Biofach 2025 live: Medicinal plant sector booms in EU amid aging population and organic demand

Europe’s medicinal and aromatic plant ingredients sector is experiencing significant growth, driven by an aging population and rising consumer demand for organic and clean label nutritional products. We explore trends, challenges, and opportunities shaping the industry.

At the ongoing Biofach trade show (February 11–14) in Nuremberg, Germany, Nutrition Insight meets Andrea Primavera, president of the Italian Federation of Medicinal Plant Producers. Expert in growing, harvesting, and processing medicinal plants for supplements, food, and cosmetics, Primavera represents 140 companies in Italy that grow and supply industries with these plants.

According to Primavera, with over 450 medicinal and aromatic plants native to Europe, the sector is thriving. Popular varieties include grape leaves, blackberries, valerian, passion flowers, and lemon balm. 

He notes that aging populations are a key driver of demand. “Most health issues in Europe are linked to aging, especially for those over 40. Products supporting mobility and cognition will be successful.”

Another growing area is stress modulation, as consumers increasingly turn to natural remedies for mental well-being.

Rise of organic herbs

Consumer interest in organic herbs has surged over the past decade. Primavera recalls that at Biofach 12 years ago, few companies sold organic herbs. “Back then, consumers often equated natural with organic. Now, they understand the difference and seek certified organic products.”

Primavera says fewer people are harvesting wild plants and more growers are needed to meet demand for organic plants.This shift has led companies to expand their organic offerings. “In Italy, most medicinal plant producers are now organic,” Primavera says. However, he highlights a challenge: declining wild collection. 

“As people move from rural areas to cities, fewer are harvesting wild plants. We need more growers to meet demand.”

Contamination and regulatory pressure

Contamination is a major concern in the sector. Primavera emphasizes that medicinal plants are subject to stricter controls than food by regulators. “Our sector is heavily scrutinized for contaminants like heavy metals and pesticides.”

“Our sector is one of the most checked for contaminants compared to the food sector. The food we eat every day is less controlled than the medicinal plants. We have essential controls, firstly, training the people and knowing the problems in production,” he says.

However, strict EU regulations pose challenges as the EU applies the “maximum precautionary principle,” which can block products with even potential risks, explains Primavera. Introducing new herbs, such as those from India or China, requires navigating complex checks at every level of the chain.

Andrea Primavera, president of the Italian Federation of Medicinal Plant Producers.A solution to these issues is first to apply the best practices from the field to the shelves, says Primavera.

He also calls for a balanced regulatory approach: “We need best practices from field to shelf, but regulations should reflect actual risk based on consumption levels.” He also shares that some believe pressure from the chemicals industry is another source of pressure that challenges the growth of the organic sector.

At Biofach, Nutrition Insight also connected with Sanapianta, discussing cultivation methods for organic medicinal and aromatic plants in Italy’s Umbria region, as well as Vita-Forte’s freeze-dried superfoods. We also spoke to IFOAM about how organic farming supports the nutrition industry in getting sustainable ingredients. 

In other event features, Agrana unveiled a vegan, organic beverage base powder for small children that meets their nutritional requirements and parents’ demands for sustainability.