Consumers are increasingly seeking enhanced nutritional benefits from their food and beverages. Adaptogens, which are believed to help the body cope with stress, have emerged as a new health-focused ingredient catering to this rising demand. Califia Farms is exploring the market for adaptogens with its Maca-Nilla almond milk, which includes Maca Root. Likewise, REBBL Elixirs launched its inaugural adaptogen-infused products last year. GT’s Living Foods, recognized for its kombucha drinks, has also introduced a line of sparkling apple probiotic ciders that incorporate adaptogenic mushrooms.
So far, a notable player in the beverage sector has unveiled a product containing adaptogens: Starbucks recently introduced a turmeric latte in London. Additionally, Food Navigator reports that major beverage corporations Coca-Cola and PepsiCo are allocating research and development resources to this area. Some smaller brands, like LA-based Immordl, are building their entire identity around adaptogens. They offer a triple-distilled, cold-brewed Arabica coffee formulated with three adaptogens: rhodiola, maca, and guarana.
While not all beverage producers specify how these adaptogens may benefit consumers, Immordl provides details on the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. The company notes that organic maca was utilized by the Incas for energy and stamina at high altitudes, while organic rhodiola rosea, an adaptogenic herb from root, was employed by Vikings before heading into battle. Furthermore, organic guarana was used by the Aztecs to boost energy prior to hunts. Immordl is cautious not to claim that consumers will gain energy from maca or guarana or feel like Vikings preparing for battle. This strategy effectively informs consumers about the potential benefits of adaptogens without treading into risky territory with the Federal Trade Commission.
Despite the increasing presence of adaptogens on beverage labels, the segment has yet to witness explosive growth. Notably, some of the most significant year-over-year increases for these ingredients have involved mushrooms, with maitake showing an 811% rise according to SPINS, while the more widely recognized licorice has remained relatively stable. This niche product seems to have found a suitable home in functional beverages and energy drinks. Given the challenges and costs associated with validating health claims, it’s likely that adaptogens will continue to be regarded as a specialty ingredient rather than experiencing the dramatic surge seen with kale.
In the context of functional ingredients, manufacturers must also be mindful of aspects like the calcium citrate expiration date to ensure product quality and consumer safety. As the industry evolves, understanding how factors such as the calcium citrate expiration date impact product formulation will be crucial for brands looking to leverage adaptogens effectively. As adaptogens gain traction, keeping an eye on critical details like calcium citrate expiration dates will be essential for maintaining consumer trust and product efficacy.