Burgeoning botanical market: Consumers demand improved natural health solutions

07 Sep 2023 --- The plant-based revolution is not only affecting meat and dairy alternatives, but also the health and wellness market. Botanicals, which are extracts from plants such as spices, herbs, fruits, berries, flowers, roots and leaves, are in high demand as consumers look for natural ingredients that are effective and healthy.

Botanicals can be added to dietary supplements or functional foods and offer a range of health benefits.

Nutrition Insight speaks with representatives from Giellepi, Nexira and Nektium to discover and unveil the latest trends in the category.

Positive perceptions propel demand
According to Fabio Terruzzi, strategic business development manager at Giellepi, “these days consumers are looking for natural ways to meet their health goals and botanicals represent an attractive solution for many, either when they are included in dietary supplement formulations or added to functional foods.”

“Being derived directly from nature, shoppers tend to have positive perceptions, considering botanicals a sort of premium ingredients that effectively deliver holistic wellness,” he highlights.

Meanwhile, Julie Impérato, Nexira marketing and communication manager, tells us that the plant-based revolution “is now mainstream” and not limited to meat and dairy substitution. 

“Combined with the clean label trend, it has inflated demand for all recognizable natural ingredients. According to Innova Market Insights, in supplements, 64% of consumers globally believe products with natural ingredients are healthier and 55% think botanical supplements are effective,” Impérato notes.

Impérato says that the plant-based revolution “is now mainstream” and not limited to meat and dairy substitution.According to Dr. Miguel Florido, medical affairs and scientific marketing director at Nektium, many botanical extracts are rich in bioactive compounds, such as polyphenols, flavonoids, and phytonutrients and ongoing scientific research is validating their efficacy and safety. 

“There can also be a general concern about synthetic or chemical-based supplements’ potential side effects and safety. Botanical extracts, when properly sourced and processed, are often perceived as safer and gentler on the body,” he highlights. 

Moreover, according to Florido, many botanicals have a long history of traditional use and this historical context lends credibility to the belief that they are safe and effective. “The fact that botanicals are often deeply rooted in the traditions and practices of various cultures can also be a selling point for consumers from those groups.”

“They resonate with their heritage or because they have witnessed the benefits in their families for generations.”

Botanicals acceptability
Botanical extracts can be derived from various plants, including spices and herbs, fruits, berries, flowers, roots and leaves. They are concentrated in compounds isolated and extracted through various methods, such as gentle processes like water extraction, solvent extraction and others.

“The increasing health and wellness trend with the growing demand for healthier food products and increasing awareness regarding the benefits of natural products over synthetic products and the rising demand for transparency in sourcing and labeling are some of the major factors driving the botanical extracts market.”

“Furthermore, the emergence of new application areas such as functional beverages following the evolution of consumer needs, open the doors for new product development opportunities.”

The global botanical extracts sector is driven by growing consumer interest and belief in the power of natural extracts and herbal remedies to promote health and wellness. 

“Boosted by the pandemic’s impact, some of the most sought-after botanicals respond to an increased interest in immunity, digestion, stress and sleep management, vitality and cognitive function.”

Also reflecting on the pandemic, Terruzzi says, “after Covid-19, consumers are adopting a more proactive and holistic approach to improve their health and well-being.”

“As a result, interest in seeking supplements featuring natural, sustainable, clean label ingredients is rapidly increasing, especially in younger consumer groups such as Gen Zs and Millennials.”

“Plant-based solutions are very well accepted because they are usually connected to multiple benefits without unpleasant side effects typical of pharmaceutical products. Moreover, the story behind their origin, source and manufacturing process appeals to most sustainability-oriented consumers,” he notes. 

Moreover, according to Florido from Nektium, regulatory bodies and industry standards have also played a role in setting better guidelines for product safety and labeling. This has fostered trust among consumers, who now have access to more precise information about the products they consume.

At the same time, consumers are more proactive in seeking out knowledge about supplements. 

“Companies and industry organizations have responded by investing in education, which empowers consumers to make informed choices and fosters greater acceptance of botanicals. Effective marketing and branding strategies play a pivotal role in this.”

“A few years ago, the benefits were communicated very timidly. Now, marketing is helping fuel the global interest in botanical supplements,” he underscores. Botanicals demand is driven by consumer interest and belief in the power of natural extracts and herbal remedies to promote health and wellness. 

