According to the 2023 Barometer of Primary Care Health and Prevention Products in Pharmacies, published by the Nères association in partnership with OpenHealth Company¹, the respiratory system category continues its strong momentum in primary care (in France). In 2023, over-the-counter medicines in the respiratory segment generated 445 million euros, a 16% increase compared with 2019, while the equivalent category for food supplements showed an even more pronounced growth: +13.5% vs 2022 and +47.3% vs 2019. These results illustrate the growing interest of French consumers in prevention and relief products for winter ailments – coughs, colds, sore throats, and minor ENT issues – now central to self-medication practices.

“Greenification” in Cough & Cold: when long-standing brands turn green

Like many other segments in the self-care market, the Cough & Cold category is not immune to the “greenification” trend — this shift toward greener positioning that reflects consumers’ increasing demand for more natural and “reassuring” products. Some long-standing brands have chosen to respond to this expectation while capitalising on reputation. Their strategy: to develop, alongside their traditional products, more natural complementary product ranges, often positioned at the crossroads between medical devices and food supplements (see also our article Selfcare: medical devices and food supplements – a win-win combination).

With Fervex and Phytovex, UPSA perfectly illustrates the “green” shift taking place in the Cough & Cold category. A long-standing brand for relieving winter symptoms, Fervex embodies UPSA’s scientific expertise and pharmaceutical reliability.²

Phytovex, its “natural counterpart,” extends this approach with a range of four medical devices (nasal spray, syrup, throat spray, and lozenges) made with plant-based active ingredients and built around a clear promise: combining science and nature.

The same logic applies at Pierre Fabre. The Drill brand is based on synthetic compounds (chlorhexidine, tetracaine), used to combat local infection and relieve pain. Alongside it, the company launched Libérill in 2024, a complete product range made with natural-origin ingredients: three food supplements formulated with acacia gum, and two medical devices (a spray and a syrup).³

We can also note the evolution in packaging reflecting the respective positioning of the two ranges: from Drill’s pharmaceutical red to Libérill’s green, plant-inspired universe.

Synergy between medical devices and food supplements

The Granions brand perfectly illustrates this complementarity between regulatory statuses.⁴ Its product range dedicated to winter ailments combines medical devices and food supplements for an offer designed to address the full spectrum of Cough & Cold conditions.

From the Rhinargion Rhume spray, formulated to decongest nasal passages from six months of age, to the Nez & Gorge (Nose & Throat) and Honey–Lemon throat tablets made with plant-based active ingredients (marshmallow, Iceland moss, propolis, chamomile, thyme, etc.), each product targets a specific ailment: stuffed nose, cough, irritated or hoarse throat. The product range stands out for its comprehensive structure, able to address all winter symptoms and all consumer profiles, from children to adults. This interplay of complementary products makes it possible to offer, under a single umbrella brand, an approach that is both cure-based – through medical devices – and preventive – through food supplements – depending on consumer needs.

Innovating to stand out

As in many dietary supplement categories, the abundance of the Cough & Cold products on the market means that manufacturers need to differentiate themselves. This differentiation can take several forms: an original positioning on indications, innovative galenics, technologies designed to optimise the effectiveness of active ingredients, or distinctive formulation choices featuring “star” ingredients.

Between throat, nose, and cough: the positioning game

In terms of indications and positioning, the category is broadly divided into two types of claims for oral products: so-called “simple” claims, focused on the throat, breathing/nose, or cough, and “combined” claims, which combine, for example, throat + nose or throat + respiratory.
For the simple claims, there is a wide range of promises linked to throat comfort – soothing, calming, relieving irritation – as well as more specific targets, such as the vocal cords. For products focused on breathing, the benefits place greater emphasis on clearing the airways, often supported by the repeated use of essential oils, particularly eucalyptus or pine.

Finally, certain formulas with “combined” claims go further by bringing together multiple benefits, such as Granions’ Nez & Gorge  (Nose & Throat) with its day/night claims.⁵ The daytime formula combines marshmallow for its soothing effect on the throat with vitamins C and D3 to support the immune system. The nighttime formula, made with chamomile and holy basil, aims to improve respiratory comfort while promoting more restful sleep.

Increasingly expert formulations

Beyond claims and positioning, product composition has become a key lever of  differentiation in the Cough & Cold market.

