**London**: Industry experts convene to discuss rapid growth in the natural ingredients market, driven by consumer demand for sustainable, high-quality products. Innovations in testing standards and sustainability practices are key to ensuring safety and meeting evolving expectations from brands and consumers alike.
Industry experts have gathered to discuss the evolution of the natural ingredients market, acknowledging the rapid expansion largely driven by increasing consumer demands for high-quality, sustainable, and effective products. A panel convened by the Nutrition Industry Executive magazine included notable figures such as David Alcaraz, Senior Vice President of Quality Assurance at Vitaquest, and Elan Sudberg, CEO of Alkemist Labs, among others.
The natural ingredients market is seeing a significant growth trend, particularly in botanical ingredients that have roots in traditional medicine. Leena Pradhan-Nabzdyk, Co-founder and CEO of Canomiks, noted the rising popularity of plants like shilajit and shatavari, spurred by scientific validation of their benefits in Western markets. “The natural ingredients market is expanding rapidly, driven by consumer demand for clean, sustainable and functional products,” she stated. Another key shift is the growing preference for natural colourants, in alignment with the clean-label movement that promotes transparency regarding ingredient sourcing and quality.
Experts such as Rajul Vyas and Sandra Lee from NJ Labs highlighted the importance of stringent compliance with good manufacturing practices (GMPs) and ISO certifications to ensure product safety and quality. They noted that, while consumers are becoming more aware of potential contaminants, many still lack understanding of testing standards that can ascertain product safety.
In terms of meeting heightened expectations from brands and consumers, panel members agreed that suppliers must embrace transparency and rigorous scientific validation. Alcaraz stated that Vitaquest takes a proactive approach by maintaining membership in the Council for Responsible Nutrition to remain updated on regulations and industry standards. “By adhering to industry standards, we can consistently deliver the high-quality ingredients that brands expect,” he explained.
Pradhan-Nabzdyk emphasised the role of rigorous testing and scientific research in ingredient efficacy, particularly for multi-ingredient formulations, and highlighted the integration of advanced technologies to analyse interactions and ensure safety.
Innovating formulations is another critical area, with suppliers using advanced analytical techniques to evaluate how ingredients work together. This is particularly important as companies shift towards using fewer, high-quality ingredients, reflecting a consumer preference for transparency and reliability.
The panel also discussed the evolution of ingredient identity testing, with innovations such as AI-driven image analysis reported by Pradhan-Nabzdyk as a breakthrough in ingredient verification. The emergence of techniques like qPCR for precise molecular identification further aids in verifying the quality and authenticity of ingredients.
Sustainability remained a focal point of the discussion. Pradhan-Nabzdyk mentioned efforts to shorten supply chains, exemplifying this with turmeric sourcing initiatives from Latin America. Rocco DeSiano, from Vitaquest, noted the shift towards eco-friendly packaging solutions, aligning with customer desires for sustainable practices. “Companies are moving forward with renewable energy integration, using more solar-powered systems to power their buildings,” he remarked.
As for the industry’s quality requirements, Alcaraz underscored the necessity for comprehensive raw material testing to meet strict parameters, including allergen concerns. He added that transparency in supplier relationships is essential for innovation.
Looking forward, the experts predict significant advancements in ingredient quality. Vyas and Lee anticipate further improvements in testing technologies, which will enable rigorous quality benchmarks and help brands meet consumer demand for transparency and responsibility.
The panel concluded that as the natural ingredients market expands, the collaboration between suppliers and brands will be pivotal in upholding quality standards and responding to the increasingly discerning expectations of consumers.
Source: Noah Wire Services
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