Adaptogens are becoming increasingly popular in the food and drink industry. This is particularly true in the health and wellness sector. These natural substances, derived from plants and herbs, have been used in traditional medicine for centuries. Adaptogens are known for their ability to support the body’s ability to adapt to stress and promote homeostasis.
The food and drink industry has recognized the growing demand for natural stress relief solutions. As a result, many brands have incorporated adaptogens into various products. These products include supplements, beverages, and functional foods. By adding adaptogens like ashwagandha, ginseng, and maca, food, drink, and supplement companies are responding to the growing demand for natural and holistic approaches to improving well-being.
What are Adaptogens?
Adaptogens have been used in traditional medicine for centuries. These plants and herbs have unique properties that help the body adapt to stress and promote balance. Adaptogens regulate the body’s response to stressors, support the adrenal glands and the hormonal system, and increase the body’s resilience to physical, mental, and emotional challenges.
Integrating Adaptogens into the Food and Drink Industry
Adaptogens are not only being used as standalone ingredients but are also being combined with other botanicals and nutrients to enhance their efficacy.
The food and drink industry recognizes the growing interest in natural health solutions and the demand for stress relief products. Companies are incorporating adaptogens in various product categories. For instance, FMCG Gurus’ consumer insights reveal that 35% of global consumers who have heard of ginger, like to see this ingredient in the hot beverage category. Also, 34% of consumers who have heard of ginseng like to see this ingredient in the nutritional supplement product category. These products are designed to provide consumers with holistic health benefits and support their overall well-being.
Prioritizing Health and Well-Being
Adaptogens are associated with enhancing energy levels, improving focus, promoting vitality, and improving sleep health. Importantly, 54% of global consumers are seeking out products that help improve sleep patterns. As a result, consumers are increasingly looking for products that contain adaptogens for their wellness routine.
The food and drink industry’s integration of adaptogens aligns with the demand for natural and plant-based products. These ingredients not only offer potential health benefits but also resonate with consumers who prioritize sustainability, holistic health, and wellness.
Adaptogenic teas and coffees have gained a loyal following. This is because consumers look for natural and functional alternatives to caffeinated drinks. For instance, FMCG Gurus’ consumer insights reveal that of consumers who have heard of these ingredients, 40% like to see chamomile in hot beverages, followed by 35% who like to see ginger. Additionally, 34% like to see ginseng, and 33% like to see turmeric in this product format. These adaptogenic beverages aim to provide not just a temporary boost but also long-term benefits like stress reduction and improved focus.
Functional foods, on the other hand, include adaptogens in their formulation to enhance their nutritional value and provide additional health benefits. Adaptogenic snacks, protein bars, and even adaptogen-infused chocolates are making their way into the market to cater to the growing consumer demand for functional and indulgent products. For example, FMCG Gurus’ market research highlights that 35% of consumers who have heard of ginger, like to see this ingredient in the confectionery and chocolate format.
Consumer Awareness and Education
Consumer awareness and education play a crucial role in the expansion of adaptogens in the food and beverage industry. The industry must continue to take steps to educate consumers about the benefits of adaptogens, how they work, and the various ways to conveniently incorporate them into their daily routines.