CATEGORY BREAKDOWN

ADAPTOGENIC DRINKS

Take a look at what’s happening in the Adaptogenic Drinks category with our global insights, opportunities and our predictions for the future.

An increasingly popular alternative to alcohol adaptogenic beverages promise all the benefits with none of the hangover.

Relatively new market brands are still doing plenty of experimenting with different flavours and ingredients; new products are cropping up constantly.

Expected to have a continued and healthy growth as consumers prioritise immune health and wellbeing; both things adaptogenics can offer.

CBD drinks have experienced the quickest growth across the globe, but other categories are now catching up.

Adaptogenic beverages have boomed as consumers seek more non-alcoholic alternatives.

Part of the rise stems from the post-COVID era, in which more people are looking for anxiety-reducing products, which adaptogenics can offer.

The range of adaptogenic drinks is rising rapidly – in response to consumer demand, with everything from teas to energy drinks incorporating adaptogens.

There are some ongoing regulatory issues around the way adaptogenic drinks can be advertised.

Many adaptogenic beverage companies adopt environmentally friendly approaches, as it aligns with their consumers’ values.

Their low calorie value also plays into an increasingly health-conscious public, especially when it comes to an alcohol alternative.

The adaptogenic market has been described by some as ever-green.
- It is expected to carry on growing as consumers carry on prioritising their mental wellbeing.

Consumer awareness around adaptogens is still quite low, making it something of a blank slate for new brands.

There’s still plenty of scope for experimenting on flavours and ingredients, with no one dominating the market.

CBD use generally is on the rise, and with that it’s expected that CBD adaptogenic drinks will also grow steadily.

Many people may start substituting coffee for adaptogenic energy drinks, as they want the heightened alertness but not the anxiety associated with coffee.

UK – Nix & Kix, TRIP

Canada – Cove

Europe – Kiki Health (France), SHOGGA (France), Smaints (Germany), Komvida (Spain), Fuzz Co (Spain)

Coffee boom – recently, companies have started making coffees with adaptogens in them, and we expect this to become much more common.
Tapping into well-being – many of these drinks, especially CBD ones, push stress-reduction and wellbeing benefits. We expect them to carry on growing at a strong rate as the stresses of modern life mount up, and consumers seek a solution.
Giving softs drinks a run for their money – adaptogenic drinks are becoming a buzzword, and they’re rising quickly. Expect to see more and more supermarkets stocking them over traditional soft drinks.

Immune health – is a key trend across the globe at the moment. Many adaptogenic drinks promote this, and it’s a very marketable benefit.
Non-Low alcohol alternative – many people are moving away from the booze, but seeking a non-alcoholic alternative to take the edge off their day. Adaptogenic drinks can provide exactly that, and fit a gap in that market.
Collaborations & Partnerships – celebrity endorsement has been crucial to the success of some adaptogenic drinks. Attaching a superstar makes consumers more receptive to their benefits, and can help a new brand take off.

All data is correct at time of writing.

Check out some of our Brand Breakdowns in the Adaptogenic Beverage Category!

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