Interest in botanicals shows no signs of fading. According to Future Market Insights, the botanical ingredients market is estimated at $29 billion in 2025, and with a forecast CAGR of 7.3%, the value is estimated to be $61.66 billion in 2035.
Experts ID all-stars
This category is massive, so to narrow down today’s “it” ingredients, we asked our experts to point to true trending all stars. Many of the current standouts are hot because of a link to weight management. This tight grip on consumers’ focus has led to the nutraceutical industry shifting its offerings towards the products that zero in on health needs that cater to GLP-1 users.
“With the rise of GLP-1 drugs and the desire to supplement key nutritional compounds that may be lacking when a person is intentionally restricting calories and losing weight, fortification of protein, fiber, vitamins, minerals, and plant phytochemicals is top of mind,” says Melanie Bush, VP of Science & Research, Artemis International.
Stefan Gafner, Chief Science Officer, American Botanical Council (ABC), cites the “weight-loss boom” for the rise of barberry (or berberine-containing) products. “The success of barberry extracts, which are marketed as weight-loss ingredients, is in large part due to its promotion via social media. Despite this, there are actually a fairly large number of human clinical studies that have investigated the benefits of barberry fruit extracts for a number of conditions. There is scientific data from human clinical studies—although many of them are small—to support the benefits from using barberry extracts on blood lipids and some blood sugar parameters.”
Another botanical riding the wave is black ginger (Kaempferia parviflora), such as in Sirtmax from Maypro, which is derived from the rhizome of black ginger. “As GLP-1 wellness solutions gain popularity for users of GLP-1 drugs, Sirtmax research shows it supports metabolic health, improves insulin sensitivity, and promotes weight management,” says Lauren Clardy, Senior Director of Branded Ingredients at Maypro. “Further, black ginger has been shown in clinical research to support muscle strength and endurance and is an inhibitor of AGEs (anti glycation end products) production.”
Also reaping the benefits of weight loss buzz: capsicum. “With increased conversation around GLP-1 and metabolic health, it is no surprise that extracts derived from Capsicum annuum are at the top of consumers’ minds,” says Unibar Corporation President, Sevanti Mehta. “An eight-week animal study has shown that a branded form of capsaicin extract (CapZfuel) can reduce body weight and improve various lipid biomarkers.”
Even with the dominance of GLP-1, there are other trends to watch. “As we know, women’s health is a top trend,” says Clardy, noting that Maypro’s Venetron is garnering attention for its benefits in this space. “Venetron which is derived from a patented, standardized extract of rafuma leaf (Apocynum venetum L.) and contain two powerful compounds—hyperoside and 2% isoquercitrin—known for their antioxidant and mood-supporting benefits.”
Dr. Brian H. Keenan, Chief Medical Writer and Education Manager at Ayush Herbs, says holistic hormone health is among the macro trends that will influence product development this year. “There’s increased interest in botanicals that support the endocrine system across life stages, especially among perimenopausal women, men with low T, and individuals seeking adrenal-thyroid harmony,” Dr. Keenan says. “Herbs like ashwagandha, shatavari, and shilajit are being explored in new combinations for daily tonics and targeted support.”
Global CEO & Managing Director of Sabinsa, Shaheen Majeed, points to demand for functional beverages enhanced with ingredients to support women’s health, brain and mood health, and sleep quality, such as Sabinsa’s ashwagandha ingredient Shagandha. Also top of mind: “Consumers are looking for ways to slow down aging and focus on cellular health and health span with products like Sabinsa’s Resvenox; resveratrol is a polyphenol with strong antioxidant properties.”
For those Millennials and Gen X’ers entering life stages such as menopause or perimenopause, Alex Bloom, Marketing Specialist, Applied Food Sciences (AFS), says, “There is significant momentum behind botanical ingredients that support mental acuity and sustained energy. Lion’s mane has gained popularity in recent years, especially due to growing research into its potential to support Nerve Growth Factor (NGF) in the brain and provide nootropic benefits like focus and memory. “
Dr. Keenan sees cognitive clarity and emotional resilience as big draws as well. “As mental health awareness expands, botanicals for focus, stress, and brain fog are being reformulated with more scientific rigor,” Dr. Keenan explains. “Ingredient transparency and multi-functional nootropics like bacopa, saffron, and lion’s mane are at the forefront.”
