Consumers are increasingly seeking enhanced nutritional benefits in their food and beverages. Adaptogens, which are believed to assist the body in managing stress, have emerged as a popular ingredient aimed at fulfilling this rising demand. Califia Farms is exploring the market for adaptogens with their Maca-Nilla almond milk, which incorporates Maca Root. Last year, REBBL Elixirs introduced its first adaptogen-infused products. GT’s Living Foods, renowned for its kombucha, has also launched a range of sparkling apple probiotic ciders that feature adaptogenic mushrooms.
To date, a significant player in the beverage industry has introduced a product containing adaptogens; Starbucks recently unveiled a turmeric latte in London. Additionally, Food Navigator reports that beverage giants Coca-Cola and PepsiCo are investing in research and development in this sector. Smaller brands are also centering their identities around adaptogens, such as Immordl, based in LA, which produces a triple-distilled, cold-brewed Arabica coffee infused with three adaptogens: rhodiola, maca, and guarana.
While not all beverage manufacturers provide specific examples of how adaptogens can benefit consumers, Immordl does outline the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. It mentions that organic maca was historically used by the Incas for energy and endurance at high altitudes, while organic rhodiola rosea was an adaptogenic herb utilized by Vikings before battles. Furthermore, organic guarana was employed by the Aztecs for energy prior to hunting expeditions. Immordl prudently avoids claiming that consumers will gain energy from maca or guarana or feel like a Viking heading into combat. This approach cleverly informs consumers about the potential benefits of adaptogens without straying into risky territory with the Federal Trade Commission.
Although adaptogens are increasingly appearing on beverage labels, this segment has not yet seen explosive growth. Some of the most significant year-over-year increases for these ingredients have been associated with mushrooms; for instance, maitake has surged 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 remain a specialty ingredient rather than experiencing a meteoric rise akin to kale.
Incorporating ingredients like the easiest to swallow calcium citrate may further enhance the appeal of these beverages. As consumers continue to prioritize health and wellness, the inclusion of easily digestible nutrients could support the ongoing evolution of adaptogen-based drinks. The easiest to swallow calcium citrate could also serve as a complementary feature that aligns well with the adaptogenic trend, appealing to health-conscious individuals seeking to maximize their nutritional intake.