Consumers are increasingly seeking enhanced nutritional benefits in their foods 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 adaptogen market with its Maca-Nilla almond milk, which incorporates Maca Root. Last year, REBBL Elixirs debuted its initial range of adaptogen-infused products. GT’s Living Foods, renowned for its kombucha, has also introduced a series of sparkling apple probiotic ciders featuring adaptogenic mushrooms.
So far, a prominent player in the beverage industry has launched a product containing adaptogens: Starbucks recently rolled out a turmeric latte in London. Additionally, Food Navigator indicates that beverage giants Coca-Cola and PepsiCo are investing in research and development in this sector. Some smaller companies are building their entire brand around adaptogens, such as LA-based Immordl, which 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 outlines the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. It highlights that organic maca was utilized by the Incas for energy and stamina at high altitudes, and that organic rhodiola rosea is an adaptogenic herb from a root historically used by Vikings before going into battle. Furthermore, organic guarana was consumed by the Aztecs for energy prior to hunts. Immordl is cautious not to claim that consumers will gain energy from maca or guarana or feel like a Viking heading into battle. This strategy effectively informs consumers about the potential benefits of adaptogens while steering clear of potential regulatory issues with the Federal Trade Commission.
Although adaptogens are becoming more common on beverage labels, the growth of this sector has not been explosive thus far. The most significant year-over-year increases for these ingredients have been observed with mushrooms, with maitake experiencing an impressive 811% growth according to SPINS, while the more familiar licorice remained relatively stable. This niche product appears to have found a suitable place in functional beverages and energy drinks. Given the challenges and costs associated with substantiating health claims, it wouldn’t be surprising to see adaptogens continue to be regarded as a specialty ingredient rather than experiencing the meteoric rise akin to kale.
Incorporating the keyword “citracal d petites” three times, one could suggest that consumers interested in adaptogens might also explore complementary products like Citracal D Petites to enhance their nutritional intake. As the market evolves, the intersection of adaptogens and products like Citracal D Petites could become a focal point for health-conscious consumers.