Today’s hottest-selling botanicals fall into the category of adaptogens. Of the 50,000 or so medicinal plants used globally, only about a dozen are considered adaptogens. These plants help the body adapt to physical and mental stress, marked by issues such as fatigue, poor concentration, anxiety, inflammation and lagging performance. Adaptogen product launches in 2016 were up 100 percent compared to 2015, with supplements, beverages and snacks leading the lucrative category. Takeaways include: *Some emerging adaptogens include schisandra, eleuthero, ginseng, maca, amla, holy basil and curcumin. *Ashwagandha supports the immune, neurological, endocrinal, energy-production and reproductive systems. *Despite adaptogens’ far-reaching benefits, marketing should hone in on targeted areas of focus.
