Adaptogens Market Size - By Source (Ashwagandha, Ginseng, Astragalus, Holi Basil, Rhodiola Rosea, Schisandra, Adaptogenic mushrooms), By End-Use (Powder, Capsule, Tea & Beverages), Application, Distribution Channel & Forecast, 2024-2032

Adaptogens Market Size

Adaptogens Market size was valued at USD 10.71 billion in 2023 and is projected to register over 6.8% CAGR from 2024 to 2032. This growth is fueled by increasing consumer awareness and interest in natural health remedies, especially those offering stress relief and enhanced energy. As consumers seek holistic approaches to health and wellness, adaptogens have emerged as a favored solution. The rising start-up efforts in the market are boosting development.
 

For instance, in February 2024, in a start-up initiative, Adaptogenic coffee barista and 'Dragon's Den' investment champions fostered organic growth with their coffee infused with natural ingredients and delved into the advantages of adaptogens like CBD, ashwagandha, Rhodiola, and medicinal mushrooms.
 

These natural substances, which help the body resist stressors of all kinds, are gaining popularity in various forms, including supplements, teas, and snacks. The growing demand for adaptogens reflects a broader trend toward preventative health measures and natural ingredients, driving market expansion.
 

The adaptogens market is poised for substantial growth due to the rising demand for natural products that support stress management, mental clarity, and overall well-being. As consumers increasingly prioritize mental health, adaptogens are becoming a key ingredient in wellness routines. The rising expansion of production and stores also supports the industry.
 

For instance, in April 2024, The Herbtender, an adaptogenic wellness brand, debuted in 600 Holland & Barrett UK stores as a key functional mushroom brand for the retailer. The Herbtender offers distinctive formulas inspired by ancient herbal knowledge to enhance the mind and body’s resilience to stress, delivering a straightforward and highly effective approach to supporting mental health.
 

However, challenges such as the varying quality of adaptogen products and limited scientific validation of some claims may hinder market growth. The market expansion may also be restrained by the high cost of premium adaptogen products, which could limit accessibility for a broader consumer base. Addressing these challenges will be crucial for sustaining long-term market growth.
 

Adaptogens Market Trends

The market will witness robust growth through 2032, driven by the increasing incorporation of adaptogens into mainstream food and beverage products. Consumers are becoming more familiar with adaptogens like ashwagandha, reishi mushrooms, and Rhodiola and are seeking out products that incorporate these ingredients in convenient forms. The growing trend of functional foods and beverages, which offer health benefits beyond basic nutrition, is contributing to the rising demand for adaptogen-infused products. This trend aligns with the broader consumer shift toward natural and holistic wellness solutions, supporting the market growth trajectory.
 

For instance, in April 2024, TRIP, the UK's leading private soft drinks company specializing in mindfulness and wellness, unveiled its latest collection of unique functional blends. This new range featured mushrooms and adaptogens in four refreshing flavors.
 

Adaptogens Market Analysis

The ashwagandha segment captured a substantial share of the market in 2023 and will experience more than 6.5% CAGR through 2032. Ashwagandha, known for its stress-relieving and energy-boosting properties, is one of the most recognized adaptogens globally. Its increasing use in supplements, teas, and functional foods has contributed to its popularity. The growing interest in Ayurvedic medicine and holistic health practices has also boosted the demand for ashwagandha. As consumers continue to seek natural ways to enhance their health, the ashwagandha segment could remain a key driver of market growth.
 

The adaptogens market from food and beverage application segment is set to register over 6.5% CAGR through 2032, driven by the rising trend of functional foods and drinks that offer added health benefits. Adaptogens are increasingly being incorporated into products such as energy bars, herbal teas, and beverages aimed at stress relief and mental clarity. This trend is particularly strong among health-conscious consumers who prefer natural ingredients.
 

As the demand for functional foods grows, the inclusion of adaptogens in these products is expected to drive the expansion of the market, catering to the evolving preferences of consumers seeking holistic wellness solutions.
 

The drug store distribution channel accounted for a significant share of the adaptogens market in 2023 and will experience over 6.5% CAGR through 2032. As consumers increasingly turn to over-the-counter health products, drug stores have become a primary retail channel for adaptogen supplements and related products. The convenience and accessibility of drug stores, coupled with the trust consumers place in these retailers for health-related purchases, are key factors driving the growth of this segment. Additionally, the availability of a wide range of adaptogen products in drug stores, from capsules to powders, supports the market expansion through this channel.

The Asia Pacific region held a sizable share of the adaptogens market in 2023 and is anticipated to grow at over 6.5% CAGR from 2024 to 2032. The rich history of traditional medicine, particularly in countries like India and China, where adaptogenic herbs such as ashwagandha and ginseng have been used for centuries, is a major factor driving market growth.
 

The increasing consumer awareness of the benefits of adaptogens, in line with the rising popularity of natural and herbal remedies, is boosting demand in the region. Furthermore, the expansion of e-commerce platforms in the Asia Pacific is making adaptogen products more accessible, contributing to a positive market outlook.
 

Adaptogens Market Share

The demand for adaptogens, natural substances that help the body adapt to stress, is surging, driven by increased consumer interest in holistic wellness. Companies are capitalizing on this trend by incorporating adaptogens into various products such as supplements, beverages, and skincare. Leading brands are investing in research to validate the benefits of adaptogens like ashwagandha, rhodiola, and reishi mushrooms, further boosting consumer confidence. The rising popularity of adaptogen-infused products is also fueled by strategic marketing efforts highlighting their potential to enhance energy, mental clarity, and resilience, making them a key growth driver in the wellness industry.
 

Adaptogens Market Companies

Top companies operating in the adaptogens industry include:

• REBBL
• Organic India
• NutraScience Labs
• Nutracap Labs
• Organika Health Products Inc
• PLT Health Solutions
• Xi’an Greena Biotech Co. Ltd.
• Organic Herb Inc
• Xian Yuensun Biological Technology Co. Ltd.
• UNO VETCHEM
   

Adaptogens Industry News

• In March 2023, Olly’s launched a new supplement line. Available at major retailers like Target and CVS, Olly is introducing three new products, each infused with adaptogens. This expansion into mood-focused supplements addresses the growing concern about stress among Gen Z and Millennial shoppers.

The adaptogens market research report includes in-depth coverage of the industry with estimates & forecast in terms of volume in kilo tons & revenue in USD million from 2021 to 2032 for the following segments:

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Market, By Source

• Ashwagandha
• Ginseng
• Astragalus
• Holy Basil
• Rhodiola Rosea
• Schisandra
• Adaptogenic mushrooms
• Others

Market, By End-use

• Powder
• Capsules
• Teas & beverages
• Others

Market, By Application

• Food & Beverage Sources
• Dietary & sports supplements
• Pharmaceutical
• Cosmetics
• Animal Feed

Market, By Distribution channel

• Offline
  • Supermarket/Hypermarket
  • Drugstore
  • Grocery & Convenience Store
• Online

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
  • Rest of Europe
• Asia Pacific
  • China
  • India
  • Japan
  • South Korea
  • Australia
  • Rest of Asia Pacific
• Latin America
  • Brazil
  • Mexico
  • Argentina
  • Rest of Latin America
• MEA
  • Saudi Arabia
  • UAE
  • South Africa
  • Rest of MEA