There are many solutions for gut health including probiotics, prebiotics, botanicals, enzymes, and dietary fibres. Recently, the use of botanical ingredients has been increasing because of their benefits in this category. This sector is focusing on combining ancient knowledge with modern technology, creating unique clinically supported formulations that have positive effects on gut health. Mintel reports that 77% of Canadian VMS customers prefer ingredients derived from fruits and vegetables, and 54% of US adults agree that vitamins and minerals with whole food ingredients absorb better than synthetic ingredients. Similarly, 58% of VMS consumers in Brazil would be encouraged to buy a vitamin/supplement with natural ingredients. All of this data supports the growing consumer attraction towards natural ingredients globally.
There has also been a rise in the sales of herbal supplements post pandemic. HerbalGram’s annual market report showed there has been an increase of 17.3% in herbal supplement sales in 2020 as compared to an annual range between 7.7% and 9.4% in the previous five years. This can be primarily attributed to the COVID-19 outbreak, as it triggered a collective conversation around health with special focus on immunity.
A glance at the consumer preference in the food and nutrition sector also reveals there has been an increasing demand for natural and plant-based products. This can be attributed to the customer awareness of the aggravating climate crisis and concern for planet health. Hence, choices are increasingly determined by the ecological impact of the products. Consumers have also become increasingly health-conscious post pandemic. According to Innova Market Insights’ Top Ten Trends of 2022, Planetary Health is one of the most important priorities that guides consumer choice, which is closely followed by plant-based products. Therefore, botanical supplements containing natural and sustainable ingredients could pique the interest of environmentally conscious consumers.
