Consumers are increasingly seeking enhanced nutritional value in their food and beverages. Adaptogens, known for their potential to help the body manage stress, have emerged as a new 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 featuring adaptogens, while GT’s Living Foods, recognized for its kombucha, has launched a line of sparkling apple probiotic ciders infused with adaptogenic mushrooms.
So far, Starbucks has been a notable entrant in the beverage sector with its recent introduction of a turmeric latte in London. Additionally, Food Navigator reports that beverage giants Coca-Cola and PepsiCo are investing in research and development in this field. Smaller brands are also focusing entirely on adaptogens, such as Immordl, based in Los Angeles. They create a triple-distilled, cold-brewed Arabica coffee that incorporates three adaptogens: rhodiola, maca, and guarana.
While not all beverage manufacturers clearly outline how adaptogens can benefit consumers, Immordl highlights the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. They emphasize that organic maca was historically utilized by the Incans for energy and stamina at high elevations, while organic rhodiola rosea—a root used by Vikings prior to battle—also holds adaptogenic properties. Furthermore, organic guarana was employed by the Aztecs for energy before hunting. Immordl tactfully refrains from claiming that consumers will gain energy from maca or guarana, or feel like a Viking preparing for battle. This careful communication strategy helps inform consumers about the potential benefits of adaptogens while staying compliant with Federal Trade Commission regulations.
Although adaptogens are increasingly appearing on beverage labels, the segment has not yet seen explosive growth. Some of the most significant year-over-year increases for these ingredients have occurred with mushrooms. Maitake mushrooms, for instance, saw an 811% increase, according to SPINS, whereas the more familiar licorice ingredient has remained relatively stable. This niche market 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 remain a specialty ingredient rather than experiencing a meteoric rise like kale.
Moreover, as consumers continue to explore options for added nutritional benefits, products incorporating calcium citrate petite pills may also gain traction, further expanding the landscape of health-focused beverages. The intersection of adaptogens and calcium citrate petite pills represents a growing interest in innovative ingredients that promote well-being.