Greenvit targets emerging trends in health and nutrition with natural botanical extracts

Industry experts point out that there has been a noticeable shift in consumer preferences toward natural and botanical solutions in the health and nutrition sector. As awareness grows about the benefits of clean and green ingredients, more people are seeking products that offer health enhancements derived from nature.

Moreover, this trend is being driven by a growing distrust of synthetic additives and a deeper appreciation for the holistic wellness that plant-based ingredients provide. Consequently, manufacturers are increasingly tapping into the rich potential of botanicals to meet demand for products that not only support health but also align with ethical and environmental values.

At the same time, Innova Market Insights’ data suggest a 6% increase in global launches of supplements and sports nutrition products featuring botanical ingredients from July 2019 to June 2024. Between July 2023 and June 2024, 64% of these launches were supplements, with the leading claims being immune health (23%), brain and mood health (22%) and energy and stamina (22%).

Greenvit’s CEO, Rafał Pietruszyński, reveals that the company specializes in producing high-quality botanical extracts, with a focus on berry extracts that are known for their safety and effectiveness. 

The company offers sustainable extracts like bilberry, elderberry, and the antioxidant-rich Aronia melanocarpa, dubbed the next superfruit. It also offers tailored blends such as Aronvit, Oculoxin and Rescovin, which target cardiovascular, visual and immune health by leveraging the antioxidant and anti-inflammatory benefits of berry extracts.

“At Greenvit, we are committed to sourcing our botanical ingredients locally — mainly from Poland and other EU countries, only from reputable and sustainable suppliers, with a particular focus on high-quality berry sources,” Pietruszyński tells Nutrition Insight. “For instance, our aronia berries are sourced from local farms that practice organic farming, ensuring the highest quality and potency.”

“Our botanical products, particularly our berry extracts, are well-aligned with current consumer trends, which increasingly favor natural, plant-based health solutions rich in antioxidants. Berries like aronia are gaining recognition for their superior health benefits, and we expect the demand for such extracts to continue growing.”Greenvit’s CEO, Rafał Pietruszyński.

Addressing emerging trends

Greenvit asserts that its range of berry extracts, from bilberry to aronia, meets the increasing consumer demand for natural health solutions as its products support holistic wellness demands by offering cardiovascular and immune system support through potent antioxidants. Pietruszyński emphasizes that the company is committed to ethical and sustainable sourcing, especially with locally sourced and organically grown aronia berries, enhancing both environmental sustainability and local agriculture. 

Looking ahead, he anticipates a greater demand for superfruits like aronia for their antioxidant benefits, and an increase in personalized nutrition, tailoring products to individual health needs, leveraging the broad health benefits of their berry extracts.

“By staying attuned to these trends and leveraging our expertise in berry extraction, we aim to lead the way in the botanicals space, providing our customers with the most effective and scientifically backed natural health solutions.”

Sustainable sourcing

The company states that it is committed to sustainable and clean sourcing of ingredients. Pietruszyńsk notes that Greenvit obtains ingredients such as Prunus cerasus (tart cherry) from farms less than 100 kilometers away from where they are processed. 

He adds that this short supply chain supports the environment and local agriculture while ensuring ingredient freshness and quality. Additionally, he says the company enforces strict quality controls through supplier audits, raw material testing, standardization and full traceability.

Furthermore, he reveals that many of its suppliers, such as those providing aronia berries, utilize organic farming methods that eschew synthetic pesticides and fertilizers to preserve biodiversity and soil health. Its sourcing farms also employ sustainable harvesting techniques that protect plant health and the ecosystem. 

Greenvit also says it has boosted its operations’ energy efficiency through investments in energy-efficient equipment and solar panels, reducing dependence on non-renewable energy sources. 

Additionally, the company actively invests in research and innovation to refine agricultural and production methods, collaborating with scientific bodies and participating in sustainable horticulture initiatives like the Horticulture of the Future Cluster.

“We partner with experts like Mr. Piotr Eggert, a renowned specialist in aronia cultivation, to ensure our berries are of the highest standard,” Pietruszyński underscores. “The aronia variety we use, called ‘Nero Eggert,’ developed by Mr. Eggert, is known for its high antioxidant content and suitability for organic farming.”Greenvit highlights that ingredients like its tart cherry are sourced from farms less than 100 kilometers away from where it is processed. 

“At Greenvit, sustainability is a core principle that guides our operations from cultivation to production. We are deeply committed to minimizing our environmental impact and promoting sustainable practices throughout our supply chain.” 

“By adhering to these sustainability practices and maintaining these certifications, we aim to protect the environment, support local communities and ensure the long-term viability of our natural resources. Our commitment to sustainability is integral to our mission of providing high-quality, eco-friendly botanical products to our customers.”

Solvent-free botanicals

Greenvit also recently launched its PureGreen line of solvent- and carrier-free, water-only processed line of botanical extracts. Pietruszyński highlights that Greenvit’s investment in this state-of-the-art extraction line  marks a major advancement in extracting and concentrating beneficial compounds from berries like aronia — boosting potency and maximizing bioavailability.

He further notes that the new extraction line improves the efficacy of existing berry products and creates opportunities for highly effective botanical solutions. The new extraction line includes its branded ingredients Aronvit, Oculoxin, Rescovin, FenActive, CherryGo and Calmomix and opens up new possibilities for developing innovative botanical solutions.

“We are continuously exploring emerging botanicals that could benefit from our advanced extraction processes, ensuring that any new products we introduce are scientifically validated and meet the high standards our customers expect,” he concludes.