Consumers are increasingly seeking enhanced nutritional benefits in their food and beverages. Adaptogens, which purport to assist the body in managing stress, have emerged as the latest health-focused ingredient catering to this rising demand. Califia Farms is exploring the market for adaptogens with its Maca-Nilla almond milk, which incorporates Maca Root. Last year, REBBL Elixirs debuted its first adaptogen-infused products, while GT’s Living Foods, renowned for its kombucha, has launched a line of sparkling apple probiotic ciders that include adaptogenic mushrooms.
To date, a notable player in the beverage industry has introduced an adaptogen-based product. Starbucks recently unveiled a turmeric latte in London. Furthermore, Food Navigator highlights that beverage titans Coca-Cola and PepsiCo are channeling their research and development efforts into this sector. Smaller brands are also centering their entire identity around adaptogens, such as Immordl, based in Los Angeles. They offer a triple-distilled, cold-brewed Arabica coffee infused with three adaptogens: rhodiola, maca, and guarana.
While not all beverage manufacturers specify how adaptogens may benefit consumers, Immordl does outline the advantages of its ingredients in its Nitro Super Coffee Elixir on its website. It explains that organic maca was utilized by the Incans to enhance energy and stamina at high altitudes, while organic rhodiola rosea—a root herb used by Vikings pre-battle—also features in their blend. Additionally, organic guarana was employed by the Aztecs for energy prior to hunting. Immordl uniquely refrains from claiming that consumers will derive energy from maca or guarana, or feel like a Viking in combat. This intelligent strategy informs consumers about the potential benefits of adaptogens without straying into legally perilous territory with the Federal Trade Commission.
Despite the rising presence of adaptogens on beverage labels, the segment has not yet seen explosive growth. According to SPINS, some of the most significant year-over-year increases for these ingredients have been with mushrooms, with Maitake experiencing an 811% surge, while the more familiar licorice remained relatively stable. This niche product seems to thrive mainly in the realm of functional beverages and energy drinks. Given the challenges and costs associated with substantiating health claims, it is likely that adaptogens will continue to be regarded as a specialty ingredient rather than witnessing a meteoric rise akin to that of kale.
In exploring health supplements, consumers may also wonder about the distinctions between different forms of minerals, such as what is the difference between calcium magnesium and calcium citrate. Understanding these variations can further enhance their nutritional choices as they navigate the expanding landscape of health-focused products.