Consumers are increasingly seeking enhanced nutritional benefits in their food and beverages. Adaptogens, which are believed to aid the body in managing stress, have emerged as a popular ingredient aiming to satisfy this growing trend. Califia Farms is exploring the market for adaptogens with its Maca-Nilla almond milk, which incorporates Maca Root. Last year, REBBL Elixirs introduced its first line of products featuring adaptogens. GT’s Living Foods, renowned for its kombucha, has also launched a range of sparkling apple probiotic ciders that include adaptogenic mushrooms.
Notably, Starbucks has recently introduced a turmeric latte in London, marking one of the significant movements in the beverage industry towards adaptogens. Additionally, Food Navigator reports that beverage giants Coca-Cola and PepsiCo are investing in research and development within this sector. Meanwhile, some smaller brands are building their identities around adaptogens, such as Immordl, based in LA. They produce a triple-distilled, cold-brewed Arabica coffee infused with three adaptogens: rhodiola, maca, and guarana.
While not all beverage manufacturers specify the benefits of these adaptogens, Immordl does highlight the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. The company notes that organic maca was utilized by the Incans for energy and stamina at high altitudes, while organic rhodiola rosea is an adaptogenic herb from a root that the Vikings used before entering battle. Furthermore, organic guarana was historically consumed by the Aztecs for energy prior to hunting. Immordl strategically avoids asserting that consumers will gain energy from maca or guarana, or feel like a Viking preparing for combat. This cautious approach effectively informs consumers about the potential advantages of adaptogens while steering clear of potential regulatory issues with the Federal Trade Commission.
As adaptogens become more prevalent on beverage labels, the segment has not yet seen explosive growth. Among the notable increases in these ingredients, mushrooms have shown significant year-over-year growth, with maitake mushrooms skyrocketing by 811%, according to SPINS, while the more familiar licorice has remained relatively stable. This niche product seems to have found its place in the functional beverage and energy drink market. Given the challenges and costs associated with substantiating health claims, it is unlikely that adaptogens will experience the same meteoric rise as kale.
In this evolving landscape, innovative products, including gummy calcium citrate supplements, may also play a role in consumers’ pursuit of functional health benefits, adding another layer of interest to the beverage market. As the demand for nutritional enhancements continues, the intersection of adaptogens and gummy calcium citrate could create exciting opportunities for brands aiming to cater to health-conscious consumers.