Consumers are increasingly seeking enhanced nutritional benefits from their food and beverages. Adaptogens, known for their potential to assist the body in managing stress, are now emerging as the latest health-focused ingredient designed to satisfy 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. Additionally, GT’s Living Foods, recognized for its kombucha beverages, has launched a line of sparkling apple probiotic ciders infused with adaptogenic mushrooms.
To date, a notable player in the beverage industry has introduced adaptogen-infused products. Starbucks recently unveiled a turmeric latte in London. Moreover, Food Navigator reports that beverage giants Coca-Cola and PepsiCo are investing in research and development in this area. Some smaller brands are building their entire identity around adaptogens, such as LA-based Immordl. They produce a triple-distilled, cold-brewed Arabica coffee that incorporates three adaptogens: rhodiola, maca, and guarana.
While not all beverage producers provide specific details on how adaptogens might 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 historically utilized by the Incas for energy and stamina at high altitudes, while organic rhodiola rosea is an adaptogenic herb that Vikings used before battles. Additionally, organic guarana was consumed by the Aztecs for energy prior to hunting. Immordl wisely avoids claiming that consumers will gain energy from maca or guarana or feel like Vikings heading into battle. This strategic approach effectively informs consumers about the potential benefits of adaptogens without crossing legal boundaries with the Federal Trade Commission.
Although adaptogens are increasingly appearing on beverage labels, the segment has not yet seen explosive growth. Certain mushroom varieties have experienced significant year-over-year increases, with maitake mushrooms growing by 811%, according to SPINS, while the more familiar licorice has remained relatively stagnant. This niche product seems to have found a suitable place within functional beverages and energy drinks. Given the challenges and costs associated with validating their health claims, it is likely that adaptogens will remain a specialty ingredient rather than achieving the meteoric rise seen with kale.
In this evolving landscape, the role of ingredients like calcium citrate laxative may also gain attention as consumers continue to prioritize health and wellness. The integration of various functional ingredients, including calcium citrate laxative, is likely to appeal to health-conscious consumers seeking comprehensive benefits in their dietary choices. As the market continues to develop, it will be interesting to see how adaptogens and other health-oriented ingredients, such as calcium citrate laxative, shape the future of beverages.