The vitality of the selfcare market is reflected in the sheer number of launches: 1,600 new food supplements hit French pharmacy shelves in 2023, accounting for more than two thirds of first-aid innovations, a category that includes products accessible without prescription (source: Nérès)¹.

Selfcare: the race for innovation

Since 2014, innovation in food supplements has increased by +176%, while medical devices still accounted for 68% of new products launched in 2023. This acceleration reflects both the need for brands to remain competitive and the need to meet consumer expectations, while evolving within a demanding regulatory framework. A complex equation which, when it becomes strained, forces players to rethink their approach – as the Boiron case showed after homeopathy was delisted from reimbursements in January 2021.

Adapting and innovating in selfcare in the face of regulatory disruptions

Boiron: a strategic rebound through innovation

The Boiron case illustrates how a historic brand can turn a major constraint into a lever for innovation. The discontinuation of reimbursement of homeopathy in France led to a drastic decline in sales of Homeopathy with Common Name (HNC). In this new regulatory context, the company launched, under the impetus of its new CEO Pascal Houdayer, a strategy giving a central place to innovation. This approach opens new development prospects for Boiron, notably based on the exploration of high-growth categories such as food supplements.

It is within this context Oscillo’ has been launched, a range that aims to be“Simple, practical and designed to support both children and adults throughout the seasons.”² With Oscillo’, Boiron expanding into the most dynamic food supplement categories, targeting two particularly promising segments: immunity and vitality.

Boiron Oscillo product range – 2025

The laboratory has also initiated a reflection on dosage forms: bilayer tablets, orodispersible sticks, effervescent tablets… practical formats, easy to use and designed to promote adherence (to go further on this topic: Galenic innovation: the value of reconciling efficacy and pleasure in dietary supplements). These products combine naturally sourced active ingredients, vitamins, minerals, and plant extracts, in line with Boiron’s shift toward a broader natural health offering.

Weleda: a deep transformation in the world of selfcare

Another iconic selfcare case is Weleda. A major player in natural and organic health and cosmetics, the group had to contend with the rising number of competitors in natural cosmetics and the delisting of certain homeopathic medicines. However, in 2023, Weleda France marked a recovery in growth, a rebound largely driven by the launch of 27 innovations, notably in facial care and anti-wrinkle products, as well as a notable breakthrough in natural and organic deodorants, where Weleda reached 35% value market share³. The brand thus confirms its ability to spot trends, innovate quickly and adapt its product portfolios.

Weleda is also undergoing a deep transformation. In her interview with Premium Beauty News (2025)⁴, its CEO Tina Müller explains: “We have transformed our organisation as much as possible to become an agilty driven and digitalised organisation.” She also highlights changing consumer behaviour: “We are seeing a boom in the food supplement market; this trend toward inner and outer beauty is present almost everywhere in the world. […] The premium market is experiencing tremendous growth, driven by the underlying trend of longevity.”

These statements resonate particularly with the new dynamics of selfcare: the emergence of in & out solutions, the growth of the longevity sector and the growing need for hybrid products combining beauty, health and naturalness. Weleda is fully aligned with these movements with the launch of premium ranges such as Blue Gentian & Edelweiss or Cell Longevity, natural cosmetics formulated around a plant-based NAD⁺ booster to act on cellular longevity and the visible signs of skin ageing.

Cell Longevity natural cosmetics product range

Arkopharma: ongoing innovation and product dynamism

A specialist in herbal medicine and natural health, Arkopharma illustrates another model of product dynamism. In an interview given to Actif Mag (No. 91, 2025)⁵, Aurélie Guyoux, Research and Development Director, indicates that the company launches more than 20 new products per year in pharmacies, continuously strengthening its plant-based health product range.

Arkorelax® Sleep & Anxiety (launched in September 2025). Formulated with a patented lemon verbena extract.

In-licensing & customised development: two strategies to innovate

Innovation is not occasional but structural: it constitutes the very foundation of competitiveness in natural health. It enables brands to move forward and adapt in an increasingly demanding regulatory environment, while responding to rapidly changing consumer expectations: more proven efficacy, scientific soundness and safety guarantees. More than just a growth lever, innovation reflects the brands’ DNA and agility, their ability to remain credible, distinctive and sustainable over time.

In this context, one question springs to mind: how can we innovate effectively while combining speed and differentiation? Between ready-to-market solutions via in-licensing and custom developments, these approaches are now proving to be complementary in building high-performing, value-creating portfolios over the long term.

In-licensing: gaining speed and agility

In-licensing is emerging as a key lever for accelerating innovation and strengthening brand agility. It enables brands to reduce time-to-market, effectively complement in-house R&D capabilities and quickly enrich their portfolio with products already developed and already proven in other territories. Based on a rigorous due diligence process – scientific, technical, regulatory and business – in-licensing makes it possible to integrate high value-added solutions while managing financial and operational risks.

The main advantages of in-licensing:

• Faster access to market, based on already developed solutions complementarity with in-house R&D strengths, without undermining from-scratch innovation capacities
• Complementarity with internal R&D strengths, without cannibalising in-house, from-scratch innovation capabilities
• Rapid portfolio expansion, through products that have demonstrated performance in other geographical areas
• Opening to new territories, through the acquisition of marketing rights
• Reduced financial and technical risks, compared to complete in-house developments

The specific case of medical devices and in-licensing

This relevance of in-licensing is even more pronounced for medical devices, in a regulatory context deeply transformed by the entry into force of Regulation (EU) 2017/745 on medical devices (MDR – Medical Device Regulation), which replaced the former MDD directive.

