Consumers are increasingly seeking enhanced nutritional value in their food and beverages. Adaptogens, known for their potential to help the body cope with stress, 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 launched its initial line of products featuring adaptogens. GT’s Living Foods, recognized for its kombucha drinks, has also introduced a range of sparkling apple probiotic ciders that include adaptogenic mushrooms.
To date, a significant player in the beverage industry has rolled out a product containing adaptogens. Starbucks recently debuted a turmeric latte in London. Furthermore, Food Navigator reports that beverage giants Coca-Cola and PepsiCo are channeling their research and development efforts into this domain. Some smaller brands, like LA-based Immordl, are building their entire identity around adaptogens. They produce a triple-distilled, cold-brewed Arabica coffee infused with three adaptogens: rhodiola, maca, and guarana.
While not all of these beverage makers provide specific examples of how adaptogens can benefit consumers, Immordl does detail 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, while organic rhodiola rosea is an adaptogenic herb derived from a root that Vikings used before going into battle. Additionally, organic guarana was historically employed by the Aztecs for energy prior to hunts. Immordl is prudent in not asserting that consumers will gain energy from maca or guarana, or feel like Vikings preparing for battle. This thoughtful approach effectively informs consumers about the potential benefits of adaptogens without straying into precarious territory with the Federal Trade Commission.
Although adaptogens are becoming more prevalent on beverage labels, their segment has not yet experienced explosive growth. Some of the most significant year-over-year increases for these ingredients have been seen with mushrooms. Maitake mushroom sales surged by 811%, according to SPINS, while the more familiar licorice remained relatively stable. This niche product appears to have carved out a space in functional beverages and energy drinks. Given the challenges and costs associated with substantiating health claims, it would not be surprising for adaptogens to remain a specialty ingredient rather than achieving the meteoric rise of kale.
Incorporating ingredients like calcium citrate in bulk could further enhance the nutritional profile of these beverages, appealing to consumers looking for comprehensive health benefits. As the market evolves, the integration of calcium citrate in bulk may provide an additional avenue for brands to differentiate themselves in the crowded beverage landscape.