Over the years, aloe vera, still an enormously popular ingredient in cosmetics and lotions, has been working its way toward the food, beverage and supplement markets. Currently, the total market for aloe products is worth approximately $200 million worldwide, according to estimates from the International Aloe Science Council (IASC), Irving, TX. These days, however, industry experts claim the oral consumption of aloe far outpaces its use in topical applications, particularly in terms of volume. Perhaps this is because it is suggested that adults consume 2-4 ounces of aloe vera per day in order to reap its health benefits (aloe-vera.org).
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The Natural Marketing Institute (NMI), Harleysville, PA, indicates that 16% of consumers use aloe daily, 11% use it two to six times per week and 13% use it once a week. An overwhelming majority of consumers, however, only use aloe when they need it. NMI claims the top reasons consumers use aloe include: to treat/manage a specific medical condition or health problem (46%); to feel better (34%); to promote health (33%); and to maintain health (32%). (These figures were sourced from NMI's Supplements/OTC/Rx Database.)
This is all good news for aloe suppliers who are witnessing little to no growth in the personal care sector. But as aloe finds its new place in supplement, food and beverage products, manufacturers will have their hands full with new opportunities and challenges.
Hailing the Health Benefits
Most aloe products on the market today claim to remedy everything from immune dysfunction to gut health issues to skin irritation problems--from the inside out. About the former, Bill Pine, vice president, Sales & Marketing, Improve USA, Inc., DeSoto, TX, offered his perspective. "The large polysaccharides (polymannans) in aloe have been shown to support the immune system because the body itself …