Under the MDD, launching a medical device was largely based on existing scientific literature and notified bodies validated CE marking through pathways that were less strict than today. It was within this framework that certain industrial players have been able to build extensive portfolios of medical devices, now offered to brands on a licensing or distribution basis.

With the MDR, requirements have changed significantly: more rigourous clinical data, enhanced performance demonstration, increased requirements for risk management and post-market monitoring. In practice, developing a medical device “from scratch” now involves lead times often exceeding two years and significant investments, depending on the device class.

In this context, in-licensing appears as a major strategic lever, enabling brands to access medical devices that are already MDR-compliant, with strong clinical data and secure CE marking, while limiting regulatory, financial and operational risks.

From scratch: customised innovation

Customised development in selfcare is a preferred path for brands wishing to go further in differentiating themselves and in expressing their identity. Unlike in-licensing, where the product and its supporting documentation are by nature already structured, this approach offers total freedom of design, making it possible to shape a solution perfectly aligned with the brand’s DNA. The product is not set in stone: it evolves throughout the development process, through scientific, marketing and sensory considerations, to produce a truly custom-made creation.

The main advantages of from-scratch development:

• Full expression of brand DNA: the ability to bring a distinctive touch, both in terms of substance and in the form of the product.
• Expert and differentiating formulation: a refined physiopathological approach, selection of active ingredients and adjustment of dosages.
• Integration of market insights and consumer experience: joint work on sensoriality, user satisfaction and perceived effectiveness, promoting long-term compliance and adherence.
• Galenic and organoleptic freedom: choice of formats, textures, tastes and smells, enabling the creation of true signature products – such as the iconic scent of immediately recognisable Mustela baby products.
• Control over the level of proof and reassurance: free choice of ingredient suppliers, active ingredients and supply chains, possibility to integrate dedicated clinical or consumer studies, as well as additional analyses guaranteeing quality, traceability and safety of ingredients and raw materials for more information on this topic: Plant-based food supplements: how can a brand secure and enhance its offering?)

Even if development timelines are longer, this approach, particularly suited to food supplements, makes it possible to build unique products, rooted in the brand’s identity and providing long-lasting differentiation.

BOTANIBRANDS, partner of selfcare brands fueling innovation

In an environment where innovation must be both fast, credible and differentiating, BOTANIBRANDS supports brands at every stage of their development, enhancing their portfolios with high value-added innovations.

Whether through in-licensing solutions or through “from scratch” developments, BOTANIBRANDS acts as a true strategic partner, capable of adapting its approach to the challenges, ambitions and DNA of each brand.

BOTANIBRANDS’ proposals from in-licensing and from scratch:

• ready-to-market in-licensing solutions (medical devices, food supplements), selected for their level of innovation, performance and market suitability;
• customised support from A to Z for from-scratch development projects, drawing on regulatory, scientific, industrial and marketing expertise;
• carrying out in-depth due diligences on in-licensing opportunities, to ensure their scientific, technical, regulatory and business content before any decision is made;
• access to a European network of industrial and business partners, offering technical, regulatory and international opportunities.

Already chosen by many selfcare brands in France and in Europe, BOTANIBRANDS positions itself as an innovation catalyst, delivering high-performing, differentiating and sustainable portfolios.

Want to accelerate or structure your selfcare innovation strategy?

Contact us!

Sources :

1. Baromètre NèreS des produits de santé et de prévention de 1er recours 2023
2. https://www.boiron.fr/nos-produits/oscillo
3. Gers, part de marché valeur, déodorants naturels et bio, année 2023, pharma + parapharmacies
4. Premium Beauty News « Nous visons un milliard d’euros de chiffre d’affaires », Tina Müller, Weleda – de Kacey Culliney
5. Arkopharma, au coeur du végétal pour une effcacité ciblée – Actif’s mag numéro 91

L’article Selfcare innovation: in-licensing or custom-made? How to choose the best strategy for your brand? est apparu en premier sur Botani Brands.

However, the road to success is long and challenging, especially in the highly competitive nutraceutical market. Only about 10% of start-ups manage to reach their sixth year of existence.

To optimise their chances of success, these innovative companies increasingly choose to seek support from advisory structures to enhance their expertise and assist in their strategic decisions.

Start-ups: the new players in food supplements

Cultivating a sense of belonging, innovating and personalising the offer through customer data processing, providing transparency and information – these young dietary supplement brands know how to leverage digital tools to meet the expectations of their communities.

Also known as DNVB (Digital Native Vertical Brands), their uniqueness lies in addressing and selling their products directly to consumers without intermediaries, mainly via their websites and social networks. This model is growing across all sectors: the number of DNVBs in France jumped by 324% between 2021 and 2022¹. The well-being sector, including food supplements, is experiencing the most rapid growth, with a 52% increase during this period¹.

Brands like Cuure, Epycure, Mium Lab, Nutri&Co, Aime, And Dijo exemplify this new dynamic, using online sales to appeal to younger generations. However, digital distribution is not the only specificity of these successful brands.

Reinventing the success codes of food supplements

These brands are also responsible for ultra-personalising the offer (with Cuure leading the way) and the development of “Beauty from within” and in-out solutions (Skin & Out perfectly illustrates this trend with its nutri-cosmetic range dedicated to acne).

