CONSUMERSSEEK
adaptogensTOOFFERCALMAMIDCHAOS
a·dapt·o·gennoun:adaptogen;pluralnoun:adaptogens
Inherbalmedicine,anaturalsubstanceconsideredtohelpthebodyadapttostressandtoexertanormalizinge�ectuponbodilyprocesses.Awell-knownexampleisginseng.
Ashwagandha+32.3%
Cosmetics &Personal Care
Cordyceps+33.3%
Turmeric+32.3%
Astragalus+33.3%
Ginseng+15.9%
Mostpopularsourcesofadaptogensseegrowthinnewproductlaunches
Adaptogensarepoppingupinproductsacrossmul�plecategories
%GROWTHINNEWPRODUCTSLAUNCHED2015-2020
•Onlineinterestin“Adaptogens”hasgrownby253%overthelast5years
•2/3ofUSadultssay“healthfulness”hassignificantimpactontheirfoodandbeveragepurchases
•Theglobalhealthingredientsmarketisprojectedtoreach$124.1billionby2025,asmoreconsumersadoptfunc�onalfoodanddietarysupplements,like adaptogens,minerals, electrolytesandprebio�cs
restoreAdaptogensarebotanicalsubstancesthatcanhelpthebodyrestorebalanceandcopewithphysicalormentalstress
nicheAdaptogensares�llnicheinoverallfood,drinkandhealthcarelaunches,butproductslaunchedwithadaptogenintheproductdescrip�onarefoundmosto�eninbeveragecategories
growthFunc�onalfoodsandbeverages,includingadaptogens,experiencesignificantsalesgrowthasinterestspikes
•IntheUS,37%ofconsumerssnacktogivethemselvesabreakduringthedayand24%reportsnackingrelievesstress
•Only3%ofglobalsnackslaunchesinthelast5yearshavebeenwithastress/sleepfunc�onalclaim.Approvalfrommedical/healthorganiza�onswilllikelya�ectmarketgrowth
•Healthcareprofessionals’willingnesstoreferpa�entstoherbaltreatmentsmaybeagame changerforbrandsu�lizingadaptogensclaim
snacksAnuntappedopportunityforadaptogenicingredients
•Adaptogen-enhancedteaspresenthugeopportuni�es
•47% ofteadrinkersdrinkteaforrelaxa�on
teaTeaisthemostwidelyconsumedbeverageintheworld,nexttowater,andcanbefoundinalmost80%ofallU.S.households
Food & Beverage
Nutraceuticals
Animal Feed
Pharmaceuticals
©ProducedbySMARTCPGConsul�ng,20212020094
Sources:PRNewswire–“GlobalAdaptogensMarkettoExpandasAncientLinesofMedicalTreatmentGainTrac�on–TMR”May12,2020;GoogleTrends–“Adaptogens”Nov.2015–Nov.2020;FoodandBeverageInsider–“Healthingredientsmarketgrowthfueledbyevolvingconsumerpreferences”May06,2020;Mintel–“WhatYouNeedtoKnowAboutAdaptogens”US,February2019;Mintel–GNPDNovember2020;Forbes–“Whyconsumersarechoosingindulgentsnacksinsteadofhealthyones”July5,2020
