US herbal dietary supplement sales rebound 4.4% in 2023, with psyllium, turmeric, and ashwagandha selling well, and beetroot, barley grass, and wheat grass growing rapidly

▼ Figure 1: Retail sales of herbal dietary supplements in the United States from 2015 to 2023

▼ Figure 2: Changes in retail sales of herbal dietary supplements in the United States from 2015 to 2023

According to Figures 1 and 2, it is not difficult to find that from 2015 to 2023, except for a decline in sales in 2022, sales of herbal dietary supplements in other years in the United States have all been on the rise. Especially during the epidemic period from 2019 to 2021, the sales of herbal dietary supplements in the United States increased significantly.
▼ Figure 3: Retail sales of herbal dietary supplements in the United States by category from 2015 to 2023

From the data in Figure 3, we can see that the sales of herbal supplements in the direct sales channel (Direct Sales) increased by 5.3% in 2023, with a total sales of US$7.027 billion; the sales of natural retail channels (Natural, Health Food, and Specialty) were US$3.04 billion, an increase of 1.9% over the previous year. Mass Market sales increased by 5.2% to $2.484 billion.
Next, let's take a look at the top 40 best-selling ingredients for herbal dietary supplements in the United States.
▼ Figure 4: Top 40 best-selling ingredients for herbal supplements in the mainstream channel in the United States in 2023

According to NBJ data, among the top 40 best-selling ingredients in the mainstream channel in 2023, psyllium remained the best-selling ingredient for two consecutive years. It is used in products that support cardiovascular and digestive health. Beetroot sales grew the strongest, reaching 108%. Sales of the other six ingredients increased by more than 20%, including several ingredients commonly used for cognitive health (gingko, bacopa and oats). Three ingredients saw significant declines in sales, namely ivy leaf, elderberry and cannabidiol (CBD).
"Herbal supplement sales set records in the first two years of the COVID-19 pandemic, sales fell for the first time in 2022, sales began to grow again in 2023, and now everything is returning to normal," said Smith, lead author of the American Botanical Council report. "After years of pandemic-related volatility, several signs indicate that the market is continuing to normalize, including increased consumer spending on healthy aging products. The herbal supplement segment has almost always grown since 2000, and now returning to normal is obviously what everyone wants to see." Mark Blumenthal, founder and executive director of the American Botanical Council, said: "The growth in herbal dietary supplement sales in 2023 shows that American consumers continue to pay attention to the use of plant- and fungal-based dietary supplements to establish and maintain optimal health." "With a few exceptions, sales of herbal dietary supplements have been steadily increasing over the past 20 years. This trend reflects an important change in consumer perceptions, that is, millions of Americans are increasingly paying attention to natural health." (End)