Ethical sourcing and promise of quality
While consumers may think in terms of ‘plant-based’ or ‘herbal’ products, how widely is the term ‘botanical’ understood in relation to foods and supplements? When ingredients supplier ADM put this question to US consumers, it found that 71% of respondents were aware of at least one botanical and 28% actively sought out botanicals in their diet.
Anecdotally, it seems that much of the revival of interest in botanicals is being driven by younger consumers. “Baby boomers don’t seem to share the same interest as younger-generation groups, especially millennials, in ethically-sourced and organic foods, which is where botanicals come in,” says Foreman.
There is an ‘anti-pharma’ sentiment behind some of this, too, he argues. “These younger consumers are asking, ‘What can I do naturally?’ This can then also migrate upstream, of course, to older siblings or parents, who become more interested themselves.”
Given how much more receptive many millennials appear to be to botanical supplements, it is hardly surprising that social media in general—and platforms such as Instagram, in particular—is where brands are increasingly choosing to market their products.
“These companies are much better now at getting their message across,” Foreman says. He quotes examples of ashwagandha’s properties as an anti-stress adaptogen being promoted via calm and soothing imagery in at least one brand’s social media messaging.
A less palatable message to communicate—at least in some cases—might be the time required for a particular active ingredient to have an effect. Some, such as kanna (from the South African Sceletium tortuosum succulent), often known by the Zembrin brand name, can take effect within two hours. It is said to promote calm and focus, and may have additional benefits.
On the other hand, moving away from specific botanicals, glucosamine supplementation may only register a significant health impact after three or four months. With vitamin K2, the delay can be up to five years.
As with other aspects of efficacy, it could be argued that today’s consumers are more aware of these variables, and that brands might make clear messaging about dosage over time into a positive, as part of their ethical positioning.
Of course, there are other ethical considerations likely to loom far larger. As Foreman explains, more consumers, whether in North America or Europe, are looking for products with a sustainability story. This may mean organic or non-GMO ingredients or ethical approaches to cultivation, such as vertical farming.
Consumers are also likely to be more aware of potential issues of food fraud and product adulteration. But, as Foreman says, brands which can demonstrate provenance as part of a broader ethical stance can turn this to their own advantage. “More businesses are willing to pay a higher price for a better-quality product with firmer guarantees,” he says. “I believe the consumer is willing to pay extra for this type of reassurance.”
At the same time, even the most dedicated devotee of food supplements is unlikely to know precisely what safeguards lie behind that reassurance.
Consumers are looking for products with a sustainability story—ranging from organic to ethical cultivation
At Lubrizol Life Science, Isabel Gómez, global marketing manager for nutraceutical ingredients, acknowledges the risks associated with product adulteration. “The American Botanical Council highlights how ingredients that are relatively expensive, those that have supply shortages due to poor harvest, dwindling resources or weather disruption—as well as those which see a steep rise in popularity—have a higher risk of being adulterated,” she says.
Supply chain operators now employ a battery of measures to combat this risk. “We ask for an internal supplier validation questionnaire, manufacturing flowchart, Food Safety System Certification (FSSC) 22000, technical data sheet (TDS), safety data sheet (SDS), allergen and non-contamination certificates, origin statement, traceability, and so on,” she says. “We also perform internal parameter testing before the approval of a new supplier, validating the active concentration, as well as analysing all potential solvents and contamination parameters.”
At the Interlink Consultancy in India, MD Dr Raja Smarta links any uptick in food fraud and adulteration affecting herbal products to the issue—as referenced by the ABC—of shortages. “The alarming fact is that the government of India has declared that more than 100 Ayurvedic plants are scarce now,” he says. “Massive deforestation has led to the unavailability of critical herbs.”
But he is optimistic that these problems are being addressed. “While there remain some burning issues around food safety in India, the country is also fast adopting new technologies such as blockchain to address traceability and authenticity concerns,” he says.
It seems likely that sophisticated analysis techniques, too, will increasingly play their part in allaying consumer and brand-owner concerns about the safety and authenticity of herbal products. US-based expert in Traditional Chinese Medicine (TCM) and co-founder of the PhytoScience consultancy Dr Ray Cooper has been running trials with nuclear magnetic resonance (NMR) spectroscopy, in particular, on products including turmeric.
“There’s much more interest in the analytical technology, and there are techniques other than NMR available,” he says.
Younger generations are increasingly interested in how they can support their health naturally