By bringing research, formulation expertise and analytical precision together under one roof, the new nutraceutical unit at MartinBauer aims to give brands a clear, dependable route to innovation.
In addition to making it easier for companies to bring effective, evidence-based botanical products to the consumer, the hub seeks to address some of the key challenges facing the botanicals sector today: fragmented health claims, increasing regulatory scrutiny and growing consumer demand for transparency and scientifically supported products.
“The new nutraceutical unit acts as a single gateway to the world of botanicals and was formed to raise the bar for quality, credibility and collaboration in the nutraceutical industry,” said Anina Krey, global director of the nutraceutical unit at MartinBauer.
By consolidating production, supply and logistics across major regions, the firm can improve capability and speed to market, she said, as well as reduce mismatches in the development process, where data, formulation and regulatory expectations do not always meet.
“In addition, harmonized planning shortens lead times, regional manufacturing hubs offer flexible capacity, and vertical integration gives customers a predictable supply—even when market conditions are unstable,” Krey said.
In the coming years, the unit will expand its capabilities in functional foods, supplements, personalized nutrition and precision formulations, while strengthening its presence in North America and Asia-Pacific.
Further, investments in sustainability, advanced research platforms and product-development support will assist customers in co-creating concepts backed by scientific dossiers and regulatory documentation.
The credibility play matters
Ewa Hudson, director of insights at Lumina Intelligence, highlighted the importance of the unit’s commitment to scientific rigor. The firm’s September 2025 survey of 3,500 consumers across the globe revealed that, after cost, the highest ranked reasons for hesitation over using longevity supplements were: safety concerns (22%), lack of research (20%) and disbelief of claims (18%).
What’s more, 69% of respondents said they would be more likely to spend more on a longevity supplement if it was backed by clinical trials.
“Trust and scientific backing are not only increasingly front of mind for consumers, as demonstrated by our recent surveys, but they also strengthen the industry from within,” Hudson said.
“Partnerships designed to advance scientific progress and take full responsibility for every stage, from ingredient sourcing to clinical trials on finished formulations, are now essential in repositioning the nutra industry from a ‘nice‑to‑have health and wellness’ space to a solid IP generator, shaping the future of both our health and economic growth,” she added.
The announcement follows a familiar playbook, according to Nick Stene, senior global insight manager of consumer health at Euromonitor. Similar consolidations, such as IFF and DuPont Nutrition in 2021 and Royal DSM with Firmenich in 2023, have proven to be effective strategies.
“What MartinBauer is doing here is sharpening their value proposition as a partner for botanical innovation—making themselves more integrated, more science-focused and more streamlined,” Stene said, adding that the credibility play really matters when it comes to overcoming rising consumer skepticism.
“Our data shows that 1 in 5 new longevity supplements launched since July 2024 carried some form of certification supporting efficacy or quality. MartinBauer is clearly positioning themselves to compete more aggressively in evidence-based nutraceutical ingredients. That adds tangible value in today’s market.”
The market analyst added that the supply resilience messaging will also hit home, with brands having spent the past few years fighting shortages, trade barriers and logistics bottlenecks.
“With global supply chains facing fresh disruption in March 2026, that pain is back at the top of the agenda,” Stene said. “MartinBauer’s multi-regional manufacturing footprint offers better defense in depth, even if it can’t solve every geopolitical choke point.”
The collaboration will additionally help to overcome significant regulatory hurdles in the EU, “sometimes bordering on prejudice and hostility”, according to Luca Bucchini, regulatory expert and managing director at Hylobates Consulting.
“Only a solid science base and high quality can counteract this situation,” he said. “Globally, the EU botanical industry has faced stiff competition for years, requiring the best technical and business acumen to compete effectively.”
Dr. Stefan Gafner, chief scientific officer at the American Botanical Council, also praised the utility of “a one-stop shop for purchasing raw materials.”
“The company has a reputation for high quality ingredients and also has been recognized for their role in bringing more transparency to the supply chain so I see this as a very positive development,” he said.
