A process for selectively extracting bioactive components from a raw material extract derived from vegetable matter, including the steps of: (a) passing said raw material extract through a passageway containing an adsorbent whereby at least some of the components to be extracted are adsorbed onto the said adsorbent; (b) subsequently passing through said passageway an eluent mixture substantially containing water and alcohol whereby the concentration of alcohol in the eluent is increased at a substantially constant rate from 15 vol percent to 95 vol percent during at least those periods when the components are being eluted; (c) sequentially collecting an eluate in fractions corresponding to the presence of the extracted components.