Adaptogen Supplements Boom in Europe: Market Analysis

The Adaptogen Market: Numbers Tell the Story

Adaptogens — plant-based compounds used in traditional medicine to support the body's stress response — have become one of the fastest-growing segments in the supplement market. As of 2024, the global adaptogen market is estimated at approximately $4 billion.

But what exactly is happening in Europe?

European Market Overview

The European adaptogen market follows US trends with roughly a 2-year lag, but is now growing robustly.

Market Share by Adaptogen

What Is Driving Growth?

Several trends are fuelling the popularity of adaptogens in Europe:

1. Stress management — post-pandemic health-conscious consumers seek natural stress relief
2. Mental performance — interest in supporting cognitive function at work and in sport
3. Natural alternatives — consumers prefer plant-based solutions
4. Social media influence — health influencers introduce adaptogens to wider audiences
5. Scientific evidence base — a growing body of research builds trust

Ashwagandha: The Market-Dominating Adaptogen

Ashwagandha (Withania somnifera) is arguably the most popular adaptogen in the world.

Why ashwagandha dominates:

• The most clinical research (~25+ randomised controlled trials) (Bonilla et al., 2022)
• Standardised extracts (KSM-66, Sensoril) build confidence (Langade et al., 2019)
• Versatile use potential — stress, sleep, sport, general wellbeing
• Relatively affordable

Rhodiola: The Nordic Favourite

Rhodiola rosea is especially popular in the Nordic countries, where it has a long history of use.

Rhodiola strengths:

• Long traditional use in Scandinavian countries
• Studies suggest anti-fatigue properties (Darbinyan et al., 2000)
• EMA (European Medicines Agency) recognises rhodiola as a "traditional herbal medicinal product"
• Popular for supporting mental performance

Cordyceps: The Sports Segment

Cordyceps is a fast-growing adaptogen, particularly among athletes and fitness enthusiasts.

Behind cordyceps growth:

• Association with endurance and performance
• Growing interest in mushroom extracts more broadly
• Cultivated Cordyceps militaris (not the rare, expensive wild C. sinensis)
• Intriguing (though limited) research on oxygen uptake (Hirsch et al., 2017)

EU Regulatory Landscape

Classification

Most adaptogens are classified as food supplements in the EU. Some important regulatory aspects:

• Novel Food: Some adaptogens are under Novel Food review, meaning their sale may be restricted until EFSA approval
• Health claims: EFSA has not approved health claims for most adaptogens (except some traditional herbal medicines)
• Quality standards: The EU requires GMP (Good Manufacturing Practice) compliance
• Nordic warnings: As noted, Iceland and Denmark have issued ashwagandha warnings

What Is Allowed and What Is Not?

Europe applies stricter rules than the US:

• Health claims may only be used with EFSA approval
• Manufacturers cannot claim a product "cures" or "supports overall health"
• Cautious language is required: "contributes to," "supports"

Consumer Trends

Clean Label and Standardised Extracts

European consumers increasingly prefer:

• Clean formulations — minimal additives
• Standardised extracts — precise active ingredient content
• Third-party testing — independent quality certification
• Sustainable sourcing — ethically sourced raw materials

Popular Formats

• Capsules and tablets remain the most popular
• Powders (added to smoothies, coffee)
• Functional drinks with adaptogens
• "Stack" products (multi-adaptogen blends)

What to Expect Going Forward?

The outlook for the European adaptogen market is optimistic, though challenges remain:

• Regulatory clarity — EFSA assessments could reshape the market
• Harmonisation of quality standards
• Results from a greater number of human studies
• Possible new adaptogens entering the mainstream (e.g. Turkesterone, schisandra)

References

1. Bonilla DA, Moreno Y, Rawson ES, et al. (2022). A systematic review and meta-analysis of randomized controlled trials on the effects of ashwagandha (Withania somnifera) supplementation on strength and body composition. Journal of the International Society of Sports Nutrition, 19(1), 336-365.
2. Langade D, Kanchi S, Salve J, Debnath K, Ambegaokar D. (2019). Efficacy and safety of ashwagandha (Withania somnifera) root extract in insomnia and anxiety: a double-blind, randomized, placebo-controlled study. Cureus, 11(9), e5797.
3. Darbinyan V, Kteyan A, Panossian A, et al. (2000). Rhodiola rosea in stress induced fatigue — a double blind cross-over study of a standardized extract SHR-5 with a repeated low-dose regimen. Phytomedicine, 7(5), 365-371.
4. Hirsch KR, Smith-Ryan AE, Roelofs EJ, Trexler ET, Mock MG. (2017). Cordyceps militaris improves tolerance to high-intensity exercise after acute and chronic supplementation. Journal of Dietary Supplements, 14(1), 42-53.

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Read more:

• Ashwagandha products at MaxFit

Disclaimer

Dietary supplements are not a substitute for a varied, balanced diet and healthy lifestyle.