As consumers navigate the pandemic, social and political upheaval, and other stressors, sales of products made with adaptogens — natural substances thought to help the body adapt to stress — are growing, according to SMARTeam, Advantage Sales’ consumer goods insights team.

Ingredients like ashwagandha and ginseng are increasingly found in new products across categories, from food and beverages to cosmetics and personal care. As consumers reach for functional food and drinks and dietary supplements featuring adaptogens, minerals, electrolytes and prebiotics, the growing global health ingredients market is projected to reach $124.1 billion by 2025.

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