Why ashwagandha means business18 Apr 2019
The modern world can be a stressful place and consumers are increasingly looking for natural solutions to help them manage their hectic lives and boost their overall health. As a result, annual sales of herbal and traditional ingredients in Europe are predicted to reach €7.6 billion in 2022 and one particular botanical - ashwagandha, an herbal extract in use for over 3,000 years - is attracting growing interest.
Understanding the business environment is a prerequisite for market success. For this reason, a new downloadable report examining the business opportunities presented by KSM-66 Ashwagandha has been made available, providing business developers with the knowledge and practical guidance they need to successfully bring healthful products to market.
A world of opportunity
The European herbal ingredients market is growing, with Germany and France currently the region’s market leaders. Health-conscious consumers are seeking functional foods and supplements that contain substantiated ingredients, which positions KSM-66 as a strong brand solution given the breadth of its clinical research related to stress-related conditions such as anxiety, sexual disfunction and insomnia.
KSM-66 Ashwagandha ticks several other boxes. It meets growing market demand for clean labels, and KSM-66 can be added to certified organic products – another key growth sector.
There is also potential in the sports nutrition market. Many sports supplements are based on non-natural ingredients, while many herbal ingredients do not have scientifically proven benefits. Studies have shown the efficacy of KSM-66 Ashwagandha root extract in enhancing cardiorespiratory endurance in athletic adults. Cognitive health is another critical sector; by 2050 around 30% of the European population is estimated to be 65 and older.
In order to stay ahead of the competition, manufacturers and suppliers need one vital ingredient: credibility. Consumers demand evidence and validation of the claims they see on products. KSM-66 is the ashwagandha extract with the most extensive set of randomized, double-blind placebo-controlled research studies. Priority is placed on publication of results in peer-reviewed journals that are indexed in PubMed, a database maintained by the US National Library of Medicine.
The report also offers practical advice on the challenges as well as the opportunities facing ingredient suppliers and manufacturers in Europe. For example, Tom Johnsson, founder of Swedish supplements distributor Medicine Garden, argues that verifiable credibility and belief in your product are the secret ingredients to success with KSM-66, along with clear messaging.
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