Why are consumers willing to pay a higher premium for plant-based lutein?

Why is "natural" more attractive?

Consumers generally believe that natural ingredients are safer and healthier. Data shows that 73% of consumers worldwide prefer natural supplements over synthetic ones. Consumers actively seek plant-derived ingredients(FDA reports that 62% of dietary supplement consumers have this tendency), which has driven strong demand for Natural Lutein. Many consumers believe that natural lutein has better bioavailability, and although this is still controversial in the scientific community, this perception has been deeply rooted in the hearts of the people.

The "high cost" challenge of natural lutein

From marigold to high-purity lutein, 12 technical barriers must be overcome - fermentation and wall breaking require special yeast to be soaked in a constant temperature pool for two days, and the cost of a single supercritical extraction equipment is equivalent to a luxury house in a first-tier city. What's more troublesome is that lutein molecules are very delicate, and they die when exposed to light and heat, so they have to be soaked in nitrogen throughout the process. Last year, a factory tried the -50℃ freeze-drying process, and the purity increased by 30%, but the electricity bill soared by 25%. 90% of the world's raw materials are bet on marigolds, but this flower is difficult to serve. In 2021, the rainy season in Yunnan was extended, and flower farmers watched the marigolds (another name for marigolds) rot in the fields. The purchase price that year directly jumped by 40%. More realistically, growing flowers can't compete with growing grains - in order to make up 500 acres of land, a base in Tengchong bought all the terraces in three surrounding villages, and the land transfer alone cost 20 million.

Market impact and industry response

Despite its high cost, natural lutein currently dominates the market, and its sales continue to grow (Organic Lutein sales increased by 18% annually from 2021 to 2023), showing strong market resilience. The plant extract industry is actively exploring more advanced and environmentally friendly extraction technologies (such as supercritical CO2 extraction and cold pressing) to optimize the cost structure and achievesustainable development while ensuring high purity and high yield. While meeting consumers' preference for natural ingredients, manufacturers need to balance cost and pricing, and provide high-quality and competitive natural lutein products through innovative formulations and brand building.

Trust in Natural Lutein

Natural sources are generally considered purer and safer, reducing consumers' concerns about chemical residues or synthetic by-products. High-quality natural lutein products undergo rigorous production processes and quality testing. The U.S. Pharmacopeia (USP) has expanded the list of lutein impurities from 12 to 47, forcing companies to build their own toxicology laboratories. In order to pass the new regulations, a factory replaced all stainless steel pipes on the production line with medical-grade 316L material, and X-ray flaw detection was performed on 300 welds alone. The EU is even more ruthless, requiring each batch to submit a heavy metal report on the planting soil. A base in Yunnan sends three kilograms of soil samples to Germany every week for this purpose. This forces natural lutein producers to meet high standards, further enhancing consumers' trust in compliant natural products.

The value and future of natural lutein

The "premium" of natural lutein is not accidental. It is the result of the complexity of its production, the scarcity of raw materials and consumers' strong preference for natural health products. With the continuous improvement of consumers' health awareness and the continuous progress of plant extraction technology, natural lutein will continue to lead the market trend. The industry will strive to better meet the growing market demand through technological innovation and supply chain optimization while ensuring product quality and natural properties.

Name: Nelson Zhao

Email: sales1@hihealthbio.com

Whatsapp: 0086-19360220104