Ashwagandha has become a popular ingredient choice for consumers looking to harness the benefits of ancient herbs. The movement from a niche audience has propelled Ashwagandha from a traditional ingredient to a natural, holistic solution for the modern consumer.

Here we look at the trends, what is driving growth and the benefits Ashwagandha can offer your customers.

Focus on Emotional Wellbeing

A survey conducted by Innova Market Insights showed that global consumers have taken several steps to improve their mental and emotional wellbeing. Results showed that 30% of respondents adapted their diet/nutrition and 25% said they started taking a supplement to achieve this goal.

Furthermore, according to product data from Innova, recent NPD suggests that adaptogens (like Ashwagandha) are making their way into mainstream mood-regulating supplements and foods.

Modern Appeal For an Ancient Herb

Ashwagandha has a long history of use in traditional Ayurvedic medicine. The herb was favoured for its ability to aid various conditions including insomnia, joint inflammation and digestion.

Consumers today are driven by their desire for natural and holistic health solutions. Ingredients from natural origins are more popular than ever with many also looking specifically for plant-based ingredients. In an Innova survey, 32% of consumers said  natural ingredients are one of the top two most important factors when selecting a healthy food or beverage (Innova).

Social Media Influence

Data from Tastewise shows that over the past year, social conversations about Ashwagandha have increased by 11.09% with discussions about benefits and uses. It was also reported that #ashwagandha had more than 670 million views on TikTok.

Further data shows that TikTok is the top social media platform for discussing Ashwagandha. This may be because TikTok is the most popular social media platform for new health and wellness trends.

Benefits of Ashwagandha For Your Customers

Ashwagandha is an adaptogen. This group of ingredients works by helping the body respond to mental and physical stress such as anxiety and fatigue to bring the body back to a steady balance.

There have been various scientific studies to research the benefits of Ashwagandha. Some of the potential benefits may include:

  • Relaxation and stress reduction
  • Memory support
  • Improved sleep quality
  • Reduction in fatigue
  • Increased testosterone in men
  • Joint support

Solutions For Your Brand

Shelf-Ready Gummy

Our shelf-ready range includes a tasty Ashwagandha Gummy, ideal for brands looking to maximise the opportunity of this trending ingredient quickly. Low MOQs and fast lead times allow you to launch new gummies with minimal delay.

Our Ashwagandha Gummy is designed to support cognitive function and promote relaxation. This formulation also contains Lemon Balm, Chamomile and Lavender as these ingredients are believed to support relaxation and promote a restful night’s sleep. The addition of Vitamin B6 allows brand to display a label claim which supports those who may be anxious and restless.

Supplements

Capsules are also a popular format for Ashwagandha supplements. With access to high-quality ingredients and partnerships with trusted contract manufacturers, we develop bespoke supplements ready for market.

If you are looking to develop an Ashwagandha capsule, our team can provide nutritional expertise so you can create an innovative formulation for your brand.