Ashwagandha: Rooted in tradition, set for sky-high NPD growth

As published on NutritionInsight.com.


Boosted by growing consumer demand for natural remedies to fight the daily stresses of modern life, the adaptogenic herb ashwagandha is seeing an impressive uptake in usage. Innova Market Insights data has shown an increase of 48 percent in the number of food and beverage launches globally in 2018 (year to date) relative to 2015, and the adaptogenic herb’s market potential has not gone unnoticed by suppliers, with both Arjuna Natural and Sabinsa announcing the launch of ashwagandha ingredients this autumn.

The US leads in the commercial application of ashwagandha in food & beverage launches. In fact, Innova Market Insights reports that the number of food and beverage launches tracked in the US is 3 times higher than those reported in India (2015-2018 YTD), ashwagandha’s country of origin. 

Ashwagandha is an Ayurvedic herb traditionally used to counter the reactions of stress by reducing the amount of cortisol released in the body. The herb, which has been used for centuries is experiencing worldwide growth thanks to a growing body of clinical evidence. Ashwagandha opposes the reactions of stress by reducing the amount of cortisol released, reduces the formation of stress-induced ulcers, boosts sleep, and, notably, increases the number of immune cells which aid in fighting infections.

Full article can be found here.

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