A healthier lifestyle. Better sleep. Less stress. Ageless skin. Self-improvement goals like these certainly aren’t new, but consumers are increasingly shopping for products to help accomplish them.
The past few years have seen an increased emphasis on self-care products, with an estimated $450 billion spent on wellness products and services in the United States in 2022. And as summer approaches, we predict consumers will further embrace all things wellness, this time turning their attention toward mind and body health. In the months ahead, we see shoppers favoring products that encourage better sleep and decrease stress levels in the form of adaptogenic and superfood beverages, foods, and skincare.
Flavorful beverages that use adaptogens to improve overall health and drinks and snacks infused with superfoods are becoming increasingly popular tools for consumers around the world hoping to improve their sleep and boost energy levels. The global superfoods market size is projected to grow by 4.8% between 2022 and 2030, reaching a whopping $246 billion by 2030. The global adaptogens market size is not far behind, with growth between 2022 and 2031 projected at 7.3% and reaching $20.3 billion by 2031.
Terms to know:
Terms to know:
Terms to know:
- Adaptogens: Herbs and mushrooms like ashwagandha, ginseng, and turmeric that help the body cope with stress.
- Superfoods: Nutrient-dense foods like seaweed, ginger, and mushrooms contain large amounts of vitamins and antioxidants that are good for one’s health.
- Adaptogens: Herbs and mushrooms like ashwagandha, ginseng, and turmeric that help the body cope with stress.
- Superfoods: Nutrient-dense foods like seaweed, ginger, and mushrooms contain large amounts of vitamins and antioxidants that are good for one’s health.
- Adaptogens: Herbs and mushrooms like ashwagandha, ginseng, and turmeric that help the body cope with stress.
- Superfoods: Nutrient-dense foods like seaweed, ginger, and mushrooms contain large amounts of vitamins and antioxidants that are good for one’s health.
On Faire, searches for “adaptogen,” “superfood,” and “mushroom” (one of the more popular superfoods) all increased about 85% between April 2022 and April 2023. In addition, the number of top 10 products in the Health & Wellness category that contained seaweed or adaptogenic mushrooms increased by 75% between April 2022 and April 2023.
Which superfood and adaptogen-enhanced products will be flying off the shelves this summer? We dug into Faire search and purchasing data to pinpoint exactly that.
Stress-busting adaptogenic beverages
Earlier this year, we looked at the trend of replacing alcohol with healthier non-alcoholic beverages. But popular non-alcoholic beverages today are aiming to do more than just replace your evening cocktail. They’re also on a mission to improve overall wellness, from better sleep and less stress to improved focus. These beverages are packed with natural ingredients like prebiotics, botanicals, and real fruits.
Perhaps the most popular ingredients for today’s wellness drinks are adaptogens. Described by Thrillist as “a modern movement with ancient roots,” adaptogens—plant substances like herbs and roots that can be used to manage stress and maintain balance—have been used for centuries in parts of Asia and India as a medicinal healing tool. Today, brands are adopting these ancient practices and finding ways to infuse them into healthy products.
“The functional adaptogen movement is a shift that’s a result of millennials getting older and searching to replace the highly caffeinated and sugar-filled beverages we grew up with,” says Andrea Hernández, trend forecaster and founder of food and beverage website Snaxshot. “We want to be in two states simultaneously—we want to be full of energy but also get a good night’s sleep, so we’re looking for options that give us that in-between. It’s part of the ‘better for you’ movement: Better-for-you cookies, better-for-you ketchup, better-for-you soda.”
Indeed, in 2023, healthy adaptogenic beverages promising better sleep and less anxiety are popping up everywhere, their thoughtfully designed bright cans glistening in the beverage aisle at specialty grocers, at workplace cafeterias, and on social media pages. Popular brands like Olipop, Moment, and Unicorn Superfoods—which use adaptogens known to reduce stress levels like ginseng, ashwagandha, and L-theanine—boast Instagram followings in the six digits and even viral TikTok videos centered around their products.
