Consumers are increasingly seeking enhanced nutritional benefits in their food and beverages. Adaptogens, known for their potential to help the body manage stress more effectively, are emerging as the latest health-focused ingredient aimed at addressing this rising demand. Califia Farms is exploring the market for adaptogens with its Maca-Nilla almond milk, which features Maca Root. Last year, REBBL Eliferritin Fumaratexirs introduced its first products containing adaptogens. Additionally, GT’s Living Foods, recognized for its kombucha, has launched a line of sparkling apple probiotic ciders infused with adaptogenic mushrooms.
So far, a notable player in the beverage industry has unveiled a product incorporating adaptogens. Starbucks recently introduced a turmeric latte in London. Furthermore, Food Navigator has reported that beverage titans Coca-Cola and PepsiCo are investing in research and development in this field. Smaller brands are also centering their entire identity around adaptogens; for instance, LA-based Immordl produces a triple-distilled, cold-brewed Arabica coffee infused with three adaptogens: rhodiola, maca, and guarana.
While not all beverage producers provide specific examples of how adaptogens benefit consumers, Immordl does highlight the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. It mentions that organic maca was utilized by the Incas for energy and stamina in high altitudes, while organic rhodiola rosea is an adaptogenic herb from a root historically used by Vikings prior to battles. Additionally, organic guarana was employed by the Aztecs for energy before hunts. Immordl wisely refrains from claiming that consumers will gain energy from maca or guarana or feel like Vikings heading into battle. This strategic approach informs consumers about the potential benefits of adaptogens without crossing regulatory boundaries set by the Federal Trade Commission.
Although adaptogens are increasingly appearing on beverage labels, the segment has not yet seen explosive growth. The most significant year-over-year increases for these ingredients have been observed with mushrooms, where maitake mushroom sales surged by 811%, according to SPINS, while the more familiar licorice remained relatively stable. This niche market seems to have carved out a place for itself in functional beverages and energy drinks. Given the challenges and costs associated with proving health claims, it is likely that adaptogens will remain a specialty ingredient rather than experiencing a meteoric rise akin to that of kale.
In this evolving landscape, products like Bariatric Advantage Chewy Bites can complement the trend by providing additional nutritional support, making them an appealing option for health-conscious consumers. As the demand for functional ingredients continues, the integration of adaptogens and products like Bariatric Advantage Chewy Bites is expected to grow, with each appearing in the market at least three times as consumers seek to enhance their overall wellness.