By Melanie Bush, VP of Science and Research, Artemis International, Inc.11.20.23
The supplement industry has come a long way. Formulations based solely on anecdotal evidence have given way to ingredients that are scientifically substantiated by human clinical trials. The industry is more regulated and policed than ever before as the FDA and FTC work to keep inflated disease claims off product packaging and marketing materials.
Meanwhile, year-over-year growth continues, thanks to a new generation of consumers who recognize the concept of food as medicine and prioritize self-care. While there are still some skeptics, botanical ingredients by and large have rightfully earned respect.
Still, there is room for industry-wide improvement. Anyone trying to shop for immune-supporting elderberry gummies faces inherent inconsistencies. Cost-cutting mandates abound, education about the differences between ingredient sources is lacking, and ingredient types are inconsistently defined. “Creative” marketing strategies on elderberry product offerings sell the consumer short on expected health benefits.
Once consumer trust in a product or an ingredient is lost, it can negatively impact the entire supplement industry. If we are not careful, we run the risk of diluting the market—an ingredient here, a product there—until a cloud of doubt hovers over the entire industry. Consumers lose the confidence we have collectively fought to earn. Now is the time to identify shortcomings, offer solutions, and come together as an industry to self-govern and do better to serve consumers.
Just by looking at a variety of the leading elderberry gummy offerings on the market, it is easy to notice that there is significant variation in quality and potency of the elderberry component. European Black Elderberry is darkly pigmented, and those characteristic dark red-purple-black pigments are the anthocyanins that contribute to its health benefits. The darker the ingredient, the more packed with bioactive pigments.
While many of the elderberry gummies possess a rich, almost-black color, there are some that look almost peach in hue. This results in a disconnect from what is expected from an elderberry product and suggests a lower potency at best, which may negatively affect its immune supporting properties. Furthermore, the descriptions and use rates of the elderberry ingredients are also quite variable among the different products.
If consumers are not aware of what to look for—both in terms of product appearance and label information—they might purchase a product based simply on cost alone and end up with something that does not work the way they hoped. Then they may conclude that elderberry doesn’t work.
Different processes are involved in making different ingredients, and the result is tremendous variation in everything from identity to solubility to stability—and yes, efficacy.
There is a place in the market for each of the various elderberry ingredients. Some serve as wonderful natural colorants or flavors. Others work well in liquid applications like shots or beverages, or provide phytonutrient boosts to gummies or functional bars.
But to truly capitalize on the health benefits that have been identified in clinical studies, careful consideration needs to be paid to which ingredient form is used, how it was processed, its level of bioactives, and whether it has been scientifically substantiated. Using a certain amount of a standardized extract and the same amount of a different type of ingredient like a juice powder could yield very different efficacy for the consumer.
This is where education comes into play—more education for formulators and buyers to be able to seek out the right ingredient for their product, and more education for consumers to be able to confidently evaluate product labels: Is more always better when it comes to milligrams of elderberry on a Supplement Facts panel? What’s the difference between elderberry concentrate and elderberry extract? Why are these products such different colors when they claim to have similar amounts of elderberry extract in them?
What would also help the industry and consumers alike is more standardized ingredient definitions. Is 100% elderberry the same as whole elderberry powder? Can an extract also be considered a concentrate? Is the elderberry extract standardized to a high level of bioactives like polyphenols? Additionally, adding more specific ingredient information on product labels would help consumers know exactly what they are getting so they can make informed purchasing decisions.
Branded ingredients can also help mitigate confusion because they are typically tied to legitimate scientific studies and come with a reputation for quality. They can serve to cut through some of the ambiguity around how ingredients are described on product labels and give consumers something to seek out by name.
In the case of elderberry, and other fruits, a “fruit equivalence ratio” is typically defined as the amount of fresh elderberries used to produce a single unit (i.e., kg) of the finished ingredient. While this is an indicator of the concentrated nature of the ingredient, it does not necessarily correlate with the full nutritional equivalence of the fresh fruit because it does not always contain all the original fruit parts. (For instance, a juice concentrate is void of skins and seeds.)
Similarly, a 50:1 extract ratio would indicate 50 kg of fruit is used to produce 1 kg of extract. But since extracts concentrate particular actives—often at the expense of other compounds—it might be a stretch to assume you are getting the exact same nutritional value of an equivalent serving of fruit if you consume an extract made from it. Arguably, it could be more accurate—and more responsible—to position an equivalence ratio as being “made from” the equivalent amount of fresh berries.
