Long known as a skin soother, aloe has a reputation in the United States for its inherent external benefits. Riding the health and wellness trend, aloe suppliers and beverage-makers are working to expand consumers’ knowledge about the benefits of consuming aloe.
“Aloe is one ingredient that does not require brand building,” says Patrick Anderson, western regional sales manager for Terry Labs, Melbourne, Fla. “Most consumers recognize it for [the plant’s] internal wonders. These consumers are more likely to try a drink with aloe because it is recognized as a benefit to the body.”