Consumers are increasingly seeking enhanced nutritional benefits in their food and beverages. Adaptogens, which are said to assist the body in managing stress more effectively, have emerged as a popular health-oriented ingredient catering to this rising demand. Califia Farms is entering the adaptogen market with their Maca-Nilla almond milk, which incorporates Maca Root. Last year, REBBL Elixirs introduced its initial line of products containing adaptogens. GT’s Living Foods, recognized for its kombucha, has also launched a range of sparkling apple probiotic ciders infused with adaptogenic mushrooms.
So far, a notable player in the beverage industry has rolled out a product featuring adaptogens—Starbucks, which recently debuted a turmeric latte in London. Furthermore, Food Navigator indicates that beverage giants Coca-Cola and PepsiCo are channeling resources into research and development in this sector. Smaller brands, like LA-based Immordl, are building their entire identity around adaptogens. They create a triple-distilled, cold-brewed Arabica coffee infused with three adaptogens: rhodiola, maca, and guarana.
While not all beverage producers specify how adaptogens can benefit consumers, Immordl provides details about the advantages of the ingredients in its Nitro Super Coffee Elixir on their website. They highlight that organic maca was historically used by the Incans for energy and endurance at high altitudes, while organic rhodiola rosea, an adaptogenic herb from a root, was utilized by Vikings before battle. Additionally, organic guarana was employed by the Aztecs for energy prior to hunts. Immordl wisely avoids claiming that consumers will derive energy from maca or guarana, or feel like a Viking preparing for combat. This cautious approach effectively informs consumers about the possible advantages of adaptogens without straying into risky territory with the Federal Trade Commission.
Despite the increasing presence of adaptogens on beverage labels, this segment has not yet experienced explosive growth. Notably, the most substantial increases year-over-year among these ingredients have been seen with mushrooms; Maitake mushrooms surged by 811%, according to SPINS, while the more familiar licorice remained relatively stable. This niche product appears to have carved out a comfortable spot within functional beverages and energy drinks. Given the challenges and costs associated with substantiating health claims, it seems likely that adaptogens will remain a specialty ingredient rather than achieving the meteoric rise seen with kale.
Interestingly, the molecular weight of calcium citrate malate is another topic gaining attention in the health and wellness community, though it has not yet intersected significantly with the adaptogen trend. As consumer interest in both adaptogens and ingredients like calcium citrate malate continues to grow, it will be fascinating to observe how these trends evolve in the marketplace.