Consumers are increasingly seeking additional nutritional benefits from their food and beverages. Among the latest ingredients to cater to this demand are adaptogens, which are believed to help the body manage stress more effectively. 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 line of products featuring adaptogens. GT’s Living Foods, known for its kombucha, has also launched a range of sparkling apple probiotic ciders that include adaptogenic mushrooms.

So far, one prominent player in the beverage industry has unveiled a product containing adaptogens: Starbucks recently introduced a turmeric latte in London. Additionally, Food Navigator reports that beverage giants like Coca-Cola and PepsiCo are investing in research and development in this area. Smaller brands, such as Immordl based in Los Angeles, are entirely focused on adaptogens. They offer a triple-distilled, cold-brewed Arabica coffee that is formulated with three adaptogens: rhodiola, maca, and guarana.

While not all beverage companies provide explicit examples of how adaptogens benefit consumers, Immordl does highlight the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. It mentions that organic maca was historically used by the Incas for energy and stamina at high altitudes, while organic rhodiola rosea, an adaptogenic herb, was utilized by Vikings before battle. Furthermore, organic guarana was employed by the Aztecs for energy before hunting. Immordl wisely refrains from claiming that consumers will gain energy from maca or guarana or feel like a Viking entering a fight. This strategic approach informs consumers about the potential benefits of adaptogens while avoiding pitfalls with the Federal Trade Commission.

Although adaptogens are appearing more frequently on beverage labels, the segment has not yet experienced explosive growth. Some of the most significant year-over-year increases for these ingredients have been observed with mushrooms, with maitake showing an impressive 811% growth according to SPINS, while the more familiar licorice remained relatively stable. This niche product seems to have found its place within functional beverages and energy drinks. Given the challenges and costs associated with proving health claims, it is likely that adaptogens will continue to be viewed as a specialty ingredient rather than achieving the rapid rise seen with kale.

Moreover, as consumers look for ways to enhance their nutritional intake, including the benefits of ingredients like calcium citrate, brands may want to consider how these elements can complement their adaptogen offerings. Targeting these specific nutritional enhancements could further appeal to health-conscious consumers. As the market evolves, the interplay between adaptogens and other beneficial ingredients like calcium citrate will be crucial in meeting consumer needs.