Natural remedies are on the rise. The USD 80 billion global natural health products market is projected to nearly double by 2033, according to Market Growth Reports, as patients with chronic long-term metabolic, neurological, and inflammatory diseases seek out lower-side-effect botanical interventions to complement or even replace pharmaceuticals.
Health-conscious consumers looking to prevent illnesses rather than cure them are also a factor, and there is a generational element at play too, with Gen Z and millennials twice as likely as the overall population to use natural and alternative products, as per a recent McKinsey study.
At the same time as consumer demand for plant-based supplements and extracts is increasing, the technology being used to synthesise, sequence and extract these products is also maturing, enabling higher purity, better stability, and the creation of novel derivatives. Regulators, too, are proactively integrating traditional and natural medicines into their healthcare systems. All these trends mean that well-established players in the natural health space have a major business opportunity to capitalise on in the coming years.
Nature Meets Science
However, in an increasingly competitive natural health field that has historically been plagued by unsubstantiated medical claims, leading companies based in Switzerland are working hard to underline their scientific credibility.
“What sets us apart is that all our brands are clinically substantiated,” says Matthew Brabazon, general manager for Europe, the Middle East and Africa at SFI Health, a Sydney, Australia-headquartered outfit working on botanicals and nutritional formulations. SFI, which unites several historic natural medicine brands under one modern identity, is currently scaling down its contract manufacturing operations in Switzerland to focus on own-label branded products.
Speaking from the firm’s EMEA headquarters in Ticino, Brabazon adds that “Whether a product is OTC or a food supplement, we make it a point to present clinical trials and white papers to physicians. The data validates the product, and once a physician or pharmacist sees that, it becomes much easier for them to recommend it. We are proud to offer end consumers products supported by extensive clinical evidence.”
It is a similar story at A.Vogel, an iconic 102-year-old Swiss brand which maintains an on-site biodiversity habitat around its headquarters near the southern shore of Lake Constance. “When we present robust data and adhere to high quality standards, we are met with genuine interest, even among those trained within a more conventional pharmaceutical framework,” explains CEO Andy Suter. “Engaging through a transparent, evidence-based approach is not only effective but essential.”
Transparency and scientific rigour are particularly important in the cannabis/cannabinoid space. In the gold rush that followed the substance’s World Health Organization reclassification in 2016, many companies ended up bringing inferior products to market, a fate that Ticino-based botanical API producer Linnea is keen to avoid.
“We apply the same principles with cannabis as with any other product, using consistent seeds, maintaining standardised quality, and producing under GMP regulations,” notes CEO Susanne Caspar. “Unlike other players who rushed in – some with little experience – we took a pharmaceutical approach. We not only produced the API but also created ready-to-use bottles with droppers, ensuring every drop is consistent in weight and content. That is critical for dosing accuracy.”
Georg Boonen, CEO of Max Zeller, feels that – thanks to the scientific diligence of his company and others – natural health products are now mainstream. Boonen – only the sixth CEO in Zeller’s 160-year history – proclaims that “Phytopharmaceuticals and plant-based supplements are no longer on the fringe; they have become a globally relevant cornerstone of modern healthcare… Nature still holds the answers to many of our unanswered therapeutic questions; we simply need the courage and commitment to look more closely.”
Regulation & Evidence
Implementing pharmaceutical rigour in the production of plant-based remedies is one thing – a regulatory framework that validates evidence-based innovation is quite another. In Europe at least, the stringent regulatory framework for natural medicines has forced many companies to shift towards less tightly regulated areas like food supplements, while others have set their sights beyond Europe’s borders. Fewer than 1,500 herbal medicinal products are fully registered across Europe, compared to tens of thousands of food supplements.
Max Zeller is one company that has stayed the course and continues to file products as medicines. However, as Boonen lays out, “The sector is growing, but so are the challenges. Developing evidence-based phytopharmaceuticals is becoming increasingly complex, particularly when it comes to their registration as medicinal products. The strict boundaries of current monographs limit innovation and differentiation.”
“Bringing products to market in this space requires substantial infrastructure, a certified production environment, and a highly specialised regulatory function,” adds Suter of A.Vogel.
“We employ a team of 30 to 40 professionals dedicated entirely to regulatory and quality affairs, and even with such resources, a full registration dossier can take more than a year to complete. This level of investment is simply unfeasible for most companies, which explains why very few still follow the medicinal pathway.”
With little distinction being made between food supplements and natural medicines on the shelves, Suter feels that companies like A.Vogel and Zeller are effectively being penalised for investing in clinical validation and high manufacturing standards.
“What is missing is a framework that rewards evidence-based innovation,” he states. “If a product has undergone clinical trials and meets pharmaceutical standards, there should be clearer pathways to recognition, whether through privileged access to pharmacy channels or regulatory flexibility that allows for expanded indications when new data emerges.”
