Decoding Botanical's Appeal

Up to 80% of global consumers say they aim to take care of their health proactively by eating and drinking more healthfully(1). ?This implies that consumers are trying to eliminate or reduce consumption of unhealthy ingredients and overly processed foods while increasing their intake of healthier, more natural foods with functional and holistic benefits.

This is where botanicals emerge as a winner in terms of new product concept and ingredient formulation.

What are botanicals and why are they gaining popularity with consumers?

Technically, botanicals refer to any part of an edible plant, such as herbs, vegetables or spices. Their strong appeal is due to their many advantages:

·??????associated health benefits

·??????credibility and familiarity to consumers in terms of benefits and taste

·??????their inherent naturalness. ?

Modern scientific evidence supports the use of botanicals in traditional remedies, which makes for a compelling story that aligns with consumers’ health and wellness goals.

However, awareness and expectations of botanicals vary from country to country. This is probably because familiarity with botanicals generally comes from local traditional remedies, which differ from place to place.

Are you curious to know which botanical holds the most potential appeal?

To find out, MANE has conducted several consumer surveys(2). Here is a selection of popular botanicals in the beverage space:

1.??????Ginseng

An edible plant originating in Asia, ginseng is taken traditionally as a health supplement to improve overall well-being. As such, it is generally perceived as energizing and good for the immune system. Its healing and rejuvenating properties are also recognized.

2.??????Cranberry

Recognized as a superfruit and a healthy snack with its origins in North America and Europe, cranberries are appreciated for their taste and are thought to help prevent certain infections.

3.??????Chrysanthemum

The chrysanthemum plant is native to East Asia. Chrysanthemum flower tea has a long history in Chinese medicine and is commonly taken in Asia as gentle way to detox and to reduce inflammation in body.??

Adding a botanical element to food and beverage items immediately elevates their functional credentials. We have studied the relationship of perceived benefits to appeal for a wide range of botanicals in order to deliver a credible beverage solution which speaks to health-conscious consumers.

Connect with us to find out more about the world of botanicals and their versatility in the F&B space!

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Sources:

(1) https://www.preparedfoods.com/articles/125513-trends-applications-for-botanical-ingredients

(2) Botanicals Consumer Survey, 2021. Based on Mane internal focus groups & consumer research.