Consumers increasingly seek enhanced nutritional benefits from their food and beverages. Adaptogens, which are believed to aid the body in managing stress, have emerged as the latest health-oriented ingredient catering to this rising demand. Califia Farms is exploring the market for adaptogens with their Maca-Nilla almond milk, which features Maca Root. Last year, REBBL Elixirs introduced its first 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.
To date, a significant player in the beverage industry has introduced products with adaptogens. Starbucks recently released a turmeric latte in London. Additionally, Food Navigator reports that beverage titans Coca-Cola and PepsiCo are investing in research and development in this sector. Smaller brands are also building their identities around adaptogens, such as LA-based Immordl. They offer a triple-distilled, cold-brewed Arabica coffee infused with three adaptogens: rhodiola, maca, and guarana.
While not all beverage manufacturers provide explicit examples of how adaptogens can benefit consumers, Immordl does outline the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. It mentions that organic maca was utilized by the Incans for energy and endurance at high altitudes, while organic rhodiola rosea, an adaptogenic herb, was consumed by Vikings before battle. Furthermore, organic guarana was used by the Aztecs for energy before hunting. Immordl wisely refrains from claiming that consumers will gain energy from maca or guarana or feel like Vikings preparing for combat. This thoughtful approach educates consumers about the potential benefits of adaptogens without crossing regulatory lines with the Federal Trade Commission.
Although adaptogens are increasingly appearing on beverage labels, the segment hasn’t experienced explosive growth yet. Year-over-year increases for these ingredients, particularly mushrooms, have been notable. Maitake mushrooms rose by 811%, according to SPINS, while the more commonly known licorice remained relatively stable. This niche product seems to have found its place within functional beverages and energy drinks. Given the challenges and costs associated with substantiating health claims, it’s likely that adaptogens will remain a specialty ingredient rather than achieving the meteoric rise seen with kale.
Moreover, brands like Immordl may consider incorporating products like opurity calcium citrate plus chewable into their offerings, enhancing their appeal to health-conscious consumers. As the trend continues to develop, the combination of adaptogens and other beneficial ingredients could redefine functional beverages.