The importance placed on the pleasure of use and sensory experience is also very pronounced among these food supplement start-ups (Check out our complete article dedicated to this topic here) ²

Lashilé initiated this shift in 2019 by launching the first gummies, and Nonna Lab aims to improve treatment adherence by offering chocolate pearls enriched with plant actives, which Dorian Barberan, CEO of Nonna Lab, describes as “effective, practical, while providing sensory pleasure.”

These new stakeholders in the nutraceutical landscape proudly showcase their values: trust, transparency, and “impact” (in the sense of Corporate Social Responsibility, or CSR) are their mottos.

Securing and enhancing their offer to consumers is thus an essential component of their market longevity Check out our complete article dedicated to this topic here)³.

Another major challenge for these digital brands is approaching their future placing in pharmacies. Many of them share the significant goal of capitalising on their consumer communities and diversifying their distribution channels by targeting pharmacies, which account for more than 50% of food supplement sales in France.⁴

Support: a key to start-up success

These innovative young companies present great growth prospects but also have a high failure rate: 90% of them disappear before reaching their sixth anniversary. ^5,6

However, more encouraging figures show that start-ups that seek support see their failure rates significantly reduced. ^7,8 A survey conducted in a study among 106 French start-ups also reveals that 80% of them believe they need outside help (support and advisory structures, investors, other entrepreneurs, peers, mentors…) to think about or achieve their goals⁸ – whether it is to quickly establish themselves in a new market independently or accelerate their growth through strategic partnerships or new stakeholders taking an equity stake.

Expertise and vigilance at every stage

In the nutraceutical market, there are many pitfalls to avoid ensuring the launch of a new product or the emergence of a brand.

Formulation, choice and sourcing of ingredients, selection of industrial partners, regulatory validation and insurance, differentiation and enhancement of the product in its competitive environment…: each development stage requires specific expertise and raises points of vigilance.

Starting with the quality and safety of the plant materials used. Today, 75% of food supplements on the French market contain at least one plant⁹. Given the increasingly frequent adulterations¹⁰ of plant-based ingredients, rigorous sourcing and precise analytical control are essential to ensure consumers receive effective and safe products (Check out our complete article dedicated to this topic here)³ .

Regulatory expertise also guarantees a product adapted to its target markets. The choice of ingredients, their dosage, their specifications are crucial elements for the scientific robustness of the formula but also for its regulatory compliance. Not to mention the management of health claims, a subtle lexical discipline that must highlight a product’s properties without exceeding the mentions authorised by the EFSA (European Food Safety Authority responsible for verifying the scientific validity of health claims).

The DGCCRF (Directorate-General for Competition Policy and Consumer Affairs) has conducted several investigations on online food supplement sales sites. In 2017, a control revealed a non-compliance rate of 76%, corresponding to inappropriate use of health claims (unauthorised health claims or used inconsistently) ¹¹.

Finally, knowledge of a network of reliable industrial partners from all backgrounds (nutraceutical, pharmaceutical, and food) opens the door to innovation. Galenic forms are an essential way of standing out in the food supplement market. They help make the consumer experience unforgettable, promote adherence, and ultimately encourage repeat purchases. Another key success factor for a brand (Check out our complete article on galenic innovation (see our complete article here) ²

To you, food supplement start-ups: we offer tailored support with a “Special Start-up Offer”!

Our team of nutraceutical experts and our network of industrial partners are ready to support your project’s success.

Whether you have already launched or are about to start, we strengthen your in-house expertise and guide you in your strategic decisions at every stage of your development: from the conception to the marketing of the finished product. We will be by your side to strengthen and enhance your market position, helping you generate new growth opportunities. Join us and turn your ideas into concrete successes!

For more information on the

“Special start-up offer”,

contact us!

References:

1. 2022 panorama of French DNVB – the growth of DNVB is confirmed (DNG) https://www.digitalnativegroup.com/blog-posts/panorama-2022-des-dnvb-francaises
2. Article: Galenic innovation: the importance of combining effectiveness and pleasure in food supplements – BOTANI BRANDS blog https://www.botanibrands.com/en/galenic-innovation-effectiveness-pleasure-food-supplements/
3. Article: Plant-based dietary supplements: how can a brand secure and enhance its offering? – BOTANI BRANDS blog https://www.botanibrands.com/en/plant-based-dietary-supplements-how-can-a-brand-secure-and-enhance-its-offering/
4. The dietary supplement market – 2023 figures from Synadiet https://www.synadiet.org/leur-consommation/
5. Success of start-ups: a case study based on an integrative and multidimensional approach – Ben Romdhane, Emna
6. Dangerous k. Marsal J.M. Mazars-Chapelon a. Villesèque-Dubus f. (2018). Management control and start-ups: a reflection on the nature and roles of management control tools.
7. Entrepreneurship – Facts and figures by DGE (General Directorate for Enterprises) https://www.entreprises.gouv.fr/files/files/directions_services/politique-et-enjeux/entrepreneuriat/entrepreneuriat-faits-et-chiffres.pdf
8. What is a successful start-up? The success of start-ups beyond financial valuation – BGG and la Boussole https://www.laboussole.io/etudes-laboussolexbcg
9. Synadiet  https://www.synadiet.org/leur-consommation/
10. Definition of adulteration of plant-based ingredients: any practice aimed at deliberately altering, modifying, or contaminating plant-derived products to deceive consumers or gain an illegitimate economic advantage.
11. Control of nutritional and health claims on dietary supplement websites – DGCCRF https://www.economie.gouv.fr/dgccrf/controle-des-allegations-nutritionnelles-et-de-sante-sur-les-sites-internet-de-complements

L’article Food supplements: supporting start-ups on the path to success est apparu en premier sur Botani Brands.

