New tech and consumer-centric innovation drive the future of botanicals
Botanicals are transforming from traditional remedies to science-backed ingredients with proven health benefits. Experts highlight technologies, such as metabolomics and advanced extraction methods, that can enhance botanicals’ therapeutic potential and meet health-conscious consumers’ demands for user-friendly formats.
Nutrition Insight explores how technologies and research advances are shaping the future of botanicals with Finzelberg, Giellepi, Sabinsa, and ACI Group.
“Botanicals have come a long way from their roots in traditional medicine,” says Martin Felkner, senior expert of Branded Ingredients at Finzelberg. “While they’ve always had a strong presence in wellness, we are seeing a shift from anecdotal use to science-backed credibility.”
“Thanks to advancements in research, particularly in metabolomics, which dives deep into understanding how certain metabolites in plants induce a physiological response, we are getting a clearer picture of how these ingredients work and which compounds are doing the heavy lifting.”
Fabio Terruzzi, strategic business development manager at Giellepi, adds that supplement launches containing botanical ingredients have increased markedly in recent years, reflecting a consumer shift toward natural solutions.
“Additionally, current trends show that brands prioritize consumer-friendly formats such as gummies and dissolvable powders to deliver botanicals supported by scientific evidence in a more accessible and enjoyable way.”
Traditional botanicals go mainstream
Innova Market Insights data indicates that the leading product claims for 2024 botanical and herbal supplement launches include brain and mood health (37%), immune health (31%), energy and stamina (30%), digestive and liver health (25%), and mental acuity (23%).
Ashwagandha and botanical mushrooms are the top ingredients in these supplements. The market researcher’s data also suggests that chaga and lion’s mane mushrooms were the fastest-growing ingredients in global botanical and herbal supplement launches, at around 50% CAGR 2020–2024.
Botanicals shift from traditional remedies to science-backed ingredients, says Felkner.Shaheen Majeed, global CEO and managing director at Sabinsa, highlights the botanical market’s evolution as adaptogens such as ashwagandha and rhodiola have become mainstream products to meet a growing consumer demand for natural stress management solutions.
“It’s interesting to witness the revival of traditional remedies through scientific validation — functional mushrooms are gaining recognition for cognitive support while Ayurvedic and Traditional Chinese Medicine botanicals are finding contemporary applications.”
He adds that delivery technologies can enhance the therapeutic effects of these familiar botanicals by addressing bioavailability and stability challenges.
Sam Lubbock-Smith, business development manager at ACI Group, points to examples of trending ingredients, such as turmeric for its anti-inflammatory effect, olive extract high in antioxidants, and bioactive compounds derived from ginger root for digestive support.
“Targeting cardiometabolic health, we are seeing interest in bergamot citrus and artichoke leaf, with strong potential for polyphenols from red grape seeds for cardiovascular support.”
“Meanwhile, advances in formulation technologies are opening the door to innovative, user-friendly formats like melts, gummies, and shots — bringing the benefits of botanicals to more people than ever before,” says Lubbock-Smith.
Future of botanicals
Finzelberg’s Felkner says that future botanical trends must deliver sustainable, effective health benefits backed by scientific validation.
Terruzzi notes that consumer-friendly formats like gummies and powders meet demand for accessible botanicals.“Beyond this basic set of values and principles, we think that in our ever-changing and insecure world, consumers will continue to demand science-backed botanical solutions targeting cognitive performance, brain health, and mental well-being, as well as gut health and microbiome support, metabolic health, and energy support.”
“Holistic health goals like ‘agelessness’ or longevity offer ample opportunity for supplements featuring botanicals, which are real powerhouses for healthy aging as evidenced by our most recent research on Rhodiola rosea from cultivation.”
Majeed from Sabinsa adds that companies that balance innovation with scientific rigor, impeccable quality standards, and sustainable practices will thrive.
“I anticipate renewed exploration of traditional knowledge systems through modern science, particularly from underexplored regions like Africa and South America, representing untapped potential for addressing emerging health challenges.”
He also notes a shift toward pharmaceutical-grade validation, narrowing the gap between conventional medicine and botanical interventions. “Personalization through nutrigenomics and microbiome research will enable tailored formulations for individual profiles.”
Advancing scientific research
The experts agree that botanical research has advanced significantly in recent years. Science is now validating traditional wisdom and exploring new applications and ingredients.
Giellepi’s Terruzzi says that research advances are fueled by analytical technologies, improved clinical study design, and a growing consumer demand for scientifically validated natural health solutions.
Sustainable practices and innovation will drive the future success of botanical companies, according to Majeed.“One of the most notable developments is the shift from traditional, anecdotal use to robust scientific validation,” he notes. “Increasingly, high-quality studies such as randomized controlled trials and consumer studies are being employed to assess the efficacy and safety of botanical compounds.”
Meanwhile, Majeed welcomes the increase in addressing demographic research gaps. He highlights that Sabinsa prioritizes women’s historical underrepresentation in clinical studies through female-focused studies.
“Our recently published research on Sabeet exemplifies this approach, demonstrating how our beetroot extract significantly improves carotid artery stiffness in postmenopausal women — a population with elevated cardiovascular risk — without affecting blood pressure.”
“This gender-inclusive approach reflects botanical science’s broader evolution toward understanding how plant compounds interact with specific physiological conditions across diverse populations,” says Majeed.
Technological advances
Felkner from Finzelberg predicts that technology will be crucial for companies wanting to remain at the forefront of product safety, efficacy, and innovation.
“From using AI-solutions designed to assist in clinical research to cleaner, greener extraction methods, technology and innovation are needed to ensure botanicals become even more effective, consistent, and trusted.”
Lubbock-Smith says that technological advances such as AI and solvent-free extraction ensure botanical efficacy and sustainability.“For example, big data and AI are opening exciting new frontiers, making it easier and faster to pinpoint the most promising plant compounds while streamlining clinical research,” he explains. “Here, real-world data, such as instant participant feedback and more efficient trials, could impact cost, speed, and credibility in bringing new products to market.”
Lubbock-Smith predicts that technological advancements in botanicals will be crucial in refining extraction processes, upholding product quality, and promoting sustainability in the future, for example, with supercritical CO₂ extraction and advanced chromatography.
As an example of innovative and sustainable practices, he points to DolCas Biotech, a brand that the ACI Group supplies. “DolCas Biotech implements advanced, solvent-free extraction techniques to produce high-quality botanical extracts.”
“For instance, its TruOliv product utilizes a proprietary method that combines Moroccan-grown olive leaves and whole fruits, yielding an extract rich in polyphenols without chemical solvents. This approach maintains the integrity of the active compounds and supports environmental sustainability.”
Lastly, Lubbock-Smith adds: “Digital technologies, including blockchain, can enhance supply chain traceability and transparency, while AI could facilitate personalized product recommendations and assist brands in developing targeted health solutions.”
