Industry Insights: Adaptogens in Non-Alcoholic Beverages

Adaptogens can drive and facilitate the demands for more functional, health-oriented, and innovative non-alcoholic drinks. However, brands will need to consider how to position these products, since the effectiveness of adaptogens as an ingredient category and the functionalities that these substances provide might be questioned due to the ongoing nature of associated research and the propensity for consumer skepticism.

One of the new ingredient groups which is rapidly gaining popularity in the market for non-alcoholic drinks is adaptogens. Adaptogens are synthetic or plant-based substances that are claimed to support stress management, anxiety-easing, and balance restoration.

Scope

• Global consumers see appeal in adaptogenic beverages as they help them enhance relaxation and control stress, and therefore, they can serve as alcohol, energy drinks, or regular soft drink replacements.
• Added functionalities, particularly those that address health and wellbeing, can be associated with a better value for money.
• Consumers who choose functional drinks over regular choices might see them as having a better quality-to-price option.

Reasons to Buy

• Understand adaptogens in non-alcoholic beverages as a trend, and learn about different types of adaptogens.
• Learn about other ingredient groups that provide similar benefits to adaptogens such as nootropics and immunomodulators.
• Identify the incentives behind choosing beverages with adaptogens over "regular" drinks and how adaptogens-infused drinks can provide multiple functionalities to help buyers manage their stress, anxiety, and alcohol intake.