Natural Products Insider

MAR-APR 2018

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

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Page 24 of 80

4 ASHWAGANDHA ADVANTAGE Exploring the Ashwagandha Advantage Ashwagandha Insights Experts from across the botanical industry recognize ashwagandha for its myriad health benefi ts. Ashwagandha Advantage connected in with a few of these market leaders for their take on what to expect in the coming year. Popularity of Botanicals in the U.S. Market In terms of market opportunity, the use of ashwagandha as an adaptogen seems to hold a lot of promise. There are a few clinical studies that support its restorative and adaptogenic function. In addition, ashwagandha also helps to reduce stress and fatigue, and to improve alertness. … When promoting these products to consumers, it is important to base the formulation and the marketing approach on available clinical data. This is particularly true in the areas of bodybuilding, weight loss and sexual enhancement—categories for which ashwagandha has been introduced as a benefi cial ingredient—where we have seen a number of "hype" ingredients that faded rather quickly. In this blog, Stefan Gafner, chief scientifi c offi cer at the American Botanical Council (ABC), discusses the overall growth of botanical dietary supplements in the United States and the market potential for adaptogens. Herbal Products Embraced for Wellness Ashwagandha has been and continues to be one of the most popular of the Ayurvedic products. Considering increased consumer desire for wellness and the use of ashwagandha as one of Ayurveda's premier wellness tonics, the U.S. market should continue to grow. When promoting these products to consumers, manufacturers and marketers of botanical ingredients should be mindful of producing quality products; delivering doses that will deliver what a consumer expects; and educating on the benefi ts of the herb. In this blog, Roy Upton, executive director of American Herbal Pharmacopoeia (AHP), discusses how consumer data suggests people are fi nally realizing herbal products can be used as part of an overall wellness program, and what this means for adaptogens like ashwagandha. Factors Advancing Botanicals in 2017 Ashwagandha is a stress-buster, and this is an enormous benefi t. It helps people to get a good night's sleep, and this is a major health issue right now. Additionally, the cognitive-enhancing properties of ashwagandha are signifi cant and can enhance anybody's life. Add increased energy, endurance, stamina and sexual function, and the market opportunity is endless. In this interview, Ashwagandha Advantage checked in with Chris Kilham, aka The Medicine Hunter, to gauge the progress of botanicals in the U.S. marketplace. He specifi cally commented on the market opportunity for ashwagandha in the year ahead.

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