On the medical device side, we mainly find ingredients with a mechanical mode of action, designed to protect, lubricate, or soothe the mucous membranes. This is the case with ectoïne, a natural molecule derived from halophilic micro-organisms, known for its ability to stabilise cell membranes and form a protective barrier against irritants. Another example is the Mucobarryl® Plus complex (Cooper)⁶, which combines larch bark and Iceland moss for a muco-regulating and anti-inflammatory action. These products aim to mechanically relieve the throat or respiratory tract by forming a protective film or by limiting mucosal dehydration, providing lubricating and anti-irritation benefits.

Food supplements, on the other hand, favour a more nutritional approach, featuring a wide variety of plant extracts with recognised properties: marshmallow, sage, chamomile, elderberry, erysimum… To this are added essential oils (eucalyptus, peppermint, sweet orange, etc.), essential products in this category that play a major role in formulas designed to support easier breathing.

Another recurring pillar is the use of vitamins and minerals, which give products an additional immune-supporting dimension (vitamins C and D3, zinc, copper, selenium). Finally, beehive products play an important role, with propolis and royal jelly, but also honey, often used for its soothing properties and natural image.

Among the market’s “signature” ingredients, Manuka honey frequently appears in formulations thanks to its soothing and antibacterial properties, linked to its methylglyoxal (MGO) content — measured using the UMF/IAA index. It can be found, for example, in Herbesan throat lozenges made with Manuka honey IAA 10+.⁷

But this rare honey is also one of the most prone to fraud. A recent study (Wu et al., 2023, Food Control)⁸ revealed how often Manuka honey is adulterated with common honeys, highlighting the need for reinforced analytical control. This is why many brands today choose to showcase their ingredients by demonstrating their quality through specific analytical tests (for more on this topic, see our article Plant-based dietary supplements: How can a brand secure and enhance its offering?).

Moreover, the “sugar-free” claim is emerging as an additional nutritional argument. However, this promise does not exclude the use of sweeteners in certain formulations, while others retain a natural source of sweetness through honey.

Weleda, with its Sirop Toux Sèche et Grasse (Dry and congested Cough Syrup) medical product, is also aligned with a clean-label approach, featuring a formulation designed to be preservative-free – a notable technical choice and one rarely seen among syrups in the natural health market. The product also claims “100% natural-origin active ingredients,” a strong argument for consumers who increasingly seek naturalness and transparency in everyday health products.

New generation technologies

The Cough & Cold segment is seeing the emergence of a new generation of patented mechanical technologies designed to enhance throat comfort and protect irritated mucous membranes. Developed by innovative manufacturers, these solutions rely on a biomimetic approach: they allow the formulation to adhere directly to the mucous membranes, creating a protective film that acts as a physical barrier against irritants.
This cutting-edge technology, presented a few months ago at Vitafoods 2025, can be integrated into various dosage forms (lozenges, tablets, sprays) and adapted to several respiratory or ENT indications. By mimicking the natural defense mechanisms of the respiratory tract, it claims to provide immediate soothing action while optimising product performance and stability.

Galenics, as a driver of innovation and sensory experience

The galenic form has become a true differentiating factor in the Cough & Cold segment, to enhance both effectiveness and to enrich the consumer experience.

Some brands are betting on made over traditional formats, such as the iconic Valda lozenges (Perrigo)⁹, formulated with acacia gum – a natural coating agent with soothing and film-forming properties that soothes the throat while promoting salivation.

This ingredient perfectly embodies the trend toward more natural and functional galenics (see our article Acacia gum and gummies: the story of a beautiful encounter).

For children, some products explore playful formats, such as the Junior-Angin lollipops (Melisana Pharma).¹⁰ These products leverage an active galenic: lollipops stimulate saliva production and promote a mechanical action of hydration and protection of the mucous membranes, enhanced by Iceland moss and calcium pantothenate.

Sensory pleasure also plays a key role in this category, where products are often kept in the mouth for an extended period. This is precisely the advantage of liquid-centre lozenges such as Oropolis® (Vicks), which gradually release a liquid centre that coats the throat with a protective layer.

Finally, some manufacturers are innovating with orodispersible forms that combine an immediate slightly effervescent melting effect. This specific texture promotes rapid release of active ingredients directly into the oral cavity, thereby improving their absorption and effectiveness. Convenient and suitable for all types of users — especially those who cannot always take water — these forms support better compliance and optimised bioavailability, notably by reducing hepatic degradation of active ingredients. This technology is increasingly appealing to companies seeking to combine ease of use with enhanced absorption performance (see also our article Galenic innovation: the importance of combining effectiveness and pleasure in food supplements).

BOTANIBRANDS, your expert partner in the Cough & Cold market segment

A fast-growing category, Cough & Cold still offers strong innovation potential. BOTANIBRANDS supports brands wishing to strengthen their position in this segment — from strategy through to market launch.