Present at Vitafoods, the BOTANI BRANDS team analyses two trends observed at Vitafoods 2024.

Gummies get a makeover: innovation at Vitafoods

Unsurprisingly, gummies remain in the spotlight once again at Vitafoods this year – a success also reflected in the sell-out figures of French pharmacies: in just two years, the market has grown from €38 million in 2021 to over €88 million in 2023. This impressive growth of more than 132% is primarily driven by the sleep category, which accounts for 35% of the market, followed by products for sore throats and those for energy and vitality.^1,2

Gummies are no longer just about being tasty. The new generation of this initially fun dosage form aims to be more technical and especially more nutritional. This specific positioning is reminiscent of acacia gum lozenges, which, in addition to being rich in fibre, are very low in calories, flavour-revealing, and have a significant environmental and societal impact (see our full article on this topic here)³.

Thus, Vitafoods presented liquid-filled gummies (allowing the incorporation of thermosensitive or naturally incompatible actives), multi-layered gummies to enhance a complex mode of action, or soft-textured gummies that can contain enough actives to limit the dosage to a single daily intake.

Other manufacturers played the “nutrition” card to bypass one of the most limiting characteristics of this dosage form: excessive sugar content. As a result, some 2.0 gummies sport a Nutri-Score A, while other European industrial experts do not hesitate to exploit the double potential of fibres (especially inulin) both as a texturiser and as a prebiotic ingredient.

Prebiotics fuel innovation: a focus on the new ingredients zone at Vitafoods

Prebiotics are also in the spotlight. Alone or combined (with probiotics or post-biotics), their presence in the nutraceutical landscape is increasing.

Driven by advances in research and the growing awareness of populations about their intestinal and immune health, this market is booming: it posted a global growth of 29.5% over the period 2017-2022, with a value of $2.58 billion in 2022⁴.

These fibres promote the growth of “beneficial” gut bacteria (Lactobacillus and Bifidobacterium being the most well-known) by serving as their food substrate.

Galacto-oligosaccharides, fructo-oligosaccharides, beta-glucans, chicory fibre, and inulin… all these compounds have a prebiotic effect and are increasingly seen as future pathways for mineral absorption, blood sugar regulation, digestion, immune function enhancement, and reducing the risk of cardiovascular disease. A study by Kirsten Berding et al. published in Psychopharmacology (Berl) in January 2021 even revealed that specific dietary fibre supplementation (polydextrose) improved cognitive performance⁵.

The New Ingredients Zone at Vitafoods carved them a place of choice. Some examples include:

• Biombalance® grape seed polyphenols from Berkem (since polyphenols have also been recognised for their prebiotic effect since 2017 by the ISAPP – International Scientific Association for Probiotics and Prebiotics).⁶
• Benicaros® from Nutrileads, a prebiotic derived from upcycled carrot juice that claims a low daily dose (300mg) and no intestinal discomfort.
• Dulse algae cultivated by Arcadian, rich in xylan, a polysaccharide that constitutes its cell wall, and whose complex structure allows it to pass through the upper digestive tract intact to the lower intestine, where it serves as a substrate for the gut microbiota.
• Hydrolysed guar gum from Zymebase, whose distribution in the body is improved thanks to its molecular weight of 20,000Da.

Health indications, daily dosage, assimilation by the body, source, and origin of prebiotics…: the innovation levers are numerous and promising for the future of this category.

Consumer insight: a catalyst for innovation and brand loyalty

A professional innovation trade show like Vitafoods, although rich in ideas and new concepts, represents only the “tip of the iceberg.” The innovation of tomorrow lies primarily in the habits, motivations, values, and needs of consumers.

Consumer insight could be defined as “the perception of an unresolved problem or dilemma in a product category. Consumer insight is thus the discovery of a need the consumer wasn’t aware of “⁷.

These insights are revealed through an in-depth analysis and knowledge of the target market and its consumers, their psychology, and their purchasing behaviour.

Through this reflection prism, some products highlighting innovation at Vitafoods take on a new dimension.

For example, orodispersible mini-granules in sticks offered by an Italian CMO to address the recurring (and still unresolved) issue consumers face in swallowing their dietary supplements. Capsules and tablets may hold over 60% of the market share in Europe⁸, but these classic and “reassuring” dosage forms are not necessarily easy to ingest. Should consumers have to crush a tablet or open a capsule to swallow its contents?

This practical barrier aligns with a more strategic insight for the dietary supplement sector: the pleasure of consumption (see our full article on this topic here)⁹. It’s no coincidence that food matrices like fruits (from Paradise Fruit), chocolate (from Althae Nutrition), creams, or jellies (from Gricar) are making inroads among traditional pills. These new forms reinforce the natural and historical links between “food and food-supplement,” bringing back pleasure and familiarity to consuming food supplements.

Consumer insights in the food supplement sector are numerous and understanding them is essential in building an innovative product offer.

With its in-depth knowledge of the nutraceutical market, the BOTANI BRANDS team offers to assist you in this process and to develop innovative health solutions with you, from A to Z, that are naturally aligned with the deep aspirations of your consumers.

Would you like to discuss tomorrow’s innovations and benefit from exclusive technologies through our privileged network of industrial partners?

