Botanical extracts \ Ingredients - N°64 refl ects the share of the distribution with the plant(s)” (24% of res- channels in the sale of food sup- pondents), followed by effective- plements. Please note, however, ness (16%) and, fi nally, the plant(s) that, according to Phytolia, 31% itself (15%) on the third position. of consumers buy their food sup- As surprising as it may seem, plement in more than three distri- the labels “Made in France” and bution channels. “natural” are not determining cri- We might well assume that consu- teria for consumer choice (4% and mers’ use of several distribu- 3% respectively). As for the brand, tion channels refl ects a voluntary it accounts for only 1% in their 099 approach as for them price is the choice… most important criterion when On the other hand, 50% of consu- choosing the distribution channel. mers would like receive information Price has become essential, consi- about the manufacturing processes dering the wide array of natural pro- and 30% consider it should be eco- ducts and the “advice offered by friendly. quali ed personnel”. How to provide consumers with more information about plants? Consumers offer advice Online? By email? None of these. It is printed leafl ets that are the most Another interesting feature of popular (43%), as consumers can Phytolia’s survey: the consumers read them directly at the place of voiced their opinions. Or rather, purchase or take them along. Dedi- they were invited to indicate what cated websites come in second, should be improved, put forward... with a major remark: these web- Regarding the existing supply sites do not have to put forward of natural herbal supplements, a certain manufacturer (27%). On it is the information about plants the third position, the presence of that should be improved (63% of better qualifi ed personnel at the interviewees). This desideratum is place of purchase. closely followed (60%) by a better The presence of QR codes on the promotion of the products’ effecti- packaging is indicated by only 10% veness via clinical studies. Tracea- of the surveyed. ■ bility (as we have seen) is 20 points behind (40% of respondents). In terms of on-pack communica- Source: A survey carried out by Phytolia tion, consumers want to see, above (mainly multiple-choice closed-ended questions) presented during a JAS La all, “the health bene t associated Rochelle conference by Aurélie Andriot. News on Functional & Health Ingredients \ N°64 \ July - August - September 2018 \ ■