LONDON – Consumer interest in functional ingredients, those that may provide additional health benefits to products, is fueling curiosity about adaptogens, according to the market researcher GlobalData. Specifically, in the category of functional beverages.
“Over the last few years, a health-oriented approach to life has gained a new meaning,” said Bokkala Parthasaradhi Reddy, lead consumer analyst with GlobalData. “Globally, an increasing number of consumers are seeking products that will help them address specific aspects of their overall wellness, such as stress management, sufficient rest, anxiety-easing, and embracing sobriety or mindful drinking.
“As a result, they are reaching out for goods with added functionalities, active ingredients, or clearly stated health benefits. With their neuroprotective, anti-fatigue, and anti-depressive properties, adaptogens provide multiple benefits, such as boosting immunity, easing anxiety, and relieving stress, which are some of the major consumer focus areas following the pandemic.”
A report published in March by GlobalData found that 50% of respondents to a survey of 500 consumers found they were “extremely concerned” or “quite concerned about their mental well-being, with younger people registering the most concern.
“The benefits of adaptogens, which include managing stress and anxiety, are among the most sought-after features among consumers,” said Deepak Nautiyal, consumer and retail commercial director of APAC and the Middle East for GlobalData. “In non-alcoholic drinks, adaptogens are being used in beverages positioned as alcohol substitutes, and natural energy drinks or night-time drinks that are claimed to improve the quality of sleep and rest, and their adoption is expanding.
“However, adaptogens are new to the market, and the potential impact of long-term use has not been proven. For instance, dosage control and the potential reactions to medications are still being studied. Hence, despite the significant benefits, adaptogens cannot be a universal panacea for addressing stress and anxiety. Manufacturers will have to address these concerns to push more brands to adaptogens.”
Plant-based adaptogens of interest identified by GlobalData include Panax ginseng, Rhodiola crenulata, and Schisandra chinensis. Of the three, ginseng is considered the most popular.
“Adaptogens are the new functional ingredients that have found a foothold in non-alcoholic drinks,” Nautiyal said. “They can be plant-based or synthetic and can be easily added to a multitude of drinks, such as carbonates, juice, and tea/coffee without altering the flavor or taste profile of these drinks. One of the primary advantages of adaptogens is the ease of use, as they can be consumed as dietary supplement capsules, in teas, or added to non-alcoholic drinks such as carbonates and juice.”