Consumers are increasingly seeking enhanced nutritional benefits in their food and beverages. Adaptogens, which are believed to assist the body in managing stress, have emerged as a popular “better-for-you” ingredient to satisfy this rising demand. Califia is testing the market for adaptogens with their Maca-Nilla almond milk, which contains Maca Root and is complemented by citric acid, calcium carbonate, and calcium citrate for added nutritional value. Last year, REBBL Elixirs introduced its first products featuring adaptogens, while GT’s Living Foods, renowned for its kombucha, has launched a line of sparkling apple probiotic ciders that include adaptogenic mushrooms.
So far, Starbucks has been a significant player in the beverage sector, recently unveiling a turmeric latte in London that incorporates adaptogens. Additionally, Food Navigator reports that major beverage corporations like Coca-Cola and PepsiCo are investing in research and development in this arena. Smaller brands, such as LA-based Immordl, are centering 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 makers specify how adaptogens benefit consumers, Immordl provides detailed information on the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. It highlights that organic maca was utilized by the Incas for energy and stamina in high altitudes, while organic rhodiola rosea, a root used by Vikings before battles, is an adaptogenic herb. Furthermore, organic guarana was employed by the Aztecs to boost energy before hunts. Immordl tactfully avoids claiming that consumers will derive energy from maca or guarana or feel like a Viking going into battle. This clever strategy informs consumers about the potential benefits of adaptogens while steering clear of potential regulatory issues with the Federal Trade Commission.
Despite the rising appearance of adaptogens on beverage labels, this segment has not yet seen explosive growth. Among the notable increases year-over-year for these ingredients, mushrooms have shown remarkable growth, with maitake experiencing an 811% rise, according to SPINS, while the more familiar licorice has remained relatively stable. This niche product seems to have found its place in functional beverages and energy drinks. However, given the challenges and costs associated with substantiating health claims, it’s unlikely that adaptogens will achieve the same meteoric rise as kale. Instead, they may continue to serve as a specialty ingredient, possibly supplemented with additives like citric acid, calcium carbonate, and calcium citrate to enhance their appeal.