Traditional roots and power-packed natural ingredients
When it comes to sales dynamics, to revert to the old Boston Consulting model, the industry is largely reliant on a number of established cash cows, such as ginseng (see sidebar ) or green tea, but is always on the lookout for a new star product. Foreman cites the example of Nektium’s Zynamite mango leaf extract. This is said to provide the stimulus of caffeine to brain and body—but without the caffeine.
Launched at Vitafoods Europe 2018, the product has seen its profile boosted by awards and clinical trials. The link with sports nutrition benefits is especially strong, and underlines the role that botanicals can play in this area.
Turmeric can, perhaps, be characterised as the star which has become a cash cow. UK-based brand owner Wunder Workshop began its close relationship with botanicals by introducing turmeric-based blends for hot drinks in 2014. “It’s still very much our focus, and our best-selling products contain it,” says co-founder Tom Smale. “I don’t think I’ve seen this kind of explosion with any other kind of ingredient.”
More recently, the brand-owner has turned its attention to adaptogens such as ashwagandha powder in teas, chaga extract, liquorice, Siberian ginseng and maca.
Now, having carried out a social media survey, Wunder Workshop is embarking on a non-food venture. “People are really interested in sleep and stress in particular,” says Smale, linking this to the global pandemic, the disruption it has caused and the stress that can result. “We’re about to bring out our first range of herbal tinctures: predominantly European herbs in combination with flower remedies.”
Botanical extracts can also combine their colour (literally, sometimes) and appeal with the health claims for nutrients such as vitamins. ADM, which counts acerola among the plant extracts it offers, talks about the fruit being an “excellent source” of vitamin C, for instance. “We also offer yerba mate extract and powder, which has naturally high levels of caffeine, antioxidants, vitamins and minerals,” says June Lin, global vice president of marketing.
Markets outside India have shown increasing interest in Ayurvedic herbal products, and newer options in this area are likely to materialise. Interlink reports a threefold increase in prices for herbal raw materials over just eight months, suggesting that more farmers will be incentivised to grow these crops.
At the same time, more Indian Ayurvedic wellness brands have been investing in R&D. “We can look forward to new and improved blends of Ayurvedic ingredients that give better results,” says Smarta.
In China, the extent to which more botanicals from TCM are taken up by western supplement and functional food brands could depend on a number of variables, says PhytoScience’s Cooper. “TCM prescribing has always been based on a mixture of ingredients,” he explains. “In the west, we don’t understand the logic behind these complex mixtures and what it is that works in them.”
If market and regulatory acceptance is one hurdle, another has to be quality control. “The Chinese government realises there are problems with poor quality,” says Cooper. “These ingredients are often wild-harvested and then sold on in markets. But the government is trying to set up quality control right through the chain.”
While adulteration can be an issue, preparation—and the possibility that toxins might remain—is also a critical concern. “But the Chinese government is desperate for TCM to be recognised in the west, and is willing to spend a lot of money to that end,” he says.
Most of the products exported from China are single plants, such as ginseng, ginkgo or mushrooms. “With these, you have some reasonable evidence for their effectiveness,” Cooper says. “So, there is a chemical signal which can be connected to a biological signal. But if you take ginseng, there are around 100 individual chemicals in the extract.” Analysing for toxins or adulterants can be challenging.
Most of the products exported from China are single plants, such as ginseng, ginkgo or mushrooms
Cooper, who also teaches regularly at the Hong Kong Polytechnic University, points out that the use of placebos and double-blinded clinical trials has in the past been considered unethical in China. But this may be changing, too. “The Chinese appreciate that if they want to achieve recognition, they have to adapt.”
With overall botanical supplement sales figures hard to come by, especially given the prime role played by the online channel, how do you obtain an accurate measure of consumer interest in one ingredient or another?
One option is to analyse all on-line media and publications. This can indicate not only which ingredients are most of interest to consumers, but the health conditions they are associated with. Market intelligence company IntPact provides, for example, an intriguing snapshot of references to botanical ingredients across Asia, over the three months to the end of May 2021. The vast majority of content analysed – approximately 12,000 documents –was in Chinese.
According to the ‘digital intelligence eco-systems’ that the company accesses, more than 50% of the concerns expressed around botanical ingredients related to health & safety, R&D and innovation. Issues relating to standards, regulations and reputation, says IntPact, were of particular interest.
“This type of data and approach can be extremely useful in monitoring real-time trends and interest of the moment, to drive tactics, position your products and generate impactful communications,” says co-CEO Raphaël Mestanza.
Of the botanical ingredients tracked in the research, ginseng figured by far the most prominently, accounting for 47.3% of references; next came cordyceps with 16.8%, garlic 11.3% and ginkgo biloba 9.6%.
In terms of desired effects, the immune-boosting properties of botanicals were the main focus in 46.6% of cases, followed by diabetes (25.4%) and weight-related benefits (14.8%).
Immunity dominated in references to cordyceps (52%), ginseng (49%) and garlic (48%).