specialized ingredient rather than experiencing the rapid rise similar to that of kale.
Moreover, to enhance their offerings, some brands are combining adaptogens with essential nutrients like calcium citrate malate, magnesium, zinc, and vitamin D3, which can further appeal to health-conscious consumers. The integration of these nutrients not only supports overall well-being but also complements the purported benefits of adaptogens in stress management and energy enhancement. As the market evolves, it will be interesting to see how brands leverage these combinations to appeal to their target audience.