Kanna in Today’s Herbal Supplement Market

Introduction

In the ever-evolving landscape of the herbal supplement market, Kanna (Sceletium tortuosum), a succulent plant indigenous to South Africa, has emerged as a noteworthy contender. Renowned for its rich cultural history, Kanna has been a staple in traditional practices among the Khoisan people, who utilized it for its mood-enhancing and stress-relieving properties. This historical use is now intersecting with modern science, uncovering mechanisms that validate its therapeutic potential.

Kanna's primary active compounds, mesembrine, mesembrenone, and related alkaloids, have garnered attention for their unique ability to modulate serotonin and inflammatory pathways. These properties make it an ideal candidate for addressing modern wellness needs, such as managing stress, enhancing emotional resilience, and supporting cognitive health. This dual alignment of ancient wisdom and contemporary research is propelling Kanna into the global spotlight.

As the demand for natural remedies grows, Kanna is carving out its niche among adaptogenic herbs. Unlike many botanical supplements, Kanna offers scientifically supported benefits, bolstered by standardized extracts like Zembrin® and KannaEase™, which have undergone rigorous clinical evaluation. This article delves into how Kanna has transitioned from its traditional roots to becoming a mainstay in today’s herbal supplement market, highlighting its unique properties, key products, and ethical sourcing practices.

The Rise of Kanna in the Wellness Industry

The global wellness industry has seen a marked shift toward natural and plant-based solutions, driven by consumer interest in managing stress, enhancing mental clarity, and improving overall well-being. Amid this shift, Kanna (Sceletium tortuosum) has risen to prominence as an adaptogenic herb with unique properties that cater to these needs.

Kanna’s growing popularity is supported by both its traditional use and modern scientific research. The plant’s alkaloid content, particularly mesembrine and mesembrenone, has been extensively studied for its effects on serotonin pathways and inflammation regulation. Unlike other herbal supplements, which often target a single mechanism, Kanna exhibits a dual-action profile, making it highly effective for mood enhancement and cognitive support.

Factors Driving Kanna’s Market Growth

Mood and Stress Management

Kanna’s primary alkaloids, particularly mesembrine, act as selective serotonin reuptake inhibitors (SSRIs), increasing serotonin availability in the brain. This mechanism helps stabilize mood and alleviate symptoms of mild to moderate depression.

• Scientific Backing: Studies on Zembrin®, a standardized Kanna extract, have demonstrated significant improvements in self-reported mood and emotional stability after just four weeks of use. The dual action of serotonin modulation and PDE4 inhibition enhances this effect, offering a holistic solution for emotional well-being ​(1, 2).

Stress Management and Resilience

Kanna functions as an adaptogen, helping the body adapt to stress by modulating cortisol levels and improving the brain’s response to external stressors.

• Key Insight: Clinical trials show that Kanna reduces amygdala hyperactivity, a hallmark of chronic stress. Participants reported feeling more in control and less reactive to daily stressors when supplementing with Kanna-derived products like Zembrin® (2, 3).

Cognitive Support

Kanna’s unique dual mechanism not only improves emotional health but also boosts cognitive function. Its ability to inhibit PDE4 supports neural communication and reduces neuroinflammation, critical factors for maintaining cognitive clarity and focus.

• Evidence from Research: EEG studies on participants using Kanna extracts revealed increased alpha wave activity, indicative of heightened relaxation and mental clarity. These effects are particularly beneficial for individuals seeking to enhance productivity or manage cognitive decline (3).

Neuroprotection and Long-Term Health

Kanna’s alkaloids also exhibit antioxidant properties, providing neuroprotective benefits by combating oxidative stress, which is a contributing factor to aging and neurodegenerative conditions.

• Research Findings: Standardized extracts like Zembrin® have been shown to shield neurons from damage associated with chronic stress and inflammation, positioning Kanna as a potential aid in long-term brain health management (4).

Zembrin: A Leading Kanna Extract

Among the various products derived from Sceletium tortuosum, Zembrin® has emerged as the gold standard for Kanna supplementation. Manufactured using advanced extraction techniques, Zembrin® is a patented, standardized extract that ensures consistent concentrations of its primary alkaloids, mesembrine and mesembrenone. These compounds are responsible for its unique ability to address mood regulation, stress resilience, and cognitive function.

Clinically Validated Efficacy

Zembrin®’s reputation as a leading Kanna extract is built on its robust clinical backing. A randomized, double-blind, placebo-controlled trial demonstrated significant improvements in mood and stress markers after four weeks of daily Zembrin® use. Participants experienced reductions in stress reactivity and emotional distress, as well as enhanced focus and clarity during cognitive tasks (1).

Dual-Action Mechanism

The extract’s dual mechanism of action—serotonin reuptake inhibition (SRI) and PDE4 inhibition—sets it apart in the herbal supplement market. This combination not only supports emotional stability but also enhances cognitive clarity and reduces neuroinflammation.

• Serotonin Modulation: By increasing serotonin availability, Zembrin® promotes emotional resilience and reduces symptoms of anxiety.
• PDE4 Inhibition: This mechanism enhances intracellular communication by increasing cyclic AMP (cAMP) levels, reducing inflammation, and supporting cognitive function​ (1).

Safety and Consumer Confidence

Zembrin®’s safety profile is a cornerstone of its success. Extensive toxicological assessments have confirmed its safety for daily use, with no significant side effects reported at therapeutic doses. These findings make Zembrin® an accessible option for consumers seeking natural solutions for mental and cognitive health (1, ​5).