In the study by Stich et al. (2022) an elderberry extract that was gently extracted with water retained certain polysaccharide components that were stripped away in an ethanol-extracted elderberry extract.1 The result was that the elderberry extract containing the polysaccharides stimulated the maturation of dendritic cells (an indicator of immune stimulation) but the ethanol extract simply did not. Process matters. Ingredients matter.
This shows the importance of using ingredients that have scientific substantiation instead of relying exclusively on “borrowed” science and assuming that other ingredients will behave similarly.
Now, it is true that sometimes an ingredient like elderberry is added to a formula as an accessory ingredient to other ingredients that serve as the main claim drivers. This may make a formulator feel justified in using a lower-grade ingredient. However, if that ingredient is described in the same way as a premium ingredient (such as “elderberry concentrate” or “elderberry extract”), it can start to dilute the market against the premium ingredients that have clinically proven benefits—the ones that consumers hope and expect they are getting when they purchase a supplement.
However, confusion within the elderberry gummy market can serve as a case study for a more systemic issue within the whole supplement industry that has been around for quite some time.
We are at the top of a slippery slope that can negatively affect consumer trust and perception unless we collectively do more to face challenges head on with self-regulation, clear and consistent definitions and labels, responsible sourcing and marketing, and comprehensive education platforms that span manufacturers and consumers alike.
The ultimate goal needs to remain providing true, consistent, and reliable health benefits to consumers—because, at the end of the day, that’s what it’s all about.
About the Author: Melanie Bush is vice president of science and research at Artemis International. With more than 15 years of experience at the company, her responsibilities span several departments including quality assurance, R&D, and technical sales support. She enjoys spearheading new research in the field of dark berry extracts and communicating the ever-evolving science of berry phytonutrients.
Meanwhile, year-over-year growth continues, thanks to a new generation of consumers who recognize the concept of food as medicine and prioritize self-care. While there are still some skeptics, botanical ingredients by and large have rightfully earned respect.
Still, there is room for industry-wide improvement. Anyone trying to shop for immune-supporting elderberry gummies faces inherent inconsistencies. Cost-cutting mandates abound, education about the differences between ingredient sources is lacking, and ingredient types are inconsistently defined. “Creative” marketing strategies on elderberry product offerings sell the consumer short on expected health benefits.
Once consumer trust in a product or an ingredient is lost, it can negatively impact the entire supplement industry. If we are not careful, we run the risk of diluting the market—an ingredient here, a product there—until a cloud of doubt hovers over the entire industry. Consumers lose the confidence we have collectively fought to earn. Now is the time to identify shortcomings, offer solutions, and come together as an industry to self-govern and do better to serve consumers.
An Alarming Observation
When a particular botanical ingredient like European Black Elderberry becomes an overnight sensation for its immune-support properties, there is sudden consumer demand to meet. Every manufacturer wants a piece of the action. The result: a plethora of products—elderberry gummies in this case.Just by looking at a variety of the leading elderberry gummy offerings on the market, it is easy to notice that there is significant variation in quality and potency of the elderberry component. European Black Elderberry is darkly pigmented, and those characteristic dark red-purple-black pigments are the anthocyanins that contribute to its health benefits. The darker the ingredient, the more packed with bioactive pigments.
While many of the elderberry gummies possess a rich, almost-black color, there are some that look almost peach in hue. This results in a disconnect from what is expected from an elderberry product and suggests a lower potency at best, which may negatively affect its immune supporting properties. Furthermore, the descriptions and use rates of the elderberry ingredients are also quite variable among the different products.
If consumers are not aware of what to look for—both in terms of product appearance and label information—they might purchase a product based simply on cost alone and end up with something that does not work the way they hoped. Then they may conclude that elderberry doesn’t work.
Inconsistent Definitions and Labeling
The fundamental issue is that when it comes to elderberry, there are many different ingredient forms, and they are not created equal. (Think juice concentrates, juice powders, fruit powders, ethanol extracts, water extracts, standardized extracts, 100% elderberry powders, and powders with various excipients.)Different processes are involved in making different ingredients, and the result is tremendous variation in everything from identity to solubility to stability—and yes, efficacy.
There is a place in the market for each of the various elderberry ingredients. Some serve as wonderful natural colorants or flavors. Others work well in liquid applications like shots or beverages, or provide phytonutrient boosts to gummies or functional bars.
But to truly capitalize on the health benefits that have been identified in clinical studies, careful consideration needs to be paid to which ingredient form is used, how it was processed, its level of bioactives, and whether it has been scientifically substantiated. Using a certain amount of a standardized extract and the same amount of a different type of ingredient like a juice powder could yield very different efficacy for the consumer.