Contact us

Sources:

1. GERS DATA top 15 sales figures for gummies https://www.gie-gers.fr/
2. Gummies: Trend or Real Dosage Form Revolution? Stephen Robert
3. Acacia Gum and Gummies: The Story of a Beautiful Encounter – BOTANI BRANDS blog https://www.botanibrands.com/gomme-d-acacia-et-gummies-l-histoire-d-une-belle-rencontre/
4. GM Insights Prebiotics market size, industry share and growth 2032 https://www.gminsights.com/fr/industry-analysis/prebiotics-market
5. Berding, K., Long-Smith, C. M., Carbia, C., Bastiaanssen, T. F. S., van de Wouw, M., Wiley, N., Strain, C. R., Fouhy, F., Stanton, C., Cryan, J. F., & Dinan, T. G. (2021). A specific dietary fibre supplementation improves cognitive performance-an exploratory randomised, placebo-controlled, crossover study. Psychopharmacology (Berl), 238(1), 149-163. https://doi.org/10.1007/s00213-020-05665-y
6. Polyphenols and prebiotics – ISAPP https://isappscience.org/do-polyphenols-qualify-as-prebiotics-the-latest-scientific-perspectives/
7. Definition of insight – https://www.e-marketing.fr/Definitions-Glossaire/Insight-240205.htm
8. Mintel GNPD – https://www.trades-sa.com/en/tendencias/tendencias-en-complementos-y-alimentacion-funcional/
9. Galenic innovation: the importance of combining effectiveness and pleasure in food supplements – BOTANI BRANDS blog https://www.botanibrands.com/innovation-galenique-concilier-efficacite-plaisir-complements-alimentaires/

L’article Reinventing nutraceuticals through innovation and consumer insights: Vitafoods 2024 est apparu en premier sur Botani Brands.

Many brands therefore understand the interest and importance of differentiating themselves by capitalising on the effectiveness and safety of using such products. Some supply chain stakeholders are even spearheading a new activism movement: providing more guarantees and transparency to consumers with a logo on the finished products, endorsing their quality and safety.

Perception of dietary supplements: between enthusiasm and crisis of confidence

It is no longer to be demonstrated that the dietary supplement market has been booming for several decades – the latest figures still indicate an 8% growth on the French officinal network in 2023¹ – and is driving numerous innovations (let’s take the example of “sensory” galenics, to which we have dedicated a complete article here²). According to a study by Harris Interactive Toluna³, 59% of the French reported consuming dietary supplements between 2020 and 2022. Paradoxically, the overall perception of this product category remains mixed, particularly among non-consumers: “Unclear“, “misleading“, “useless“, and “dangerous” are words frequently used to describe  the image that the French have of them⁴ expressing scepticism about the safety and the effectiveness of dietary supplements.

Enthusiasts of nutraceutical solutions lament a lack of proof of efficacy with their average satisfaction rating being 6.9/10. On the other hand, a lack of trust is frequently mentioned among non-consumers who feel the need for scientific and medical endorsement⁵.

Risks associated with the quality of plant ingredients

One may question people’s distrust. “Dietary supplements: how to decipher the real from the fake? – What are dietary supplements worth? – Are dietary supplements really effective? – Plant-based dietary supplements: health risks – Ineffective or even dangerous.“⁶

Dietary supplements are regularly scrutinised and criticised in the press, raising questions that are equally important as they concern their safety. For those products composed of plants, the central issue revolves around the “real” nature and quality of the plant-based ingredients used.

These can be subject to risks of adulteration, i.e., any practice aimed at deliberately altering, modifying, or contaminating plant-derived products in order to deceive consumers or gain an illegitimate economic advantage.

This alteration can take various forms, such as the addition of foreign substances, dilution, or substituting lower-quality ingredients.

Each of these biases results in an inevitable gap between what is claimed on the labelling of the finished product and its real composition, which can deceive a consumer who has little choice but to “believe what is written.”

Note that unintentional mix-ups or accidental contaminations can also compromise the quality of a plant material and its derived ingredients.

Adulteration or the art of substitution

For example, elderberries (Sambucus nigra) became particularly coveted for their immune properties during the COVID pandemic. The American Botanical Adulteration Prevention Program (BAPP) issued an alert in 2021 revealing that out of 694 samples of elderberry-based products analysed, 119 (17.1%) were adulterated⁷. The falsification of these preparations frequently involved the addition of undeclared extracts of black rice (Oryza sativa), considerably cheaper than authentic elderberry extracts, as well as substitutions involving other plant extracts rich in anthocyanins and blue or purple food colourings…

From peanut husks masquerading as grape seeds to Japanese pagoda trees pretending to be Ginkgo biloba, all tricks are good to deceive phytochemical analysis devices – which are often not discriminating enough – and make substantial savings by opting for cheaper substitute plants. This results in a degradation of the effectiveness and safety of the concerned finished products.

Dilute to better dominate

In France, the DGCCRF conducted a surveillance survey in 2017 on plant-based dietary supplements available on the French market⁸. Monitoring focused on the composition and levels of active ingredients in the analysed products. The results revealed a non-compliance rate of 17%, mainly due to discrepancies between the quantities indicated on the labelling and the measured levels.

