Targeted Botanical and Herbal Food and Drinks in Europe
Scope of this research
• Identify the leading botanicals currently used in food and drinks products.
• Examine examples of product innovation in the botanical foods industry.
• Analyze the therapeutic areas being targeted by food and drinks manufacturers through product launches and health claims submissions.
• Assess the potential of specific herbs and botanicals as indicated by research, manufacturing and health claim activities.
• Understand the impact of a more stringent regulatory environment and how it impacts which botanical and herbal ingredients to use.
Research and analysis highlights
Among the various claims made on new product launches made through to August 2010, 49% were targeted at the metabolic/endocrinology therapeutic area, with weight management being the main area of focus. The World Health Organization estimates that worldwide there are over one billion overweight adults, of which 300 million are obese.
Other than probiotics, botanicals and herbs have been least successful area in securing positive approvals from EFSA. Of the 67 opinions published pertaining to botanicals and herbs in the first two batches, 66 have been rejected.
Botanicals have temporarily been removed from EFSA's assessment process creating uncertainty over the future regulatory environment. With the EC contemplating the adoption of an alternative assessment procedure, it could still be possible for previously rejected health claims to successfully reach the market via an updated evaluation process.
Key reasons to purchase this research
• Which botanicals are used most frequently as ingredients in new product launches?
• Which therapeutic areas are targeted the most by recent product launches and health claim submissions?
• How will the introduction of EFSA's new regulations affect innovation in terms of the use of botanicals in food and drinks products?
• Which botanicals have the greatest potential in future health claims-based food and drinks products and why?
• Why are the new regulations so critical in understanding the wider functional foods industry?
Table of contentsExecutive summary
The product launch landscape
The health claims landscape
The clinical trials landscape
Chapter 1 Introduction
What is the report about?
Tracing the origin of botanicals and herbs
The growing demand for functional food and drinks
Chapter 2 The product launch landscape
NPD by ingredient
Products with new ingredients
NPD by product category
Metabolic disorders and endocrinology
Beauty from within
Marketing, distribution and pricing challenges
Chapter 3 The health claims landscape
European Union Nutrition and Health Claims Regulation
“General function” claims under Article 13.1
The Traditional Herbal Medicinal Products Directive
EFSA health claims analysis
EFSA’s opinion on submitted health claims
Future regulatory uncertainty
Targeted therapeutic areas by health claims submission
Chapter 4 The clinical trials landscape
Existing clinical evidence for botanicals and herbs
Establishing a cause and effect relationship
Assessing clinical trials by therapeutic area
Chapter 5 Conclusions
The impact of more stringent regulations
The convergence of food and pharma
Increased R&D investment
Developing products without a health claim
Assessment of research, manufacturing and health claim activities
Table of figures
Figure 2: Venom Energy – Black Mamba
Figure 3: Boresha NuvoGene Tea - Patented Thermogenic Low-Glycemic Fat-Burning Energy Drink - Tropical Fruit Flavor
Figure 4: Breyers YoCrunch – 100 Calorie Pack
Figure 5: Fanta Still
Figure 6: SteazEnergy – Organic Fuel
Figure 7: New product launches by industry and category (%), 2010
Figure 8: Neo Beauty - Probiotic Drink - Aloe Vera
Figure 9: Targeted therapeutic areas by health claims on new product launches (%), 2007 and 2010
Figure 10: Drivers of application of botanicals in food and drinks for dermatological benefits
Figure 11: Borba - Balance Gummi Bears
Figure 12: Danone Essensis
Figure 13: Legal framework for botanicals market under food laws in EU
Figure 14: Herbs and botanicals with THR certification from MHRA
Figure 15: Classification of herbs and botanicals by number of health claims submitted to EFSA, 2007–10
Figure 16: Botanicals and herbs compared by the number of health claim submissions to EFSA and overall R&D activity, 2007–10
Figure 17: EFSA’s opinion on submitted health claims for herbs and botanicals, 2007–10
Figure 18: Targeted therapeutic areas by health claim submissions, as of August 2010
Figure 19: Botanicals and herbs to be supported by clinical trials data (%), 2007–10
Figure 20: Targeted therapeutic areas of clinical trials (%), 2007–10
Figure 21: Impact of the EFSA regulations
Figure 22: Future of botanicals and herbs as indicated by research, manufacturing and health claim activities
Figure 23: Botanicals and herbs compared by the number of health claim submissions to EFSA and effective clinical trials, 2007–10
Figure 23: Botanicals by level of manufacturer interest and degree of clinical data support
Figure 24: Key targeted therapeutic areas by botanicals and herbs, 2007–10
Table of tables
Table 1: Botanicals and herbs covered in the report
Table 2: Functional food and drinks sales ($m), 2002-2012
Table 3: Botanicals and herbs used in food and drinks (%), 2007–10
Table 4: Targeted therapeutic areas by health claims on new product launches (%), 2007–10
Table 5: Prevalence of obesity (BMI at least 30 kg/m²) in adults across the seven major markets (%), 2010
Table 6: Prevalence of diabetes mellitus across the seven major markets (000s), 2008
Table 7: Prevalence of IBS across seven major markets (‘000s), 2008
Table 8: Prevalence of OA across seven major markets (‘000s), 2007
Table 9: Estimated prevalence of dyslipidemia across the seven major markets (‘000s), 2009
Table 10: Estimated prevalence of hypertension across the seven major markets (‘000s), 2009
Table 11: Oral beauty supplements market value, US & Europe ($m), 2001-2011
Table 11: EFSA negative opinions for botanicals health claims, 2010
Table 12: Targeted therapeutic areas by health claims submitted to EFSA, 2007-10
Table 13: Botanicals and herbs status by clinical trials, 2007–10
Table 14: Targeted health areas of clinical trials, 2007–10
Table 15: Future opportunities in botanicals and herbs as indicated by successful clinical testing
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