Sales of herbal dietary supplements in the US increased by 7.9% in 2013, reaching a total estimated figure of US$6bn for the first time, according to a new report1 published in HerbalGram, the peer-reviewed quarterly journal of the nonprofit American Botanical Council (ABC).
Sales in the mainstream market channel (food, drug and mass-market stores, plus club and convenience stores) continued to grow, increasing by an estimated 7.7% over 2012 sales, while sales in natural food stores rose even more strongly by an estimated 8.8%. Last year marks the tenth consecutive year that herb sales have increased, according to data from previous HerbalGram herb market reports.
'Consumers continue to express strong demand for a wide variety of herbs, phytomedicines and other plant-based ingredients for their many health benefits,' said HerbalGram Editor-in-Chief and ABC Founder and Executive Director Mark Blumenthal. 'Over the past decade — even during the major economic downturn — retail sales statistics demonstrate the increasing level of interest and confidence that American consumers place in the herbal sector of the dietary supplement market.'
The annual HerbalGram herb market report is based on herb supplement sales statistics from the Nutrition Business Journal (NBJ) and market research firms IRI and SPINS. The report covers only retail sales of herbal dietary supplements and does not reflect the sales of most herbal teas, botanical ingredients in natural cosmetics, or government-approved herbal drug ingredients in over-the-counter or prescription medicines.
NBJ, a publication of New Hope Natural Media in Boulder, Colorado, estimated the total herb supplement sales figures for 2013 based on data from market research firms, company surveys, interviews with major retailers and industry experts, and various published and unpublished secondary material.
The top-selling herbs — as coded by primary ingredient — of 2013 in the mainstream multi-outlet channel, according to SPINS/IRI, were horehound (Marrubium vulgare), a key ingredient in throat drops; yohimbe (Pausinystalia johimbe), used in numerous athletic performance and sexual enhancement products; cranberry (Vaccinium macrocarpon), popular primarily for its claimed benefit of helping to prevent urinary tract infections; black cohosh (Actaea racemosa), a popular aide to manage menopausal symptoms; and senna (Senna alexandrina), used as a stimulant laxative.
The five top-selling herbal supplements — as coded by primary ingredient — of 2013 in the natural channel, according to SPINS, were turmeric (Curcuma longa) and extracts standardised to curcumin; grass (wheat and barley; Triticum aestivum and Hordeum vulgare, respectively); flaxseed (Linum usitatissimum) and/or flax oil; aloe vera (Aloe vera); and spirulina/blue-green algae (Arthrospira spp.). Turmeric showed a 26.2% increase in sales in 2013, taking the top ranking in the natural channel (turmeric ranked third in 2011 and 2012).
Reference
1. Lindstrom A, Ooyen C, Lynch ME, Blumenthal M, Kawa K. Sales of herbal dietary supplements increase by 7.9% in 2013, marking a decade of rising sales: turmeric supplements climb to top ranking in natural channel. HerbalGram. 2014;103:52-56.