Adaptogens hold “enormous market opportunity” against COVID-19 backdrop

15 Dec 2020 --- Functional ingredients that can mitigate stress, improve sleep and focus are high on consumers’ agendas as the COVID-19 pandemic presses on. Adaptogens such as ginseng, rhodiola, Bacopa monnieri or holy basil can be positioned to help consumers dynamically cope with whatever difficult situation at hand.

NutritionInsight speaks with key suppliers on the use of adaptogens to meet functional demands as consumers seek self-care and holistic wellness.

What are adaptogens?
Adaptogens are a category of herbs and botanicals that promote adaptability, resilience and the survival of living organisms in stress, explains Maria Dolores Garcia, product manager at IFF Health.

Dan Souza, global product manager at Naturex, part of Givaudan notes that what sets the category apart from other botanicals is their ability to address the changing needs of the body rather than a single health target.

“Adaptogens that can address this category will be particularly popular because they provide a round-the-clock positioning. Not only can they help support mood, but they can help you regulate your mood throughout the day,” he explains.

Functional opportunities
The category of adaptogens is still relatively new to mainstream consumers and presents ample opportunity in functional F&B formulation for increased well-being physically and emotionally.

Consumer demand for foods and beverages that regulate mood is highlighted in Innova Market Insights’ seventh Top Ten Trend for 2021: “Mood: The Next Occasion.”

“We have seen adaptogens being introduced to consumers as a complementary functional benefit in products such as sports nutrition products, functional beverages and snacks,” remarks Isabel Gómez, global marketing manager of nutraceutical ingredients at Lubrizol Life Science, Health.

Tapping into F&B to elevate mood, Gómez suggests there is a great understanding of how certain foods can improve mood by affecting emotions or how foods can resonate with a person on an emotional level.

“Therefore, consumers are increasingly tuned in to their own emotional well-being and are looking for ways to support and build on this,” she says.

“Following this trend, we expect then to see a growing demand on supplements or fortified foods containing adaptogens, which are said to focus on reducing physical, chemical and biological stress.”

Also, with growing evidence of the inseparable link between mental health and performance, solutions that support people with focus, attention and even mood elevation are in demand.

“Adaptogens have been traditionally used for the treatment of a wide range of conditions, as preventing premature aging and maintaining good health and vitality. However, their potential is wide in holistic care,” Garcia states.

A way to reassure consumers about these products is by pairing them with ingredients consumers are already familiar with, such as vitamins, protein or antioxidants.Intuitive pairings
Introducing adaptogens can be done in a variety of ways, through established claims with other ingredients or storytelling.

“In general, consumers need to be educated about adaptogens and their health benefits. A way to reassure consumers about these products is by pairing them with familiar ingredients, such as vitamins, protein or antioxidants,” says Gómez.

“For example, pairing adaptogens with magnesium, which has an approved claim for the reduction of tiredness and fatigue, can add credibility to a product,” she adds.

Naturex’s Souza notes that claims recognized by a regulatory agency can bolster an overall product’s appearance, but so can “so-called ‘intuitive’ claims” from the presence of a recognized botanical.

“Adaptogens can be successfully paired with many other popular botanicals to strengthen benefits and product perception,” supports Souza.

“For example, cognitive boosters can be paired with energy-related botanicals such as guarana and yerba mate. On the other hand, botanicals such as lemon balm, chamomile and valerian are an ideal match for adaptogens that support relaxation.”

IFF Health’s Garcia explains that adaptogens are often blended with minerals, such as magnesium for sleep support. Iron, in the form of AB-Fortis, for energy may also be combined.

“Other formulations include combinations with vitamin C and other vitamins for immune support,” supports Garcia.

The number of actives from Panax ginseng may yield an energizing or calming effect. The many forms of ginseng
One of the most well-known adaptogens is ginseng, which comes in several forms and varieties.

Garcia cites Panax ginseng as the most well‐known broad action medicinal plant in traditional Chinese medicine (TCM).

“Recent studies have showed that depending on the number of actives of this plant, called ginsenosides, it can be used as an energizing ingredient or with calming effects, revealing the reason of its adaptogen properties,” she details.

“The ginsenoside Rb1 is related to stress mitigation and Rg1 enhances energy in the organism.”

Meanwhile, Naturex is promoting its adaptogenic ingredient Cereboost, a patented extract of American ginseng.

The adaptogens in Cereboost have been clinically shown to impact the entire relaxation and mental performance cycle, notes Souza.

“In clinical trials, Cereboost was shown to increase calmness to help wind down after a stressful day, reduce fatigue to help wake up refreshed and ready to go, and improve mental performance in areas such as attention and working memory,” he adds.

Gomez adds: “There is no question, adaptogen ingredients have potential to grow as consumers look for ways to manage or reduce stress naturally and holistically.”

Explaining through storytelling
Another way to present adaptogens in formulations is to appeal to their rich TCM and Ayurvedic history.

Garcia explains that ginseng’s pharmacological activity was first described in the first century. It was believed to improve mental activity and visual acuity, dispel pathogenic factors and enhance longevity with long-term intake by tonifying five vital organs of the body (spleen, lung, heart, kidney and liver).

“According to other ancient records written by Hongjing Tao (AD 456–536), ginseng can be used to enhance cognitive function, improve blood circulation, relieve thirst and feelings of solidity, as well as cure internal coldness, pain in the chest or abdomen, vomiting and diarrhea,” explains Garcia.

“These and other beneficial effects of ginseng have also been described in other more complete and comprehensive medical textbooks, including treatment for general weakness and fatigue.”

IFF Health is capitalizing on this ancient history through its extraction process, which takes the actives of Panax ginseng from their roots as they are in TMC.

Adaptogens and stress relief cross category
A recent Special Report on cosmeceuticals highlights adaptogens’ growing presence in the cosmetics space.

Other new ingredients poised to tackle stress include FrieslandCampina’s Biotic GOS preparations and Fonterra’s milk phospholipids.

By Missy Green

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