Issue Summary

From career professionals looking to reduce stress while improving mood and well-being, to athletes wanting to support strength and physical performance, ashwagandha can be successfully marketed to multiple demographics. It can also be delivered on its own or integrated into formulations with synergistic ingredients. Additionally, efficacious doses of the botanical can be easily incorporated into various supplement delivery formats without concern for off-notes or shelf-life issues. These and other factors contribute to the rising popularity of ashwagandha in supplement form.

Editor's Take

With a growing base of interested consumers, a wide breadth of scientific support and increasing opportunities for supplement delivery options, ashwagandha is working toward a market-leading position in the supplement space. Examples include Garden of Life’s Dr. Formulated Probiotics MOOD+, Brain Forza's KSM-66® Ashwagandha, ROOT2 from Vitacost, and a companion animal formulation in Thorne Research's Canine Geriatric Basics.

  • Rising popularity of Ayurveda among westerners has contributed to increased interest in ashwagandha.
  • Ashwagandha supplements are being sold direct to consumer, online, in store and via health professionals.
  • Powders, capsules, tablets and softgels are all used to deliver ashwagandha's benefits.