Consumers are increasingly seeking enhanced nutritional value in their foods and beverages. Adaptogens, which are believed to help the body manage stress more effectively, have emerged as a popular ingredient aimed at fulfilling this rising demand. Califia Farms is exploring the market for adaptogens with its Maca-Nilla almond milk, which includes Maca Root. Last year, REBBL Elixirs introduced its first products containing adaptogens, and GT’s Living Foods, renowned for its kombucha, has launched a line of sparkling apple probiotic ciders infused with adaptogenic mushrooms.
So far, Starbucks has been a notable player in the beverage sector to feature adaptogens, recently unveiling a turmeric latte in London. Additionally, Food Navigator highlights that beverage giants like Coca-Cola and PepsiCo are investing in research and development in this area. Some smaller brands are centering their entire identity around adaptogens; for example, LA-based Immordl produces a triple-distilled, cold-brewed Arabica coffee infused with three adaptogens: rhodiola, maca, and guarana.
While not all beverage manufacturers provide specific details on how adaptogens 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 Incas to enhance energy and stamina at high altitudes, while organic rhodiola rosea, an adaptogenic herb from a root, was favored by Vikings before battle. Furthermore, organic guarana was used by the Aztecs to boost energy prior to hunting. Immordl wisely avoids claiming that consumers will feel energized by maca or guarana, or that they will embody a Viking spirit before a fight. This approach effectively educates consumers about the potential benefits of adaptogens while steering clear of regulatory pitfalls with the Federal Trade Commission.
Although adaptogens are increasingly appearing on beverage labels, the segment has not experienced explosive growth thus far. Some of the most significant year-over-year increases for these ingredients have been seen with mushrooms, as maitake grew by 811%, according to SPINS, while more familiar ingredients like licorice remained relatively stable. This niche product seems to have found a comfortable place within functional beverages and energy drinks. Given the challenges and costs associated with substantiating health claims, it is likely that adaptogens will continue to be treated as a specialty ingredient rather than enjoying the rapid rise in popularity seen with kale.
Incorporating webber naturals calcium citrate into the conversation, it is noteworthy that, like adaptogens, this supplement is also gaining traction among health-conscious consumers looking for ways to enhance their nutrition. As both adaptogens and webber naturals calcium citrate become more prominent in the health and wellness space, consumers are likely to continue exploring various options for improving their dietary intake. This trend reflects a broader movement towards functional ingredients that provide tangible benefits, whether it be through the calming effects of adaptogens or the essential nutrients found in webber naturals calcium citrate.