Adaptogens in Non-Alcoholic Beverages – Industry Insights

Adaptogens in Non-Alcoholic Beverages Industry Report Overview

Adaptogens have gained popularity among global audiences due to the wide range of functionalities they provide. To stand out in the market, attract new groups of consumers, and differentiate products from the competitors’ offers, brands operating in the market for non-alcoholic beverages (NABs) often incorporate new ingredients. One of the ingredient groups that is rapidly gaining popularity is adaptogens. Adaptogens are synthetic or plant-based substances that are claimed to support stress management, anxiety-easing, and balance restoration.

The Adaptogens in Non-Alcoholic Beverages industry report offers in-depth consumer demand analysis, market development, innovation landscape, and brand actions. The rising popularity of introducing adaptogens in NABs is closely related to the emergence of many interconnected trends. Some of these are Guided Health, Added Functionality, and Vitality & Balance. Consumers driven by these concepts will seek products that improve their overall well-being, provide additional benefits, and help them soothe anxiety and stress, thus they might be particularly appealing to adaptogens as added ingredients.

TrendSights Framework
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Adaptogens in Non-Alcoholic Beverages Industry – Trend Overview

Adaptogens gradually became one of the most popular added ingredients in non-alcoholic beverages. Adaptogens are synthetic or plant-based compounds. They can be described as substances that support stress relief and anxiety-easing as they exhibit neuroprotective, anti-fatigue, and anti-depressive proprieties. They present stress-protective activities, which can be associated with their positive impact on homeostasis. Adaptogens can be derived from plants or created in the laboratory; however, all of them provide beneficial functionalities.

Over the last few years, terms such as adaptogens, nootropics, and immunomodulators have been gaining popularity in the health and wellness spaces due to their beneficial functionalities. Nootropics are classified as a group of substances that support cognitive functions by supporting the production of neurotransmitters and improving the blood flow. Immunomodulators are defined as medicines that improve the effectiveness of one’s immunity system.

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Adaptogens in Non-Alcoholic Beverages Industry – Consumer Demand

Adaptogens-infused drinks can provide multiple functionalities to help buyers manage their stress, anxiety, and alcohol intake. Adaptogenic drink as a potential driver of mindful drinking and sobriety trends. Modern audience actively seeks more no/low alcohol options in the market, thus adaptogens can drive this trend even further. Adaptogenic drinks offer a sweet spot between alcoholic buzz and a moderate approach. Beverages infused with adaptogens can actively help individuals control and lower stress levels. Products enhancing relaxation as an answer to the needs of global consumers. These drinks offer opportunities to combine novel, functional, and wellness-oriented features in new NAB launches.

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Adaptogens in Non-Alcoholic Beverages Industry – Market Development

Adaptogens as an opportunity to rise the value-for-money of non-alcoholic drinks. Beneficial functionalities of adaptogenic drinks can drive their value, compared to regular non-alcoholic beverages. Adaptogens and their highly specific proprieties can facilitate the demand for better-quality, functional, and higher-value products. These substances can not only provide new health-oriented benefits but also tap into consumers’ rising curiosity for newly added ingredients and the uncommon functionalities they provide. Moreover, positioning products with specific functionalities, such as stress-easing or mind-calming, can be particularly appealing to the modern audience, as it can be perceived as a more personalized and tailored approach. Although low price and high quality can be considered contradictive claims, the highest share of global consumers chose them as a definition of good value for money in non-alcoholic drinks. Therefore, it will be essential for brands to create a sweet spot between a reasonable price and a high-quality beverage.

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Adaptogens in Non-Alcoholic Beverages Industry – Brand Actions and Innovation Landscape

New product launches with adaptogens are often positioned as substitutes to alcoholic drinks with added benefits. Due to the functional proprieties of adaptogens, beverages infused with these ingredients can serve as natural energy drinks. Adaptogens can play a crucial role in products supporting sleep quality due to their active functionalities. Hence brands are launching adaptogens can play a crucial role in products supporting sleep quality due to their active functionalities. Three Spirit, Kin Euphorics, Brite, Ten PM, and Tru Energy Drinks among others are the key brands leveraging adaptogens in NAB industry.

Three Spirit—Nightcap functional drink: This product is positioned as a functional spirit alternative, which contains active ingredients such as ashwagandha, lemon balm and white willow bark. It is claimed to have a soothing effect, ease stress, and bring comfort.

Three Spirits—Blurred Vines—Spark & Sharp: These non-alcoholic wines are described as “drinks for celebration”, which offer a new ritual for socializing and drinking beyond alcohol. The Spark variation is argued to help improve focus and lift the mood, and it contains active ingredients such as natural caffeine, L-theanine from tea, and guayusa.

Key Brands and Innovations
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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.