Botanical health boosts: Research is transforming industry amid “dynamic growth”
Fueled by a growing consumer demand for natural, science-backed supplements, the botanical ingredient market is transforming from traditional uses to solutions targeting specific health benefits. At the same time, experts caution that the industry needs to address ongoing challenges, such as adulteration and quality variability.
Nutrition Insight meets with Greenvit, Giellepi, Sabinsa, ACI Group, Finzelberg, and Ingredients by Nature to discuss botanical advances in metabolic health, the gut microbiome, stress relief, and cognition.
Rafał Pietruszyński, CEO at Greenvit, says the botanical extract market is experiencing “dynamic growth,” driven by “an increasing interest in natural approaches to health, a growing emphasis on preventive care, and the rising demand for personalized supplementation.”
“We are seeing the strongest interest in extracts that support metabolic health, gut function, immunity, eye health, longevity, stress reduction, and sleep quality.”
Fabio Terruzzi, strategic business development manager at Giellepi, adds that the future of botanicals lies in “scientific validation, innovation, and enhanced quality control.”
“As consumer demand grows for natural yet effective solutions, the market will see more clinically supported products, advanced delivery systems, and microbiome-targeted formulas. Sustainability and transparency will remain key drivers. Botanicals are poised to lead in holistic wellness, blending tradition with modern, evidence-based health approaches.”
Meanwhile, Shaheen Majeed, global CEO and managing director at Sabinsa, highlights that the botanical supplement market faces critical challenges, specifically in quality variability.
“Ingredient quality spans a wide spectrum, from branded, research-backed botanicals with patents, transparent sourcing, and sustainability programs, to generic materials lacking safety data or chain of custody.”
Adulteration, inconsistent regulations, and consumer confusion about dosing, efficacy, and sustainable sourcing remain major hurdles in the market. Majeed says that differentiation and growth require “ongoing education, transparent labeling, and prioritizing quality over cost.”
Botanical health benefits
Sam Lubbock-Smith, business development manager at ACI Group, says that research on botanicals and their associated health benefits has “expanded significantly” in recent years, driven by scientific advances and consumer demand for natural solutions. As research validates their health benefits, botanical product innovation is surging.
Innova Market Insights data suggest that ashwagandha was the most popular herb in 2024 product launches, with mushrooms growing rapidly.“With a strong foundation of traditional use and growing clinical substantiation, botanical ingredients are reshaping the future of consumer health. We believe there has never been a better time to leverage the power of research-driven botanical formulations to meet evolving consumer needs,” says Lubbock-Smith.
He notes that botanicals are seen as powerful sources of nutrients that enhance bioavailability and offer a functional aspect, such as flavor and sensory appeal.
“Categories for nutritional products are becoming blurred, opening new opportunities for products in the food, beverage, and dietary supplement sectors. This, coupled with the rise of informed consumers invested in their health, boosts scientifically validated and bioactive ingredients.”
“These include botanicals for sports nutrition, cholesterol support, and those that target sexual and cognitive health, and healthy aging,” he adds. “Product lines will continue to evolve as brands respond — developing new formulations or reformulating and extending existing product lines.”
New and emerging botanicals
Giellepi’s Terruzzi highlights fungi and functional mushrooms as the fastest-growing category among botanicals in the supplement sector. “Commonly used alone or in synergistic blends, these mushrooms are valued for their immune-boosting, anti-inflammatory, adaptogenic, and weight management properties.”
“Another key trend is the combination of biotics and botanicals in supplement formulations. Products that include a mix of digestive enzymes, probiotics, and plant-based ingredients such as turmeric and ginger are increasingly popular, thanks to their role in promoting digestive health and enhancing nutrient absorption.”
He says there is also a growing interest in the interaction between botanicals and the gut microbiome.
Greenvit’s Aronvit is a standardized aronia extract with a high content of anthocyanins and polyphenols for versatile health benefits.“Our recent research has shown that certain plant-derived compounds, such as bromelain, astragalus, and bergamot, exert a selective influence on the gut environment. While they have minimal impact on the overall structure of the fecal microbiota, they partially inhibit bacterial groups associated with negative health outcomes and promote the growth of beneficial, health-supporting species.”
Brain boosters
Martin Felkner, senior expert of Branded Ingredients at Finzelberg, observes a growing demand for botanicals with mental health benefits, such as managing stress, improving sleep, regulating mood and anxiety, and enhancing cognitive performance and brain function.
“This is where well-established botanicals like St John’s wort, valerian, lemon balm, our cultivated Rhodiola rosea, ginseng, and Sideritis species lead the way.”
Finzelberg’s Concental is also based on Sideritis species. The ingredient supports brain health, cognitive performance, and women’s health by boosting oxygenated cerebral blood flow, easing anxiety, and clearing brain fog.
Felkner adds that in the popular metabolic health and energy management category, botanicals like Opuntia Ficus-indica extract can make a difference.
Research also indicates that lemon verbena, known for its calming properties, can help mitigate behavioral challenges in children displaying symptoms of hyperactivity and inattention. Meanwhile, the novel prebiotic wild thyme, with its unique polyphenol profile, can target gut health and microbiome support.