For Rafał Pietruszyński, CEO of Greenvit, one ingredient is emerging as a star: “If I had to choose a single ingredient that defines 2025 for us at Greenvit, it would undoubtedly be aronia. We’ve developed a branded extract, ARONVIT, which concentrates its full polyphenolic potential. What’s particularly fascinating is how aronia aligns with emerging scientific concepts such as inflammaging—a term describing chronic, low-grade inflammation that accelerates degeneration across organs as we age.”
Erin Stokes, ND, WishGarden’s Medical Director, points to holy basil as the botanical to watch. “Holy basil (Ocimum sanctum) is continuing its rise as a premier adaptogen for supporting stress resilience. This ancient plant is gaining recognition in modern times as people begin to experience adaptogens beyond—and in many cases, in addition to—well-known ashwagandha. Another name for holy basil is tulsi, and it is literally referred to as an ‘Elixir of Life.’ Holy basil is considered a sacred herb in Ayurvedic medicine and has over 3000 years of traditional use. An easy-to-grow plant in a backyard herbal garden, holy basil actually has a very complex phytochemical profile that likely contributes to its versatility. The polyphenol eugenol is responsible for many of holy basil’s therapeutic properties, including support of healthy inflammation. There are several clinical studies that demonstrate an improvement in mood with ongoing use.”
The beauty of some botanicals is that they can be used to address one main issue while offering consumers many additional benefits. One shining example: “Black elderberry continues to trend as a top botanical due to its many health benefits that span several categories,” says Bush. “Already well-established within the immune support realm for its antiviral properties and cold symptom relief, certain elderberry ingredients such as ElderCraft European Black Elderberry Extracts can also serve as gut support ingredients. A recent clinical study showed that ElderCraft supplementation possessed prebiotic activity by increasing gut microbiome diversity, including a lasting increase in Akkermansia muciniphila. Black elderberry is also a potent source of antioxidants, especially extracts that are standardized to consistent levels of polyphenols like anthocyanins.”
Developments in science have injected new life into well-established ingredients, according to David Winston RH(AHG), Founder and President Herbalist & Alchemist. “Turmeric (Curcuma longa) has been used as a spice and medicinal herb for millennia in India, China, and other parts of Southeast Asia. Modern research has shown that this herb has many properties, among them, it supports recovery from normal inflammation, supports liver function, normal metabolism, and has carminative and circulatory enhancing activity.”
Majeed adds, “With the popularity of curcumin, brands have been seeking ways to include it in beverages, but its solubility is a formulation challenge. Sabinsa’s Curcumin uC3 CLEAR is completely water soluble, so consumers who prefer this format have access to curcumin’s antioxidant and anti-inflammatory properties.”
Dr. Liki von Oppen-Bezalel, Business Development Director at TriNutra, says botanical offerings that support healthy cortisol levels—like black seed oil—are on the rise. “Cortisol management is a massive trend right now. Consumers are becoming increasingly aware of the numerous health impacts associated with chronic or dysregulated cortisol levels, including stress, impaired cognitive function, sleep disturbances, abdominal fat accumulation, cardio-metabolic health, and general well being. According to [the trendspotting company] SPATE, there was a 250% surge in Google and TikTok searches for ‘cortisol-lowering supplements’ in 2024, and they predict this is only going to increase in the next five years.” TriNutra supplies ThymoQuin, the first cold-pressed black seed (Nigella sativa) oil standardized to 3% thymoquinone and extremely low free fatty acids, which has been shown in published clinical trials to offer significant support for stress relief.
Nathalie Levy, Marketing Manager for Health, Beauty & Nutrition at Groupe Berkem, has labeled this group of established botanicals who seem to maintain their popularity no matter the trends as the “Botani’trust” subgroup. “…marketed as ‘Botani’trust’, which refers to those ingredients with a long traditional use and proven efficacy (e.g. maca, lemon balm, peppermint…). This sub-group is a pillar on which health professionals and consumers can rely without question. Ancient but yet modern, our lemon balm extract Symbalm is attracting a lot of interest at the moment.”
Mushrooms are of the moment, too. “This is a very heterogenous category which includes a number of different mushroom species and products made from fruiting bodies, fermentation-based mycelium, and grain-based mycelium,” says Gafner. “The main benefits of mushrooms is an improvement of the immune function, although many other claims are nowadays made for fungal ingredient-based products. The benefits of several mushrooms to support the immune system are quite well documented in human clinical trials, although most of the studies have been carried out in immunocompromised patients.”
