In its annual report on the herbal supplements market, published this week in HerbalGram, the organization’s monthly periodical, ABC noted that $ 9.6 billion in herbal supplements were sold in 2019 to United States. The herbal supplement market has almost doubled over the past decade. In 2010, sales were recorded at $ 5 billion.
Commercial momentum continues
Sales growth also accelerated. The 8.6% annual gain in sales was slightly down from the 9.4% gain recorded in 2018. But the average gain in sales over the past decade is 7%, while the average gain in sales is 7%. sales over the past five years is 8.3%.
Mark Blumenthal, founder and executive director of ABC, said the report corroborated recent experience. ABC has seen market growth every year since the 2004 report, which saw growth of 3.4% after two years of small declines.
“We’ve been seeing growth in the order of 7%, 8%, 9% for some time now. While there may be buzz in some parts of the market, overall it shows a steady growth in consumer interest, ”Blumenthal told NutraIngredients-USA.
“Overall, herbal products are becoming an important part of consumers’ health regimes. And the guess is that they keep buying the products because they get some benefit from it ”,he added.
ABC’s market report is assembled from data provided by market research firm SPINS as well as Nutrition Business Journal. Data shows that online sales grew the fastest, accounting for $ 5 billion in total sales and growth of 11.4%. The figures for the mass market channel were $ 1.7 billion and a growth of 9.4%, while in the health and health food channel, sales totaled $ 2.9 billion, a 3.6% growth.
CBD Breaks Through Mass Channel, Takes # 1 In Health Food Stores
With regard to individual herbs, supplements containing horehound (Marrubium vulgare, Lamiacées) were for the seventh consecutive year the best sales of the general public chain. This herb is typically used in multi-ingredient formulations and forms the basis of the Ricola line of throat and cough lozenges. The report notes that $ 152 million was spent by consumers on horehound products in 2019.
CBD made its first appearance on the mainstream channel list. ABC said sales of CBD on the mainstream channel were $ 35.9 million in 2019, good for ninth place on the list. Sales increased 872%. The ingredient was not among this channel’s top 40 sellers in 2018. Part of the reason, according to the report, is that in 2019, SPINS started counting “full spectrum hemp extracts” with the products. CBD. Previously, sales of these products were grouped together with “hemp” products.
Echinacea, at $ 120.2 million and 4.9% growth, and black elderberry (Black sambucusand barley grass) At $ 107.5 million and growth of 110%, turmeric at $ 92.4 million and growth of 2% and cranberry at $ 88.9 million and growth of 6.3%.
In the health and health food store channel, CBD products were the big winners. Products made with Cannabis sativa derivatives recorded $ 90.7 million in sales in the channel, representing an exceptional growth of 71.3%. Second on the list was turmeric, which while recording more than $ 48 million in sales, suffered a 6.8% drop. Elderberry rose to third on the list, generating $ 32 million in sales and growth of 20.5%. Wheatgrass and barley products came in fourth, with sales of $ 18 million, but down 9.8%. Fifth place was held by ashwagandha, which recorded $ 13.7 million in sales and growth of 7.2%.
Turmeric sales hit a soft hole
The sweetness of the turmeric results was a bit surprising, Blumenthal said. Sales increased in the mass channel, but only slightly, and they decreased significantly in the natural channel. Blumenthal warned that the SPINS data does not include Whole Foods results and therefore may not paint a perfect picture, but this caveat has been true for a number of years.
In previous ABC reports, turmeric was one of the fastest growing herbs. The report found that the sales of turmeric products in the mass market channel increased by 46.7% in 2017 and increased by 30.5% in 2018.
But the ingredient’s commercial dynamics were already slowing down in the natural circuit. In 2017, natural channel turmeric sales increased 12.2%, but by 2018 that growth had slowed at a breakneck pace, hitting a meager 0.4%.
Blumenthal said turmeric has become so popular that the ingredient has appeared in all kinds of different products, from milk to functional prepared foods. This ubiquity may have served to dilute consumer enthusiasm, he speculated.
“There may have been cases where traders overestimated the ingredient. But turmeric might be able to answer some of this hype, as there is a considerable body of research, ”said Blumenthal.
The underlying research for turmeric still strong
While the precise reasons for this loss of momentum are not fully known, one thing is true, Blumenthal said, is that there have not been large-scale studies of turmeric with results. equivocal. A similar development in the omega-3 realm was cited as one of the reasons for the downturn in this market which began around 2012. Several large-scale zero studies had been released widely with headlines reading: “Fish oil doesn’t work. ‘And consumers have acted on this information. No similar black mark appeared on the turmeric ledger.
“The most I’ve seen are studies questioning the bioavailability of turmeric. And better bioavailability seems to be one of the main claims made by turmeric supplement manufacturers today. This could be one of them; consumers don’t. no longer know which product to buy and end up buying none ”,he said.