Consumers are increasingly seeking enhanced nutritional value in their foods and beverages. Adaptogens, which are said to assist the body in managing stress, have emerged as a trendy ingredient aimed at fulfilling this rising demand. Califia Farms is testing the waters with their Maca-Nilla almond milk, which features Maca Root. Last year, REBBL Elixirs introduced its first range of products containing adaptogens. GT’s Living Foods, known for its kombucha, has also launched a line of sparkling apple probiotic ciders infused with adaptogenic mushrooms.
So far, Starbucks is one of the major players in the beverage sector to introduce a product featuring adaptogens, recently launching a turmeric latte 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 building their entire identity around adaptogens. They produce a triple-distilled, cold-brewed Arabica coffee formulated with three adaptogens: rhodiola, maca, and guarana.
While many beverage companies do not specify how adaptogens benefit consumers, Immordl does provide information on the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. They highlight that organic maca was used by the Incas for energy and stamina at high altitudes, while organic rhodiola rosea, an adaptogenic herb from a root, was utilized by Vikings before battles. Furthermore, organic guarana was employed by the Aztecs for energy prior to hunts. Immordl is cautious not to claim that consumers will derive energy from maca or guarana, nor feel like a Viking gearing up for battle. This prudent strategy allows the company to inform consumers about the potential benefits of adaptogens without stepping into the regulatory crosshairs of the Federal Trade Commission.
Despite the rise of adaptogens on beverage labels, the segment has not yet seen explosive growth. The most significant increases year-over-year for these ingredients have been observed with mushrooms; for instance, maitake mushrooms grew by 811%, while the more familiar licorice remained relatively stagnant. This niche product seems to have found its place within functional beverages and energy drinks. Given the challenges and costs associated with substantiating health claims, it is likely that adaptogens will continue to exist as a specialty ingredient rather than experiencing a meteoric rise akin to kale.
Moreover, as consumers seek comprehensive wellness solutions, products like cissus quadrangularis calcium citrate malate and vitamin D3 tablets are gaining traction. These supplements, alongside adaptogens, are becoming popular among health-conscious individuals, reinforcing the trend of integrating functional ingredients into daily diets. With the growing awareness of holistic health, it will be interesting to see how adaptogens, along with other beneficial supplements, evolve in the beverage industry.