We’ve also seen this shift come to life on Faire, where drinks containing popular adaptogens like ashwagandha have gained significant popularity. In fact, two of the top five beverage brands in March 2023 were brands selling drinks with adaptogens. In addition, searches for ashwagandha increased more than 350% in the past six months, and brands like Goldmine, Wildwonder, and Droplet, whose products use adaptogens to soothe nerves, improve mood, and increase energy levels, are rising in popularity.
“The rising interest in adaptogenic beverages reflects a growing awareness among consumers about the importance of holistic well-being and self-care,” says Aisha Chottani, founder of Moment. “As people seek natural solutions to manage stress and support their overall health, beverages like ours provide a unique offering that aligns with these needs.”
Mood-enhancing superfood snacks
Superfoods are another common ingredient that can be added to drinks or snacks to help with mind and body wellness. The use of superfoods to reduce stress and boost mood is nothing new—in fact, it’s long been a staple in many Asian cuisines. However, there has been a notable surge in consumer interest in superfood-infused food and drink options recently. Pinterest declared that in 2023, “the hottest superfoods will be from the sea,” citing a 245% increase between 2020 and 2022 in searches for “seaweed snacks recipes.” Thanks to many health benefits from immunity to gut health, the global seaweed snacks market is expected to grow 10.4% from 2023 to 2028.
“In the last couple years, seaweed and kelp have had a glow-up,” says Hernández. “They were a very niche part of snacking items, but now we’re starting to see them traverse their niche and become more mainstream. Once they became associated with superfoods, bigger brands started paying attention and launching seaweed and kelp products.”
On Faire, searches for “seaweed” have more than doubled in the past six months. Keep an eye on brands like Daybreak Seaweed and 12 Tides, which continue to produce creative renditions of snacks from the sea.
Seaweed isn’t the only superfood consumers are looking toward for better health on Faire and beyond. Crisps made from superfoods like fennel from Hungry Bird Eats, energy bars packed with superfoods from The Better Bar, and superfood lattes from Blume are all growing in demand.
Rejuvenating skincare—courtesy of mushrooms, matcha, and more
Adaptogens and superfoods aren’t just being used to rejuvenate our mind—they’re also being used to rejuvenate our skin. As consumers continue to look for more natural and sustainable alternatives for everyday products, items found in nature are being used in more and more skincare.
“With the increased focus on health and wellness, many are searching for ways to incorporate a holistic approach into their everyday choices, and that includes skincare,” says Ali Perry-Hatch, herbalist and founder of Earth Harbor Naturals. “Adaptogens and superfoods are highly valued in skincare due to their ability to enhance the skin’s adaptability to stress, promote balance, and provide antioxidant and anti-inflammatory benefits for a healthier, more radiant complexion.”
Referred to by some as the “shroom boom” in beauty, the use of mushrooms in skincare is becoming increasingly popular. Serums, moisturizers, and cleansing scrubs infused with reishi and chaga mushrooms—like those from Beauty Kitchen and Buffalo Gal—are popping up throughout the beauty market. These are said to combat aging, make skin more vibrant, and strengthen and repair damaged skin.
Beyond just mushrooms, face mists and masks with adaptogens like turmeric and ashwagandha, such as those from Derma E and Free Flow Botanicals, claim to boost your mood and your skin. Superfoods like seaweed, matcha, and hemp are quickly finding their way into today’s popular skincare, and the algae products market for cosmetics is expected to grow by 7.3% between 2022 and 2029.
On Faire, superfood moisturizers, elixirs, and lip balms, like those from Earth Harbor Naturals, SHMEAR Naturals, and Bee Bella, have become increasingly in demand. In fact, in April 2023, half of the top 10 most popular brands in the Skincare category were brands that use superfood ingredients in their products.
“Adaptogens have permeated everything, and I think we’re starting to see the maturing of this trend,” says Hernández. “There’s growing mass consumer understanding of these ingredients. It will be interesting to see what happens in the next five years.”
“The food and beverage space is changing quite rapidly, and today’s consumers are aware of and think about every single thing they put in their bodies,” adds Chottani. “With ongoing scientific research, I anticipate increased awareness and interest around different types of adaptogens and benefits that go beyond what we know today.”
