“Scratching the surface of botanicals”: Functional health benefits and new taste experiences beckon
09 Aug 2021 --- For centuries, botanicals have been associated with traditional medicine, aromatherapy and herbal infusions. Today, consumers continue to perceive botanicals as having a “healthy halo.” Given the circumstances around COVID-19 and protecting one’s health, consumers see a positive link between these plant extracts and emotional well-being. FoodIngredientsFirst speaks to suppliers who share their insights on navigating the world of botanicals.
Francis De Campos Ferreira, global portfolio director, cocoa and botanicals at Kerry, believes that botanicals are “well received by many consumers.”
“COVID-19 has refocused consumers on building and maintaining their health. Consuming natural and healthy foods is believed by consumers to have immune support benefits.”
Consumers want to reduce stress, and therefore botanicals that consumers associate with stress relief, especially floral notes, have seen increased usage, De Campos Ferreira explains.
Kerry sees an upsurge in herbs and flowers such as basil, coriander, lavender and elderflower, as emerging ingredients in the botanicals arena.“We are unequivocally in the era of self-care with the consumer in the driver’s seat,” affirms Collette Kakuk, vice president of global marketing at Layn Natural Ingredients.
“Consumers are doing their research and looking for natural solutions with efficacious and lasting benefits more than ever before. They are demanding natural, functional products with evidence and studies – and increasingly more personalized solutions delivered in preferred formats.”
Boost for health
More consumers today are proactively searching for health-forward foods and beverages that will nourish the mind and the body, which has been amplified by COVID-19.
June Lin, global vice president, marketing, health and wellness at ADM, says that since the pandemic, “61 percent of global consumers say they are more conscious about leading healthier lifestyles, while 76 percent are trying to eat and drink more healthily.”
Along with health and wellness benefits, consumers are seeking out clean and clear labels on products containing known ingredients derived from natural sources.
With this, more people are looking for functional and naturally-sourced ingredients that are recognizable, wanting foods that can help maintain immune function, cardiovascular health and digestion, boost mood, sustain energy, help with sleep and more, she explains.
Immune function is particularly top of mind for a large majority of consumers, and they are drawn to foods, beverages and supplements that have immune function support claims.
“The holistic wellness halo of botanicals is driving this category forward,” continues Lin. “Consumers are connecting botanicals with real ingredients and food, blurring the lines between nutritional supplements and foods and beverages as consumers seek out botanicals with perceived functional benefits in more offerings.”
Moreover, botanicals like acerola, elderberry and echinacea are gaining traction with consumers as solutions that they perceive as providing immune support.
Evoking feelings of happiness
Meanwhile, manufacturers are emphasizing the link between botanical flavors and the corresponding emotions they evoke to create flavors that meet consumers’ needs.
“These insights can be leveraged to deliver a stronger taste experience in food and beverages and aid in product development,” De Campos Ferreira points out.
Kerry’s Taste Charts for 2021 identified orange blossom, hibiscus, jasmine and rose as up-and-coming flavors for dairy, hot, water and cold beverages.
In Europe, peppermint and lemongrass remain key ingredients, while chamomile and mint are still popular as mainstream flavors, says De Campos Ferreira.
“Notably, basil, a well-known savory flavor, is fast developing a role as a new taste in beverages where one innovative developer created a basil and lime soda pop,” he remarks.
Botanical preferences in focus
Botanicals are gaining traction with consumers as solutions that they perceive as providing immune support.
According to Dominique Delfaud, marketing lead for sensory and consumer research at Mane, botanical preferences are application- and country-driven.
“We’ve conducted several consumer pieces of research about botanicals to understand consumers’ perceptions and preferences in recent years,” she states.
“If we focus on beverages, elderflower, ginseng and turmeric are botanicals trending across several countries. Verbena, basil and rooibos are also very appealing botanicals for specific markets.”
In this spirit, Delfaud adds that botanicals are linked to many functional benefits in consumers’ minds.
“Each botanical is associated with specific benefits,” she underscores. “Beyond the functional benefits, botanicals also have a good taste, very much appreciated by consumers. Taste is a key driver of preference in general, and for botanicals as well, explaining, for instance, the appeal of elderflower in many countries.”
Diversification of applications
Beverage brands are striving to offer healthier alternatives to their consumers.
“Botanicals help them sustain coveted well-being promises,” adds Delfaud. “Botanicals are also trendy across food applications, savory snacks, dairy products and confectionery applications.”
Meanwhile, Kakuk at Layn, supports that consumers of all ages are gravitating toward supplementation and driving innovation in new delivery formats – from functional foods, beverages, bars and gummies, to dermal patches and topical applications.
“For example, even healthy, young Millennial consumers are now looking for antioxidants, ingredients to support healthy inflammation, or brain health and cognition. There are tremendous opportunities in leveraging functional ingredients in forms that fit consumer lifestyles and preferences,” she highlights.
De Campos Ferreira also points out that botanicals might also help reduce the unhealthy perception consumers have around beverages, such as carbonated soft drinks.
“One of the biggest growth areas we have seen is in flavored waters, with sparkling drinks infused with botanicals for taste and health-supporting minerals gaining traction in the market,” he notes.
Botanicals are trending across beverages, savory snacks, dairy products and confectionery.Along with seeking out more nutrient-dense options, people also want tailor-made and convenient solutions that fit into their everyday lifestyles, adds Lin at ADM.
According to company research, 49 percent of consumers believe every individual is unique and requires a customized approach to their diet.
“Beverages, bars and snacks all offer on-the-go formats that may be bolstered by the incorporation of botanicals. Specifically, acerola is similar to the common cherry. It goes hand-in-hand with many refreshing beverages, fortified smoothies and protein bars,” Lin details, adding that both guarana and yerba mate work well in caffeine-forward beverages, “making them easy to incorporate in morning routines.”
Consumption with “purpose”
Consumers are looking for ways to indulge purposefully, which botanical ingredients can help address. “Sixty-four of global consumers say it’s okay to enjoy indulgent treats as part of a healthy diet,” Lin describes.
ADM has developed several concepts that incorporate our functional botanicals as a way to bridge the gap between indulgent and health-forward foods and beverages.
“For instance, our chocolate coffee energy syrup shot is a perfect addition to coffee, smoothies and shakes. It includes our guarana and green coffee extracts as well as our Fibersol dietary fiber and BPL1 strain, which combine to provide energy and antioxidants and support for factors associated with metabolic function.”
Tailored to snacking on the go, ADM has created a functional bar made with Amazonian fruits, acai, camu camu and kombucha powders, guarana extract and Fibersol BPL1.
“Plus, our whipped caramel coffee truffles offer an extra indulgent treat that also supports energy and focus,” Lin remarks.
“These truffles are fortified with guarana and green coffee powders and are covered in a decadent blend of milk and dark chocolate, offering the ideal afternoon pick-me-up,” Lin concludes.
By Elizabeth Green