Perhaps the most frequent but also the most insidious falsification is that the claimed plant is indeed present in the finished product but in quantities too low to expect to achieve the effectiveness promised by the brand and expected by the consumer. According to BotaniCERT, a plant analysis laboratory and plant expert, 47% of plant-based ingredients analysed between 2020 and 2021 were “diluted or highly diluted.” ⁹

Transparency, effectiveness, and safety: a triple challenge for plant-based product brands

Consumer  demand for transparency is increasingly leading brands to have their products tested or certified by third parties, accredited independent laboratories. For marketers, the challenge is significant: to persuade consumers to choose “value” over price and find a reliable way to guarantee them effectiveness and safety. In 2022, Lisa Thomas, then Marketing and Innovation Director at Herbalife Nutrition, stated: “Third-party certification is an additional level of security offered to consumers. Although our company conducts rigorous audits of our facilities and product testing, there are certain areas where consumers want additional guarantees.”¹⁰

The approach, already widespread in the United States, is increasingly being adopted in Europe and notably in France with the recent launch of the first European quality brand for plant-based products.

The Botani+ quality brand just recently launched, already adopted

Created in 2023 by BotaniCERT, a French laboratory expert in the monitoring of plant raw materials, the Botani+ brand aims to guarantee consumers safe and effective products.¹¹

Concretely speaking, obtaining the Botani+ brand results in putting a logo on the award-winning finished products.

This easily identifiable logo allows consumers to navigate through a wide and sometimes difficult-to-decipher range of offerings. It is proof that the product in question has successfully passed a series of chromatographic analyses, advanced techniques that allow the separation, identification, and quantification of the chemical components present in plant extracts.

Phytochemical identification notably ensures that:

• The plant is indeed the one claimed on the product labelling as well as the part used (leaf, root, etc.)
• The plant is not mixed with other species
• The material is not enriched with synthetic or natural molecules
• Plant actives are present in sufficient quantities to unequivocally authenticate the species present

Dosing the actives ensures that the plant is not excessively diluted and that its concentration is sufficient to ensure the presence of physiological effects in the finished product.

Reassuring for consumers, the Botani+ logo is also a choice indicator for brands wishing to communicate on the rigor and seriousness of their quality approach. VIT’ALL+ and Nonna Lab^12,13  were the first ambassadors of this new movement, providing even more transparency and quality in the plant-based dietary supplement market.

As a brand, sparking an initial purchase is one thing, ensuring it is purchased again is another issue. This depends on the satisfaction initially felt by the consumer, which will encourage them to come back to the same product. Effectiveness is essential because it guarantees the market longevity of the product. This is based on the choice of the formula and at least as much on the selection of ingredients.

Do you want to stand out among your consumers and highlight the quality of your range of plant-based products? BOTANI BRANDS is your trusted partner to assist you in launching Botani+ validated products, synonymous with quality, safety, and effectiveness. By combining the skills of our various experts, we are ready to efficiently and effectively orchestrate the development of your plant-based health product. Whether your brief is finalised or still in the consolidation phase, we are here to build on your project and deliver a turnkey solution.

Contact us to discuss your project

Sources:

1. GERS data 2023
2. Galenic innovation: the importance of combining effectiveness and pleasure in food supplements – BOTANI BRANDS Article (https://www.botanibrands.com/le-blog/)
3. 2022 Barometer of Dietary Supplement Consumption in France (https://www.synadiet.org/app/uploads/2022/04/202111060_harris_interactive_rapport_barometre_conso_cpal_2022_v2.pdf)
4. Challenges and Opportunities of Dietary Supplements by Harris Interactive Toluna for NFBD 2019 (https://harris-interactive.fr/catalogue/pages/complements_alimentaires.html)
5. Statistics corresponding to the question: “On a scale of 1 to 10, are you satisfied with having taken/taking food supplements?”
6. Headlines about Dietary Supplements
7. BAPP – Botanical Adulterants Prevention Program – Case of Elderberry Adulteration (https://www.herbalgram.org/resources/botanical-adulterants-prevention-program/adulterants-bulletins/european-elder-berry-and-berry-extracts-bulletin-june-2023/)
8. Report of the National Academy of Pharmacy “Dietary Supplements Containing Plants” (https://www.theragora.fr/revues/ANP-rapport-compl%C3%A9ment-alimentaire-0219.pdf)
9. Botanicert – Case of Plant-based Ingredient Falsification – Internal Statistics 2020-2021 (https://www.botanicert.com/actualites/)
10. Herbalife – Certification by Independent Laboratory (https://www.nutraceuticalsworld.com/contents/view_online-exclusives/2022-05-10/third-party-certifications-support-consumer-demand-for-quality-and-transparency/)
11. Botani+ First Quality Brand for Plant-based Products (https://www.botaniplus.com/)
12. VIT’ALL+ validated by Botani+ (https://www.vitalplus.com/)
13. Nonna Lab validated by Botani+ (https://nonnalab.com/collections/nonna-choc)

L’article Plant-based dietary supplements: How can a brand secure and enhance its offering? est apparu en premier sur Botani Brands.

Acacia, a Gum with Nutritional Fibre!

Acacia gum, also known as gum arabic, is a resinous exudate extracted from the Acacia senegal (L.) Willd tree. Sudan and other sub-Saharan African countries such as Chad, Nigeria, Senegal, Mali, Niger, and Mauritania are the main producers of these solidified sap fragments ¹.

Once harvested and dried, these precious amber aggregates are either crushed or transformed into a versatile powder by industrial stakeholders, with two of the major players being French companies: Alland & Robert and Nexira. Together, they represent over half of the global market for gum arabic ².

This texturising agent, also labelled as E414, is highly sought after by the food industry due to its emulsifying capacity, stabilising properties, and ability to capture flavours, making it an essential ingredient in beverages and sweets.

