Adaptogenic Beverages Market Size & Share 2026-2035

Adaptogenic Beverages Market Size

The global adaptogenic beverages market was valued at USD 1.4 billion in 2025. It is projected to reach USD 2.7 billion by 2035, expanding at a 7% CAGR from 2026 to 2035.

Adaptogenic beverages combine botanical extracts with familiar drink formats, including sparkling RTD products, teas, smoothies, juices, and coffee-based beverages. Their commercial proposition rests on a daily-use occasion: consumers can incorporate stress-management, focus, relaxation, or recovery-oriented ingredients into routines that are easier to sustain than episodic supplement use. This makes formulation performance, sensory quality, dosage transparency, and repeat-purchase economics more consequential than novelty alone.

Mental-health pressure provides a durable demand context. The World Health Organization estimates that 15% of working-age adults live with a mental disorder at a given time, while depression and anxiety cause approximately USD 1 trillion in annual productivity losses worldwide ^{[1]World Health Organization, Mental health at work, 2024, who.int}. These conditions do not establish the efficacy of any finished beverage, but they explain why consumers and employers are directing attention toward accessible, non-intoxicating wellness routines.

The value chain begins with cultivation and collection of botanicals, followed by extraction, standardization, blending, contract manufacturing, and distribution through direct-to-consumer platforms, natural retailers, grocery, foodservice, and alcohol-adjacent channels. Botanical trade remains internationally concentrated. Global trade in HS 121190, covering specified fresh or dried plants and plant parts used in pharmacy, perfumery, or related applications, reached USD 4.31 billion in 2024; China and India were leading exporters, while the United States, Germany, and Japan were major importers ^{[2]Observatory of Economic Complexity, Plants for perfumery, pharmacy, or insecticides, fresh or dried, 2024, oec.world}. The trade code is broader than adaptogens, but it indicates the cross-border exposure inherent in sourcing botanical inputs.

India is particularly important for ashwagandha supply, while Peru remains central to maca cultivation. The commercial value of these ingredients is not determined at farm level alone. Extract standardization, contaminant testing, species authentication, organic certification, traceability records, and beverage-compatible flavor systems create much of the value captured between cultivation and the finished can or powder sachet. Brands able to specify bioactive content and maintain reliable certificates of analysis can reduce quality variation, although they also face higher procurement costs.

Regulation shapes both product design and communication. In the United States, conventional-food labeling is governed by the Federal Food, Drug, and Cosmetic Act; claims must be truthful and non-misleading, and disease-treatment claims can change the regulatory posture of a product. The European Union applies a more restrictive framework. Novel Foods Regulation (EU) 2015/2283 can require pre-market authorization for ingredients lacking a documented history of significant EU consumption before May 1997, while Regulation (EC) No 1924/2006 governs nutrition and health claims,. The European Food Safety Authority updated its scientific guidance for novel-food applications in 2024, reinforcing the importance of identity, production-process, exposure, and toxicological evidence in market-access planning.

Extraction technology is increasingly a commercial rather than purely technical variable. Supercritical carbon dioxide extraction can isolate selected plant compounds without conventional organic-solvent residues, while ultrasound-assisted and other intensified extraction approaches may reduce processing time or energy use when properly validated. Deep eutectic solvents are also being studied as lower-toxicity extraction media for plant bioactives, although scale-up, residue control, and regulatory acceptance remain formulation-specific considerations. In beverages, a high assay value is insufficient if the ingredient cannot remain stable, palatable, and evenly dispersed through shelf life.

Sustainability requirements are moving upstream. Programs aimed at generating greenhouse-gas data for herbal ingredients are creating a more formal basis for supplier disclosure and procurement comparisons. This matters because premium beverage buyers increasingly assess packaging, ingredient origin, and supplier documentation together. A brand that depends on imported standardized extracts must therefore manage agricultural continuity, quality assurance, and environmental disclosure as linked commercial risks rather than separate initiatives.

Regulatory divergence will widen the difference between regional strategies. U.S. brands can move relatively quickly when their food claims remain within permitted boundaries, whereas European market entry can require a longer evidence and authorization pathway for certain ingredients. That distinction makes clinical substantiation and ingredient documentation more than marketing assets: they can determine whether a brand can use a consistent proposition across markets or must redesign formulations and communications by region.

