Across the Nutraverse: U.S. herbal supplement sales, Gatorade’s Hydration Booster, ashwagandha, and more
U.S.: Herbal supplement sales rebound in 2023
After a slight dip in 2022—the first in 20 years—sales of herbal supplements increased by 4.4% in 2023 to reach an estimated $12.55 billion, according to the American Botanical Council’s latest Herb Market Report.
The 4.4% increase observed from 2022 to 2023, which corresponds to an additional consumer spend of $533 million year-on-year, is lower than the average annual increases of 8.2% from 2015 to 2019. However, the return to positive growth in 2023 after a slight 1.9% contraction in 2022 suggests that consumer sales may be returning to the previous upward trend.
Psyllium maintained the top spot in the mainstream channel with $276.1 million in sales in 2023, representing a 2.7% increase on 2022.
Despite a 27.7% decrease in sales year-on-year, elder berry maintained the number two spot with almost $177 million in sales. Rounding out the top five were turmeric ($133.3 million in sales), ashwagandha ($120.4 million) and apple cider vinegar ($101 million).
Read our full report on NutraIngredients-USA.
U.S.: Gatorade mixes up portfolio with vitamin-enhanced Hydration Booster line
Gatorade has released an electrolyte drink mix line called Hydration Boosters. The new line has a heavier lifestyle lean than Gatorade’s traditional sports-focused products.
Speaking to our sister site FoodNavigator-USA, Marissa Pines, senior marketing director for PepsiCo's Gatorade business, said: “Gatorade has been in the hydration game for almost 60 years, and over the last several years, we have made lots of strides and [taken] lots of steps to continue to evolve what the portfolio looks like and continue meeting those needs for different athletes [and] different consumers, and Gatorade Hydration Booster is our new electrolyte drink mix that pushes us even further into this enhancers category.”
Developed in association with the Gatorade Sports Science Institute, the Hydration Booster line was designed to meet consumer demands for convenient and functional ways to enhance water, tapping into more "everyday lifestyle moments," Pines explained.
The global water enhancer market—including dry mixes and liquid drops—was estimated to be worth $1.68 billion in 2024 and is expected to grow by a 10.03% compound annual growth rate from 2024 to 2028, spurred by new product innovation and demand for functional products, according to a Technavio report.
Read more HERE.
EU: Journal issue to address all aspects of the safety profile of ashwagandha
Experts are calling for papers for a special issue of Phytotherapy Research to address all aspects of the safety profile of ashwagandha. “There is no point in trading barbs or opinions,” said Dr. Thomas Brendler, one of the guest editors for the issue.
Ashwagandha has come under increased scrutiny across Europe in recent years, and was named as one of the 13 ingredients of concern in a report from the Heads of Food Safety Agencies (HoA) in Europe.
The HoA report essentially calls for an Article 8 procedure against the 13 ingredients, which could lead to banning their use in food supplements.
“The only thing that helps us now is to actually address all the concerns one by one, and that is what this special issue is about,” said Dr. Brendler, who is affiliated with the University of Illinois.
For more information, watch our video interview with Dr. Brendler HERE.
Asia: NutraIngredients-Asia Award winners announced
Our colleagues in Asia hosted the 2024 NutraIngredients-Asia Awards at the Abandoned Mansion in the heart of Bangkok last week and celebrated the region’s brightest and best ingredients, products, research and initiatives.
The event was hosted by NutraIngredients-Asia's editor Tingmin Koe and editor-in chief Gary Scattergood.
The 2024 NutraChampion Award went to Ramasamy Venkatesh, managing director at Gencor Pacific.
For a full list of the winners, please click HERE.