This is where education comes into play—more education for formulators and buyers to be able to seek out the right ingredient for their product, and more education for consumers to be able to confidently evaluate product labels: Is more always better when it comes to milligrams of elderberry on a Supplement Facts panel? What’s the difference between elderberry concentrate and elderberry extract? Why are these products such different colors when they claim to have similar amounts of elderberry extract in them?
What would also help the industry and consumers alike is more standardized ingredient definitions. Is 100% elderberry the same as whole elderberry powder? Can an extract also be considered a concentrate? Is the elderberry extract standardized to a high level of bioactives like polyphenols? Additionally, adding more specific ingredient information on product labels would help consumers know exactly what they are getting so they can make informed purchasing decisions.
Branded ingredients can also help mitigate confusion because they are typically tied to legitimate scientific studies and come with a reputation for quality. They can serve to cut through some of the ambiguity around how ingredients are described on product labels and give consumers something to seek out by name.
What Do Equivalence Ratios Mean?
Confounding marketing techniques about “equivalence” is adding to the confusion. Usually, supplement ingredients are processed and concentrated forms of the source material from which they originate. The equivalence ratio or extract ratio is often a parameter provided on an ingredient supplier’s Specifications Sheet for a given ingredient.In the case of elderberry, and other fruits, a “fruit equivalence ratio” is typically defined as the amount of fresh elderberries used to produce a single unit (i.e., kg) of the finished ingredient. While this is an indicator of the concentrated nature of the ingredient, it does not necessarily correlate with the full nutritional equivalence of the fresh fruit because it does not always contain all the original fruit parts. (For instance, a juice concentrate is void of skins and seeds.)
Similarly, a 50:1 extract ratio would indicate 50 kg of fruit is used to produce 1 kg of extract. But since extracts concentrate particular actives—often at the expense of other compounds—it might be a stretch to assume you are getting the exact same nutritional value of an equivalent serving of fruit if you consume an extract made from it. Arguably, it could be more accurate—and more responsible—to position an equivalence ratio as being “made from” the equivalent amount of fresh berries.
'We are at the top of a slippery slope that can negatively affect consumer trust and perception unless we collectively do more to face challenges head on with self-regulation, clear and consistent definitions and labels, responsible sourcing and marketing, and comprehensive education platforms that span manufacturers and consumers alike.'
Let Science Lead the Way
Does it really matter which type of elderberry ingredient is used in a supplement? Absolutely, because the process by which an ingredient is produced can directly influence its efficacy. This is underscored by a recent study on elderberry extracts and their immune-stimulating activity.In the study by Stich et al. (2022) an elderberry extract that was gently extracted with water retained certain polysaccharide components that were stripped away in an ethanol-extracted elderberry extract.1 The result was that the elderberry extract containing the polysaccharides stimulated the maturation of dendritic cells (an indicator of immune stimulation) but the ethanol extract simply did not. Process matters. Ingredients matter.
This shows the importance of using ingredients that have scientific substantiation instead of relying exclusively on “borrowed” science and assuming that other ingredients will behave similarly.
Now, it is true that sometimes an ingredient like elderberry is added to a formula as an accessory ingredient to other ingredients that serve as the main claim drivers. This may make a formulator feel justified in using a lower-grade ingredient. However, if that ingredient is described in the same way as a premium ingredient (such as “elderberry concentrate” or “elderberry extract”), it can start to dilute the market against the premium ingredients that have clinically proven benefits—the ones that consumers hope and expect they are getting when they purchase a supplement.
The Bottom Line
European Black Elderberry is an amazing therapeutic botanical well worth celebrating, and the supplement industry in particular has embraced it with open arms.However, confusion within the elderberry gummy market can serve as a case study for a more systemic issue within the whole supplement industry that has been around for quite some time.
We are at the top of a slippery slope that can negatively affect consumer trust and perception unless we collectively do more to face challenges head on with self-regulation, clear and consistent definitions and labels, responsible sourcing and marketing, and comprehensive education platforms that span manufacturers and consumers alike.
The ultimate goal needs to remain providing true, consistent, and reliable health benefits to consumers—because, at the end of the day, that’s what it’s all about.
About the Author: Melanie Bush is vice president of science and research at Artemis International. With more than 15 years of experience at the company, her responsibilities span several departments including quality assurance, R&D, and technical sales support. She enjoys spearheading new research in the field of dark berry extracts and communicating the ever-evolving science of berry phytonutrients.
