Adaptogens, special class of non-toxic substances or plantextracts that help the body adapt to stress, have recently witnessed a gradualincrease in demand. As consumers across the globe are shifting towards productsthat contain ingredients to boost immunity and reduce stress, manufacturers inthe food industry are exploring the potential use of adaptogenic herbs as foodand beverage ingredients. The rise in the popularity of adaptogens has broughton a range of beverages that seek to improve mental and bodily functions.
Whilevarious brands are gaining mainstream attention using adaptogens, foodserviceoutlets are also experimenting with these ingredients. Interestingly, adaptogenherbs such as maca, holy basil, have been used for centuries in numeroushealing traditions, brewed into teas, consumed as supplements, and eaten as apart of the meal. In the recent times, these herbs are found in growing list ofpowders, teas, and drinks, subsequently stimulating the development of adaptogenic beverages market.
Adaptogenic Beverages Market – Novel Developments
· In April 2019, REBBL, a leading player in the adaptogenicbeverages market, announced the addition of three new flavors to its line of‘super herb elixirs’ including Mint Chip Protein, Hazelnut Chocolate Protein,and Yerba Mate Mint Latte. These new range of beverages include adaptogenicingredients such as ashwagandha, and also boast a low sugar content. REBBL isknown for its ready-to-drink functional beverages such as Matcha Latte, MacaCold-Brew Coffee, Maca Mocha, and Golden Milk with Turmeric.
· In February 2019, Califia Farms, best known for its innovativeplant-based beverages including Maca-Nilla almond milk which contain macaroots, launched a new line of oat milk called Übermilk.
· In July 2018, Four Sigmatic, a company that specializes infunctional mushrooms, launched new Golden and Chai Latte products that deliverbeauty products. The Golden Latte features shiitake mushrooms and turmeric,while the Chai Latte include ingredients such as reishi mushrooms, turkey tailmushrooms, and carminative spices. The company uses adaptogens derived frommushrooms such as maitake, reishi, and chaga, in its line of elixirs, coffee,and super blends of various mushrooms.
· In October 2017, GT’s Living Foods launched GT’s Alive sparklingprobiotic ciders which comes in three distinct varieties featuring differentadpatogenic mushroom used in traditional mushrooms. GT’s Alive also has a lineof adaptogenic tea featuring a steeped trio of adaptogenic mushroom – chaga,reishi, and turkey tail.
· In April 2017, Immordl introduced its nitro-infused super coffeesupplements elixir which won the VegWorld Magazine’s ‘Best of Show’ Award at2017 Natural Products Expo West. The super coffee consists of functionalsuper-herbs such as organic maca, rhodiola rosea, and organic guarana.
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Adaptogenic Beverages Market – Dynamics
Demand for Added Nutritional Value in Food & Beverages toUnderpin Adaptogenic Beverages Market Growth
Althoughthe adaptogenic beverages market is still at the infancy stage, leading playersas well as small players in the beverage space are significantly contributingto its development. For instance, in August 2017, Starbucks launched Latte withTurmeric in London called ‘Golden Milk’. Owing to wide range of nutrients andbenefits associated with adaptogens, beverage manufactures are adopting them asa key ingredient in their products. In addition, several companies are takingthis concept to new heights through introduction of powder packets and tins ofadaptogenic herbs which can be combined for a drinkable mix. Further, theadaptogenic beverages meet the demands for on-the-go forms of nutrition andpersonal care which prioritize ease and convenience alongside health. These arethe important factors that provide potential growth prospects of theadaptogenic beverages market.
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Adaptogenic Beverages to Witness Steady Growth as ConsumersContinue to Seek New Ingredients
Interestin adaptogens such as maca, ashwagandha, rosea, medicinal mushrooms and othershas been on the rise in beverages as they are easy to formulate and consumersare increasingly looking for products that deliver nutritional and functionalbenefits. Moreover, they are willing to try new ingredients in beveragesinstead of food, influencing the development of beverages featuring adaptogens.Beverage manufacturers stepping into the relatively young adpatogenic beveragesmarket are focusing on innovative delivery forms such as ready-to-drink andmeal replacement beverages. Rise in the demand and interest for ingredientswith adpatogenic properties is likely to directly influence the growth ofadaptogenic beverages market. However, these ingredients and their benefits tohealth are still unknown to various mainstream consumers which may pose apotential threat to the expansion of adaptogenic beverages market.
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