As consumer preferences continue to evolve, functional wellness products are no longer confined to specialty stores or niche categories. Among these rising trends, kratom and its primary active alkaloid, mitragynine, have emerged as highly discussed—and often misunderstood—ingredients in the wellness space.
For retailers, the question isn’t just whether to stock kratom-infused products, but how to do so responsibly, safely and in alignment with evolving consumer expectations.
Understanding the Market Momentum
Kratom has long been used in traditional Southeast Asian practices for its stimulating and calming effects. In the U.S., its adoption has grown through powdered leaf and capsule formats—but that’s rapidly shifting. The new generation of consumers isn’t looking for obscure herbal remedies. They’re looking for familiar formats, clean branding and trustworthy sourcing.
Functional beverages featuring mitragynine have stepped into this space, offering more approachable ways for consumers to explore kratom’s effects. With the rise of sober-curious lifestyles and the demand for alternatives to alcohol and traditional caffeine, products like kratom-infused seltzers are becoming increasingly relevant on retail shelves.
The Compliance Imperative
Despite its growing popularity, kratom exists in a regulatory gray zone. The FDA has not approved kratom for any medical use, and quality control across the market varies widely. This means that retailers have a responsibility to vet brands thoroughly before putting products on the shelf.
The most reputable products:
- Provide third-party lab results for alkaloid content and contaminants
- Disclose sourcing practices and adhere to Good Manufacturing Practices (GMP)
- Use clear, compliant labeling without making unsubstantiated health claims
- Embrace consumer education, rather than capitalize on misinformation
Avoiding products that promote extreme effects or use terms like “legal high” is not just best practice—it’s essential for protecting your store’s reputation.
Safer Kratom Formats
One of the key concerns around kratom has been improper dosing and adulterated powders. Functional beverages mitigate this by offering standardized servings, taste-tested formulas and lower misuse risk.
For retailers, these ready-to-drink formats solve several problems at once:
- They align with consumer familiarity (grab-and-go cans vs. unregulated powders)
- They reduce liability concerns tied to improper use
- They integrate seamlessly into existing cold case or beverage set footprints
To determine whether a kratom or mitragynine product is right for your store, ask:
- Does the brand provide transparent third-party testing?
- Is their packaging compliant and free of drug-style imagery or claims?
- Can they articulate the science behind their formulation?
- Are they staying current with regulatory shifts in states and municipalities?
- Do they position their product in a lifestyle-forward, responsible way?
Setting the Standard for Kratom
Stocking kratom is not a passive transaction—it’s a strategic decision. Retailers who take the time to partner with brands that are committed to safety, education, and consumer trust are the ones who will thrive as this category matures.
From independent wellness shops to national c-store chains, the opportunity lies in being part of the solution: providing access to quality, properly dosed products while rejecting unregulated or misleading entries into the space.
Dallas Vasquez is the co-founder and CEO of Mitra9.
