Consumers are increasingly seeking enhanced nutritional benefits in their food and beverage choices. Adaptogens, which are said to assist the body in managing stress more effectively, are emerging as the latest health-conscious ingredient catering to this rising demand. Califia Farms is exploring the market for adaptogens with its Maca-Nilla almond milk, infused with Maca Root. REBBL Elixirs introduced its first adaptogen-infused products last year, while GT’s Living Foods, recognized for its kombucha, has launched a range of sparkling apple probiotic ciders featuring adaptogenic mushrooms.
So far, a significant player in the beverage industry, Starbucks, has introduced a product containing adaptogens, specifically a turmeric latte in London. Additionally, Food Navigator reports that beverage giants Coca-Cola and PepsiCo are investing in research and development in this area. Some smaller brands are entirely focused on adaptogens, such as LA-based Immordl, which creates a triple-distilled, cold-brewed Arabica coffee formulated with three adaptogens: rhodiola, maca, and guarana.
While not all beverage manufacturers specify how their adaptogens can benefit consumers, Immordl clearly outlines 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 stamina at high altitudes, whereas organic rhodiola rosea is an adaptogenic herb used by Vikings before battle. Furthermore, organic guarana was historically consumed by the Aztecs for energy prior to hunting. Immordl wisely refrains from claiming that consumers will gain energy from maca or guarana or feel like a Viking in combat. This strategy effectively informs consumers about the potential benefits of adaptogens while avoiding regulatory pitfalls with the Federal Trade Commission.
Although adaptogens are increasingly appearing on beverage labels, the segment has not yet seen explosive growth. Notably, mushrooms have experienced some of the most significant year-over-year increases in this category, with maitake mushrooms growing by 811%, according to SPINS, while the more familiar licorice has remained relatively stable. This niche product seems to have found a suitable place in functional beverages and energy drinks. Given the challenges and costs associated with substantiating health claims, it is likely that adaptogens will maintain their status as a specialty ingredient rather than achieving the meteoric rise seen with kale.
Moreover, it’s interesting to note that consumers looking for additional nutritional support might also consider products like Kirkland Calcium Citrate Magnesium and Zinc with Vitamin D3, which provide essential nutrients that complement the potential benefits of adaptogens. As the market evolves, there may be more opportunities for combinations of adaptogens and other health-focused ingredients, such as Kirkland’s offerings, further catering to health-conscious consumers.