Driven by rising health concerns, the U.S. herbal supplement market continued its upward trend in 2023, reaching $12.551 billion in sales, representing a 4.4% year-over-year growth[1]. After a few years of market fluctuations, the data for 2023 shows that the herbal supplement industry is regaining momentum, with future growth projections remaining above 5% annually[2].
Popular and Fast-Growing Ingredients in Mainstream Channels
According to SPINS' report on ingredient sales in the U.S. mainstream market, psyllium remains the leading herbal supplement in 2023. Other popular ingredients include elderberry, turmeric, ashwagandha, apple cider vinegar, cranberry, wheatgrass/barley grass, and beetroot[3]. Among these, beetroot, wheatgrass/barley grass, purslane, oats, and cinnamon saw the most significant market growth[4].
Psyllium: A Top Performer in Digestive and Cardiovascular Health
Psyllium, a high-fiber dietary supplement, is widely recognized for its benefits in weight management and digestive health. It contains about 70-80% fiber, which forms a gel-like substance when mixed with water, helping to promote bowel movements. In 2023, psyllium sales reached $276 million, though the growth rate slowed to 2.7% from 9.8% in 2022. Nonetheless, it remains a strong market player[5].
Of psyllium products sold in 2023, 68.8% were marketed for cardiovascular health, while 18.4% targeted digestive support[6], making these two sectors the key drivers of its sales.
Mapping: Botanical Cube Inc. Source: NBJ
Beetroot: A Star Ingredient in Nutritional Support
Beetroot was one of the fastest-growing herbal supplements in 2023, with sales soaring by 108% to reach $65.02 million[7]. Over the past five years, beetroot sales have nearly multiplied eightfold, securing its place among the Top 8 best-selling ingredients. Beetroot is rich in nitrates, which convert to nitric oxide in the body, supporting muscle function, metabolism, and vascular health[8].
Beetroot's applications are expanding beyond sports nutrition. In addition to performance-enhancing benefits, it is gaining attention in beauty, cardiovascular health, and cognitive health, with a notable 11.3% increase in cognitive health-related sales in 2023[9].
Other High-Growth Ingredients
In 2023, several other ingredients saw sales increases of over 20%, including wheatgrass/barley grass (103.6%), purslane (71.7%), oats (57.7%), cinnamon (57.3%), ginkgo (42.8%), and guarana (36.0%)[10]. Ginkgo, in particular, is a classic ingredient in cognitive health, performing especially well in the Japanese market, while purslane and oats are emerging as new players in cognitive support[11].
Popular and Fast-Growing Ingredients in the U.S. Natural Channel
Aside from mainstream channels, the U.S. natural products market also showed distinct ingredient trends. According to SPINS data, turmeric remains one of the top-selling herbal supplements in the natural channel, with 2023 sales reaching $37.07 million, holding steady compared to 2022. Turmeric is a key ingredient in joint health and oral beauty products[12].
Mapping: Botanical Cube Inc. Source: SPINS
Berberine: A Rising Star in Blood Sugar and Weight Management
Berberine has gained significant attention in recent years, particularly for its benefits in blood sugar support and weight management. In 2023, berberine sales nearly doubled to $8.39 million, with an impressive 98.3% growth rate[13]. Driven by platforms like TikTok and Instagram, berberine products have sold out in the U.S. market, making it a trending ingredient[14].
Other High-Growth Ingredients in Natural Channels
Besides berberine, other ingredients showing over 20% growth in the 2023 natural channel included mushrooms (various species), milk thistle, black seed, beetroot, and various seaweeds[15], continuing to drive trends in the natural products market.
Mapping: Botanical Cube Inc. Source: SPINS
In 2023, the U.S. herbal supplement market demonstrated robust growth, not only maintaining steady sales for traditional ingredients like psyllium and turmeric but also driving explosive growth for emerging ingredients like beetroot and berberine. As consumer interest in health becomes more diverse, ingredients targeting cognitive health, cardiovascular support, and energy management are expected to continue benefiting from increased demand and purchasing power[16].
References
[1] SPINS. 2023 U.S. Herbal Supplement Market Report. Data source: SPINS mainstream channel data, reporting overall sales in the herbal supplement industry, mentioned in the first paragraph. This report provides an overview of market sales trends.
[2] SPINS. Ibid. The first paragraph discusses the market growth rate and future projections.
[3] SPINS. Top Ingredient List for Mainstream Channels in the U.S. Data source: SPINS report, listing the best-selling herbal supplement ingredients in mainstream sales channels, mentioned in the second paragraph.
[4] SPINS. Analysis of Fast-Growing Ingredients. Data source: SPINS' market trend report, highlighting the ingredients with significant growth in sales, mentioned in the second and third paragraphs.
[5] SPINS. 2023 Psyllium Market Performance. Data from SPINS' ingredient report, detailing psyllium's 2023 sales performance and growth rate fluctuations, mentioned in the third paragraph.
[6] SPINS. Ibid. Data on psyllium products segmented by cardiovascular and digestive health markets, mentioned in the fourth paragraph.
[7] SPINS. Beetroot Market Performance. Data source: SPINS market report, detailing beetroot's 2023 sales figures and growth rate, mentioned in the fifth paragraph.
[8] SPINS. Ibid. Information on beetroot's nitrate content and its health benefits in various sectors, mentioned in the fifth paragraph.
[9] SPINS. Beetroot Growth in Cognitive Health. Data source: 2023 SPINS market report, providing data on beetroot's sales growth in the cognitive health sector, mentioned in the sixth paragraph.
[10] SPINS. 2023 High-Growth Ingredient Market Performance Analysis. Data from the SPINS report, outlining the sales growth of various herbal supplements, mentioned in the seventh paragraph.
[11] SPINS. Ibid. The seventh paragraph provides information on ginkgo, purslane, and oats in cognitive health.
[12] SPINS. Turmeric Sales Data in Natural Channels. Data source: SPINS natural sales channel report, providing sales figures for turmeric in the natural channel, mentioned in the eighth paragraph.
[13] SPINS. Berberine Market Performance Analysis. Data from the SPINS report, outlining berberine's performance in the blood sugar support and weight management markets, mentioned in the ninth paragraph.
[14] SPINS. Ibid. Berberine's market trend data and its surge in popularity due to social media, mentioned in the ninth paragraph.
[15] SPINS. 2023 Other High-Growth Natural Ingredient Performance. Data from SPINS, detailing sales growth of mushrooms, milk thistle, black seed, beetroot, and seaweed, mentioned in the tenth paragraph.
[16] SPINS. Summary of 2023 Market Recovery Trends. Data from SPINS analysis, highlighting how market recovery has boosted emerging ingredients, mentioned in the final paragraph.