Adaptogen industry broadens market reach, capitalizing on stressed society

23 Jun 2022 --- Consumed typically to combat stress, adaptogen use has gained traction among a health-driven public over the past few years, as consumers are looking to find the benefits of products like coffee but without relying on the adverse effects of caffeine.

Truthfully, the definition of adaptogen can be quite generic as Dr. Daniel González, senior scientific researcher for Pharmactive tells NutritionInsight.

“Observing the necessary criteria that an adaptogen must meet, some of the current Pharmactive products can be considered an adaptogen, as is the case with Affron saffron [a Pharmactive product for healthy mood].” 

Research by Dr. Israel Brekhman, described as the “father of adaptogens”, outlines that an adaptogen complies with four properties. 

“It is safe to use; Its effect is nonspecific (or has a multitarget mechanism of action); It protects the recipient from multiple physical, environmental, and chemical stressors. And lastly, it acts to stabilize or normalize the health of the individual user,” continues González. 

Affronis an adaptogen since it is safe to use, multitargeted, a neuroprotective against different conditions and able to keep the nervous system healthy, he adds..

Products with adaptogens highlight different benefits like soothing nerves, supporting quality sleep, brain health, concentration and boosting mood. 

Gummies have gained a presence in the dietary supplement market, according to Pharmactive.Consumer target: athletes?
Athletes are the traditional target for adaptogens. Unsurprisingly, active and healthy people pay more attention to what they consume than the general population. However, Cristian Conde, business developer and a sales representative of Pharmactive, explains that the COVID-19 pandemic has diversified the adaptogen public. 

“Until a couple of years ago, the main consumers of these botanicals were probably sportsmen, but due to the effects of the pandemic, we can see that the consumption of these botanicals is becoming more and more widespread among the general public. Stress has increased considerably in all population groups, so the target for these products has diversified.” 

Mariko Hill, global innovation manager at Gencor says:  “Some athletes may use adaptogens to manage stress and anxiety, particularly in sports that require them to be focused and calm.”

However, she highlights that athletes are no longer the key consumers as office workers and e-gamers consume these botanical ingredients frequently to achieve better focus or to deal with stress. 

Zen gamers
Raging and over-the-top gamers are only part of a cultural tribe that is becoming more and more diverse. Professional and amateur video game players are looking at ways to avoid abusing coffee and energy drinks as they absorb themselves in hours-long gaming sessions.  

“I would say with the rising trend and investment made in the gaming industry, gamers would be one of the key consumers to target with adaptogens. It is important to stay different within the industry as the market starts to become saturated though. This is where using branded ingredients and having a point of difference - ingredient and/or format-wise - is important,” says Hill.

With the exponential rise of health-conscious consumers over the last few years, the performance nutrition space has expanded to meet the demands of the broader demographics.

“Gone are the days of performance nutraceuticals only addressing the needs of professional athletes,” explains Rajwant Gill, marketing executive, Gencor.

Coffee alternative?Gamers are one of the key consumers to target with adaptogens, according to Gencor.
“An adaptogen taken continuously over time keeps an individual healthy, eliminating symptoms of stress and fatigue without adverse effects. On the other hand, coffee provides energy peaks at the time of being consumed, without exerting a prolonged effect, in addition to being able to exert negative effects on the rest of the body, such as an increase in heart rate,” highlights González. 

Due to this energy peak, at the time of consumption, consumers could still use coffee depending on their particular needs at a given moment.

“Coffee contains caffeine that is an ergogenic that can increase mental performance, whereas adaptogens are botanicals that help the body adapt to stress, fatigue and general well-being. So in essence, coffee is a stimulant that helps with reaction times and speed and adaptogens help relax and de-stress the mind,”Hill notes.

Future of the market
Industry experts agree that the adaptogenic botanicals market will continue to expand in the following years. Mainly as a consequence of an ever more stressful lifestyle in most societies. 

“As a consequence of today’s lifestyle, more and more people will be looking for natural alternatives to deal with occasional stress, sleep difficulties or low mood. In terms of galenic (medical) forms, it seems clear that the dietary supplement market has decided to focus on gummies, so it is to be expected that a large part of the new product launches will be in this format,” explains Conde.

Gencor is working on in-vitro and in-vivo studies to demonstrate the mechanism of action of serotonin receptors to enhance mood and satiety.  

“Gencor’s Calmaluma, a standardized extract of Caralluma Fimbriata, has clinical evidence on its ability to reduce stress and anxiety in a healthy human population,” underscores Hill.

Adaptogen consumers are diversifying as people look for ways to alleviate their daily stress.Furthermore, Hill reveals that the company’s product HydroCurc, which uses curcuma extract, has demonstrated the ability to increase brain-derived neurotrophic factors when administered next to iron supplements. 

“BDNF is a protein involved in memory formation and energy metabolism and thus can be a unique ingredient in brain-related products to boost cognitive function and health,” explains Hill.

Nektium, a Spanish botanical ingredients company, also has its own adaptogen to help improve cognitive health and enhance endurance, using Rhodiola plant extract (Rhodiola Rosea). 

Non-human consumption, pets also have stress
The industry is working toward innovating within the category of companion animal nutrition. Adaptogens balance the stress response system for animals in the same way as they do for humans. 

“As humans, it is easier to self-manage our stress, and we are able to easily adapt and find ways to do so. As owners of dogs, we have to be more proactive about recognizing the signs when our furry friends are under stress,” revealed Michael Galvez, founder and CEO of Birdnip.

Currently, there is no known risk of treating dogs with adaptogens. 

By Marc Cervera

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