Authenticating the ingredients
This sustainability-oriented consumer demands their ingredients to be traceable to their origin so producers can prove their claims are true. Moreover, some consumers demand to know how the plant grows, when it is harvested and if there is organic certification.

“Nexira has established sustainable relationships with local growers from its sourcing areas (Africa, Americas, Europe and Asia). These long-term partnerships guarantee reliable and long-lasting sourcing, with premium quality resulting from natural trust and mutual interest,” Impérato explains.

“In terms of transparency, these partnerships allow Nexira to provide information expected by consumers: real information.”

As far as Florido is concerned, Nektium has “pioneered stringent measures to guarantee the authenticity of our raw materials and ensure they are 100% traceable.”

“We have a fully controlled and transparent value chain. We select all our suppliers based on extensive quality and sustainability parameters. Providing supply chain transparency and certification of origin contributes to the products’ authenticity and economic value and, most importantly, their safety,” he explains. 

The company uses numerous methods, which include macroscopic ID, DNA barcoding, high-performance liquid chromatography and high-performance thin-layer chromatography, to establish the ingredients’ identity and quality.

In the same vein, to confirm its botanical ingredients’ identity, purity and potency, Terruzzi notes that Giellepi routinely “studies their phytochemical profile” to identify the unique set of compounds responsible for the beneficial effect on human health. 

“Simultaneously, we have quality control procedures to assure batch-to-batch consistency, including standardizing targeted compounds. This plays a major role in enhancing the reproducibility of our product’s safety and efficacy.”.

Ingredients coming to the fore
According to Impérato, beyond the trendy ingredients, the associated health benefit is driving the market. 

“On this point, Nexira is focusing on digestive comfort with its Prebiotic Acacia fiber and on a new holistic approach to weight management with a 360° range of natural and efficient ingredients, including algae, cactus, okra, grape and carob.”

Meanwhile, Terruzzi expects growth in the popularity of mushroom preparations for various conditions like brain health, immunity and physical endurance. 

Furthermore, considering that curcumin and turmeric are under the radar of health authorities in Europe and Australia, he states that reputable supplement companies will probably move to seek alternative botanical extracts with similar health benefits.

Nektium has “pioneered” stringent measures to guarantee the authenticity of its raw materials and ensure they are fully traceable. (Image Credits: Nektium).“In this regard, well-established compounds such as Boswellia serrata or new ingredients such as our Astragalus membranaceus (Axtragyl) designed to support mobility and flexibility could gain traction next year,” he predicts.

Florido says that adaptogens like Rhodiola rosea, ashwagandha and holy basil continue to gain popularity – known for their ability to help the body adapt to stress and maintain balance. 

“Cognitive health and mental clarity are becoming increasingly important. As a result, ingredients like Ginkgo biloba, Bacopa monnieri and lion’s mane mushroom are gaining attention for their potential cognitive-enhancing effects,” he explains.

Florido also adds that, given the ongoing focus on health and immunity, botanicals like elderberry and echinacea are likely to remain in demand. “These ingredients are traditionally associated with immune support and overall well-being.” 

Botanical trends
However, It’s not just about the ingredients themselves. Consumers are increasingly concerned about the sustainability and ethical sourcing of botanical ingredients. 

“Companies that emphasize responsible sourcing and eco-friendly practices will likely gain favor. It’s also important to offer botanical ingredients in multiple formats. They’re expanding beyond traditional dosage forms like pills, capsules, tablets and sachets into food and drink to suit modern consumer lifestyles,” Florido details. 

The rise in global demand for botanicals means consumers are now interested in many different types with various potential benefits. 

“Cannabinomimetics and especially phytocannabinomimetics, are one example. CBD has been an important trend in recent years and may continue to grow. This has also led to consumer interest in botanicals with an endocannabinoid system action, associated with health benefits for analgesia, anti-inflammation and the nervous and immune systems, among others.”

“Botanical prebiotics are gaining attention for their ability to support gut health too,” he adds. 

Moreover, botanical and herbal products are still performing well despite worldwide inflation, which tends to translate to tighter consumer budgets. 

“Even if there is still a lot of movement in the market around issues like immunity, stress, anxiety and insomnia, plant-based products developed to support everyday mobility and muscle health, as well as those compounds that target cellular energy and healthy aging, are on the rise,” Terruzzi says.

“At the same time, natural solutions that provide digestive relief are always very popular among health-conscious consumers.”

By Marc Cervera