Consumers are increasingly seeking added nutritional benefits in their food and beverages. Adaptogens, which are believed to enhance the body’s ability to manage stress, have emerged as the latest health-focused ingredient to meet this rising demand. Califia Farms is exploring the adaptogen market with their Maca-Nilla almond milk, which includes Maca Root. Last year, REBBL Elixirs introduced its first adaptogen-infused products, while GT’s Living Foods, known for its kombucha, has launched a line of sparkling apple probiotic ciders featuring adaptogenic mushrooms.
Notably, Starbucks has recently introduced a turmeric latte in London, marking a significant move by a major player in the beverage industry to incorporate adaptogens. Additionally, Food Navigator reports that beverage giants Coca-Cola and PepsiCo are investing in research and development in this area. Smaller brands, such as LA-based Immordl, are building their entire identity around adaptogens, offering a triple-distilled, cold-brewed Arabica coffee formulated with three adaptogens: rhodiola, maca, and guarana. While many of these beverage companies do not specify how the adaptogens benefit consumers, Immordl outlines the advantages of its ingredients in the Nitro Super Coffee Elixir on its website. They point out that organic maca was historically used by the Incans for energy and stamina at high altitudes, while organic rhodiola rosea was an adaptogenic herb utilized by Vikings before battle. Furthermore, organic guarana was employed by the Aztecs for energy prior to hunts.
Immordl is cautious not to claim that consumers will gain energy from maca or guarana or that they will feel like Vikings preparing for battle. This thoughtful approach effectively informs consumers of the potential benefits of adaptogens while navigating the regulations set forth by the Federal Trade Commission. Although adaptogens are appearing more frequently on beverage labels, the segment has not seen explosive growth thus far. The most significant year-over-year increases for these ingredients have been attributed to mushrooms, with maitake showing an impressive 811% growth, according to SPINS, while more familiar ingredients like licorice have remained relatively stable.
This niche product seems to fit well within the realm of 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 achieving the rapid rise in popularity seen with kale. Furthermore, the demand for products like Kirkland Calcium Magnesium and Zinc highlights the ongoing consumer interest in functional ingredients that promote health and wellness. As the market evolves, it will be intriguing to see how adaptogens, alongside established supplements like Kirkland Calcium Magnesium and Zinc, influence the landscape of health-focused beverages.