Strategic marketing & market insights

In partnership with Nicholas Hall Group, a leading consultancy and strategy firm in the self-care market, BOTANIBRANDS helps brands analyse their competitive environment and identify the best innovation opportunities.

Thanks to the CHC New Products Tracker of the Nicholas Hall Group – a true global database dedicated to innovation in consumer healthcare – brands can track new launches, product line extensions, and reformulations, and analyse competitive dynamics by market or category. This exclusive tool makes it possible to identify emerging trends and pinpoint the best development opportunities in the self-care market.

To learn more, discover our exclusive interview with David Redford, OTC Insights expert, on key innovations in the Cough & Cold segment and on the CHC New Products Tracker, a unique tool for monitoring launches in the consumer healthcare market.

In partnership with BOTANIBRANDS, you can benefit from personalised support to explore insights from this platform and guide your innovation strategies.

Take advantage of a 20% discount and contact us to learn more about this exclusive analytical service.

Turnkey and customised solutions

In a category as dynamic as Cough & Cold – where innovation and differentiation are essential – BOTANIBRANDS supports brands in developing high value-added solutions in line with market expectations.

We operate across three complementary areas:

• Ready-to-market innovation: identifying product opportunities that are already developed and immediately adaptable to your target market.
• Customised innovation: designing and formulating differentiated solutions based on sound scientific data, through to regulatory validation and market launch.
• Technical and regulatory due diligence: in-depth evaluation of your in-licensing projects, integrating scientific, technical, regulatory, and marketing aspects.

Innovation & industrial partnerships

Thanks to our European network of partners, BOTANIBRANDS connects brands with manufacturers and suppliers offering patented technologies or exclusive galenic solutions, helping accelerate and differentiate product development.

Want to make a difference in the Cough & Cold market?

Contact us!

Sources :

1. Baromètre 2023 des produits de santé et de prévention de premier recours en pharmacie, publié par l’association Nères en partenariat avec OpenHealth Company
2. https://www.upsa-nosproduits.com/gamme-phytovex/
3. https://www.liberill.fr
4. https://www.granions.fr/granions-nez-gorge.html
5. https://www.granions.fr/granions-nez-gorge.html
6. https://gamme.clariver.fr/bienfaits-nature-hiver/solution-naturelle-toux-mal-gorge/
7. https://herbesan.fr/products/pastilles-gorge-irritee-miel-de-manuka
8. Wu, M., Zhu, L., Zhang, J., Huang, J., & Xu, Y. (2023). Adulteration quantification of cheap honey in high-quality Manuka honey by two-dimensional correlation spectroscopy combined with deep learning. Food Control, 149, 109681. https://doi.org/10.1016/j.foodcont.2023.109681
9. https://www.perrigo.fr/nos-produits-de-soin-pour-la-gorge
10. https://melisanapharma.fr/junior-angin.html

L’article Cough & Cold: the category that breathes innovation est apparu en premier sur Botani Brands.

To better understand trends in innovation across the Cough, Cold and Allergy (CCA) category, BOTANIBRANDS interviewed David Redford, Managing Editor – Digital Services at Nicholas Hall Group, leading international specialist in the Consumer Healthcare industry. He will talk about some of the most notable new products across the world and how CHC New Products Tracker helps marketers uncover the biggest future opportunities and “launch fewer, but better products.”

The CHC New Products Tracker: how does this strategic tool measure, assess, and track innovation? An example with the Cough, Cold & Allergy segment.

BOTANIBRANDS: To start, could you explain what CHC New Products Tracker is and how it helps brands monitor innovation in the Consumer Healthcare market?

David Redford: Nicholas Hall’s CHC New Products Tracker was developed 10 years ago to help brand owners evaluate new product development trends in Consumer Healthcare, set benchmarks and create successful innovations and portfolio strategy. It is also used for assessing acquisition targets’ performance and innovation freshness compared to competitors.

The progressive online platform has a global outlook and a database of over 50,000 new product entries, covering 21 countries and the 6 major categories, including Cough, Cold & Allergy. We also track new product developments in digestive health, pain relief, skin care, Vitamins, Minerals & Supplements and Lifestyle products such as smoking control, eye care, sleep aids or sexual health.

Tracker has a unique innovation rating system, and it allows users to continuously monitor global trends in CHC innovation and leverage business intelligence to transfer a tracking tool into a planning tool.

BOTANIBRANDS: You mentioned an innovation rating system. How does it work, and what does it reveal?