Time-tested ingredients, modern advances
Advances in science and tech are making the impossible, possible. “Innovation is increasingly driven by technology, which is also helping to further raise the bar in product safety, efficacy and tolerability,” says Martin Felkner, Senior Expert Branded Ingredients, Finzelberg, which is celebrating 150 years this year. “From using AI-solutions designed to assist in clinical research to cleaner, greener extraction methods, technology and innovation are both needed to ensure botanicals become even more effective, consistent, and trusted. AI is opening exciting new frontiers, making it easier and faster to pinpoint the most promising plant compounds while streamlining clinical research. Real-world data paired with actionable insights, like instant participant feedback in clinical trials can impact cost, speed, and credibility of botanicals and ultimately fuel the launch of new products to market in shorter innovation cycles.”
Maggie McNamara, VP of Global Marketing points to consumers need for products catered specifically towards their goals as the perfect opportunity for innovation to thrive. “Personalized nutrition is also a cause for innovation in the botanicals space. Many consumers are getting precise information about their health by purchasing kits to test their blood, stool, saliva, and more. This level of personalization allows consumers to gain specific insights into their health and receive tailored recommendations for supplements and dietary changes. Consumers are becoming more aware of the importance of preventive healthcare and the desire to live longer, healthier lives. Research into aging processes and identifying potential longevity-promoting compounds drives innovation in the supplement industry. Longevity is a trending focus in botanical supplements due to the growing interest in healthy aging and the potential of phytochemicals in plants to promote longevity.”
Future trends in botanicals will have to deliver on sustainable and effective health solutions backed by scientific validation, Felkner adds. “To adequately address evolving trends and the growing demand for botanical extracts, Finzelberg is continuously investing in its manufacturing capabilities. For example, our all-new extraction facility with the most modern extraction technology went online last year and provides additional capacity for our growing range of evidence-based branded ingredients. This modern equipment is also essential to reach our ambitious climate targets.”
Mycologist Paul Stamets, Founder Host Defense, adds, “According to industry data, ‘researched and science backed’ is a driving conversion factor for modern consumers.” For mushrooms, Stamets notes, “This data point is spurring innovation of multi-ingredient formulas combining clinically studied mushroom mycelium species with vitamins and minerals or probiotics and supportive herbs to create synergistic formulas. Host Defense includes many of these species in their formulas. Consumers are looking for trusted brands who lead the science and utilize quality data to formulate products that aren’t just carrying trending ingredients on their labels but also using the quality and quantity to be most effective in supporting their health goals. It is important for multi-ingredient formulators to artfully balance the use of key ingredients at proper inclusion rates that do the heavy lifting with secondary ingredients that support either by expanding the function of the formula or that help with absorption. At Host Defense, this is how we approach each formula.”
Stamets adds that consumers are looking for companies that use third party testing to confirm safety, quality, purity and identity. “There is awareness that the further away from the grower you get, the more likely that adulterated products can enter the supply chain, so consumers are looking for confirmation of certified organic ingredients and want to know the Country of Origin. This is driving a great deal of loyalty to our Host Defense products. Our customers know that we stand by the quality of our supplements, and we grow our own mushroom mycelium and fruit bodies on our certified organic farm in Washington State. As the fear of counterfeit products sold through questionable online retailers becomes more widespread, many people find that buying direct from manufacturers, or from trusted online and brick and mortar retail partners, is increasingly important to ensure that they are getting the quality product they intend to purchase.”
Noting the importance of sustainable sourcing, Dr. Keenan says, “Consumers are more conscious of environmental impact and are gravitating toward ethically sourced, traceable ingredients. Meanwhile, there’s growing interest in delivery formats like botanical gummies, oral strips, and microencapsulated powders, especially those that enhance bioavailability with minimized excipients.”
Also key: “Transparency and traceability in ingredient sourcing—a push for transparency is driving brands to deeply understand their ingredient supply chain and be able to tell these stories to the consumer,” says Chante Wiegand, VP Science and Education, The Synergy Company. “There is an increasing interest in organic, fair trade, clean, and validated ingredients. Consumers are seeking non-commodity products that have an impact story.”
The future, Pietruszyński says, lies in the intersection between tradition and science, where well-known plants are redefined through new research, refined extraction methods, and targeted health claims. “Marrying new technology and research with continued consumer demand for quality, transparency, and authentic products will help brands deliver products that meet their expectations and keep them coming back for more.”
