Botanicals tap into demand for healthy and natural
For many consumers, it is botanicals’ natural credentials that is their most persuasive attribute.
“Consumer interest in naturalness and health will continue to create opportunities for botanical ingredients in food, drink, and supplements,” says Mintel's associate director for global food science, Emma Schofield.
The research company identifies other, less immediate associations with the natural world. “Consumer interest in ‘planetary health’ suggests an opportunity to link botanical ingredients with both clean-label claims and the environment, with ‘clean and green’ ingredients lists,” she says.
At market intelligence company FMCG Gurus, head of research and insight Mike Hughes suggests consumers may be as concerned about the naturalness of ingredients as they are about their effectiveness. “Of those consumers who purchase supplements, 78% said that ‘100% natural’ claims are important,” he says, pointing out that the figure is very similar in Asia-Pacific and in Europe.
However, the halo around natural and plant-derived products is not enough on its own to convince consumers of efficacy. “The lack of scientific evidence linking certain botanicals with different areas of health may hinder consumer acceptance of – and demand for – these ingredients,” Schofield warns.
The lack of scientific evidence linking certain botanicals with different areas of health may hinder consumer acceptance
Those invested in the world of botanical supplements are aware of this need for better evidence of both efficacy and safety, and the pace of clinical research has quickened.
