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Why preserving the ‘natural’ is vital in botanicals [Interview]Why preserving the ‘natural’ is vital in botanicals [Interview]

Some manufacturers are ramping up bioactive concentrations and pushing for the evaluation of botanicals to fall under the same criteria as single-molecule drugs. Here, gloryfeel’s Sebastian Tok discusses the potential risks in blurring the lines between nutraceuticals and pharma.

Sarah Pursey, Senior Content Editor

October 15, 2024

4 Min Read
Why preserving the ‘natural’ is vital in botanicals [Interview]
© gloryfeel

Currently one of the most sought-after botanicals, strong demand for the revered ashwagandha root has led to an emergent challenge. From the starting point of the whole full-spectrum extract (as produced by the world’s best-selling brand, KSM-66), as the category matures and competition intensifies, newer suppliers are increasingly seeking to differentiate their products – often by making exaggerated claims around efficacy in relation to higher concentrations and potency. Sebastian Tok, Senior R&D Manager at gloryfeel GmbH – one of Europe’s leading brands in the food supplement e-commerce space – says that such claims often serve to distract from the core mission of his industry: to deliver authentic, natural remedies to consumers. 

gloryfeel’s successful growth in the European market has been built upon the brand’s commitment to developing “laboratory-tested, high-quality supplements that offer consumers tangible value for money”, says Tok. And it was this ethos that led the firm towards widely-renowned branded natural extract KSM-66 Ashwagandha.

Indeed, Tok tells us the world’s leading organic ashwagandha root extract comes with “a significant advantage” in that it is “backed by numerous studies” and “a promise of quality”. Tok also speaks of the “high trust level” accompanying this leading ashwagandha root extract, which gloryfeel offers as part of the brand’s premium line, in its Relax and Restore category.

Sebastian Tok, gloryfeel

What compelled gloryfeel to opt for KSM-66 over the many other ashwagandha extracts on the market today?

“KSM-66 has become so dominant and well-established in the market that it’s now considered a ‘must-have’ when it comes to ashwagandha supplements. In our keyword search analysis on Amazon and Google, we see that consumers are especially looking for ‘Ashwagandha KSM-66’, as it has become synonymous with the highest quality in this segment.

“Our emphasis is on supply partners with a commitment to transparency and rigorous testing across all sourcing and production processes, and KSM-66’s vertical integration lends itself very well to the stringent quality assurance checks and balances we require.”

Certain manufacturers are advocating for the evaluation of herbal ingredients to use the same criteria as is applied to single-molecule drugs or pharmaceuticals. Why should this be seen as a concerning development?

“The safety of consumers should always be top priority for any company in the supplement industry. This includes having a clear understanding of the boundaries between dietary supplements and pharmacological effects, as well as adhering to legal limits to protect consumers. The unique selling proposition (USP) of products in [the natural supplements] market is often tied to higher dosages, which might lead the consumer to believe ‘higher dosage = higher efficacy or higher quality’, but this is not the case most of the time. And many consumers tend to categorise plant-based substances as ‘harmless’ and ‘natural’, especially when such supplements are offered in high concentrations. This often leads to an underestimation of their potential effects.”

Some companies are concentrating the bioactives in their extract formulations to very high levels (e.g., in the case of ashwagandha), and diverging dramatically from the bioactive composition found naturally in the root. What are your thoughts on this?

“The problem is that if you go higher every time with the dosage or ratio of bioactive substance, the customer also becomes married to the perception that having ‘more’ makes [the supplement] more effective. It’s then deviating from the natural source and…we’re then potentially starting to talk about pharmacological effects, and side-effects that can also be harmful. So, we should not focus on putting ever higher concentrated extracts in products – and we need to show the consumer that it’s not necessary to consume such highly concentrated bioactive substances. Some kind of regulation [could be useful], and certainly efforts towards better consumer education in this area.”

When it comes to ashwagandha extracts, what do you see as the key risks, as this category matures and competition intensifies?

“With a flourishing market segment inevitably comes higher demand, a larger supply, and consequently, increased competitive pressure. Many companies face significant price pressure as they strive to create competitive advantage. Unfortunately, this drives demand for cheaper raw materials – often at the expense of quality.

“Companies may [also] opt for related but less effective species, rather than using premium ingredients like Withania somnifera in ashwagandha products. This raises a critical issue: protecting consumers from food fraud. When low-quality or ineffective ingredients are used, the consumer is misled and potentially harmed. Ensuring product authenticity and safeguarding consumers from fraudulent practices should be a top priority in the supplement industry. This also underscores the importance of transparency and rigorous testing in the sourcing and production processes.”

Why should consumers be wary about extracts that opt for high (and in some cases, very high) concentrations on specific molecules?

“The general rule is that the higher the concentration, the greater the likelihood of unwanted side effects. Furthermore, with higher extract ratios and dosages, the distinction between supplements and pharmacologically active substances becomes increasingly blurred. Ultimately, it’s about balancing efficacy with safety. By maintaining appropriate dosage levels that align with what one could obtain naturally through diet, companies can better ensure consumer safety while avoiding the risks associated with excessively high concentrations that may cause adverse effects or mimic the behaviour of pharmaceuticals.”

Read more about:

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About the Author

Sarah Pursey

Senior Content Editor, Informa Markets

Sarah Pursey is Senior Content Editor. Having amassed over 15 years’ experience across the international B2B editorial space, and formerly Director of an F&B trade publication business, Sarah highlights the oft-inspiring journeys behind successful brands and breakthrough innovations. Through a commercial lens, her passion lies in championing developments that drive down waste, enhance nutritional outcomes, and advance equitable growth.

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