October 2020

New Market Data: Herbal Supplement Sales Soar, CBD Leads the Way

The American Botanical Council (ABC) 2019 HerbalGram Market Report shows that total herbal dietary supplement sales hit about $9.6 billion last year – an 8.6% jump from 2018, growth similar to that seen in the past couple years. What were the biggest sellers?

For the first time ever, CBD was one of the top 10 selling herbal supplements in the US mainstream market, which includes grocery stores and drugs stores. CBD sales in this market rose by 872% from 2018 – raking in almost $36 million. Additionally, for the second year in a row, CBD took the top spot for sales in the US natural channel market, which includes independent retailers, co-ops, associations, and larger regional chains. CBD sales raked in over $90 million in this market – over $42 million more than the number two seller on this list, turmeric.

Next to CBD, elderberry saw the second strongest sales growth in the mainstream market last year, taking in over $107 million. This is a 111% jump from 2018. ABC believes this growth is likely due to its use for immune support following the tough 2018 flu season. It also raked in almost $32 million in the natural channel – a 20% jump from 2018.

Whether or not patients are asking you about these products, the numbers don’t lie – consumers are buying them. And sales aren’t slowing down. ABC is already reporting strong growth during the first half of 2020, likely related to increased demand for immune support supplements during the COVID-19 pandemic. Elderberry sales alone have jumped by 241% during this time period in the mainstream channel. While it’s unclear if this increased demand will continue for the rest of the year, herbal supplement sales will likely remain strong.

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