Key Drivers

Rising demand for stress-relief functional drinks

The demand case for stress-relief beverages is strengthened by the persistence of workplace strain and the search for lower-friction wellness routines. A global systematic review and meta-analysis reported a pooled burnout prevalence of 39% among public-health workers, demonstrating the scale of occupational stress in a workforce segment exposed to sustained pressure ^{[3]Human Resources for Health, Global estimate of burnout among the public health workforce: a systematic review and meta-analysis, 2024, link.springer.com}. For beverage brands, this environment creates demand for products that can be positioned around daily decompression and non-alcoholic social occasions, provided their claims remain proportionate to available evidence.

Ashwagandha is a central beneficiary of this demand because it has a comparatively developed clinical literature. A systematic review and meta-analysis of 15 randomized controlled trials involving 873 participants reported statistically significant reductions in anxiety, perceived stress, and serum cortisol measures among participants receiving ashwagandha supplementation ^{[4]BJPsych Open, Effects of ashwagandha supplements on cortisol, stress, and anxiety levels in adults: a systematic review and meta-analysis, 2024, cambridge.org}. The findings concern supplementation studies rather than all beverage formulations. Nevertheless, they encourage manufacturers to prioritize standardized extracts, disclosed doses, and stability testing so that a product's ingredient story is not detached from the evidence base used to support it.

The functional-beverage opportunity is also being reinforced by moderation in alcohol consumption. Consumer interest in non-alcoholic beverages with mood, relaxation, or social-ritual positioning has expanded the number of occasions where a premium functional drink can compete. CNBC reported that U.S. functional beverage retail sales exceeded USD 9 billion in the 52 weeks ending in early 2024, reflecting a broad willingness to pay for beverage benefits beyond hydration and refreshment. Adaptogenic brands benefit when they position their products as a credible occasion substitute rather than an abstract wellness add-on.

Shift toward mental wellness and holistic health

Mental wellness has broadened the purchase criteria for premium beverages. Consumers increasingly examine caffeine intensity, sugar content, ingredient provenance, and perceived functional effects together. This favors products that communicate a limited number of understandable benefits rather than long, opaque ingredient stacks. Clear labeling also matters operationally: it reduces the educational burden on retail staff and allows online product pages to convert first-time customers more efficiently.

Functional mushrooms have become important to this shift because they offer a distinct cognitive and resilience-oriented proposition. Erinacines and hericenones from *Hericium erinaceus* have been studied for neuroprotective activity in preclinical research, but the evidence base differs by extract, dosage, and clinical endpoint. Finished-beverage brands should therefore avoid turning preliminary biological findings into disease-prevention claims. Their more defensible route is to explain ingredient identity, extraction approach, and use occasion while maintaining claims that are consistent with food regulations.

A controlled clinical study of lion's mane reported cognitive-score improvements during supplementation that diminished after the intervention ended. This pattern supports a commercial logic centered on ongoing use rather than one-time trial. It also raises the stakes for taste, pricing, and subscription design: if category value depends on a routine, consumer retention is more important than initial product discovery.

Growth of plant-based and clean-label beverages

Adaptogens fit consumer demand for botanical, plant-forward, and transparent functional products, but "natural" positioning alone is becoming insufficient. NielsenIQ identifies clean-label transparency and functional benefits as important growth themes in beverages. In practice, brands must show how a botanical is sourced, what portion of the plant is used, whether an extract is standardized, and how the finished drink avoids excessive sugar or synthetic flavor masking.

Ingredient palatability is a decisive barrier and a source of competitive differentiation. Mushroom extracts, holy basil, and ashwagandha can be earthy, bitter, astringent, or aromatic at meaningful inclusion rates. Tea bases, coffee, oat milk, fruit matrices, acidity management, emulsification, and flavor pairing are therefore not cosmetic choices; they determine whether a formula can deliver a consistent experience without diluting its functional identity. The strongest formulations integrate the adaptogen into the beverage's sensory logic rather than attempting to conceal it completely.

Plant-based positioning also connects the category with sustainability scrutiny. Imported botanicals can create long supply chains and variable traceability, while certified organic and regenerative sourcing may increase input costs. Brands that can substantiate environmental claims and maintain quality documentation will be better placed with specialty retailers, but they must avoid implying verified climate benefits where measurement systems remain immature.

