Research substantiating efficacy
Consumers’ usage of botanical products is driven by their belief in the specific health benefits they may afford. Unlike ingredients such as vitamin D or magnesium, which have specific recommendations on intake levels and may support particular physiological functions, botanicals have unique impacts on the body, many of which can be felt or experienced with consumption.
This is particularly evident as consumers have sought new and preventive ways to support their health during the COVID-19 pandemic. Different health areas have seen growth spikes, with targeted ingredients and sub-categories drawing great attention. “This year is characterized by the COVID-19 pandemic,” says Riva Antonella, product research manager at Indena S.p.A. “The top-line health areas that are seeing new ingredients or new combinations of well-known botanicals are the immunity support and the so-called resilience boost. Also, energy, mood and anxiety are new areas with strong potential to deal with the new ‘post-COVID world’.”
Isabel Gomez, global marketing manager of the Nutraceutical Division of Lubrizol Life Science Health, concurs: “The global pandemic has pushed health concerns to the top of the agenda. For this reason, we have seen there is a special focus around immunity-boosting products. Dietary supplement manufacturers are looking to leverage botanical ingredients as natural sources of immune-boosting nutrients, providing functional benefits. Functional drinks and plant-based alternatives are also very active categories featuring immunity claims, with great potential for further growth.”
Suppliers have struggled to meet demand for particularly hyped botanicals in the immune health category, particularly those with both historical use and scientific investigation. Black elderberry (Sambucus nigra) is the most cited example; a 2019 meta-analysis supports the use of elderberry to reduce upper respiratory symptoms, including those related to viral infections.5 Echinacea is another common example, with echinacea extracts used traditionally for immune support and more recent research supporting its antioxidant and antimicrobial activities.6
At the same time, mental health has become a key consideration. “The relation between stress, anxiety, physical activity, sleep, gut health and the immune system is bidirectional, meaning that we can support the immune system through stress reduction, good night sleep, exercise and a healthy diet promoting gut health,” says Julia Wiebe, Ph.D., director of R&D and director of technical marketing at Nektium Pharma. “In the coming months we can expect more innovative differentiating ‘immunity-plus’- solutions to reduce stress and anxiety, improve mood and sleep, and more.”
One key category in the botanical market that has seen interest around managing stress and anxiety has been adaptogens. These include the likes of ashwagandha, Rhodiola rosea, schisandra, eleuthero, ginseng, maca, holy basil, Cordyceps and more. Reviews have noted how adaptogens can ameliorate stress by mediating the adaptive stress response at both intracellular and extracellular levels.7 Studies on specific adaptogens have called out specific benefits, such as a recent study on ashwagandha root extract (as KSM-66, from Ixoreal) that found supplementation could improve address both insomnia and anxiety.8 Similarly, a trial using Rhodiola rosea extract found supplementation significantly reduced levels of anxiety and stress and improved total mood.9
Mood is only one part of the equation, however, as the added demand for performance in these times has also boosted interest in cognitive support. “Nootropics are a fast-growing segment, solutions for mental & physical energy, reaction time & focus—and also eye-health,” Wiebe says. These ingredients can “improve reaction time and ensure that the brain is 100% focused and willing to give the little extra that makes the difference.”
Botanicals can affect cognitive function in many different ways, from delivering antioxidants that can cross the blood-brain barrier to fight free radical damage; to vasodilators that increase blood perfusion; and into substances that support neurotransmitter levels and neurogenesis.
Trending offerings in this category include Ginkgo biloba, which may support cognitive function in adults with cognitive impairment;10 the Ayurvedic herb bacopa, with studies11 supporting its traditional use of supporting memory and attention; and sage, which also appears to have both short- and long-term effects on cognitive skills.12
Consumers have also turned to new workout routines to counteract both the stress of lockdown and the added calories that came with months of binge watching. “Sports nutrition for the wider range of consumers like sports amateurs, weekend warriors and healthy agers aiming at staying fit and active, is booming more than ever,” Wiebe adds. “With gyms closed, fitness instructors have quickly moved online and a home fitness trend has emerged that supports a personalized training but also a personalized nutritional supplementation for pre-workout, recovery and an active lifestyle in general.”
There are many herbal products used across the sports space, with some on the front edge offering both the physical and mental boost. Studies of a patented, proprietary extract of mango leaves (Mangifera indica, as Zynamite®, from Nektium) support its ability to decrease fatigue, increase reaction time, and improve performance and recovery.13,14
Ultimately, formulating products with herbs and botanicals offers marketers the opportunity to deliver efficacious products that truly meet consumer needs, particularly when ensuring they have the right substantiation and format to deliver the goods.
Gomez concludes: “The use of botanicals in nutraceuticals has seen its popularity soar especially in recent times as consumers are drawn to the array of natural ingredients. However, manufacturers need to bring science and innovation to these ingredients to support their health benefits and functionality for the healthy ageing space.”
Click here to download the 2020 Vitafoods Insights deep dive botanicals report
5. Hawkins J et al. Complement Ther Med. 2019 Feb;42:361-365. DOI: 10.1016/j.ctim.2018.12.004.
6. Sharifi-Rad M et al. Phytother Res. 2018 Sep;32(9):1653-1663. DOI: 10.1002/ptr.6101.
7. Panossian A. Ann N Y Acad Sci. 2017 Aug;1401(1):49-64. DOI: 10.1111/nyas.13399.
8. Langade D et al. Cureus. 2019. DOI: 10.7759/cureus.5797.
9. Cropley A, Banks AP, Boyle J. Phytother Res. 2015 Dec;29(12):1934-9. DOI: 10.1002/ptr.5486.
10. Yang G et al. Curr Top Med Chem. 2016;16(5):520-8. DOI: 10.2174/1568026615666150813143520.
11. Sukumaran NP, Amalraj A, Gopi S. Complement Ther Med. 2019 Jun;44:68-82. DOI: 10.1016/j.ctim.2019.03.016.
12. Lopresti AL. Drugs R D. 2017 Mar;17(1):53-64. DOI: 10.1007/s40268-016-0157-5.
13. Wightman E et al. Nutrients. 2020 Jul 23;12(8):E2194. DOI: 10.3390/nu1208294.
14. Gelabert-Rebato M et al. Front Physiol. 2018;9:740.
Riva Antonella, product research manager at Indena S.p.A., is a senior research scientist deeply involved in the biological and clinical characterizations of botanicals and in the identification of new ingredients in sports nutrition, gastrointestinal health, cardiovascular risk management and chronic degenerative disorders. She is the author of more than 100 research articles on medical and biological topics.
Isabel Gomez, global marketing manager of the Nutraceutical Division of Lubrizol Life Science Health, has 10+ years of experience in B2B marketing in several FMCG industries such as cosmetics, foods and pharma. She has a bachelor's in chemical engineering from Universidad de las Americas Puebla in Mexico, a master's in cosmetics science from Centro de Estudios Superiores de la Industria Farmaceutica, and a master's in marketing management from INSA, Business, Marketing & Communication School.
Julia Wiebe, Ph.D., is director of R&D and director of technical marketing at Nektium Pharma. She studied biology and agricultural science in Berlin and did her Ph.D. thesis at the TU München in molecular biology. Under her leadership, Nektium’s R&D team developed the flagship innovation Zynamite®, a patented botanical ingredient.
