Ashwagandha (Withania somnifera) is one of the most widely studied botanicals in the nutraceutical industry, and is often used in formulations targeting stress, sleep, sports recovery, cognitive performance and women’s health.
While there has been widespread consumer adoption of this adaptogen, regulators have also turned their attention to the category. With some authorities reviewing how the ingredient is defined, there have been calls for clearer specifications and stronger quality frameworks across the category.
For manufacturers, suppliers and brands, the outcome could have implications beyond ashwagandha, shaping wider discussions around botanical standards, specifications and quality requirements.
To explore these issues, NutraIngredients partnered with Kerry for the recent broadcast “Ashwagandha: Understanding the Science, Scrutiny and Standards.” The session brought together experts including Dr Thomas Brendler, internationally recognized botanical quality specialist and adjunct professor at the University of Illinois Chicago; Petra Erlandson, VP of Sales at Alkemist Labs, a leader in botanical testing; Dr Laura Collins, R&D director of Cognitive Health at Kerry, a global leader in clinically studied functional ingredients; Dr Mark Tallon, food lawyer and managing partner at Legal Products Group; and Jason Watkin, CEO of Canadian wellness brand Purica.
Why ashwagandha resonates with consumers
Demand for stress‑ and sleep‑support solutions continues to grow. A recent McKinsey survey found that 55% of US consumers prioritise sleep health, while 53% are focused on stress and anxiety management.
“Consumers are looking for solutions that help them feel more resilient, focused and balanced in their daily lives,” says Dr Laura Collins. “Rather than seeking a single benefit, they want products that address multiple interconnected needs. Ashwagandha becomes an ideal solution because it supports both.”
This broad appeal has helped the ingredient emerge into mainstream formats – from capsules and functional beverages to beauty products and women’s health solutions. But rising popularity has also brought heightened regulatory attention.
As the category grows, there is heightened attention on product quality, characterization and evidence. These considerations are becoming increasingly important for maintaining consumer confidence and regulatory trust.
Regulators raise concerns over safety and consistency
In Europe, Denmark moved to ban ashwagandha in 2023, citing difficulties in establishing safe intake levels. Momentum continued in 2024, when food safety authorities across multiple member states urged the European Commission to launch an Article 8 assessment, a step that could result in the continued use of ashwagandha under defined conditions of use or restrict ashwagandha use across Europe.
To address these safety concerns that were raised, Dr Thomas Brendler, an internationally recognized independent botanical quality specialist, brought together a team to provide the data to address these questions head on. This work has resulted in 25 submissions, 16 accepted papers and four further under review.
“We were able to answer most of the questions the regulators had posed, mostly pertaining to safety, but also to efficacy,” says Dr Brendler.
While no final decision has been made, the discussion has seen debate focus on how botanical ingredients should be assessed and regulated. For many observers, the conversation now extends to questions around standardization, transparency and evidence requirements.
A core challenge, experts say, is that ashwagandha is often treated as a single, uniform ingredient – despite significant variation in plant parts, extraction methods and withanolide profiles.
“We don’t have a central description for all possible extracts and forms,” explains Dr Mark Tallon. “That opens up a debate for each member state to act independently on labeling dose‑related restrictions. If we have a harmonization of methods, then the industry can better predict data requirements to keep ashwagandha – and other botanicals – on the market.”
Standardizing testing and strengthening transparency
Several panellists pointed to consistency in testing and ingredient characterization as a key challenge for the category. For Petra Erlandson of Alkemist Labs, the path forward begins with consistent analytical methods.
“When an ingredient does not have a standardized method, or when individual labs use proprietary methods that aren’t shared, it’s not surprising to get conflicting results, which can cause confusion,” she says.
Transparency is equally critical. Erlandson notes that undeclared plant parts can lead to misinterpretation: “It all comes back to transparency and appropriate specifications for the intended use,” she says.
Consumers, too, are raising expectations. Ethical sourcing, sustainability and traceability are increasingly influencing purchasing decisions, according to Jason Watkin of Purica. Consumers aren’t just looking at the science. “They want to know whether it’s ethically sourced – that’s a big question.”
Industry initiatives aim to safeguard the category
Major suppliers are stepping in to help unify standards and improve communication. Dr Laura Collins highlights Kerry’s efforts: “At Kerry, we’re committed to safeguarding the ashwagandha industry as a whole. Through initiatives like Safeguard Ashwagandha, we provide access to peer‑reviewed science and regulatory data. We’ve also joined the Ashwagandha Standards Alliance, a global coalition dedicated to advancing evidence‑based standards.”
Erlandson emphasizes that collaboration across the supply chain – from farms to finished‑product manufacturers – is essential. “We’re all working together so consumers have trust and confidence. They should be at the heart of everything.”
Join On Demand now
As regulatory reviews of ashwagandha continue to evolve, understanding the science, quality considerations and emerging expectations around standardization has never been more important. This broadcast brings together experts from across the value chain to discuss the key issues shaping the future of the category.
