Exploring the Regulatory Challenges and Opportunities for Echinacea purpurea as a Food in the European Union

The European Union (EU) has established a complex regulatory framework governing the marketing of food products, including food supplements and botanical ingredients. This is particularly important for food business operators looking to market botanicals like Echinacea purpurea as herbal teas, given their increasing popularity (). Despite the growing use of Echinacea purpurea, there is a notable gap in research exploring its fit within the EU's regulatory landscape, especially when sold as an herbal tea. To address this, the present review aims to answer the question, "How does the current EU regulatory framework accommodate the marketing of Echinacea purpurea as an herbal tea?" Through a comprehensive examination of its historical use, botanical and pharmacological characteristics, and existing EU legislation, this review dissects the challenges and opportunities for businesses. The study finds that Echinacea purpurea exists in a nebulous space between food supplements and medicinal products, with its classification varying across Member States. This complicates its marketing as an herbal tea and highlights the need for a harmonized approach. By providing these insights, the review emphasizes the urgent need for greater regulatory harmonization to fully realize the potential of botanicals like Echinacea purpurea beyond food supplements.