David Redford: Every product on the database is given a star rating from 1 (low innovation) to 4 (high innovation) and we are transparent about our reasoning. If a product is awarded 2, 3 or 4 stars, we explain why innovative new product features range from novel formulations to cutting-edge delivery systems and unique, science-backed health claims.

The vast majority (74%) of the 50,000+ new products in the database are rated 1 star, indicating a low level of innovation in the industry and a tendency for marketers to launch “me-too” products. 2-star products account for a 22% share and often have one notable innovative feature, while 3-star products claim a 4% share and offer multiple new benefits to consumers. 4-star products account for just a 0.2% share and this ranking is reserved for groundbreaking innovations, often major Rx-to-OTC switches.

Innovative products in the Cough, Cold & Allergy category

BOTANIBRANDS: Which key players and emerging trends are you seeing in recent launches within the Cough, Cold & Allergy category?

David Redford: Global CCA new product development activity saw a slight increase in activity in 2024 vs 2023, although genuinely novel launches remain limited globally. Key active players included Reckitt (e.g. Mucinex) and Kenvue (e.g. Zarbee’s).

In France, cough and sore throat were the two most active categories for new products, including several additions to Pierre Fabre’s Libérill range and Recordati’s Hexaphyto Spray Toux.

Formulation trends strongly favour herbal & naturals (e.g., ivy leaf, honey-based products), spurred by ongoing regulatory restrictions on ingredients like DXM and PSE. Many new CCA products boast immunity-boosting claims to enhance appeal. Delivery format innovation has focused on convenience, notably soft chews, orodispersibles, liquid sticks and novel nasal spray delivery systems, such as Mucinex’s 2-in-1 nozzle.

BOTANIBRANDS: In your view, what are the most notable launches in the category, and why?

David Redford: In 2024, US marketers focused on innovative formats for children, addressing consumer demand for improved safety profiles and a move away from traditional cough syrups. Reckitt’s Mucinex’s Mighty Chews (summer 2024 launch) were claimed to be the “only kid’s medicated cough soft chew” on the market.

In Japan, there is a notable trend for “all-in-one” relief C&C products, resulting in extensive combination formulas. Notable launches in 2024 included Stona EX and Colgen Kowa Comprehensive Cold Medicine, both marketed for “11-symptom” relief.

In Europe, P&G extended the Wick range in Germany in 2024 with the Husten-Sirup Natura sub-line, using herbal ingredients like marshmallow and ribwort plantain.

In the UK, Perrigo launched Bronchostop 5in1 Multi-Symptom Action Syrup with a novel, natural-based cough formulation (marshmallow and Iceland moss extract).

BOTANIBRANDS: How is the balance evolving between medical devices, OTC medicines and dietary supplements within this market segment?

David Redford: The classification balance for C&C remedies is evolving, largely driven by regulatory restrictions on allopathic ingredients, such as DXM, PSE and pholcodine. These restrictions encourage marketers to pivot toward formulations classifiable as food supplements or medical devices, rather than traditional OTC medicines. In the supplements space, medicated confectionery brands are merging cough & sore throat positioning with immunity-boosting claims (elderberry / zinc / vitamin D formulations are popular) to increase year-round appeal.

BOTANIBRANDS: What role does naturality play in this category today?

David Redford: We have tracked regulatory restrictions on DXM in China and Italy, PSE in France and Belgium and pholcodine in UK and Australia over recent years. This trend has been the major driver in the upsurge in natural cough & cold launches. These natural-based innovations have also tapped into consumer demand for safer, “clean” alternatives. Very few of these natural innovations are rated more than 2 stars by Tracker and there is real potential for marketers to invest more in scientific research to support evidence-based cough & cold claims for these products.

BOTANIBRANDS: Finally, in your opinion, what are the biggest opportunities for innovation and growth in the Cough, Cold & Allergy market today?

David Redford: There are real opportunities for C&C marketers to break free of the seasonality of the market and launch innovations with evidence-backed immune-boosting claims to justify purchase outside peak season. Rising levels of air pollution and climate change also offer the potential for a year-round market for respiratory health products.

There is also ongoing potential for major switches that could redefine the systemic cold & flu category. For example, the possible Rx-to-OTC switch of antiviral medications like Tamiflu (oseltamivir) in USA, backed by OTC diagnostics, could unlock C&C growth.

Overall, we would advise marketers to launch fewer, bigger and better products as mentioned previously, around 75% of new products are rated 1 star and lack true innovation and, according to Nicholas Hall, around 70-90% of CHC launches fail to meet their sales target.

