Perhaps you’ve heard or read about the benefits of adaptogens, whether they’re consumed as an extract or as a functional ingredient in food and beverage. But what exactly are adaptogens?

Adaptogens are botanical substances that ease physical and mental stress, such as ginseng, medicinal mushrooms, holy basil and ashwagandha. The COVID-19 pandemic ushered in an era of stress for many, prompting increased consumer interest in seeking out natural ingredients with health claims that reduce stress. Some of the benefits of adaptogens include improved focus, a balanced mood, weight management, and immune support.

According to a report from Research and Markets titled, Global Adaptogens Market – Forecasts from 2020 to 2025, the Adaptogens Market is expected to grow at CAGR of 8.55% to reach 3,993.345 million in 2025 from US$2,441.406 million in 2019. More growth can be expected if we continue to see a surge in innovation, transparency, and brand-building.

Adaptogens are emerging as an alternative to CBD, as they provide many of the same benefits without some of the drawbacks. While CBD research is still ongoing and can mislead some consumers into a false connection with drug use, adaptogens can fall back on decades of research and use as a traditional therapeutic in Eastern cultures. Factoring in availability and price will be important as consumers weigh the pros and cons of CBD vs adaptogens.

As consumer awareness around health and wellness increases, we can expect to see a move away from pharmaceuticals and a continued push towards health claims coming from natural ingredients. According to Research and Markets, “Supermarkets are registering significant growth in the market. There has been a surge in sales in convenience and specialty stores. The online segment is expected to register significant growth as the manufacturers are connecting directly with their consumers through their websites or other major E-Commerce sites.”

North America holds a large share of the adaptogen market due to a rise in consumer preferences and a desire to purchase natural based products. These preferences position the organic segment at the forefront of the category, allowing brands and retailers in the natural space to attract new customers with a variety of adaptogen based products.