Beyond its technical properties, acacia gum is also valued for its high fibre content (ranging from 91% to 97%) and beneficial nutrients such as calcium, magnesium, and potassium. Since December 2021, the FDA has authorised the qualification of acacia gum as a “dietary fibre.” ³

This means that its beneficial effects on human health are officially recognised, including the reduction of postprandial glycemia, improvement of digestive comfort, and its role as a source of prebiotic fibres ⁴.

Acacia gum also has the notable advantage of not contributing to tooth decay. As a non-fermentable carbohydrate, it does not feed the mouth bacteria responsible for acidifying dental plaque ⁵.

Gum Arabic: Ecological and Sustainable Production

Before becoming an indispensable ingredient for Western industries, acacia gum primarily serves as a source of income for entire villages in the Sahel region.

Generations of men and women have learned how to cultivate gum-yielding trees (in the wild, only one in 10,000 acacia species naturally produces resin). They also know the purely manual methods for tapping the trees to extract their valuable sap, as well as cleaning and drying techniques that ensure the production of high-quality gum.

The production of gum arabic also protects the soil from erosion thanks to the tree’s root system, which slows down desertification. These “gum trees” store CO2 and contribute to soil fertilisation by providing significant amounts of nitrogen, phosphorus, and proteins. Senegalese acacia plantations also help maintain high biodiversity along the edge of the Sahara.

Major industrial stakeholders involved in the transformation of this resin must ensure that producers are adequately compensated for the difficulty of their work and their expertise. The two main stakeholders, Nexira and Alland & Robert, are committed to sustainable development practices that aim to protect this resource, improve producers’ income, and contribute to the development of this supply chain ^6,7.

Emiga, a company specialized in sourcing this matter⁸, has also distinguished itself with the creation of the “Niger Acacia Senegal Plantation Project.” ⁹

Initiated in 2005 by Thierry Dulon and his associate Boureima Wankoye This project was originally part of the Kyoto Protocol’s efforts to reduce greenhouse gas emissions. Its objective was to restore deforested and degraded lands in Niger by empowering rural communities to adopt sustainable agroforestry through the cultivation of indigenous species, specifically Acacia senegalensis.

Thierry Dulon explains, “Thirty-three village communities have received carbon credits, and the income generated by cultivating acacia has enabled them to invest in healthcare, education, and the construction of seed farms.“

Acacia gum is not just a plant-based gelling agent. Its added value lies in the nutritional and sensory properties it offers to consumers of food supplements. It provides the rapidly growing gummy market with an innovative, healthy, and sustainable alternative to the more traditional fruit pectins.

When Gummies and Acacia Gum Make a Perfect Pair

In search of the ideal texturising agent capable of combining taste pleasure, technological properties, and nutritional benefits, gummy manufacturers see the potential of incorporating this plant resin directly from Africa.

These food supplements, resembling candies, are primarily composed of fruit pectin extracted from food industry by-products. Based on its dual technical and nutritional role, acacia gum possesses all the advantages to diversify this market segment and enhance the “health” aspect of gummies, which is sometimes overshadowed by sugar and taste.

Thanks to its emulsifying properties, acacia gum stabilises flavours and essential oils, providing an optimised sensory experience for the consumer ¹⁰. Its texture enables forming a protective film in the mouth and throat mucosa, with the prolonged release of  active ingredients.

The brand “Pâte suisse” from Lehning Laboratories has successfully highlighted the health positioning of acacia gum by featuring it in a complete product range of nine “sugar-free Swiss pastilles.” These gummies are formulated with polyols (sorbitol and maltitol syrup), low-calorie sweeteners ¹¹.

Lehning’s communication states, “Made from 100% natural acacia gum, Swiss pastilles fulfill all daily needs, including soothing sore throats, relieving coughs, improving sleep, and addressing vitamin deficiencies.“

The Mémé brand highlights the prebiotic properties of acacia gum as its star ingredient ¹².

Mé-Mé’s communication  states, “Rich in fibre, acacia sap aids digestion and is recognised as a natural prebiotic and excellent anti-inflammatory. Mé-Mé gummies are highly recommended after meals or coffee.“

BOTANI BRANDS: The Architect of Your Natural Solutions for the Development of Gummies and 2.0 Lozenges. The BOTANI BRANDS team guides and supports you in formulating acacia gum-based nutritional gummies that will attract users seeking effectiveness, sensory pleasure, and responsible consumption.

CONTACT US

Sources :

1. Dr. Aafi Abderrahman’s gum arabic https://www.doc-developpement-durable.org/file/Fabrications-Objets-Outils-Produits/gommes&resines/acacias-a-gomme-arabique/La-gomme-arabique.pdf
2. Source UNCTAD: United Nations Conference on Trade and Development
   https://unctad.org/fr/press-material/gomme-arabique-la-demande-croissante-ouvre-de-nouvelles-perspectives-aux-producteurs
3. Acacia gum granted by FDA as dietary fiber
   https://www.fda.gov/food/cfsan-constituent-updates/fda-grants-citizen-petition-acacia-gum-arabic-dietary-fiber
4. Journal Food and Nutrition Sciences, Vol 13 No.4 (2022) : « Bongartz, U., Erlenbeck, C. and Wohlfahrt, I. (2022) The Effect of Gum Acacia on Post-Prandial Glucose and Insulin Levels in Healthy Subjects. Food and Nutrition Sciences, 13, 424-438. https://doi.org/10.4236/fns.2022.134031 .
5. Arch Oral Biol 2008 Mar;53(3):257-60. T Onishi 1, S Umemura, M Yanagawa, M Matsumura, Y Sasaki, T Ogasawara, T Ooshima : « Remineralization effects of gum arabic on caries-like enamel lesions »
   https://doi.org/10.1016/j.archoralbio.2007.10.004
6. Nexira commitments
   https://www.nexira.com/commitments/
7. Alland & Robert commitments
   https://www.allandetrobert.com/corporate-responsibility/
8. https://emigagum.com/contact/
9. https://cdm.unfccc.int/Projects/DB/ErnstYoung1375258307.15
10. Gum arabic and essential oil
    https://www.dehly.ch/en/pastilles/
11. Pâtes suisses de Lehning
    https://www.lehning.com/categorie/solutions-naturelles/pates-suisses
12. Gummies Mémé à la gomme d’acacia
    https://www.boissons-meme.com/product-category/gummies/

L’article Acacia Gum and Gummies: The Story of a Beautiful Encounter est apparu en premier sur Botani Brands.

