Consumers today are adopting a more proactive and holistic approach to their health and well-being. In a recent survey, 61% of global consumers said they are more conscious of the need to lead a healthy lifestyle due to COVID-19.¹ Whether in dietary supplements or fortified foods and beverages, botanical ingredients have a health halo and closer-to-nature appeal that have great potential to attract and hold consumer attention.

In fact, 65% of U.S. consumers said vitamins and supplements play an important role in their health and wellness, an increase of seven points since 2019.² In addition, 28% of U.S. consumers are actively seeking botanical ingredients in their diets.³ Furthermore, shoppers are looking for clean label, natural ways to meet their health goals, with 48% of U.S. consumers stating that natural ingredients are the most important factor they consider when choosing a nutritional supplement.⁴ Botanicals are derived directly from nature and have kitchen-level ingredient appeal on product labels.

Appealing Attributes
Botanicals have long been used by consumers as natural approaches for a broad range of ailments, from pain and inflammation to insomnia. Functional botanicals are perceived to optimize specific wellness needs for both immediate and long-term goals, such as natural energy, calm, mental and physical performance, and detox or cleansing.

Botanical extracts represent functional and appealing plant-based ingredients that are perceived as clean, natural, and beneficial to consumers seeking multifunctional products. Botanicals can be incorporated into dietary supplements as well as foods and beverages. It’s increasingly common for people to choose products with functional ingredients that they connect with immune and cognitive function; metabolic, heart, and digestive health; and stress, mood, energy, and weight support.

Botanical Players
The following are just a few examples of functional botanicals that can meet consumers’ evolving definition of health.

Similar to a cherry with a deep red color, acerola is a rich source of vitamin C, which is perceived to support immune function. A reported 15% of global consumers are currently using supplements to boost their immune health.¹ Vitamin C is also associated with improved energy levels and joint health. Acerola is often added to beverages like sparkling waters and confections like gummies.

Yerba mate is popular due to its multiple associated benefits through naturally high levels of antioxidants, vitamins and minerals, and caffeine. With its perception to boost energy and mental well-being, yerba mate pairs well with energy drinks, snacks, and supplements.

Hibiscus is an edible flower containing antioxidants that can be used in gummies as well as lemonade, tea, and other beverages with health-signaling flavors.

With a distinct bright-yellow hue, turmeric is connected to multiple benefits due to its primary bioactive ingredient, curcumin. Curcumin is associated with antioxidant and anti-inflammatory properties. As a stir-in supplement, turmeric lends itself well in golden drinks such as a golden latte or golden milk, as well as fruit smoothies.

Acai berries are a common addition in capsule and powder supplement forms. Depending on the preparation, acai can deliver antioxidants and/or fiber.

Highly caffeinated guarana also has other naturally occurring properties thought to contribute to its stimulant effects. It has become a key ingredient in sports and energy drinks and is a popular energy supplement.

Meeting Demand
According to a 2020 Nielsen study, 46% of global consumers said they are willing to pay more for products that have superior function or performance benefits.⁵ Brands can meet consumer needs by incorporating functional botanical ingredients into their existing products to boost their performance. Additionally, a combination of botanicals and other functional ingredients appeal to discerning consumers.

For example, prebiotics, probiotics, and postbiotics help support metabolic and digestive health, as well as immune function and skin health. Acerola, due to its vitamin C content, plus probiotics can support metabolic health and immune function. For consumers seeking weight management solutions, probiotics combined with green tea, yerba mate, and/or guarana can boost energy and metabolic health.

As people become more purposeful in their approach to improve physical and mental resilience, many are actively seeking products to address certain health issues—even if they are not currently experiencing them. Food, beverage, and dietary supplement producers can leverage consumers’ positive perception of functional botanicals when developing holistic wellness solutions.

References
1. FMCG Gurus, “How Has COVID-19 Changed Consumer Behavior,” March 2021
2. The Hartman Group, “Health & Wellness 2021,” March 2021
3. ADM Outside^SM Voice Research
4. FMCG Gurus, “Exploring the Impact of Nutritional Supplements – Global,” September 2020
5. Nielsen, “Quality and Efficacy May Beat Out Price Sensitivity Concerns,” 2020