Adaptogens

Unlocking Natural Resilience: Adaptogens in Wellness

Almost Half of Consumers Plan to Reduce Their Stress Levels Over the Next Twelve Months

FMCG Gurus' consumer insights indicate that a significant portion of consumers are interested in food, beverages, and supplements that alleviate stress. While the use of herbal remedies as traditional medicines has a long history worldwide, there is now a renewed interest in adaptogens for stress relief. This shift is largely driven by a growing awareness of emotional well-being. According to FMCG Gurus, 48% of global consumers intend to lower their stress levels in the coming year.

Consumers feel overwhelmed with stress and anxiety. This stems from factors such as global instability, financial pressures, and societal expectations. Many of these issues are perceived as beyond their control. As a result, consumers seek ways to enhance their emotional wellness. They are focused on improving their stress levels in the short term. This includes safeguarding their long-term health, and acknowledging that chronic stress can hinder their health objectives. This fuels the rising interest in adaptogens.

Understanding Adaptogens and Their Benefits

Adaptogens are natural substances derived from fungi or plants. This includes various herbs, roots, berries, and mushrooms, that assist the body in managing stress, reducing inflammation, and restoring equilibrium. It is crucial to note that although adaptogens occur naturally, they may not be appropriate for everyone. Products containing these ingredients should be clearly labeled to indicate any risk factors or potential interactions with other substances.

The Importance of Natural and Clean Label Claims

Consumers attracted to adaptogens prefer solutions for managing stress that are natural and plant-based instead of pharmaceutical options. This is because as they often do not perceive their stress levels to warrant medical intervention. Thus, messaging for adaptogenic products must be clear, transparent, and easily comprehensible to help consumers make informed choices. Market research from FMCG Gurus indicates that 59% of global consumers consider taste to be the most influential factor regarding the perceived value of health products. Taste is a primary concern for consumers when selecting health products. This is because there is a widespread belief that healthier options often lack flavor and sensory enjoyment. Therefore, products that successfully challenge this notion will likely attract greater interest.

Consumer Recognition of Adaptogenic Ingredients

A substantial number of consumers are already familiar with various adaptogenic ingredients, even if they do not fully understand their cognitive health benefits. This presents an opportunity to increase awareness about the stress-relief properties of these ingredients. Among the top five adaptogenic ingredients associated with cognitive health, garlic stands out as the most recognized; however, only one-fifth of respondents realize it may support cognitive health. Ginseng, Goji berries, and Ginkgo Biloba are commonly recognized as "superfoods" linked to immune system support and memory enhancement. Moringa is less well-known overall, recognized by four out of ten respondents. Yet it ranks third in terms of acknowledgment for its cognitive health advantages. Familiarity with these adaptogenic ingredients may make consumers more open to claims related to stress relief and encourage them to try new products containing these known ingredients.

This article is based on FMCG Gurus: Unlocking Natural Resilience: The Global Surge of Adaptogens in Wellness – Trend Report 2024. For more information, please click here.

Adaptogens: The Rising Trend in Food and Drink

Introduction

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.

Functional Beverages

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.

This article is based on FMCG: Exploring Adaptogens and their Role in Health and Wellness – Global Report 2023. For more information, please click here.