Key Restraints

Limited awareness in developing regions

Adaptogenic beverages face an awareness and affordability challenge in developing regions. In many markets, consumers are familiar with botanicals through traditional medicine, culinary use, or supplements, but may not associate them with premium packaged RTD beverages. The commercial issue is therefore not simply lack of ingredient awareness. It is the need to explain why a familiar herb should be purchased in a higher-priced, branded format rather than consumed through existing cultural practices.

Price intensifies this friction. Premium single-serve beverages require expenditure on standardized extracts, packaging, cold-chain or ambient distribution, digital customer acquisition, and retailer margins. Those cost layers can put finished products beyond the everyday beverage budget of consumers outside affluent urban centers. Localized formats, such as sachets, concentrates, tea preparations, and smaller pack sizes, can reduce the entry price, but they may alter the brand's positioning and unit economics.

Regulatory fragmentation adds another constraint. India, China, ASEAN markets, and Latin American countries differ in their approach to food ingredients, traditional-medicine claims, import documentation, and labeling. A formulation that can be marketed as a conventional functional beverage in one jurisdiction may require a different claims architecture or a separate category pathway elsewhere. The resulting compliance burden is especially difficult for smaller brands that lack dedicated regulatory teams.

Supply chain volatility for organic adaptogens

The category depends on agricultural materials that are exposed to weather, harvest cycles, quality variability, and regional concentration. Botanical trade data show that supply and demand are internationally distributed rather than locally self-contained. This exposes beverage manufacturers to changes in freight conditions, crop quality, import controls, and currency movements, particularly when they rely on a narrow set of approved extract suppliers.

Maca illustrates the issue. Its cultivation is associated with high-altitude Peruvian growing regions, and its chemical composition can vary with genotype, processing method, and growing conditions. Ashwagandha and holy basil similarly require species authentication and validated processing to maintain consistent active profiles. When raw-material availability tightens, brands may confront a choice between accepting higher costs, reformulating, or procuring less fully documented material. Each option can affect gross margin, regulatory confidence, or consumer trust.

Quality assurance is an additional operational cost rather than an optional premium. Certificates of analysis, heavy-metal screening, microbial testing, pesticide-residue programs, and batch-level identity controls protect against adulteration and inconsistent potency. These controls are particularly important in a category where consumer purchase decisions often rest on the perceived credibility of the featured botanical.

The more resilient business model combines consumer education with ingredient-risk management. Localization may involve tea-based or concentrate formats that align with familiar consumption rituals, while procurement resilience requires multi-year supplier relationships, documented specifications, and alternative qualified sources where technically feasible. A brand that expands internationally without this dual approach risks creating demand that its supply chain cannot reliably serve.

Adaptogenic Beverages Market Segment Analysis

By Product Type

Ashwagandha leads the market, rising from USD 0.42 billion in 2025 to USD 0.77 billion by 2035. Its scale reflects consumer recognition, an established extract ecosystem, and a comparatively substantial evidence base for stress-related outcomes. Segment maturity moderates its projected growth relative to mushrooms and maca. Competitive advantage will increasingly depend on the specification behind the name: root-only versus mixed-plant material, withanolide standardization, contaminant control, and the ability to incorporate the extract without compromising beverage taste.

Mushrooms are projected to grow at approximately 7.3% CAGR and reach USD 0.59 billion by 2035. Lion's mane, reishi, cordyceps, chaga, and turkey tail allow brands to build differentiated propositions around focus, calm, energy, or immune-related wellness. However, mushroom beverages carry a more complex quality challenge than many botanical drinks because the consumer may not distinguish fruiting-body material, mycelium, substrate, extract ratio, or beta-glucan content. Brands with transparent fungal specifications can use that complexity to build trust, while brands with vague mushroom claims face a greater risk of commoditization.

Holy basil is expected to increase from USD 0.23 billion in 2025 to USD 0.45 billion in 2035. Its fit with tea and botanical RTD formats gives it a sensory advantage, particularly where consumers already recognize tulsi through Ayurvedic traditions. A randomized, double-blind, placebo-controlled study of a standardized *Ocimum tenuiflorum* extract reported improvements in stress-related measures versus placebo ^{[5]Frontiers in Nutrition, A randomized, double-blind, placebo-controlled trial investigating the effects of an Ocimum tenuiflorum extract on stress, mood, and sleep, September 2022, frontiersin.org}. The opportunity is strongest where brands can preserve cultural familiarity without making medicalized claims.

