Annatto on the European supplement market
Most ingredient pages tell you what Annatto is. This one shows how the European supplement market actually uses it — who sells it, who advertises it, and at what price.
RavenBI Market Intelligence · measured 25 Oct 2026 · observed, not estimated. Ad counts are active creatives in Meta's public Ad Library; product and price data come from public listings across the EU and US. Figures change weekly.
RavenBI tracks 26 Annatto products from 13 brands across the EU and US. 0 brands advertise it on Meta right now, and new-ad activity held roughly steady in the last 30 days. France shows the heaviest advertising, while France has the largest shelf. The median EU shelf price sits around €90.
How brands use Annatto, market by market
Products and brands that sell it, active ads and brands that advertise it, and the median shelf price — per market.
| Market | Products | Brands selling | Active ads | Brands advertising | Median price |
|---|---|---|---|---|---|
| Germany | 5 | 1 | — | — | €157.23 |
| France | 13 | 7 | — | — | €21.80 |
| Italy | 4 | 1 | — | — | — |
| United States | 3 | 3 | — | — | — |
| Poland | 1 | 1 | — | — | — |
Who is on the shelf right now
Top brands by number of Annatto products, and the forms they use.
Most-used forms
| Form | Products |
|---|---|
| Annatto Extract | 16 |
| Bixa orellana L. | 7 |
| Annatto | 2 |
| Annatto (ulei esențial) | 1 |
Regulatory & positioning
| Botanical source | Bixa orellana |
|---|---|
| Novel food status | Not novel in food |
| EFSA authorized health claims | None authorized |
| Marketed categories (observed) | immunity, beauty |
No EFSA-authorized health claim exists for Annatto, yet brands market it for immunity, beauty — the gap between claim and positioning is itself a competitive signal.
Where Annatto shows up
Across the ad channels and marketplaces RavenBI tracks.
See the ads, listings and shops behind these numbers →
What is Annatto?
Annatto, derived from the seeds of the Bixa orellana plant, is a natural botanical extract primarily used as a colorant in supplements. It contains carotenoid compounds, which contribute to its distinctive orange-red hue. Annatto is commonly incorporated into products marketed for immunity and beauty, often valued for its natural origin and vibrant pigmentation. It is used in various supplement formats, including capsules, softgels, and powders, to enhance visual appeal without synthetic additives. Its plant-based nature aligns with consumer demand for clean-label ingredients in the supplement industry.
This overview was generated with AI from public information and RavenBI's classification. Informational only, not medical advice.
30,000+ ingredients tracked across the EU + US · Live competitor ads, prices and product claims · Spot under-served demand in each market before rivals do.
Start free trial — full access