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 the latest health-focused ingredient to meet this growing consumer interest. Califia Farms is exploring the market for adaptogens with their Maca-Nilla almond milk, which includes Maca Root. REBBL Elixirs introduced its first adaptogen-infused products last year, while GT’s Living Foods, renowned for its kombucha, has launched a line of sparkling apple probiotic ciders featuring adaptogenic mushrooms.
Notably, Starbucks has recently rolled out a turmeric latte in London, marking a significant move by a major player in the beverage sector to incorporate adaptogens. Furthermore, as reported by Food Navigator, beverage giants Coca-Cola and PepsiCo are investing in research and development in this area. Smaller brands, like LA-based Immordl, are centering their entire identity around adaptogens. They offer a triple-distilled, cold-brewed Arabica coffee that combines three adaptogens: rhodiola, maca, and guarana.
While many beverage producers may not specify how adaptogens benefit consumers, Immordl does articulate the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. It highlights that organic maca was historically used by the Incas for energy and stamina at high altitudes, while organic rhodiola rosea, a root used by Vikings before battle, is recognized as an adaptogenic herb. Additionally, organic guarana was utilized by the Aztecs for energy prior to hunts. Immordl wisely avoids claiming that consumers will gain energy from maca or guarana or feel like a Viking before a fight. This strategy effectively informs consumers about the potential benefits of adaptogens while steering clear of potential regulatory issues with the Federal Trade Commission.
Despite the increasing presence of adaptogens on beverage labels, this segment has not yet seen explosive growth. Among the most significant year-over-year increases for these ingredients are those associated with mushrooms, with maitake experiencing an 811% rise according to SPINS, while the more familiar licorice ingredient has remained relatively stable. This niche product appears to have found a comfortable place within functional beverages and energy drinks. Given the challenges and costs involved in substantiating health claims, it is likely that adaptogens will remain a specialty ingredient rather than experiencing the rapid rise seen with kale.
In this evolving landscape, products containing ingredients like cvs calcium citrate may also emerge, adding to the variety of health-focused offerings available to consumers seeking nutritional enhancements. As the market continues to grow, consumers will likely see more innovative combinations of adaptogens and other beneficial ingredients.