Age of adaptogens: Food, beverage and beauty markets are hungry for potent herbal extracts

17 Jul 2019 --- Trending this year, adaptogens have emerged as a class of herbal extracts with claims of boosting the body’s ability to combat physical, chemical and biological stressors, in addition to elevating cognitive functions, mood and energy levels. While these potent botanicals have sustained a long-held acclaim in traditional Ayurvedic and Chinese medicinal practices, the West is notably catching on, with adaptogens emerging as a staple on the supplements aisle – and more recently, within the health-driven food and beverage space.

“The word ‘adaptogen’ sets the scene for a lot of the opportunities in today’s natural health market,” Kartikeya Baldwa, CEO of Ixoreal Biomed, a US nutraceutical firm based in California, tells NutritionInsight. “People want to live in a more stress-resistant way, free from nervous energy, anxiety and a head filled with unceasing circular thoughts. Heavy schedules, work pressure and tough-to-manage obligations all increase the stress we live with. Adaptogens provide blessed relief for a major problem in life by enabling us to adapt to stress better.”

“Energy boosting has been among the most important reasons that people take supplements since they were created. In addition to that, adaptogens as a class can help promote endurance, stamina and overall strength,” he adds.

Trending adaptogens on the market at the moment are those that provide similar energy boosting properties to caffeine, as noted by Teresa Negra, New Business Development Manager at Lipofoods, a specialist in functional food ingredients. “We often hear about caffeine substitutes, including botanicals such as mate and guarana, which are also good sources of caffeine. However, when talking about caffeine and its energy boosting effect, we must also consider adaptogens such as ginseng, schisandra, rhodiola and cordyceps,” she notes.

MushroomCups coffee is infused with adaptogenic mushrooms, promising a host of health benefits. While certain adaptogens may prove a viable alternative to caffeine, synergies of the two are appearing in new beverage innovations such as MushroomCups, a brand of mushroom-infused coffee marketed as a potent morning brew loaded with health benefits. 

The Siberian chaga mushroom (Inonotus obliquus) in the brand’s “Go Fresh” variation is distinguished by the company as a “cocktail of extraordinary complex life-enhancing phytonutrients.” Also dubbed the “mushroom of immortality,” it is touted as protecting against premature aging, age-related memory loss and as neutralizing the damage done by free radicals. The mushroom contains particularly high levels of B-glucan and melanin, noted for having enhancing effects on the immune system, hair and skin.

In MushroomCups’ “Go Sharp” products are the caterpillar-shaped Tibetan cordyceps (Ophiocordyceps sinensis), which are said to promote the body’s ability to absorb oxygen, consequently improving overall physical endurance, stamina and libido. The extract is a bidirectional modulator with both potentiating and suppressive effects on the immune system, meaning that it makes the immune system “smarter and more adaptable” to ongoing threats.

“Multi-adaptogen products are effective as a combination of these botanicals can amplify their benefits,” explains Baldwa of Ixoreal. “Ashwagandha, Rhodiola and Schisandra together, for example, will be superior in effect to any one of these herbs by itself. We, Ixoreal Biomed Inc. manufacture and supply only a single ingredient called KSM-66 Ashwagandha, which is an adaptogen par excellence.”

Competition elevates formulation standards
Supplement companies often formulate products according to a price point, sacrificing potency and quality to hit a particular dollar cost, notes Baldwa of Ixoreal. “Thanks to the increased popularity of adaptogens and tough competition, more companies are forced to provide meaningful doses that conform to those used in clinical studies and actually confer benefits. This translates into real health effects,” he explains.Remedy Organics offers a range of functional wellness drinks containing adaptogens such as maca and ashwagandha.

Real potency is unquestionably a notable product development, Baldwa further notes. “We also see beverages out there, carving out a place in the midst of the caffeine energy drinks in the market, but with adaptogens, natural flavors and sweeteners. This is a very positive development,” he adds.

Innova Market Insights reports that in 2016, the indexed number of new product launches tracked with adaptogenic infusions peaked at 25 percent CAGR (from 2012). Between 2012 and 2017, NPD in the Supplements category saw the highest amount of growth, at 28.2 percent, closely followed by Hot Drinks (19.6 percent) and Soft Drinks (16.3 percent). With the latent rise in the “food as medicine” concept, however, market research anticipates a proliferation of products that seek to bridge nutritional functionality with delicious offerings. 

“The most popular delivery forms for adaptogens like ashwagandha remain capsules, tablets and fluid extracts,” notes Baldwa of Ixoreal. “For the most part, KSM-66 ashwagandha [Ixoreal’s branded extract] is pleasant enough from a flavor standpoint, and does not need any masking. This has resulted in KSM-66 being used in multiple delivery formats like RTD beverages, burgers, chocolates, bars, vitamin water, soft chews, chewing gum, granola and tea.”

US-based Remedy Organic offers a range of functional wellness drinks containing adaptogens such as maca and ashwagandha, which are claimed to impart strength, energy, stamina, endurance and mental clarity. In addition, each bottle contains probiotics, which studies have shown can provide strong functional health benefits in the overall areas of immune health, digestive health, cognitive function and protein utilization.

 Givaudan unveiled Adaptogenes Botanicals Solution, a collection of products infused with adaptogenic properties.Adaptogens have also enjoyed a spotlight in the beauty market. Earlier this year, under its Active Beauty line, Givaudan unveiled Adaptogenes Botanicals Solution, a collection of products made with 10 botanical extracts including moringa, turmeric, aloe vera and acerola to chill the skin and the body.

“The health and wellness market has grown from an industry to a culture. Adaptogens are real treasures. Each one has its features but all can help regulate processes in the body and adapt to give the skin what it needs at a given point in time,” Mélanie Duprat, Category Manager at Givaudan, tells NutritionInsight.

To inspire the cosmetic market with its new collection, Givaudan created a 2-in-1 “inside-out” beauty concept. Designed from moringa leaves with dermo-purifying properties and turmeric radiance-boosting effects, the duocomes in two distinct forms: one is used as a mask to detoxify the skin and make it fresh and radiant, and the second is a moringa powder, which can be added to a large glass of water, juice or smoothie to enhance the effects of the mask and promote beauty from within. 

Adapting to adaptogens 
Baldwa of Ixoreal anticipates the sustained popularity of multi-adaptogen products on the wellness market. 

“Beverages should be a break-away category, and I imagine that within a few years the number of adaptogen-based beverages will be significantly larger than at present. Technologies such as enrobing, micro-encapsulation and adding phospholipids will enhance absorption properties. Adaptogens will wind up in the same game as curcumin, with many providers battling for supremacy by claiming better absorption than others,” he notes.

Human clinical studies will drive the market powerfully, making adaptogens irresistible to clinicians who seek corroboration of benefits through modern science, Baldwa further explains. “Additionally, adaptogens have the potential to help people to curb their use of brain-modifying pharmaceuticals. Adaptogens have an exceedingly bright future as study aids, for mental sharpness and for better cognitive function overall,” he concludes.

However, it is to be noted that within the context of any health supplement, there are no quick fixes. “We have an obligation to ensure that the people who use our products are never misled into imagining any cure-all of any kind,” Baldwa stresses.

“A cure-all is a baseless fantasy. This has nothing to do with lacking research, but with the realities of living in bodies that are individually different. Some people will respond to an adaptogen or an adaptogen formula very quickly. Others may notice subtler effects from the same doses. We can always use more human clinical studies that focus on the traditional uses of adaptogens,” he concludes.

By Benjamin Ferrer