Maca is forecast to grow at approximately 7.1% CAGR, reaching USD 0.37 billion by 2035. Its mild, earthy profile is more readily incorporated into smoothies, coffee-based drinks, and blended powders than sharply bitter botanicals. Research has identified macamides, macaenes, glucosinolates, and polysaccharides as relevant constituents, although composition differs across material and processing conditions ^{[6]Frontiers in Pharmacology, Exploring the chemical and pharmacological variability of Lepidium meyenii: a comprehensive review of the effects of maca, 2024, frontiersin.org}. The segment's supply concentration in Peru means its growth will depend on procurement planning as much as demand generation.

Lavender reaches USD 0.29 billion by 2035. It is particularly suited to tea, sparkling botanical, and evening relaxation formats because its aroma contributes directly to the beverage experience. Evidence on standardized oral lavender preparations has shown anxiolytic effects in controlled studies, although pharmaceutical-grade preparations and food-beverage formulations should not be treated as interchangeable. This distinction limits overextended claims but leaves room for carefully positioned premium relaxation beverages.

By Beverages Type

Ready-to-drink beverages account for the largest value base, increasing from USD 0.59 billion in 2025 to USD 1.09 billion by 2035. Their advantage is occasion flexibility: a can or bottle can function as an afternoon reset, alcohol alternative, convenience-store purchase, or social beverage. Their projected 6.2% CAGR is lower than that of several smaller formats because the segment already has a substantial base and faces the most intense competition for shelf placement.

Tea-based beverages are expected to reach USD 0.65 billion by 2035. Tea provides a culturally familiar delivery system for holy basil, lavender, and other aromatic botanicals. It also enables brands to make flavor, ritual, and warmth part of the value proposition, reducing dependence on scientific language alone. This is particularly relevant in Europe and Asia Pacific, where tea consumption habits can lower the format-adoption barrier.

Smoothies and juices are the fastest-growing beverages type at approximately 7.5% CAGR. They can accommodate powders, emulsions, and higher botanical loads more readily than clear sparkling drinks. The format also aligns with at-home preparation, personalized wellness routines, and subscription replenishment. Its growth does not imply that all consumers will prefer powder-based products; rather, it indicates that a portion of demand is shifting toward formats that offer perceived dosage control and lower packaging intensity.

Coffee-based beverages are projected to grow from USD 0.15 billion in 2025 to USD 0.28 billion by 2035. Mushroom coffee, adaptogenic lattes, and matcha-based products appeal to consumers seeking focus while moderating the negative associations of high-caffeine consumption. Success depends on whether the product can retain the familiar sensory and ritual qualities of coffee or matcha. A functional ingredient that disrupts the core beverage experience will struggle to gain repeat use.

By Distribution Channel

Online channels represent USD 1.12 billion in 2025 and are projected to reach USD 2.14 billion by 2035. Digital commerce is essential because adaptogenic beverages often need ingredient education before purchase. Product pages, subscriptions, ingredient explainers, and customer reviews reduce the informational distance between an unfamiliar botanical and a premium purchase. NielsenIQ reported continued growth in online beverage sales, with consumers increasingly using digital channels for discovery and replenishment.

Offline channels are forecast to grow more quickly, at approximately 7.3% CAGR, albeit from a smaller base. Natural retailers and specialty stores validate early products, while grocery, mass retail, foodservice, and alcohol-adjacent outlets expand consumer reach. The transition to offline distribution can improve trial and visibility, but it introduces shelf-velocity requirements, slotting pressure, distributor economics, and shorter tolerance for inconsistent supply.

The strongest product portfolios will match the adaptogen to the delivery format rather than forcing every ingredient into the same can. Lavender and holy basil have natural advantages in tea and botanical sparkling formats. Maca fits blended and coffee-adjacent applications, while mushrooms require unusually clear ingredient specifications to establish credibility. Channel strategy should follow these formulation realities: a product that requires education may need digital conversion before it can sustain broad physical distribution.

Adaptogenic Beverages Market Regional Analysis

North America

North America is the largest regional market, expanding from USD 0.50 billion in 2025 to USD 0.97 billion by 2035. The U.S. accounts for USD 0.42 billion in 2025 and is projected to reach USD 0.80 billion by 2035. Its leadership reflects dense natural-retail infrastructure, sophisticated direct-to-consumer purchasing behavior, and a developed functional-beverage ecosystem. The region is also central to the emergence of adaptogenic social tonics, which compete for occasions traditionally served by alcoholic beverages.

