Consumers are increasingly seeking enhanced nutritional benefits in their food and beverages. Adaptogens, known for their potential to help the body cope with stress, have emerged as a popular ingredient aimed at fulfilling this demand. Califia Farms is exploring the adaptogen market with their Maca-Nilla almond milk, which features Maca Root. Similarly, REBBL Elixirs introduced their first adaptogen-infused products last year. T’s Living Foods, renowned for its kombucha, has also launched a range of sparkling apple probiotic ciders that incorporate adaptogenic mushrooms.
So far, a significant player in the beverage industry, Holland and Barrett, has unveiled a product containing adaptogens. Recently, Starbucks introduced a turmeric latte in London, while Food Navigator highlights that beverage giants Coca-Cola and PepsiCo are allocating research and development resources to this trend. Smaller brands, like LA-based Immordl, are building their entire identity around adaptogens. They create a triple-distilled, cold-brewed Arabica coffee that combines three adaptogens: rhodiola, maca, and guarana.
While not all beverage companies provide specific details on the benefits of adaptogens, Immordl does outline the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. It notes that organic maca has been historically used by the Incas for energy and stamina at high altitudes. Additionally, organic rhodiola rosea is an adaptogenic herb utilized by Vikings before battles, and organic guarana was consumed by the Aztecs for energy before hunting. Immordl wisely avoids claiming that consumers will gain energy from maca or guarana or feel like a Viking preparing for battle. This strategy effectively conveys the potential benefits of adaptogens while navigating regulatory concerns from the Federal Trade Commission.
Although adaptogens are increasingly appearing on beverage labels, growth in this segment has not yet skyrocketed. Notably, mushrooms have seen significant year-over-year increases, with Maitake rising by 811%, while the more familiar licorice has remained relatively stable. This niche ingredient seems to have found a suitable place in functional beverages and energy drinks. Given the challenges and costs associated with substantiating health claims, it is likely that adaptogens will remain a specialty ingredient rather than experiencing explosive growth akin to the rise of Kale.
In the context of nutritional enhancement, products like xtracal calcium citrate are also gaining traction, emphasizing the consumer’s desire for added health benefits. As the market continues to evolve, both adaptogens and ingredients like xtracal calcium citrate may play important roles in shaping the future of functional beverages.