Soft chews: an innovation in food supplements

These “tender bites” initially intended for the confectionery sector have finally established themselves as an innovative and fun galenic for food supplements. Like gummies, soft chews offer a pleasant healthy format enabling enhanced consumer sensation.

They come in the form of small 4-to-5-gram squares with generally a recommended daily intake of one or even two units.

While allowing the use of active ingredients such as vitamins, minerals or plant extracts, this galenic is also particularly interesting for its organoleptic aspect: taste, smell and texture (finally!) become essential parameters in nutraceuticals.

More attractive and pleasant than typically pharmaceutical formats such as capsules or tablets, soft chews call for better consumer compliance with treatments.

Self care applications

In parallel with gummies, soft chews therefore embody a new trend in naturalin natural health products self-medication.

The American site iHerb, one of the most important platforms for online natural products sales, already has more than 1000 references.²

Dulcolax notably launched Dulcolax Soft chews composed of magnesium hydroxide (quantity of 1200mg per chew) intended to improve occasional constipation in Canada.³

The brand emphasizes mechanical and rapid effectiveness (“relief in 30 minutes”) of the natural health product on constipation and does not fail to highlight the nomadic and gustatory aspect of this solution: “With Dulcolax® Soft Chews, adults and kids (12+) have a tasty and convenient new way to get things moving.”

Moreover, the chewing induced by this form of chewing gum, is a major interest for formulations such as these, intended to accompany digestive disorders.

Science has long been interested in the impact of proper chewing on digestion, helping to reduce gastric reflux, bloating, flatulence, and stomach aches.^4,5,6

So, why not offer pregnant women to chew soft chews to help them reduce potential pregnancy nausea? The Mega Food brand has thought of this with its Baby & Me 2 sachet of 30 naturally lemon-flavoured formulated soft chews made with ginger and organic honey.⁷

They are available and also respond to all the indications commonly found in nutraceuticals: immunity, energy, sleep, relaxation, hair, skin, memory and digestion…

The Dutch brand Celebrate has chosen to bet on this differentiating galenic with a range of single ingredient (iron or calcium) or multivitamin soft chews.⁸

Actives ingredients and sensory qualities of soft chews

In addition to their taste input, soft chews enable incorporating a large quantity of active ingredients. Dulcolax chews are a good example with 1200mg of magnesium oxide per unit.

While standard size gummies contain an average of 70 to 80 mg of active ingredients, they do not face the same capacity limitations as former versions.

The number of intakes per day is therefore reduced, thus facilitating the following of the treatment by the consumer.

From a technical point of view, this galenic allows formulators to consider numerous combinations and synergies of active ingredients without space constraints.

Developed without gelatin, soft chews are ready to be certified vegan friendly and contribute in this sense to a reasoned, healthy, and natural diet that is increasingly popular with consumers.

In addition to their functional benefits for the body, soft chews have many advantages in terms of their texture, taste, and appearance.

In addition to other classic galenic forms, these “soft pastes” are popular in terms of dosage and taste pleasure.

It is a safe bet that this galenic offers broad prospects for development in Europe in the wake of its American boom.

In order to position you at the heart of this new trend, Botani Brands supports you in designing your soft chews thanks to its relevant and effective approach to the formulation of natural ingredients.

CONTACT US

Sources :

1. https://www.gminsights.com/industry-analysis/nutraceutical-ingredients-market?gclid=CjwKCAjw-b-kBhB-EiwA4fvKrHeclDWzcqw7fDZ_UVvkRe2ysC-BVsVTEZNAogIEkw3wSmgJE2vLJxoCZ1cQAvD_BwE
2. http://fr.iherb.com/search?sug=soft%20chews&kw=soft%20chews&rank=0&rawkw=soft&refererLocation=suggestion
3. https://www.dulcolax.com/en-us/products/fast-relief/
4. https://www.vidal.fr/sante/nutrition/corps-aliments/digestion-aliments/bouche.html#:~:text=La%20mastication,commencer%20la%20digestion%20des%20glucides.
5. Esther H-J Kim et al. Chewing differences in consumers affect the digestion and colonic fermentation outcomes: in vitro studies. Food & Function journal. 2022 Sep 22;13(18):9355-9371.
   https://pubs.rsc.org/en/content/articlelanding/2022/FO/D1FO04364A
6. Mercier P., & Poitras, P.. Gastrointestinal symptoms and masticatory dysfunction. Journal of gastroenterology and hepatology, 7(1), 61-65. (1992)
7. https://megafood.com/collections/womens-health?filter.p.m.custom.health_goal=Pre/Postnatal
8. https://celebratevitamins.com/

L’article Soft chews: a new wave from the USA est apparu en premier sur Botani Brands.