The U.S. regulatory environment allows relatively rapid commercial experimentation when companies maintain conventional-food compliance and avoid impermissible disease claims ^{[7]U.S. Food and Drug Administration, Food labeling and nutrition, fda.gov}. This supports product iteration but does not remove enforcement risk. Brands must ensure that ingredient evidence, label language, and customer-facing marketing remain aligned, particularly when stress, mood, sleep, or cognitive benefits are part of the proposition.

Canada contributes to regional value through similar wellness, clean-label, and moderation trends, although brands must account for separate product and labeling requirements. Across North America, retail success increasingly depends on the ability to move from digitally validated demand into reliable grocery and specialty-store velocity.

Europe

Europe is expected to rise from USD 0.44 billion in 2025 to USD 0.83 billion by 2035. Germany represents USD 0.08 billion in 2025 and is forecast to reach USD 0.15 billion by 2035, while the UK is expected to increase from USD 0.06 billion to USD 0.11 billion. France, Spain, Italy, and the Rest of Europe broaden the regional base.

European growth is moderated by regulatory complexity. Novel-food and health-claim rules can constrain both formulation and communication, especially for botanicals without an established EU food-use history ^{[8]European Parliament and Council, Regulation (EU) 2015/2283 on novel foods, November 2015, eur-lex.europa.eu},. This raises the cost of entry but can also protect businesses that invest in well-documented ingredients, authorization pathways, and compliant communications. The region's mature herbal-tea culture offers a favorable setting for tea-based and botanical beverages, but it does not eliminate the need for product-specific regulatory assessment.

Asia Pacific

Asia Pacific is projected to grow from USD 0.30 billion in 2025 to USD 0.59 billion by 2035. China leads the region at USD 0.14 billion in 2025 and is expected to reach USD 0.26 billion by 2035. India increases from USD 0.04 billion to USD 0.07 billion over the same period.

The region combines ingredient familiarity with uneven adoption of premium packaged formats. China's Traditional Chinese Medicine heritage and established e-commerce infrastructure support demand for mushroom and botanical products, while India's Ayurvedic tradition provides deep familiarity with ashwagandha and holy basil. Yet traditional use does not automatically translate into willingness to pay for Western-style functional RTDs. Brands must localize format, price point, and narrative rather than assuming that ingredient awareness equals packaged-beverage demand.

Japan, Australia, South Korea, and the Rest of Asia Pacific offer different routes to growth. Japan's established functional-food culture, Australia's clean-label orientation, and South Korea's premium wellness consumption each support selected product propositions. Across the region, compliance requirements and local claims conventions remain material determinants of launch speed.

Latin America

Latin America is projected to increase from USD 0.10 billion in 2025 to USD 0.18 billion by 2035. Brazil leads at USD 0.03 billion in 2025 and is expected to reach USD 0.05 billion by 2035. Mexico, Argentina, and the Rest of Latin America add smaller but relevant opportunities.

The region benefits from a strong botanical heritage and the cultural proximity of maca to South American food systems. However, affordability limits, fragmented specialty retail, and country-level regulatory variation constrain adoption. Digital channels can reduce geographic distribution barriers, but imported-product pricing and customer-acquisition costs may still restrict scale outside major urban markets.

Middle East and Africa

The Middle East and Africa market is estimated at USD 0.07 billion in 2025 and is expected to reach USD 0.13 billion by 2035. Saudi Arabia represents USD 0.02 billion in 2025, increasing to USD 0.04 billion by 2035. The UAE and South Africa are additional focal markets.

Gulf markets offer an attractive environment for premium non-alcoholic social beverages because of high urban purchasing power, organized retail expansion, and established demand for sophisticated alcohol alternatives. The broader region remains heterogeneous: premium functional products can scale in selected metropolitan markets while affordability, distribution infrastructure, and consumer education limit penetration elsewhere. Market development will depend on selective city-level execution rather than broad regional assumptions.

Europe presents a different form of strategic discipline. Its regulatory requirements can slow product launches, but they also make compliance capabilities a potential barrier to entry. Brands that treat European authorization, claims review, and technical dossiers as an early investment may build a more durable position than those seeking to transfer North American formulations and messaging without adaptation.

