Since the onset of the COVID-19 pandemic, functional drinks have been gaining momentum, with nootropics, immunomodulators, and botanics becoming household terms. Adaptogens, which claim to address rising concerns of stress, anxiety, and balance restoration, have been gaining ground rapidly. In addition, these ingredients help address the challenge of providing consumers with value for money by maintaining quality at steady prices. Against this backdrop, adaptogens are set to become mainstream ingredients, says GlobalData, a leading data and analytics company.

Bokkala Parthasaradhi Reddy, Lead Consumer Analyst at GlobalData, comments: “Over the last few years, a health-oriented approach to life has gained a new meaning. Globally, an increasing number of consumers are seeking products that will help them address specific aspects of their overall wellness, such as stress management, sufficient rest, anxiety-easing, and embracing sobriety or mindful drinking. As a result, they are reaching out for goods with added functionalities, active ingredients, or clearly stated health benefits. With their neuroprotective, anti-fatigue, and anti-depressive properties, adaptogens provide multiple benefits, such as boosting immunity, easing anxiety, and relieving stress, which are some of the major consumer focus areas following the pandemic.”

Deepak Nautiyal, Consumer and Retail Commercial Director, APAC and Middle East at GlobalData, notes; “Adaptogens are the new functional ingredients that have found a foothold in non-alcoholic drinks. They can be plant-based or synthetic and can be easily added to a multitude of drinks, such as carbonates, juice, and tea/coffee without altering the flavor or taste profile of these drinks. One of the primary advantages of adaptogens is the ease of use, as they can be consumed as dietary supplement capsules, in teas, or added to non-alcoholic drinks such as carbonates and juice. However, adaptogens cannot be termed as exclusive ingredients as many of them provide the benefits of nootropics and immunomodulators and the other way around.”

Reddy adds: “Some of the common plant-based adaptogens include Panax ginseng, Rhodiola crenulata, and Schisandra chinensis, which have been used to control or manage multiple conditions, including blood sugar control, brain health, fatigue, anxiety, depression, stress, liver diseases, and menopause symptoms. Ginseng is the most popular among these adaptogens and is widely used for its immunity-boosting attribute. Meanwhile, synthetic adaptogens, known as “actoprotectors” have similar functions and enhance body stability without increasing oxygen consumption or heat production, boosting mental and physical resistance, and increasing blood flow. However, these attributes, which enhance the appeal of synthetic adaptogens, also make them unsuitable for consumption by athletes.”

Nautiyal continues: “In addition to their health benefits, adaptogens also help in engaging consumer interest. With the majority of consumers reeling from the impact of high inflation, value for money has emerged as a key theme in consumer purchases. With rising input costs, manufacturers are being forced to provide more value to the consumer’s dollar. This is reinforced by a GlobalData consumer survey^*, wherein 27 % of consumers perceive low price/cheap good value for money, and an equal number of respondents perceive high-quality products/ingredients as value for money.”

Reddy observes: “The addition of adaptogens will help to attract consumers who prefer high-quality ingredients. Moreover, these consumers will be inclined to pay more for proven health benefits, as evident in 84 % and 80 % of respondents in the same survey who opined “good for physical fitness/health” and “good for mental health” as an essential or nice to have features in their purchase decisions.”

Nautiyal concludes: “The benefits of adaptogens, which include managing stress and anxiety, are among the most sought-after features among consumers. In non-alcoholic drinks, adaptogens are being used in beverages positioned as alcohol substitutes, and natural energy drinks or night-time drinks that are claimed to improve the quality of sleep and rest, and their adoption is expanding. However, adaptogens are new to the market, and the potential impact of long-term use has not been proven. For instance, dosage control and the potential reactions to medications are still being studied. Hence, despite the significant benefits, adaptogens cannot be a universal panacea for addressing stress and anxiety. Manufacturers will have to address these concerns to push more brands to adaptogens.”

^*GlobalData 2023 Q4 Consumer Survey – Asia & Australasia, with 6,163 respondents

Plant protein powder is no longer exclusive to vegans and athletes, with significant numbers of mainstream consumers now shopping the category, according to new research commissioned by MycoTechnology, Inc., the mushroom mycelial fermentation specialist.

The survey of 725 plant protein powder users, carried out by Brightfield Group in Q1 2023, found that just 17 % of them identified as vegan. Furthermore, 38 % of the respondents in the survey who declared that they purchase only plant-based protein powders said they mixed them with dairy milk, indicating that they buy such products for reasons other than dietary lifestyle choices.

Meanwhile, fewer than half of the respondents in the survey (46 %) identified as athletes, even though as many as 77 % of them said they exercised at least three times a week. The vast majority (93 %) stated that they exercise to support their mental health.

When asked to describe themselves, 34 % of respondents were identified as ‘early adopter’ consumers. Another 31 % were ‘early majority’ shoppers, indicating a shift for plant protein powder into a more mainstream demographic.

When it comes to product quality, plant-based protein powder consumers are in broad agreement. Nearly all of them (92 %) said they would find a product more appealing if it offered higher quality protein, with 91 % attracted by a protein that is more complete. Beyond nutritional factors, 91 % of respondents said they favour products that promise a better taste.

MycoTechnology’s Marketing Director, Jonas Feliciano, commented: “These findings demonstrate that plant protein is smashing apart outdated stereotypes and is now earning strong support among mainstream consumers. The fact that so many blend their plant protein powder with milk is a strong sign that non-vegans consider plant protein to be a conventional product and a key part of a healthy diet. Most notably, all but a few of the respondents to our survey said that they considered protein quality and flavour to be of the utmost importance. The successful plant proteins of the future will be those which are able to tap into the needs and preferences of these highly discerning consumers.”

Bethany Gomez, Managing Director at Brightfield Group, added: “Plant-based protein users are a young, affluent group that prefers cleaner eating–no sugar added, all natural, preservative free–and they’re willing to pay for high quality products with that strong health profile. This group is also more likely to be using functional ingredients, like mushrooms and adaptogens, so we know they’re open to new and alternative ways to get the types of sustenance and nutrition they’re looking for. Brands that strive to offer high quality products, using cutting edge ingredients, will find a group of users ready and willing to dig in.”

A trailblazer in the development of next-generation plant proteins, MycoTechnology offers a line of plant proteins including FermentIQ^™ PTP – a pea and rice protein blend fermented by mushroom mycelia to deliver superior performance and nutrition. Providing all essential amino acids, it has a PDCAAS (Protein Digestibility Corrected Amino Acid Score) of 1.0 for ages 3 and above. Its unique fermentation process also enhances digestibility, enabling 99.9 % of the protein consumed to be easily digested. As a result, FermentIQ^™ PTP offers a nutritional value competitive with animal and soy proteins.

MycoTechnology’s proprietary process also deodorises and de-flavours the plant proteins, offering better tasting, more neutral solutions with superior functionality in a range of applications. For those looking to take the taste of their products to the next level, MycoTechnology also offers ClearIQ^™ – a natural, clean-label bitter blocker and flavour clarifier.