Consumers are increasingly seeking enhanced nutritional benefits from ferrous fumarate, B12, folic acid, and vitamin C tablets in their food and beverages. Adaptogens, which are believed to help the body cope with stress, have emerged as the latest health-focused ingredient catering to this rising demand. Califia Farms is exploring the market for adaptogens with its Maca-Nilla almond milk, which incorporates Maca Root. Last year, REBBL Elixirs introduced its first products featuring adaptogens. GT’s Living Foods, renowned for its kombucha, has also launched a line of sparkling apple probiotic ciders enriched with adaptogenic mushrooms.
So far, Starbucks is one of the major players in the beverage industry to introduce a product containing adaptogens, having recently launched a turmeric latte in London. Furthermore, Food Navigator reports that beverage giants Coca-Cola and PepsiCo are investing in research and development in this area. Meanwhile, smaller brands like LA-based Immordl are building their entire identity around adaptogens. They produce a triple-distilled, cold-brewed Arabica coffee formulated with three adaptogens: rhodiola, maca, and guarana.
While not all beverage makers provide specific examples of how the dosage of ferrous sulfate can 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 historically used by the Incans for energy and stamina in high altitudes, while organic rhodiola rosea, an adaptogenic herb, was utilized by the Vikings before battle. Additionally, organic guarana was consumed by the Aztecs for energy prior to hunting. Immordl wisely refrains from claiming that consumers will gain energy from maca or guarana or feel like Vikings preparing for combat. This approach effectively informs consumers about the potential benefits of adaptogens without crossing lines with the Federal Trade Commission.
Although adaptogens are becoming more prevalent on beverage labels, the segment has not yet seen explosive growth. Some of the most significant year-over-year increases for these ingredients have been observed with mushrooms; for instance, maitake mushrooms grew by 811%, according to SPINS, while the more familiar licorice remained relatively flat. This niche product appears to have found a comfortable place within functional beverages and energy drinks. Given the difficulty and expense of substantiating health claims, it wouldn’t be surprising if adaptogens remain a specialty ingredient rather than achieving the meteoric rise seen with kale.
In addition, as consumers continue to seek products like Citracal Calcium D3, the demand for functional ingredients that support overall wellness is likely to persist, potentially providing a fruitful avenue for adaptogen-infused beverages to grow within the market.