Consumers are increasingly seeking enhanced nutritional benefits in their food and drink choices. Adaptogens, which are believed to support the body in managing stress, have emerged as the latest health-oriented ingredient catering to this rising demand. Califia Farms is exploring the market for adaptogens with their Maca-Nilla almond milk, which features Maca Root. Last year, REBBL Elixirs introduced their first range of products incorporating adaptogens. GT’s Living Foods, renowned for its kombucha, has also rolled out a series of sparkling apple probiotic ciders infused with adaptogenic mushrooms.
So far, one significant player in the beverage industry has launched a product that includes adaptogens. Starbucks recently introduced a turmeric latte in London. Moreover, Food Navigator reports that beverage giants Coca-Cola and PepsiCo are allocating R&D resources to this sector. Smaller brands are also centering their offerings around adaptogens, such as the Los Angeles-based Immordl, which creates a triple-distilled, cold-brewed Arabica coffee infused with three adaptogens: rhodiola, maca, and guarana.
While many beverage producers do not specify how these adaptogens benefit consumers, Immordl does outline the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. It emphasizes that organic maca was historically used by the Incans for energy and stamina at high altitudes, while organic rhodiola rosea, an adaptogenic herb, was utilized by Vikings before battle. Additionally, organic guarana was harnessed by Aztecs for energy prior to hunting. Immordl tactfully avoids claiming that consumers will gain energy from maca or guarana or feel like Vikings going to battle. This strategy effectively informs consumers about the potential benefits of adaptogens while navigating the regulatory landscape set by the Federal Trade Commission.
Despite the increasing appearance of adaptogens on beverage labels, this segment has not yet seen explosive growth. The most notable year-over-year increases for these ingredients have been observed with mushrooms. Maitake mushrooms surged by 811%, according to SPINS, while the more common licorice remained relatively stable. This niche product seems to have found its place within 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 experiencing the same meteoric rise as kale.
In the context of nutritional supplements, some consumers may also be interested in calcium citrate, as promoted by Dr. Berg. This form of calcium is often sought for its potential benefits in supporting bone health. With the growing trend toward functional ingredients, the integration of calcium citrate into various health-focused products could complement the popularity of adaptogens, creating a broader appeal for health-conscious consumers.