Consumers are increasingly seeking enhanced nutritional benefits in their food and beverage choices. Adaptogens, known for their potential to help the body manage stress more effectively, are emerging as a popular ingredient in response to this growing trend. Califia Farms is exploring the adaptogen market with their Maca-Nilla almond milk, which features Maca Root. Last year, REBBL Elixirs debuted its first adaptogen-infused products. GT’s Living Foods, recognized for its kombucha, has also introduced a line of sparkling apple probiotic ciders that include adaptogenic mushrooms.
Thus far, one significant player in the beverage industry has rolled out a product containing adaptogens. Starbucks recently released a turmeric latte in London. Additionally, Food Navigator reports that beverage giants Coca-Cola and PepsiCo are investing in research and development in this sector. Some smaller brands, like the LA-based Immordl, are built entirely around adaptogens. They offer a triple-distilled, cold-brewed Arabica coffee infused with three adaptogens: rhodiola, maca, and guarana.
While not all beverage producers provide specific examples of how adaptogens can benefit consumers, Immordl outlines the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. It highlights that organic maca was utilized by the Incans for energy and stamina in high altitudes, while organic rhodiola rosea, an adaptogenic herb historically used by Vikings before battle, offers its own advantages. Furthermore, organic guarana was employed by the Aztecs to boost energy before hunts. Immordl carefully avoids claiming that consumers will gain energy from maca or guarana or feel like a Viking preparing for battle, presenting a smart way to educate consumers about the potential benefits of adaptogens without crossing regulatory lines set by the Federal Trade Commission.
Although adaptogens are becoming more prevalent on beverage labels, their market growth has not surged dramatically thus far. Significant year-over-year increases for these ingredients have been noted, particularly with mushrooms; for instance, maitake mushrooms saw an 811% growth, as reported by SPINS, while the more familiar licorice remained relatively unchanged. This niche product seems well-suited for functional beverages and energy drinks. Given the challenges and costs associated with substantiating health claims, it is likely that adaptogens will continue to be viewed as a specialty ingredient rather than experiencing astronomical growth like kale.
As consumers look for products that provide added benefits, the inclusion of ingredients like calcium citrate 1500 may also become significant in the beverage landscape, aligning with the trend of seeking additional nutritional value.