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CONSUMERSSEEK adaptogens TOOFFERCALMAMIDCHAOS a·dapt·o·gen noun:adaptogen;pluralnoun:adaptogens Inherbalmedicine,anaturalsubstanceconsideredtohelpthe bodyadapttostressandtoexertanormalizingeffectuponbodily processes.Awell-knownexampleisginseng. Ashwagandha +32.3% Cosmetics & Personal Care Cordyceps +33.3% Turmeric +32.3% Astragalus +33.3% Ginseng +15.9% Mostpopularsourcesof adaptogensseegrowth innewproductlaunches Adaptogensarepopping upinproductsacross mulplecategories %GROWTHINNEWPRODUCTS LAUNCHED2015-2020 •Onlineinterestin “Adaptogens”has grownby253% overthelast5years • 2 /3ofUSadultssay “healthfulness”hassignificant impactontheirfoodand beveragepurchases •Theglobalhealthingredients marketisprojectedtoreach $124.1billionby2025, asmoreconsumersadopt funconalfoodanddietary supplements,like adaptogens,minerals, electrolytesandprebiocs restore Adaptogensarebotanicalsubstances thatcanhelpthebodyrestorebalance andcopewithphysicalormentalstress niche Adaptogensaresllnicheinoverall food,drinkandhealthcarelaunches, butproductslaunchedwith adaptogenintheproduct descriponarefoundmost oſteninbeveragecategories growth Funconalfoodsandbeverages,includingadaptogens, experiencesignificantsalesgrowthasinterestspikes •IntheUS,37%ofconsumerssnacktogivethemselvesa breakduringthedayand24%reportsnackingrelievesstress •Only3%ofglobalsnackslaunchesinthelast5yearshave beenwithastress/sleepfunconalclaim.Approvalfrom medical/healthorganizaonswilllikely affectmarketgrowth •Healthcareprofessionals’willingness toreferpaentstoherbal treatmentsmaybe agame changerfor brandsulizing adaptogensclaim snacks Anuntappedopportunityforadaptogenicingredients •Adaptogen-enhancedteaspresent hugeopportunies •47% ofteadrinkersdrinkteaforrelaxaon tea Teaisthemostwidelyconsumedbeverage intheworld,nexttowater,andcanbe foundinalmost80%ofallU.S.households Food & Beverage Nutraceuticals Animal Feed Pharmaceuticals ©ProducedbySMARTCPGConsulng,20212020094 Sources:PRNewswire–“GlobalAdaptogensMarkettoExpandasAncientLinesofMedicalTreatmentGainTracon–TMR”May 12,2020;GoogleTrends–“Adaptogens”Nov.2015–Nov.2020;FoodandBeverageInsider–“Healthingredientsmarketgrowth fueledbyevolvingconsumerpreferences”May06,2020;Mintel–“WhatYouNeedtoKnowAboutAdaptogens”US,February2019; Mintel–GNPDNovember2020;Forbes–“Whyconsumersarechoosingindulgentsnacksinsteadofhealthyones”July5,2020

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Page 1: CONSUMERS˜SEEK Most˜popular˜sources˜of˜ adaptogens˜see

CONSUMERSSEEK

adaptogensTOOFFERCALMAMIDCHAOS

a·dapt·o·gennoun:adaptogen;pluralnoun:adaptogens

Inherbalmedicine,anaturalsubstanceconsideredtohelpthebodyadapttostressandtoexertanormalizinge�ectuponbodilyprocesses.Awell-knownexampleisginseng.

Ashwagandha+32.3%

Cosmetics &Personal Care

Cordyceps+33.3%

Turmeric+32.3%

Astragalus+33.3%

Ginseng+15.9%

Mostpopularsourcesofadaptogensseegrowthinnewproductlaunches

Adaptogensarepoppingupinproductsacrossmul�plecategories

%GROWTHINNEWPRODUCTSLAUNCHED2015-2020

•Onlineinterestin“Adaptogens”hasgrownby253%overthelast5years

•2/3ofUSadultssay“healthfulness”hassignificantimpactontheirfoodandbeveragepurchases

•Theglobalhealthingredientsmarketisprojectedtoreach$124.1billionby2025,asmoreconsumersadoptfunc�onalfoodanddietarysupplements,like adaptogens,minerals, electrolytesandprebio�cs

restoreAdaptogensarebotanicalsubstancesthatcanhelpthebodyrestorebalanceandcopewithphysicalormentalstress

nicheAdaptogensares�llnicheinoverallfood,drinkandhealthcarelaunches,butproductslaunchedwithadaptogenintheproductdescrip�onarefoundmosto�eninbeveragecategories

growthFunc�onalfoodsandbeverages,includingadaptogens,experiencesignificantsalesgrowthasinterestspikes

•IntheUS,37%ofconsumerssnacktogivethemselvesabreakduringthedayand24%reportsnackingrelievesstress

•Only3%ofglobalsnackslaunchesinthelast5yearshavebeenwithastress/sleepfunc�onalclaim.Approvalfrommedical/healthorganiza�onswilllikelya�ectmarketgrowth

•Healthcareprofessionals’willingnesstoreferpa�entstoherbaltreatmentsmaybeagame changerforbrandsu�lizingadaptogensclaim

snacksAnuntappedopportunityforadaptogenicingredients

•Adaptogen-enhancedteaspresenthugeopportuni�es

•47% ofteadrinkersdrinkteaforrelaxa�on

teaTeaisthemostwidelyconsumedbeverageintheworld,nexttowater,andcanbefoundinalmost80%ofallU.S.households

Food & Beverage

Nutraceuticals

Animal Feed

Pharmaceuticals

©ProducedbySMARTCPGConsul�ng,20212020094

Sources:PRNewswire–“GlobalAdaptogensMarkettoExpandasAncientLinesofMedicalTreatmentGainTrac�on–TMR”May12,2020;GoogleTrends–“Adaptogens”Nov.2015–Nov.2020;FoodandBeverageInsider–“Healthingredientsmarketgrowthfueledbyevolvingconsumerpreferences”May06,2020;Mintel–“WhatYouNeedtoKnowAboutAdaptogens”US,February2019;Mintel–GNPDNovember2020;Forbes–“Whyconsumersarechoosingindulgentsnacksinsteadofhealthyones”July5,2020

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