Just as the CHC New Products Tracker plays a key role in analysing trends in the Cough, Cold & Allergy category, this tool also helps you spot trends early, watch for competition and uncover opportunities to innovate across all Consumer Healthcare categories. It will help you to anticipate change and direct R&D investment to strengthen and grow your brands.

As long-term network partner to Nicholas Hall Group of Companies, through BOTANIBRANDS now you get 20% onboarding discount.

For more information and a free demo, please contact david.redford@nicholashall.com and quote ‘BOTANI20’. Promotion available until end of Dec 2025.

L’article Unlocking challenges in Cough, Cold & Allergy to drive innovation and growth est apparu en premier sur Botani Brands.

Since the COVID pandemic in 2019, taking care of one’s health and well-being proactively (and preventively) has become an integral part of everyday life, a form of responsible self-medication now firmly embedded in health behaviour.

The success of the selfcare market in a few figures

According to NèreS (formerly AFIPA), the selfcare market includes first-line products, that is, non-prescription medicines, food supplements, and medical devices available in pharmacies. Between 2019 and 2024, the sector recorded overall growth of +22%, driven by an increase in the number of visits to the pharmacy (in France): 340 million in 2024, compared with 297 million in 2020.¹ The COVID-19 pandemic acted as a catalyst, leading many French people to turn to their pharmacist as their primary healthcare provider for supervised self-medication.

More specifically, food supplements recorded the most significant growth +56.4%, followed by consumer medical devices, up +27.3%, while non-prescription medicines posted more moderate growth of +4.6%.

It should be noted that medical devices now represent the majority of launches over the past five years, confirming the dynamism of this product segment within the selfcare product range offering.

The main health concerns are focused on sleep and stress (+8.7%), vitality (+4.9%) and the digestive system (+4.5%), needs that reflect everyday priorities.¹

Food supplements and medical devices: two regulatory frameworks, a complementary role in selfcare

These leading categories in selfcare are nonetheless competitors in different disciplines, subject to distinct rules and regulations. 

Under European law, a food supplement is a foodstuff presented in doses that has a nutritional or physiological effect and is intended to supplement a normal diet.² Its claims are strictly regulated: it may make nutritional or health claims, such as “contributes to…”, but may not make medical claims such as preventing or treating a disease.³

In France, its first marketing authorisation is obtained through a teledeclaration procedure (Compl’Alim), with no systematic third-party assessment prior to marketing. The manufacturer remains fully responsible for compliance.⁴

A medical device, on the other hand, belongs to the field of health products. It is intended formedical purposes,  such as preventing, diagnosing, treating or alleviating a disease or injury, but its principal mode of action is not pharmacological: it is mechanical or physical (forming a protective film, lubricating, adsorbing, creating an anti-reflux barrier, etc.).⁵ Its claims are medical claims and must be fully consistent with the intended use. In terms of evidence, the rule is clear: a clinical evaluation is required, proportionate to the device’s risk category (see box below).^{6 7}

Marketing is achieved by obtaining CE marking, following a conformity assessment by a Notified Body (for the majority of medical devices, except most Class I devices, where self-certification is sufficient). This marking, which is valid throughout Europe, is a guarantee of the product’s safety and clinical performance, allowing the use of medical claims strictly related to the intended purpose.

These regulatory frameworks position the two categories differently but in a way which is  complementary:  medical devices provide enhanced clinical reassurance and claims more directly focused on symptom relief, while the food supplements are focused on physiology and prevention.

This complementarity is also reflected in the possibility of grouping medical devices and food supplements under a single umbrella brand, offering consumers a common reference point,  provided that the claims and presentations are clearly distinguished to avoid any regulatory confusion or misleading communication.

Scientific reassurance and proven efficacy: the strengths of medical devices

In the world of over-the-counter health products, consumers are primarily driven by the effectiveness promised by the brand and express a clear need for guidance when making their choices. According to Synadiet, 81% of consumers state that the product’s claims are their first selection criterion.⁸ A European-wide survey conducted by Ipsos 2022 even reveals that 81% of Europeans consider it essential to receive a recommendation from a trusted source — doctor, pharmacist, family, friends or even the internet — and that nearly half of non-consumers would consider purchasing a product if it were recommended by a healthcare professional.⁹

In this context, the transparency of claims and the reassurance they provide play a decisive role.

Example with Humer Pharyngite, a medical device marketed by the Urgo Group¹⁰: the product’s clinical support is highlighted by strong claims such as reducing pain and inflammation. There is also a clear desire to offer a solution combining the scientific robustness of a medical device with naturalness: “A formula that draws its strength from the synergy between science and nature.”

