Consumers are increasingly seeking enhanced nutritional benefits in their food and beverages. Adaptogens, which are believed to help the body manage stress more effectively, have emerged as the latest health-focused ingredient catering to this rising demand. Califia Farms is exploring the market for adaptogens with their Maca-Nilla almond milk, which incorporates Maca Root. Last year, REBBL Elixirs introduced its first adaptogen-infused products. Similarly, GT’s Living Foods, renowned for its kombucha, has launched a line of sparkling apple probiotic ciders that include adaptogenic mushrooms.
So far, Starbucks has made strides in the beverage sector by introducing a turmeric latte in London, marking one of the first major entries featuring adaptogens. Additionally, Food Navigator reports that beverage giants Coca-Cola and PepsiCo are investing in research and development in this area. Smaller brands are also focusing entirely on adaptogens, such as Immordl, based in Los Angeles. They produce a triple-distilled, cold-brewed Arabica coffee that includes three adaptogens: rhodiola, maca, and guarana.
While not all beverage companies specify how adaptogens benefit consumers, Immordl outlines 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 stamina at high altitudes, while organic rhodiola rosea, an adaptogenic herb, was historically used by Vikings before battles. Furthermore, organic guarana was consumed by the Aztecs for energy prior to hunts. Immordl wisely refrains from claiming that consumers will gain energy from maca or guarana or feel like a Viking in combat. This approach effectively informs consumers about the potential benefits of adaptogens while navigating the regulatory landscape set by the Federal Trade Commission.
Despite the rising visibility of adaptogens on beverage labels, the segment has not yet seen explosive growth. Some of the most significant yearly increases for these ingredients have come from mushrooms, with maitake mushrooms growing by 811%, according to SPINS, whereas more familiar flavors like licorice have seen little change. This niche market appears to be thriving within functional beverages and energy drinks. Given the challenges and costs associated with proving health claims, it is likely that adaptogens will continue to exist as a specialty ingredient rather than experiencing a meteoric rise akin to kale.
Interestingly, as interest in functional ingredients grows, products like Kirkland calcium citrate are also gaining attention, offering different health benefits. The presence of adaptogens alongside items like Kirkland calcium citrate in the market illustrates the diverse needs of health-conscious consumers. Thus, while adaptogens make their mark, other ingredients like Kirkland calcium citrate will continue to coexist, catering to a broad spectrum of nutritional preferences.