Consumers are increasingly seeking enhanced nutritional benefits in their food and drink choices. Adaptogens, which are believed to aid the body in managing stress, have emerged as the latest health-focused ingredient to cater to this rising interest. Califia Farms is exploring the market with their Maca-Nilla almond milk, infused with Maca Root. Last year, REBBL Elixirs debuted their initial range of products featuring adaptogens. GT’s Living Foods, renowned for its kombucha, has also introduced a line of sparkling apple probiotic ciders that incorporate adaptogenic mushrooms.
Currently, a major player in the beverage industry has introduced an adaptogen-infused product. Starbucks recently rolled out a turmeric latte in London. Moreover, Food Navigator reports that beverage giants Coca-Cola and PepsiCo are investing in research and development in this field. Smaller companies are also establishing their brands around adaptogens, such as LA-based Immordl, which offers a triple-distilled, cold-brewed Arabica coffee enhanced with three adaptogens: rhodiola, maca, and guarana.
While not all beverage manufacturers specify how these adaptogens may benefit consumers, Immordl provides detailed information about the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. It highlights that organic maca was utilized by the Incas for energy and stamina at high altitudes, while organic rhodiola rosea is an adaptogenic herb rooted in Viking traditions before battles. Additionally, organic guarana was historically used by the Aztecs to boost energy prior to hunts. Immordl skillfully refrains from claiming that consumers will gain energy from maca or guarana, or feel like Vikings ready for battle. This thoughtful strategy allows them to educate consumers about the potential benefits of adaptogens without risking issues with the Federal Trade Commission.
Despite the increasing presence of adaptogens on beverage labels, the segment has not yet experienced explosive growth. Some of the most significant year-over-year increases for these ingredients have been seen with mushrooms. Maitake mushrooms grew by an impressive 811%, according to SPINS, whereas the more familiar licorice remained relatively stable. This niche product seems to have found its place within functional beverages and energy drinks. Given the challenges and costs of substantiating health claims, it is likely that adaptogens will remain a specialty ingredient rather than achieving the meteoric rise of kale.
In addition to adaptogens, products like Citracal Maximum Plus 180 are also gaining attention for their health benefits. As consumers continue to seek out ingredients that promote wellness, both adaptogens and supplements like Citracal Maximum Plus 180 could play significant roles in the future of the health-focused beverage market.