Since the earliest of times, humans have turned to the power of plants to support their health, with their use predating recorded history. Today, herbs and botanicals can be found in products from food supplements to beverages, in skin creams and snacks, herbs and botanical extracts are attracting consumer interest around the globe, and sales trends reflect the growth potential.
Sales of herb and botanical are projected at US$44.4 billion globally from 2020 to 2022 (NBJ). The opportunities are notable across Europe, with herbs and botanicals posting 38% of the total share of dietary supplement sales in Germany, and Eastern Europe and Russia projecting a CAGR of 6.2% in that region.
From a consumer perspective, this plays out across multiple product categories. Reporting from Innova Market insights found a 7% CAGR for food and beverage launches with botanical ingredients through 2019. Top categories seeing botanical ingredients included in finished products included offerings for babies and toddlers, in the sports nutrition area, around alcoholic beverages, and snacks and spreads. According to Innova, this is driven by the healthy halo that natural extracts carry.