PhytoNOTE #7

Top-trend "natural" – here to stay

Consumer demand natural food and natural medicine to support their more #natural, healthier lifestyle. As a consequence, chemical & artificial ingredients are replaced by natural, #holistic solutions. The "natural-trend" will impact the industry at long-term and industry players that want to stay in the game have to adapt.

The sooner, the better.

In Europe, consumers can choose between different natural health products:

1. #OTC phytomedicine, botanical drugs, derived from natural sources, i.e. plant, with low side-effects as compared to synthetic drugs. They contain botanical #APIs (Active Pharmaceutical Ingredients), efficacy is based on traditional use and they are mostly sold in pharmacies.They treat and cure cough&cold, stress&sleep and boost the immune system, containing well known ingredients like Ivy & #Pelargonium, Valerian & Hypericum or Echinacea.

2. An alternative are dietary #supplements with innovative and individual combinations of botanicals. Efficacy is based on clinical studies and they are used for sports&active nutrition, improved mood &memory, mental&physical performance and reduced anxiety&fatigue.

According to Fortune BusinessInsight, the global botanical supplements market size was USD 36.76 billion in 2020. The market is projected to grow from USD 40.54 billion in 2021 to USD 80.54 billion by 2028, exhibiting a CAGR of 10.3% during the forecast period (2021-2028).

The global OTC Herbal and Traditional Medicines market was valued at USD 144.46 billion in 2020 and is expected to reach USD 174.09 billion by the end of 2027, growing at a CAGR of 2.7% (Absolute reports).

South Africa has a wealth of medicinal plants, here is a link to a great book: "People's plants"