Consumers are increasingly seeking enhanced nutritional benefits from their foods and beverages. Adaptogens, which are believed to assist the body in managing stress, are emerging as the latest health-focused ingredient aimed at satisfying this rising demand. Califia Farms is exploring the market for adaptogens with their Maca-Nilla almond milk, which is infused with Maca Root. Last year, REBBL Elixirs introduced its first range of products featuring adaptogens. GT’s Living Foods, known for its kombucha, has also launched a line of sparkling apple probiotic ciders that incorporate adaptogenic mushrooms.
So far, several leading beverage brands have rolled out products containing adaptogens. Starbucks, for instance, recently debuted a turmeric latte in London. Additionally, Food Navigator reports that beverage giants Coca-Cola and PepsiCo are investing in research and development in this space. Meanwhile, smaller companies are building their entire brands around adaptogens, such as the Los Angeles-based Immordl, which offers a triple-distilled, cold-brewed Arabica coffee formulated with three adaptogens: rhodiola, maca, and guarana.
Although not all beverage producers provide specific examples of how adaptogens can benefit consumers, Immordl does share the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. The company highlights that organic maca was historically utilized by the Incas for energy and stamina at high altitudes, while organic rhodiola rosea is an adaptogenic herb that Vikings used before battle. Additionally, organic guarana was consumed by the Aztecs for energy prior to a hunt. Immordl is careful not to claim that consumers will derive energy from maca or guarana, nor that they will feel like a Viking ready for combat. This cautious approach effectively informs consumers about the potential benefits of adaptogens while avoiding issues with the Federal Trade Commission.
While adaptogens are increasingly appearing 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, with maitake mushroom seeing an 811% growth, according to SPINS, while the more familiar lion’s mane has remained relatively stable. This niche product seems to have found its place in functional beverages and energy drinks. Given the challenges and costs associated with substantiating health claims, it is likely that adaptogens will continue to serve as a specialty ingredient rather than experiencing a meteoric rise akin to that of kale.
In the realm of nutritional enhancements, there are also products such as cissus quadrangularis, calcium citrate malate, and vitamin K2 7 tablets, which contribute to the growing trend of consumers looking for specific health benefits in their diets. As the market evolves, the integration of various functional ingredients will likely play a crucial role in meeting consumer demands for health and wellness.