“Most recently, we have also seen interest in beauty-from-within solutions by pairing botanicals like rosehip with collagen, which is also an effective combination to support healthy joints and mobility.”
Science-based innovation
Pietruszyński from Greenvit notes a shift away from a “traditional, ethnobotanical or folk-use-based approach” toward modern research methods. He explains that these include clinical trials, mechanism-of-action analyses, and omics technologies such as genomics, metabolomics, and microbiomics.
Felkner observes a growing demand for botanicals with mental health benefits, such as managing stress, or regulating mood and anxiety.“Our understanding of botanical ingredients has significantly deepened in recent years — in terms of the number of studies conducted and their scientific quality,” he highlights. “Omics-based research is especially valuable because it shows that the effects of botanical ingredients are not incidental, but are linked to a real impact on specific biological pathways.”
These studies help to clarify how ingredients such as hibiscus or aronia can influence the secretion of the GLP-1 hormone, the regulation of adipokines, and the modulation of the gut microbiome.
“This approach allows us to move beyond general claims like ‘antioxidant activity’ and toward specific, biologically justified, and measurable effects,” adds Pietruszyński. “The standardization of extracts enables reproducible results and significantly increases the credibility of these products — in the eyes of regulatory authorities and among increasingly informed consumers.”
For example, under the brand Aronvit, Greenvit offers an aronia extract to support metabolic health, longevity, and well-being.
Rejuvenated traditional remedies
Majeed from Sabinsa welcomes the revival of traditional remedies through scientific validation. “The future lies at the intersection of traditional knowledge and cutting-edge science, with inclusive research building a more comprehensive understanding of targeted, evidence-based botanical applications.”
He says that today’s market has matured from general wellness claims to targeted solutions for specific health benefits. For example, consumers seek elderberry and astragalus for immune support or prebiotic botanicals to support their gut microbiome.
In this space, Majeed highlights Sabinsa’s Starmeric, which contains insoluble turmeric fibers, and Babchiol, with specialized plant compounds for skin vitality, including a retinol-alternative extract from Psoralea corylifolia seeds.
Majeed welcomes the revival of remedies from Ayurveda or Traditional Chinese Medicine through scientific validation.“Perhaps most significant is the shift toward authenticity and efficacy — consumers now demand transparency in sourcing, sustainability practices, and clinical validation,” he adds. “They’re more educated and expect measurable results through quality formulations at therapeutic dosages, driving innovation in delivery systems and research into botanical synergies.”
Targeted ingredient solutions
Rob Brewster, president of Ingredients by Nature, says ongoing research is essential to support claims on botanical health benefits and uncover new and additional mechanisms of action.
“This is particularly important for identifying cross-functionality among ingredients and their synergistic effects when combined. Brand manufacturers will likely introduce new delivery formats for botanical ingredients, catering to different generations and enhancing consumers’ journeys toward better health.”
He highlights two examples of Ingredients by Nature’s branded botanical ingredients — Eriomin for healthy weight management and Sytrinol for its heart health benefits.
“The awareness of GLP-1 has undoubtedly drawn shoppers into the industry, seeking plant-based, natural alternatives that can also support this hormone, known to release insulin and promote healthy weight management.”
Brewster explains that Eriomin has been patented for its GLP-1 boosting properties. “This proprietary blend of citrus flavonoids has been shown to elevate GLP-1 levels by up to 22% across three gold-standard human clinical trials.”
Human clinical data demonstrate that Sytrinol, a proprietary blend of citrus and palm extracts, can significantly improve three markers of cardiovascular health in four weeks. “In these studies, participants experienced reduced cholesterol levels by 27%, low-density lipoprotein cholesterol by 25%, and triglycerides by 31%.”
Lubbock-Smith says that high-performance liquid chromatography technology can help guard against adulteration and ensure quality control.
Overcoming adulteration
At the same time, the industry experts highlight that adulteration remains a significant challenge. Terruzzi from Giellepi says this affects product quality, safety, and consumer trust.
“Some widely used botanicals are frequently adulterated to cut costs or enhance claimed potency. For example, bromelain is frequently diluted or entirely substituted with lower-cost enzymes such as papain or ficin. Most concerning are the samples that meet the declared enzymatic activity on the label but contain no actual bromelain.”
“Boswellia extracts are sometimes adulterated with citric acid to falsely boost boswellic acid levels, while Ginkgo biloba may be spiked with unrelated flavonoids,” adds Terruzzi. “Other commonly affected botanicals include elderberry, saw palmetto, bilberry, and turmeric.”
These practices, he says, highlight the need for stricter quality control and multiple testing methods to ensure authenticity and safety.
Despite challenges in adulteration and inconsistent quality in the botanical industry, Felkner says that the team at Finzelberg is seeing “real change.”
“With stricter testing, better standards, and more transparency, the botanical space is becoming safer, more reliable, and sustainable. In addition, innovation is booming.”
“From smarter extraction methods to product formats designed for better absorption, including capsules, gummies, powders, ready-to-drink beverages, and functional foods, research on all fronts is aimed at fuelling smarter, more effective botanical solutions,” he concludes.
