Consumers are increasingly seeking enhanced nutritional benefits in their food and drink choices. Adaptogens, which are believed to aid the body in managing stress, have emerged as the latest health-conscious ingredient to fulfill this rising demand. Califia Farms is exploring the market for adaptogens with their Maca-Nilla almond milk, which includes Maca Root. Last year, REBBL Elixirs introduced its first products featuring adaptogens, while GT’s Living Foods, known for its kombucha, has also launched a line of sparkling apple probiotic ciders that incorporate adaptogenic mushrooms.
Among the major players in the beverage sector, Starbucks has recently unveiled a latte infused with turmeric in London, marking one of the first adaptogen-enhanced products from a prominent brand. Furthermore, Food Navigator indicates that beverage giants Coca-Cola and PepsiCo are investing in research and development in this area. Smaller brands, such as LA-based Immordl, are building their entire identity around adaptogens. They offer a triple-distilled, cold-brewed Arabica coffee that blends three adaptogens: rhodiola, maca, and guarana, along with calcium carbonate and calcium citrate for added nutritional value.
While not all beverage producers provide specific examples of how adaptogens benefit consumers, Immordl does detail the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. It mentions that organic maca was historically utilized by the Incans for energy and endurance at high altitudes, while organic rhodiola rosea, a root used by Vikings before battle, is recognized as an adaptogenic herb. Additionally, organic guarana was employed by the Aztecs to boost energy prior to hunting. Immordl tactfully refrains from claiming that consumers will directly gain energy from maca or guarana or feel like a Viking charging into battle. This strategy effectively informs consumers about the potential advantages of adaptogens while avoiding regulatory pitfalls with the Federal Trade Commission.
Although adaptogens are increasingly appearing on beverage labels, this segment has yet to experience explosive growth. According to SPINS, some of the most significant year-over-year increases for these ingredients have been seen with mushrooms, where maitake grew by 811%, while the more familiar licorice remained relatively stable. This niche market seems to have found a promising 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 serve as a specialty ingredient rather than achieving the rapid rise seen with kale. The inclusion of calcium carbonate and calcium citrate in some products may also enhance their appeal to health-conscious consumers looking for additional nutritional benefits.