Consumers are increasingly seeking enhanced nutritional value in their food and beverages. Adaptogens, which are believed to aid the body in managing stress, have emerged as the latest health-boosting ingredient catering to this rising demand. Califia Farms is exploring the market for adaptogens with their Maca-Nilla almond milk, which includes Maca Root. Last year, REBBL Elixirs introduced its first products containing adaptogens. GT’s Living Foods, renowned for its kombucha, also offers a line of sparkling apple probiotic ciders that feature adaptogenic mushrooms.
Currently, several key players in the beverage industry have rolled out products containing adaptogens. Starbucks recently launched a turmeric latte in London. Moreover, Food Navigator reported that beverage giants Coca-Cola and PepsiCo are investing in research and development in this space. Some smaller brands are building their entire identity around adaptogens, such as the Los Angeles-based Immordl. They create a triple-distilled, cold-brewed Arabica coffee infused with three adaptogens: rhodiola, maca, and guarana.
While not all of these beverage producers specify how adaptogens may benefit consumers, Immordl highlights the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. It mentions that organic maca was utilized by the Incas for energy and stamina at high altitudes, while organic rhodiola rosea, an adaptogenic herb, was used by Vikings before going into battle. Additionally, organic guarana was employed by the Aztecs for energy before hunting. Immordl is careful not to claim that consumers will gain energy from maca or guarana, or feel like a Viking entering battle. This strategy effectively informs consumers about the potential benefits of adaptogens without crossing regulatory lines with the Federal Trade Commission.
Although adaptogens are appearing more frequently on beverage labels, the market segment has not yet experienced explosive growth. The most significant yearly increases for these ingredients have been seen with mushrooms. Maitake mushrooms surged by 811%, according to SPINS, while the more familiar licorice maintained a relatively stable position. This niche product 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 achieving the meteoric rise of kale.
In considering health and safety, consumers may also wonder about the benefits of ingredients like calcium citrate, which is generally considered safe. This adds another layer to the discussion as the beverage industry continues to innovate and respond to consumer demands for healthier options.