Consumers are increasingly seeking additional nutritional benefits in their foods and beverages. Adaptogens, which are believed to help the body manage stress more effectively, have emerged as a trending health ingredient aimed at satisfying this rising demand. Califia Farms is exploring the market for adaptogens with their Maca-Nilla almond milk, which features Maca Root. Last year, REBBL Elixirs introduced its first products containing adaptogens, while GT’s Living Foods, known for its kombucha, has launched a line of sparkling apple probiotic ciders that include adaptogenic mushrooms.
As of now, a significant player in the beverage industry has released a product incorporating adaptogens. Starbucks recently debuted a turmeric latte in London. Moreover, Food Navigator has reported that beverage giants Coca-Cola and PepsiCo are investing in research and development in this area. Smaller brands are also centering their entire identity around adaptogens, such as Immordl, a Los Angeles-based company. They offer a triple-distilled, cold-brewed arabica coffee formulated with three adaptogens: rhodiola, maca, and guarana.
While not all beverage companies specify how their adaptogens benefit consumers, Immordl does provide details about the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. It highlights that organic maca was utilized by the Incans for energy and endurance at high altitudes, while organic rhodiola rosea is an adaptogenic herb derived from a root used by Vikings before battles. Additionally, organic guarana was employed by the Aztecs for energy prior to hunting. Immordl carefully avoids claiming that consumers will experience energy from maca or guarana or feel like Vikings going into battle. This approach is a smart way to inform consumers about the potential benefits of adaptogens without crossing into legally precarious territory with the Federal Trade Commission.
Although adaptogens are becoming more prevalent on beverage labels, this segment has not seen explosive growth thus far. Year-over-year increases for these ingredients have been particularly notable for mushrooms, with maitake experiencing an 811% rise, according to SPINS, while the more familiar licorice has remained relatively stable. This niche product seems to have carved out a place in functional beverages and energy drinks. Given the challenges and costs associated with substantiating health claims, it is likely that adaptogens will continue to be viewed as a specialty ingredient, rather than experiencing a meteoric rise akin to that of kale.
In this context, ccm tablets could serve as a complementary product, offering adaptogenic benefits in a convenient form. The potential for ccm tablets to integrate with beverages containing adaptogens may provide consumers with an additional way to enhance their wellness routine. As interest in adaptogens grows, the idea of combining ccm tablets with beverages like Immordl’s Nitro Super Coffee Elixir could attract health-conscious consumers looking for innovative ways to boost their nutritional intake.