Role in the Market

Zembrin® has become a trusted choice for manufacturers and consumers alike, thanks to its standardized composition that ensures consistent concentrations of active alkaloids like mesembrine and mesembrenone. Standardized options like Zembrin®, and newer alternatives such as Afrigetics’ KannaEase™, which offers the same precise alkaloid percentages, address a key consumer concern in the herbal supplement market: reliability and efficacy.

By bridging the gap between traditional knowledge and modern science, these products exemplify the potential of Kanna as a leading adaptogen and mood enhancer, offering consumers confidence in the quality and consistency of this remarkable herb.

Popular Kanna Products on the Market

With Kanna gaining popularity, several products have emerged on the market, especially on platforms like Amazon, where consumers can easily find and order Kanna supplements. Here are some examples of Kanna products currently available on the market.

Featured Kanna Products

Ethical Sourcing and Sustainability in Kanna Production

As global demand for Kanna (Sceletium tortuosum) increases, the importance of ethical sourcing and sustainable production practices cannot be overstated. Native to South Africa, Kanna holds significant cultural and ecological value. Its rise in the herbal supplement market brings with it the responsibility to preserve this heritage while ensuring sustainable growth.

Sustainable Cultivation Practices

Efforts to cultivate Kanna sustainably have become integral to its production. By adopting Good Agricultural Practices (GAP) and regenerative farming methods, producers aim to minimize environmental impact while maintaining the plant's quality and potency.

A study on alkaloid variability in cultivated vs. wild Kanna highlighted the importance of controlled agricultural practices for ensuring consistent mesembrine and mesembrenone concentrations. This consistency is critical for meeting consumer expectations in standardized products (6).

Supporting Indigenous Communities

Kanna has been used for centuries by the Khoisan people for its psychoactive and medicinal properties. Ethical sourcing practices ensure that indigenous communities benefit equitably from its commercialization. Partnerships with local farmers and communities not only provide economic opportunities but also help preserve traditional knowledge.

Companies like Afrigetics are actively collaborating with South African communities to implement fair trade practices, ensuring that the commercialization of Kanna contributes positively to local livelihoods.

Consumer Demand for Transparency

Modern consumers increasingly value transparency in their purchases, seeking products that align with ethical and sustainable values. Producers who prioritize sustainability and disclose their sourcing practices are better positioned to gain trust in a competitive market.

A 2020 McKinsey survey found that over 60% of US consumers would pay more for a product with sustainable packaging, underscoring the importance of ethical production in driving market growth​.

Conclusion

Kanna (Sceletium tortuosum) has seamlessly transitioned from its traditional roots among the Khoisan people to becoming a cornerstone of the modern herbal supplement market. Its unique combination of mood-enhancing, stress-relieving, and neuroprotective properties, supported by rigorous scientific research, has solidified its place as a versatile and effective natural remedy.

As consumers increasingly seek holistic approaches to mental and emotional well-being, Kanna’s dual-action mechanisms—serotonin reuptake inhibition and PDE4 inhibition—offer a compelling alternative to conventional treatments. Standardized extracts like Zembrin® and KannaEase™ ensure safety, efficacy, and consistency, addressing the demand for reliable natural solutions.

Equally important is the commitment to ethical sourcing and sustainability, ensuring that Kanna’s growing popularity does not come at the expense of its cultural and ecological heritage. By fostering transparent partnerships with indigenous communities and adhering to sustainable practices, the industry is setting a benchmark for responsible commercialization.

Kanna represents the perfect balance of ancient wisdom and modern science, offering consumers a natural pathway to emotional resilience, cognitive clarity, and overall wellness. Its continued growth in the global wellness industry signals not just a trend but a testament to the power of plants in addressing 21st-century health challenges.

Sources

1. Nell H, Siebert M, Chellan P, Gericke N. A randomized, double-blind, parallel-group, placebo-controlled trial of Extract Sceletium tortuosum (Zembrin) in healthy adults. J Altern Complement Med. 2013 Nov;19(11):898-904.
2. Harvey AL, Young LC, Viljoen AM, Gericke NP. Pharmacological actions of the South African medicinal and functional food plant Sceletium tortuosum and its principal alkaloids. J Ethnopharmacol. 2011 Oct 11;137(3):1124-9.
3. Terburg D, Syal S, Rosenberger LA, Heany S, Phillips N, Gericke N, Stein DJ, van Honk J. Acute effects of Sceletium tortuosum (Zembrin), a dual 5-HT reuptake and PDE4 inhibitor, in the human amygdala and its connection to the hypothalamus. Neuropsychopharmacology. 2013 Dec;38(13):2708-16.
4. Dimpfel W., Schombert L., Gericke N. Electropharmacogram of Sceletium tortuosum extract based on spectral local field power in conscious freely moving rats. J. Ethnopharmacol. 2016;177:140–147.
5. Murbach TS, Hirka G, Szakonyine IP, Gericke N, Endres JR. A toxicological safety assessment of a standardized extract of Sceletium tortuosum (Zembrin) in rats. Food Chem. Toxicol. 2014;74:190-199.
6. Faber, Richard James et al. Variabilities in alkaloid concentration of Sceletium tortuosum (L.) N.E. Br in response to different soilless growing media and fertigation regimes in hydroponics. Heliyon, Volume 6, Issue 11, e05479