Diminishing consumer trust driving demand for HyperPure ingredients, says Frutarom

By Stephen Daniells

- Last updated on GMT

The company's Benolea (EFLA943) olive leaf extract is one of its HyperPure ingredients. © iStock / Igor_Aleks
The company's Benolea (EFLA943) olive leaf extract is one of its HyperPure ingredients. © iStock / Igor_Aleks
Demand for Frutarom’s HyperPure ingredients is growing twice as fast as its non-HyperPure since the beginning of 2016, linked to a diminishing consumer trust in supplements and the call for short ingredient lists, says the company.

“We’ve received increased attention from US supplement manufacturers concerned about possible contamination, and thus are seeking botanical extracts with safety assurances – as with the EFLA HyperPure seal,”​ said Holger Riemensperger, General Manager for Frutarom's Health BU.

“Our HyperPure technology has become an industry standard for safety and purity. Customers want to know more about this patented process; they understand it helps create a competitive advantage for their herbal supplements.”

The Hyperpure line was only introduced early this year as a separate product line, and is growing twice as fast as the company’s non-Hyperpure versions of the same products, Riemensperger told NutraIngredients-USA.

The company cites data from a 2015 consumer survey by New Hope Network’s NEXT Data and Insights division, which found that 19.5% of core supplement users have “less trust” in supplements than in 2013. In addition, among general consumers of supplements, a “slightly less concerned” 15.4% have less trust in these products than in 2013. Among general consumers, 31.4% said they “never trusted” supplements.

“For today’s consumer, it is all about trust and transparency; they’re actively seeking healthy products, but at the same time want to know these products are completely safe to use. With HyperPure, they have that assurance,” ​said Riemensperger.

The ingredients range is produced in a Swiss pharmaceutical-grade facility, said the company. The ingredients are manufacturers using sustainable, “eco-green” technology, which also ensures the removal of a wide range of contaminants, including pesticides, polycyclic aromatic hydrocarbons (PAHs), and unsaturated fatty acids.

“All customers want to look at least into a Hyperpure version”

Riemensperger that practically all of Frutarom’s customers are at looking at a Hyperpure versions of the ingredient.

“As we see now with the recent developments about Pyrrolizidine-alkaloids, the regulatory environment continues to tighten. And this is why we not only believe that our Hyperpure-line products will become a standard but also continue our efforts to stay on top of such developments,” ​he said.

“With regards to ensure safe products, we have a procedure in force to detect and exclude, by batch selection, pyrrolizidine-alkaloid contaminated products from processing. On top of this, we are currently working on technological solutions to manage the pyrrolizidine-alkaloids issues.”

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