A medical device can make genuine medical claims, supported by a clinical data required when they are marketed. This scientific and regulatory validation reassures consumers who are increasingly seeking proof of efficacy and safety.

Prevention and traditional use in selfcare: the benefits of food supplements

Food supplements, on the other hand, meet strong expectations in terms of prevention and staying in good health: seasonal immunity, digestive comfort, stress management, or skin beauty, among other things. Their value lies in the diversity of ingredients they offer: vitamins, minerals, fatty acids, but also plants whose traditional use benefits from long-standing experience. Whereas the medical device acts directly on symptoms,  food supplements generally act at an earlier stage, helping to limit the onset of disorders. They can fulfil its primary function of creating an environment conducive to long-term well-being, but also take over afterwards, facilitating recovery following a symptomatic episode.

Supplements and devices: useful differences and strong synergies supporting selfcare

The example of GaviDigest perfectly illustrates the specific positioning of medical devices within the digestion sector. Developed by Reckitt Benckiser, this selfcare product designed to combat flatulence and bloating claims rapid efficacy within two hours, based on TransiProtect® technology.¹¹ This technology forms a protective layer on the intestinal walls, providing a mechanical action that soothes, strengthens and restores to limit the recurrence of symptoms. The formula, composed of tamarind seeds and pea proteins, is supported by clinical validation.

Based on  the same indication, the 5-Day Reset food supplement from the digital brand Dijo makes claims such as “helps reduce bloating”.¹² Its claimed efficacy is based not on a mechanical action, but on the use of ingredients traditionally recognised for promoting good intestinal transit, notably caraway and fennel, combined with carbo activated charcoal.

In the weight management sector, a medical device based on adsorbent fibres targets the reduction of lipid and carbohydrate intake through a physical effect, while a food supplement addresses nutritional and metabolic balance. An example can be seen with the two complementary solutions by Pomeol¹³: the Acti Ball® Fat Binder (a medical device composed of plant fibres) and the Super Metabolism food supplement (containing vitamins B2 and B6, dandelion, and chromium).

Same indication, different promises, complementary benefits.

Let’s build together the selfcare range that will make a difference

In a booming selfcare market, the success of a brand depends on the consistency and relevance of its product range strategy. Food supplements and medical devices are not in opposition: they complement one another and each in their own way, offer solutions in line with consumer expectations.

The key challenge lies in defining the most relevant combination according to the product range’s target  and positioning. It is precisely in this strategic reflection that BOTANIBRANDS intervenes, bringing its dual expertise in food supplements and medical devices.

We support brands at every stage to:

• Define the optimal product range strategy based on market positioning and target expectations.
• Provide medical devices for in-licensing, turnkey solutions for rapid market access.
• Conduct technical and regulatory due diligence of medical devices to secure their integration into a brand portfolio and their market release.

Would you like to transform your ideas into high-performing selfcare solutions?

Contact us today!

Sources :

1. Baromètre NèreS 2024, Les pharmacies au cœur des évolutions de la santé de proximité.
2. Directive 2002/46/EC of the European Parliament and of the Council of 10 June 2002 on the approximation of the laws of the Member States relating to food supplements
3. Regulation (EC) No 1924/2006 of the European Parliament and of the Council of 20 December 2006 on nutrition and health claims made on foods
4. TeleIcare : déclaration en ligne de mise sur le marché d’un complément alimentaire https://entreprendre.service-public.fr/vosdroits/R44574
5. Regulation (EU) 2017/745 of the European Parliament and of the Council of 5 April 2017 on medical devices, amending Directive 2001/83/EC, Regulation (EC) No 178/2002 and Regulation (EC) No 1223/2009 and repealing Council Directives 90/385/EEC and 93/42/EEC (Text with EEA relevance. )
6. MDR – Article 61 – Clinical evaluation
7. MDR – Article 7 – Claims
8. Baromètre 2024 de la consommation des compléments alimentaires en France, Toluna, Harris et Synadiet
9. Consumer survey on food supplement in Europe – 2022 Ipsos
10. https://humer-lagamme.fr/solutions/traitement-et-soin/gorge/humer-pharyngite/
11. https://www.gavidigest.fr/nos-produits/flatulences-ballonnements/
12. https://www.dijo.fr/products/5-day-reset
13. https://pomeol.fr

L’article Selfcare: medical devices and food supplements – a win-win combination 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.

Galenic formulations for effective results

Galenic formulation takes its name from Claude Galien, the father of modern medicine and pharmacology¹. It focuses on the properties of the key active ingredients in a formula, their dosage, and the most suitable way to administer them to ensure effective absorption in the body.