Swissmedic has shown some progress in this area, proving itself open to reviewing clinical studies and, in some cases, discussing indication extensions. However, the picture across Europe more broadly is one of regulatory inflexibility.
Even in the food supplement space, navigating regulation can be tricky. “While regulatory frameworks vary from country to country in Europe, our marketing and medical team spend a lot of time working with our distributors to educate physicians and pharmacists, creating awareness around our products and how they can benefit patients,” explains SFI Health’s Brabazon, who also notes that new distribution channels such as e-pharmacies have become critical to the company’s growth story.
The Regulatory Landscape for Cannabinoids
In an emergent field like cannabinoids with rapidly changing national and international regulations, flexibility and regulatory expertise are musts, as Linnea’s Susanne Caspar explains.
“We began working with THC after Switzerland took a positive regulatory step in 2022 by lifting its ban on the import and export of THC above one percent. This change marked a turning point, and we were among the first companies to obtain a narcotics licence for Cannabinoids under the new law.
“For CBD, Latin America is currently our main focus, although we also serve clients in Europe and Australia. For THC, we expect Europe to become the leading market. Among the main markets, France is likely to open soon.
“Asia is slowly opening up, but not as quickly. The regulatory landscape is constantly evolving, which keeps our scientific and regulatory affairs teams very busy. But we are well-prepared and flexible, with a strong R&D department capable of customising products for specific pharmacy needs.”
From Treatment to Prevention
The concepts of preventive health and longevity have moved into mainstream parlance in recent years, with growing swathes of people – especially younger generations influenced by social media trends – taking a proactive approach to their long-term health. McKinsey estimates the global wellness economy at USD 5.6 trillion, with preventive and holistic health growing 12 % annually.
With far more emphasis being put on diet, exercise, sleep, and mental health, consumers are increasingly looking for solutions – whether pharmaceutical medicines, natural remedies, supplements, or foods – that allow them to live longer, healthier lives.
Switzerland’s natural health pioneers are at the forefront of this trend, catering to a wide variety of wellness needs. “Consumers are no longer looking only for treatments, but also for preventive solutions that align with a more holistic view of health,” claims Zeller’s Boonen.
SFI Health’s Brabazon points out that “Consumers are increasingly focused on cognitive health, mental clarity, concentration and ADHD. We also lead in microbiome health: prebiotics, probiotics, postbiotics, and the gut-brain axis.”
“Sleep and stress have become increasingly prominent,” adds A.Vogel’s Suter. “This is a category that sees consistent, year-round demand…what we are witnessing is not merely a trend, but a structural shift in public health needs.”
He continues, “Women’s health is another area gaining strategic importance… the wider physiological and emotional landscape of menopause presents numerous opportunities for further innovation, from addressing sleep disturbances and anxiety to more holistic support.”
SFI Health and Linnea are also investing in women’s health, a field in which natural medicines are emerging as credible alternatives in therapeutic areas historically underfunded by Big Pharma.
Trust, Heritage and Sustainability
What, then, are the prospects for these historic quality-focused companies in a market full of fads and quick fixes? All four executives highlight Swiss quality, long-term integrity, and a deep commitment to sustainability as key differentiators.
Linnea, the holder of a silver certification from sustainability ratings platform Ecovadis, is aiming to become fully carbon neutral by 2030, and, for CEO Caspar, sustainability is a non-negotiable. “Everything we take from nature, we give back,” she explains.
“After extracting from botanicals, we send the remaining biomass to a nearby biogas facility, which produces electricity and heat for more than 250 households. The remaining matter is used as fertiliser for the fields. We began this long before sustainability became fashionable.”
A.Vogel has a similar philosophy. “Visitors to our headquarters immediately sense the care and attention invested in the environment, not just inside the building but across the entire setting,” explains Suter. “If we draw from nature, we must also respect it and create space to give something back.”
Over at Zeller, Boonen has implemented a ‘seed to patient’ approach, whereby the company manages the entire value chain, from the genetic selection of plants to the finished product, theoretically ensuring quality, traceability, and sustainability at every step.
“We engage in long-term, continuous programmes to reduce our carbon footprint,” he notes, “expanding photovoltaic energy generation, using Lake Constance water for efficient heating and cooling, and investing in energy-efficient building renovations.”
Boonen continues, “Our subsidiary VitaPlant in Kenya cultivates more than 200 hectares of medicinal plants under controlled, GACP-compliant conditions… These regrowable resources form the core of our phytotherapeutic approach and fundamentally distinguish us from chemically synthesised drugs.”
Meanwhile, Ecovadis bronze-certified SFI Health is innovating around its packaging, as Brabazon explains, the firm is “switching to more sustainable materials without compromising product quality or shelf life.” He concludes, “It’s about development that benefits both people and planet.”
