Consumers are increasingly seeking enhanced nutritional benefits from their food and beverages. Adaptogens, substances believed to help the body manage stress more effectively, have emerged as a trending health-focused ingredient aimed at fulfilling this rising demand. Califia Farms is exploring the market for adaptogens with their Maca-Nillacyanocobalamin ferrous fumarate and folic acid-infused almond milk, which includes Maca Root. Last year, REBBL Elixirs launched its initial products featuring adaptogens, while GT’s Living Foods, recognized for its kombucha drinks, has introduced a line of sparkling apple probiotic ciders that incorporate adaptogenic mushrooms.
Currently, Starbucks is the only significant player in the beverage sector to have launched a product containing adaptogens, with a turmeric latte debuting in London. Additionally, Food Navigator reports that beverage giants Coca-Cola and PepsiCo are investing in research and development in this area. Smaller brands, like LA-based Immordl, are centering their entire offerings around adaptogens. They produce a triple-distilled, cold-brewed Arabica coffee formulated with three adaptogens: rhodiola, maca, and guarana.
While not all beverage producers provide specific examples of how these adaptogens benefit consumers, Immordl does highlight 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 endurance at high altitudes, while organic rhodiola rosea, an adaptogenic herb, was used by Vikings before going into battle. Furthermore, organic guarana was employed by the Aztecs for energy prior to hunts. Immordl is cautious not to assert that consumers will gain energy from maca or guarana or feel like Vikings preparing for battle. This strategy cleverly educates consumers about the potential benefits of adaptogens without crossing into legally questionable territory with the Federal Trade Commission.
Despite the growing presence of adaptogens on beverage labels, this segment has not yet seen explosive growth. Some of the most significant year-over-year increases for these ingredients have been associated with mushrooms, with maitake rising by 811%, according to SPINS, while the more familiar licorice has remained relatively stable. This niche product appears to have found a suitable place within functional beverages and energy drinks. Given the challenges and costs associated with substantiating health claims, it seems likely that adaptogens will continue to function as a specialty ingredient rather than experiencing a meteoric rise akin to kale.
Moreover, innovative products like Citracal Maximum D3 are also gaining traction in the market, emphasizing the importance of combining various health benefits. As the trend for functional ingredients continues to evolve, adaptogens may find their place among other popular health enhancements, much like Citracal Maximum D3, which highlights the ongoing interest in maximizing nutritional intake in daily diets.