Dynamic and competitive, the food supplement market seems eager to embrace galenic formulation as a differentiation vector. Notably, 63% of French consumers state that the product format is a decisive factor in their purchasing decisions, according to the latest Synadiet observatory survey conducted in 2023².

Optimised release for enhanced bioavailability

The effectiveness of a finished product is based on the proper absorption of its active compounds. Whether they are water-soluble, fat-soluble, sensitive, in powder form, living or inert, the ingredients of a formula may have characteristics that require careful consideration of the appropriate galenic approach.

For instance, consider a sublingual spray recently developed by an Italian developer. Its patented nano-emulsion technology enables the solubilisation of lipophilic molecules insoluble in aqueous solutions, thereby improving the bioavailability of otherwise challenging-to-absorb molecules.

Fat-soluble vitamins A, D, K, and E are excellent candidates for such a process. Not to mention, key ingredients in successful categories, such as melatonin for sleep or coenzyme Q10 for IN-Out beauty (evaluated as a “high-growth” category with +5.1% growth posted between 2018 and 2023, according to a study on 2024 marketing trends³).

Some CDMOs also offer three-layer tablets, an innovative galenic approach that enhances product performance. By layering ingredients through successive compression, this format allows the separation of incompatible compounds and their controlled release at different locations in the gastrointestinal tract.

Acacia gum, a perfectly suited excipient for buccal administration

Some excipients also play an important role in the action and effectiveness of a formula. One can think of acacia gum (we have dedicated a complete article to it here⁴). This resin extracted from the Acacia senegal (L.) Willd. tree is not only a fibre with multiple nutritional properties but also a gelling agent perfectly suited for galenic forms like “suck gums.”

Its melting texture allows the gum to stay in the mouth for an extended period, thereby enabling the continuous diffusion of active ingredients into the buccal mucosa⁵.

Used for a long time in the pharmaceutical industry (an iconic example being the Euphon throat lozenger⁶), acacia gum is now making its way into the dietary supplement market.

For example, Cooper Laboratories turned to this natural texturiser for its product Collugomme Gorge irritée, launched in 2023⁷. The acacia gum, also known as gum arabic, in Collugomme lozengers promotes the release of essential oils from eucalyptus and peppermint, forming a protective film that relieves irritated throats.

Lehning Laboratories also opted for acacia gum as an excipient for their “Pâtes suisses,” a range of nine sugar-free gummies, including one with vitamin D3, known for its lipophilic nature. The slow dissolution of these acacia gum-based lozenges is particularly advantageous for liposoluble compounds, as studies have shown that the more lipophilic a molecule is, the higher its transbuccal penetration capacity (Beckett and Moffat, 1971, 1969, 196^8,9,10).

Galenic formulations for enhanced consumption pleasure

Breaking away from “pharmaceutical codes” marks a turning point for many players in the food supplement sector, leading to the emergence of fun, enjoyable, and even gourmet galenic forms. The goal is clear: make the consumption of food supplements more enjoyable to improve adherence and, consequently, support the effectiveness of the treatment (and ultimately, repeat purchasing).

The “pleasure” promise: a primary axis of food innovation

The World Food Innovation Barometer, a study conducted in 2023 by the Protéines XTC consultancy firm, reveals that pleasure remains the main driver of innovation with the potential to meet consumer expectations¹¹. These expectations are segmented by XTC along five axes: pleasure, health, ethics, form, and practicality. The pleasure axis includes “variety of senses,” “sophistication,” “exoticism,” and “fun.” This is an undeniable source of inspiration for the nutraceutical sector, strengthening its ties with the food market by paying more attention to the “sensoriality” of its solutions.

Stimulating senses and curiosity

Making the consumption experience enjoyable with a hint of “come back for more” is the challenge to meet. Food supplements increasingly allows itself to appeal to consumer’s senses.

Starting with sight: many galenic innovations carefully take care of their physical appearance – consider, for example, UPSA x Nourished gummies – which stand out with their multi-coloured layers, each corresponding to a specific ingredient¹².

Some developers are even beginning to explore the sense of smell, a crucial parameter in emotional perception and product memorisation, well-known mechanisms in the world of perfume. In line with this, a CDMO plans to launch scented capsules in 2024.

Some ingredient suppliers also exploit this olfactory and sensory dimension. For example, in 2022, an anti-stress active ingredient was launched, using the retro-nasal route to act on brain areas involved in managing emotions.

