Adaptogenic and Functional Beverage Consumer Journey

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Adaptogenic and Functional Beverage Consumer Journey

While adaptogenic culture originates from an ancient and traditional lifestyle, it is reviving in various contemporary markets such as the U.S.

Adaptogenic Consumers

  • Adaptogenic and functional beverage consumer journeys have continued to evolve rapidly today. The industry stands at over $4.2 trillion. More Americans have continued to be curious about adaptogens in the recent past, which has seen the sales spike as more people are buying them in large quantities.
  • Adaptogenic and functional beverages are marketed to consumers as a unique class of products that help the body block out all kinds of stressors, whether physical, biological, or chemical. Currently, adaptogenic beverages are made using plants such as maca, ginseng, roseroot, Schisandra, Chaga, and Ashwagandha.
  • While these plants are not new as they have been used traditionally by the Chinese for centuries, they are making a comeback. Adaptogens are making a comeback in various forms, such as in beauty products, as part of meals and beverages. Some popular adaptogenic beverages include brewed teas, supplement drinks, coffees, and various types of fancy beverages.
  • Studies show that 65% of American consumers prioritize functional benefits in their food and beverage. Further, consumers want instant results, which explains why adaptogenic drinks are gaining popularity in the U.S. However, as more functional beverage brands are penetrating the market, the functionality lines are becoming blurred and confusing for consumers.
  • On the other hand, American consumers are experimental and are not afraid to try exotic beverage products and brands. However, American consumers are loyal to adaptogenic beverage brands that promise to be functional and beneficial.
  • Adaptogenic beverages contain high levels of powerful antioxidants and phytonutrients, which are attributed to longevity and vitality, especially if taken safely and consistently.
  • However, consumers have expressed concerns about the safety of adaptogenic and functional beverages. Like any other supplement, cautious consumers are first consulting with a physician before incorporating adaptogens into their routine. As much as adaptogens like Ashwagandha can complement certain medications, they can still pose risks and should be combined under the doctor's advice. Herbal beverages have the power to affect a wide range of body systems such as the endocrine, especially among pregnant or lactating mothers.

Psychographic Profile of Consumers

The general habits of consumers, hobbies, values, lifestyles, attitudes, spending habits, and media consumption can evaluate the psychographic profile of the target audience.

General Habits

  • Adaptogen products mainly appeal to consumers looking to combat stress and stressful situations, whether short-term or long-term. Thus, adaptogen consumers' general habits include keeping fit through workouts such as sprints, studying, and working. These consumers use adaptogens to combat fatigue, increase mental performance, ease anxiety, and depression in the day as they carry out day-to-day activities.


  • Most adaptogen consumers enjoy shopping online, which explains why more consumers are loyal to brands with a robust online presence. Even as new brands enter the market, and distributing to in-store retailers such as Walmart, and Whole Foods, adaptogenic products with an established online platform have more significant and more loyal consumers.


  • Most adaptogenic consumers value natural products. In 2018, retail products with natural-based adaptogenic made over $10 million in sales. More so, consumers value holistic adaptogenic products, especially those that combine ingredients such as traditional Chinese medicine herbs, algae, medicinal mushrooms, and Ayurvedic herbs.
  • More so, consumer values have shifted to products that are vegan-based, gluten-free, and with minimal caffeine.


  • Consumers of adaptogenic products are mindful not only about their health but also their appearance, and this explains why beauty product manufacturers are incorporating their products with a wide range of adaptogens and ingredients. Consumers are taking green tea, grapefruit ginger, and black cherry beverages to improve their skin and hair. Beauty products with Ayurvedic ingredients and antioxidants are gaining popularity among consumers looking for all-round adaptogens.


  • Adaptogenic consumers have varying attitudes. However, more consumers embrace healthy lifestyle attitudes and are leaning towards low-sugar beverages that are free of artificial sweeteners. Consumers are going for products with natural ingredients such as grapeseed extract, rosehip, deep ocean minerals, and Ashwagandha.

Spending Habits

  • Even though adaptogen consumers' spending habits vary, the consumers are willing to spend any amount of money for products and brands that can yield quick results. Consumers are also not afraid to spend on new entry adaptogen brands entering the market, especially exotic brands that seem functional and beneficial.

Media Consumption

  • The media plays a vital role in influencing most adaptogen consumers. These consumers also trust celebrities who glorify adaptogenic products on their social media accounts.
  • Celebrities such as Gwyneth Paltrow and Alex Jones have continued to drum support for adaptogens, while mainstream media and websites have continued to feature adaptogen-containing products in their content. As a result, the adaptogen industry has grown to $4 trillion and has become part of the wellness industry.
  • Herbal dietary supplement sales stood at $7.45 billion in 2018, up 7.7% from the previous year, proving that media consumption has played an essential role in driving up adaptogen-based products.