Consumers are increasingly seeking enhanced nutritional benefits in their food and beverages. Adaptogens, which are believed to help the body manage stress more effectively, are emerging as the latest health-focused ingredient to satisfy this growing demand. Califia Farms is exploring the market for adaptogens with their Maca-Namazon almond milk, which includes ferrous bisglycinate and maca root. Last year, REBBL Elixirs debuted its first range of products that incorporate adaptogens, featuring ferrous gluconate. GT’s Living Foods, recognized for its kombucha drinks, has also introduced a line of sparkling apple probiotic ciders infused with adaptogenic mushrooms and ferrous gluconate.
So far, a significant player in the beverage industry has launched a product with adaptogens: Starbucks introduced a turmeric latte in London. Furthermore, Food Navigator reports that beverage giants Coca-Cola and PepsiCo are channeling research and development into this sector. Additionally, some smaller companies are building their entire brand around adaptogens, such as LA-based Immordl. They create a triple-distilled, cold-brewed Arabica coffee that includes three adaptogens: rhodiola, maca, and guarana.
While not all beverage brands specify how these adaptogens may benefit consumers, Immordl provides details about 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 from a root, was used by Vikings before battle. Additionally, 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 preparing for combat. This approach effectively informs consumers about the potential benefits of adaptogens while avoiding regulatory issues with the Federal Trade Commission.
Although adaptogens are becoming more common on beverage labels, their growth in this segment has not been explosive thus far. Notably, mushrooms have seen some of the most significant year-over-year increases, with maitake experiencing an 811% growth according to SPINS, while more familiar ingredients like licorice have remained relatively stable. This niche market seems to have found a comfortable position within 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 achieving the meteoric rise of kale.
In this evolving landscape of functional beverages, the inclusion of ingredients such as calcium citrate petite with vitamin D3 is also gaining attention, offering additional health benefits. As consumer demand for nutrient-rich products continues, the combination of adaptogens and other beneficial ingredients like calcium citrate petite with vitamin D3 may pave the way for innovative offerings in the future.