More specifically, hearing can also contribute to enhancing the consumer experience. Pullmoll’s “Les Bienveillants” claim to provide an “enhanced experience” with free audio sophrology exercises offered with the purchase of a box of Relaxation gummies.¹³

Taste above all

Unsurprisingly, taste remains the most worked-on sense to transform a food supplements treatment into a gustatory and nutritional experience. Young brands like Nonna Lab have embraced the relatively underexplored idea in Europe but already well-established in the United States¹⁴: “combining pleasure and health” by offering nutraceutical ingredients in a food matrix. Nonna Lab, presenting itself as a Foodceutic laboratory, opted for a chocolate ball, justifying that “the French consume an average of 7 kg of chocolate per year,” and “one out of every two people does not complete their food supplements treatment.”¹⁵

In the United States, a company has developed a patented freeze drying  technology that allows it to offer a “100% fruit delivery system”, a galenic form composed solely of freeze dried fruit purees to which nutraceutical ingredients can be added (without risking alteration). The experience aims to be both tastefully enjoyable and clean-label: these fruit bites contain no added sugar or flavour, colouring, and are almost calorie-free (except for those naturally present in the fruits).

Nutrition, quality, and safety: indispensable pillars

Galenic innovation in nutraceuticals sometimes comes at the expense of the nutritional and qualitative aspects of the formulations. Hence, it is crucial for these stakeholders to demonstrate that the novelty of their solutions does not compromise their quality.

For instance, the chocolate pearls from Nonna Lab are Botani+ validated, a quality brand that assures consumers that the formulas are safe and effective (with plant-based ingredients having successfully passed a set of phytochemical controls)¹⁶.

Embark your consumers on an unforgettable sensory journey! BOTANI BRANDS puts its expertise at your service through a team of experienced experts, specialised in natural ingredients and product development. From defining the formula to creating a distinctive galenic form, we can manage your project from A to Z.

Our goal is clear: to build a solution that offers a unique consumer experience, with no compromises on quality or formula effectiveness.

Many brands have already trusted BOTANI BRANDS in their quest for galenic and sensory innovation. To benefit from our expertise, feel free to contact us!

Trust us and get in touch to discuss your project

“It is always necessary to know the limits of what is possible. Not to stop, but to attempt the impossible under the best conditions.”

Romain Gary

Sources:

1. Galien, Galen, the true father of medicine – Véronique Boudon https://www.lhistoire.fr/galien-le-vrai-p%C3%A8re-de-la-m%C3%A9decine
2. 2023 Barometer of dietary supplement consumption in France – Toluna Harris Interactive https://www.synadiet.org/app/uploads/2023/04/Observatoire-2023.pdf
3. Nutraceutical market trends for 2024 – insights by PharmaLinea & IQVIA
4. Acacia Gum and Gummies: The Story of a Beautiful Encounter https://www.botanibrands.com/en/acacia-gum-and-gummies-the-story-of-a-beautiful-encounter/
5. Medication Absorption – Oral Administration https://www.msdmanuals.com/fr/professional/pharmacologie-clinique/pharmacocin%C3%A9tique/absorption-des-m%C3%A9dicament
6. Euphon medication based on acacia gum https://www.vidal.fr/medicaments/gammes/euphon-3520.html
7. Collugomme from Laboratoire Cooper – acacia gum lozenges for sore throat https://www.boticinal.com/cooper-collugomme-gorge-irritee-30-gommes.html
8. Beckett, A.H., Moffat, A.C., 1968. The influence of alkyl substitution in acids on their performance in the buccal absorption test. J. Pharm. Pharmacol. 20, Suppl:239S+.
9. Beckett, A.H., Moffat, A.C., 1969. Correlation of partition coefficients in n-heptane-aqueous systems with buccal absorption data for a series of amines and acids. J. Pharm. Pharmacol. 21, Suppl:144S+.
10. Beckett, A.H., Moffat, A.C., 1971. The buccal absorption of some barbiturates. J. Pharm. Pharmacol. 23, 15–18
11. 2023 global food innovation barometer – https://www.proteinesxtc.com/barometre-de-linnovation-alimentaire-mondiale/
12. UPSA x Nourished – 7 layers of well-being https://upsa-nourished.fr/
13. Auditory stimulation with free sophrology audio exercises by Pulmoll https://bienveillants-pulmoll.com/
14. Market Study by Botani Brands – food and nutraceuticals: at the intersection of two worlds
15. Chocolate pearls Nonna Choc from Nonna Lab https://nonnalab.com/collections/nonna-choc
16. Botani+, Quality brand for plant-based products https://www.botaniplus.com/en/

L’article Galenic innovation: the importance of combining effectiveness and pleasure in food supplements est apparu en premier sur Botani Brands.