Adaptogenic Beverages Market Share & Competitive Landscape

The competitive environment is led by specialist brands that combine differentiated ingredients, lifestyle positioning, and omnichannel distribution. The authorized company set comprises Rebbl, Four Sigmatic, Kin Euphorics, SOM Sleep, Vybes, Taika, Hiyo, Moment, Mayawell, Clevr Blends, Odyssey Elixir, Kuli Kuli, and Sunwink.

Rebbl's category position is associated with super-herb elixirs, protein beverages, and smoothie-oriented formats. Its scale illustrates the value of linking adaptogenic ingredients with established functional beverage occasions rather than treating them as niche supplements. Four Sigmatic has built its market identity around mushroom coffee and adjacent coffee, tea, cocoa, and protein formats, making ingredient education and verified mushroom sourcing central to its commercial proposition.

Kin Euphorics and Hiyo compete more directly for social, non-alcoholic occasions. Their opportunity is tied to the continued expansion of moderation-oriented consumption, but this positioning also raises the standard for flavor complexity, packaging, occasion cues, and route-to-market execution. Kin's distribution partnership with Southern Glazer's Wine & Spirits illustrates the strategic relevance of alcohol-distribution infrastructure for functional non-alcoholic brands ^{[9]BevNET, Kin Euphorics embarks on its next chapter with Southern Glazer's, 2025, bevnet.com}. Constellation Brands' minority investment in Hiyo similarly indicates that major beverage-alcohol companies view these brands as relevant to overlapping consumer occasions.

SOM Sleep, Vybes, Moment, and Sunwink address more defined need states, including sleep support, relaxation, mineral-led functional refreshment, and everyday botanical wellness. Their differentiation depends on keeping the product proposition narrow enough to be understood while avoiding unsupported therapeutic framing. Mayawell occupies an adjacent position through agave-based prebiotic beverages, showing how gut health, botanical sourcing, and functional soda can overlap in consumer perception.

Taika, Clevr Blends, and Odyssey Elixir demonstrate the importance of familiar beverage anchors. Taika uses cold brew and matcha formats to frame adaptogens around focused energy. Clevr Blends has used instant lattes and an omnichannel retail model to connect at-home rituals with mainstream distribution; Inc. reported that the company expanded into Target and Whole Foods while recording substantial revenue growth. Odyssey Elixir competes at the intersection of functional mushrooms and energy beverages, where taste masking and formulation transparency are especially important.

Kuli Kuli extends the competitive field beyond conventional adaptogens through moringa and climate-smart superfood positioning. Its 2025 rebrand and retail expansion illustrate how botanical brands are broadening portfolio narratives to encompass sourcing, climate considerations, and multiple functional ingredients. Across the competitive set, durable advantage is likely to arise from three linked capabilities: verifiable ingredient quality, a distinctive use occasion, and a distribution model that can sustain repeat purchases after initial trial.

Recent Industry Developments

February 2025 - Constellation Brands invests in Hiyo: Constellation Brands announced a minority investment in Hiyo, a non-alcoholic functional beverage brand. The company identified Hiyo's growth and the overlap between alcohol and non-alcoholic beverage buyers as part of the investment rationale.

May 2025 - PepsiCo completes Poppi acquisition: PepsiCo completed its acquisition of prebiotic soda brand Poppi for USD 1.95 billion, before anticipated tax benefits. Poppi is not an adaptogenic beverage brand, but the transaction demonstrates strategic interest in scaled functional-beverage platforms among major CPG companies.

February 2025 - Coca-Cola launches Simply Pop: Coca-Cola introduced Simply Pop, a prebiotic soda line, extending large-company participation in functional carbonated beverages.

April 2025 - Kuli Kuli rebrands around climate-smart superfoods: Kuli Kuli announced a rebrand that broadened its positioning beyond moringa to a portfolio including ingredients such as baobab, lucuma, hibiscus, cacao, maca, and shatavari.

June 2025 - Four Sigmatic collaborates with Honey Mama's: Four Sigmatic and Honey Mama's introduced Focus Fudge Chocolate Truffle Bars containing lion's mane mushroom extract, illustrating the extension of adaptogenic brand activity into adjacent functional-food formats.