Consumers are increasingly seeking enhanced nutritional benefits in their food and beverages. Adaptogens, known for their purported ability to help the body cope with stress, have emerged as the latest health-focused ingredient aimed at satisfying this growing demand. Califia Farms is exploring the market for adaptogens with its Maca-Nilla almond milk, which incorporates Maca Root. Last year, REBBL Elixirs introduced its first products featuring adaptogens, while GT’s Living Foods, recognized for its kombucha drinks, has launched a line of sparkling apple probiotic ciders that include adaptogenic mushrooms.
So far, a significant player in the beverage industry has unveiled a product containing adaptogens. Starbucks recently introduced a turmeric latte in London. Moreover, 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 infused with three adaptogens: rhodiola, maca, and guarana.
While not all beverage companies specify how these adaptogens benefit consumers, Immordl provides detailed information about the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. It explains that organic maca was utilized by the Incas for energy and endurance at high altitudes, while organic rhodiola rosea, an adaptogenic herb from a root used by Vikings before battles, is included for its potential benefits. Additionally, organic guarana was traditionally used by the Aztecs to boost energy before hunts. Immordl wisely avoids stating that consumers will gain energy from maca or guarana or feel like Vikings before battle, opting instead for a nuanced approach that highlights the possible benefits of adaptogens without risking scrutiny from the Federal Trade Commission.
Although adaptogens are becoming more prevalent on beverage labels, the segment has not yet seen explosive growth. Notably, mushrooms have experienced some of the most significant year-over-year increases, with maitake growing by 811%, according to SPINS, while the more familiar licorice has remained relatively stable. This niche product seems to have carved out a space in functional beverages and energy drinks. Given the challenges and expenses associated with substantiating health claims, it would not be surprising if adaptogens remain a specialty ingredient rather than achieving the meteoric rise of kale.
In addition to adaptogens, consumers are also looking for products that provide essential nutrients, such as Solgar calcium magnesium citrate liquid. This formulation is gaining attention for its potential health benefits, particularly in combination with adaptogenic ingredients. As brands continue to innovate, the integration of products like Solgar calcium magnesium citrate liquid with adaptogens could further cater to health-conscious consumers seeking comprehensive wellness solutions.