Adaptogen advances: Industry spotlights bioavailability and scientific backing amid rising anti-stress demands

28 Jun 2021 --- Adaptogens are flourishing in functional F&B applications as stress and anxiety among consumers have hit new highs due to COVID-19-related uncertainties. 

Experts from Givaudan, Gencor and Lubrizol Life Science (LLS), Health, tell NutritionInsight that clinical backing remains key in this space, with other challenges including palatability and bioavailability. 

“An adaptogen is a type of botanical that has the unique ability to reduce stress and help bring the body into balance by responding and acting according to its needs at any given time,” says Dan Souza, global product manager at Givaudan, Taste & Wellbeing. 

However, there is no legal description for this type of product, points out Núria Jiménez, marketing specialist of nutraceutical ingredients at LLS, Health. 

“After so many years of research, it is necessary to establish a description to clarify the confusion that exists in this area. The term ‘adaptogen’ remains ambiguous and unclear to most consumers. This, in some cases, may lead them to think that it is not safe,” she emphasizes. 

COVID-19 has emphasized the importance of mental health as stress is on the rise.A long history of research
Despite the “vast number” of published studies, only one or two botanicals in the EU have been approved to make any claims, observes Mariko Hill, global innovations manager at Gencor. 

“Building trust in long-term natural solutions in nutraceuticals through established and health claim-validated ingredients remains necessary. Therefore, we believe that it is necessary to work on the claims and regulation of these products,” adds Jiménez.

She explains that the products have been highly studied throughout history. Specifically, they were initially studied by the Russians during World War II, who wanted to obtain organic oils and acids. 

“These same researchers were the first to officially recognize the effects of these plants to develop physical abilities and recovery, as well as homeostatic functions to regulate and balance the physiological mechanisms.”

Ingredients with scientific backing
As for any nutraceutical ingredient, the challenge always comes back to delivering an effect that the consumer can feel, Souza emphasizes.

“Marketing adaptogens is only the beginning. It’s much more critical to demonstrate a tangible health benefit that the consumer wants to proactively address.” 

For instance, stress and relaxation solutions are widely sought after by today’s consumers, but it’s sometimes difficult to find natural ingredients with a demonstrated effect in these areas. 

“Givaudan addresses this market need with Cereboost, an American Ginseng extract shown to increase calmness and improve self-assurance in clinical trials,” he explains. 

A decade of scientific progressInnova Market Insights reports that over 80 percent of global consumers feel that emotional and mental health is as important as physical health.
Jiménez adds that modern and well-designed clinical trials are now able to identify, demonstrate and quantify the ways in which adaptogens work and their important effects. “Reaching this point is the greatest scientific advance in the last decade in this area.”

One example of an adaptogen study is a 2021 randomized, double-blind, placebo-controlled clinical trial that investigated the effects of Gencor’s branded ActivAMP ingredient on body composition in overweight adults. 

The yet-to-be-published study found that consuming 450 mg of the Gynostemma pentaphyllum extract each day for 16 weeks caused statistically significant reductions in body weight, BMI, total fat mass, triglycerides, TNF-alpha and alanine aminotransferase. 

Overcoming taste challenges
Another key consideration for adaptogen players is palatability. Hill notes that botanicals like fenugreek and ashwagandha can be very pungent in odor. 

Gencor overcomes this by either incorporating it into formats that do not require flavoring or by flavor-masking the ingredient.

“Working with botanicals requires specific expertise in order to mask certain off-notes and deliver a delightful taste experience,” adds Souza. 

Technological advances can also help improve bioavailability, which is always a concern with adaptogens. 

“Water solubility increases bioavailability and is also a great consumer trend, especially in the beverage sector. This is due to consumers wanting novel formats of supplements, in this sector as well,” explains Maggie McNamara, marketing director at Gencor.

She points out that as functional food and beverages increase in popularity, adaptogens are making waves outside of the pill bottle.

Examples include chocolates and other bars, energy drinks, beverages and even plant-based burgers.

COVID-19 drives stress
All the experts agree that stress is a key driver of adaptogen demand. During times of stress, bodies release cortisol, which helps people stay alert and energized to tackle the stressor.  

However, too much cortisol can be detrimental, such as at times of chronic stress at work. Therefore, people need exogenous supplementation to support the adrenal glands or stress levels, explains Hill. 

“The COVID-19 pandemic has already led to diverse mental health problems, including anxiety, depression, post-traumatic stress disorder (PTSD), and other trauma- and stress-related disorders. Due to all this, many consumers opt for natural and holistic solutions that help them promote their well-being,” notes Jiménez.

“As the stress of 2020 hemorrhages into 2021, consumers worldwide can use a helping hand to deal with anxiety. Increasingly, consumers are discovering that adaptogens can be useful in aiding with this ongoing struggle,” adds McNamara. 

A safe and economical addition
However, McNamara acknowledges that adaptogens are not “panaceas” and are not a substitute for adequate good quality sleep, a nutritious diet, regular exercise and healthy lifestyle choices. 

“Nonetheless, they are a safe, economical addition to a healthy lifestyle in this post-pandemic atmosphere.”

Souza adds that in addition to calming the mind, adaptogens can also help regulate the body throughout the day. 

“For example, the ginsenosides found in Cereboost can have a significant calming and clarifying effect, enabling a more relaxed state of mind. In line with traditional use, Cereboost has been clinically shown to help improve attention, reduce fatigue and increase calmness in clinical settings,” he states. 

Functional F&B, personalized nutrition and further research are set to be key themes in future adaptogen NPD.Boosting adaptogen awareness
Awareness about adaptogens has increased considerably in the last decade, according to Souza. He expects that interest will continue to grow, with increased attention to the underlying science. 

“Adaptogenic sales are buttressed by continuing research demonstrating efficacy – in particular, the category’s reach into the sports and performance markets,” adds McNamara.

Additionally, enhanced mental function is a major trend. Companies are increasingly incorporating adaptogens in formulation as they gain popularity among consumers. 

“Consumers are looking for assistance in areas where adaptogens can be beneficial, such as sleep, digestion, mood, cognitive function and immune support,” McNamara continues. 

Jiménez also expects the sector to become much larger – and more regulated. 

“In addition, the sector will be affected by the trend of personalized nutrition, offering specific, holistic and natural solutions for each consumer.”

In this scenario, botanicals such as curcumin will stand out as they have demonstrated their benefits on different areas of health. 

Specifically, curcumin enhances beauty-from-within as well as preventing chronic stress by reducing corticosterone secretion, among other benefits.

By Katherine Durrell

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