Learn more The following content is provided by an advertiser or created on behalf of an advertiser. It is not written by the NutraIngredients-usa.com editorial team, nor does it necessarily reflect the opinions of NutraIngredients-usa.com. Introducing Ashwagandha Insights Introducing the Ashwagandha Insights Initiative Ashwagandha Insights is a new initiative that aims to bring fresh in-depth content designed to help brand owners and formulators make intelligent, well-informed decisions in the rapidly growing Ashwagandha category. This initiative is an outcome of a partnership between Nutraingredients and KSM-66 Ashwagandha. Ashwagandha continues to surprise with its growth Ashwagandha ( Withania somnifera Dunal) is one of the world's best known and relied-upon adaptogens, used for centuries to help support the body's natural balance for robust well-being and health. Interest in ashwagandha has been rapidly increasing. Data from Google Trends indicate that internet searches for ashwagandha globally have doubled over the last 24 months. The growth in interest in ashwagandha has been even more remarkable in the United States, with internet searches there doubling over the recent 16 months. The herb has been particularly popular during the COVID-19 pandemic because it has been advocated for immune-boosting and stress-relieving properties, but the demand for ashwagandha was rapidly growing even before COVID-19. Veteran industry observers believe the pandemic accelerated already increasing interest in ashwagandha, and that this herb is poised for continued growth in global demand.