April 2024

Supplement Sales Dip for the First Time in 20 Years

Herbal supplement sales fell 1.9% in 2022. While this is the first time sales have dropped in 20 years, the decline is being described as a normalization in consumer spending – the drastic increase in sales during the pandemic was not typical. Consumers still spent over $12 billion on supplements in 2022. Several popular ingredients shifted around the leaderboard. Here are some highlights from the American Botanical Council (ABC) HerbalGram 2022 Market Report.

Psyllium sales jumped 9.8%, making it the top selling herbal supplement in the mainstream channel – this includes sales from big grocery chains and drug stores. It snagged the top spot from elderberry, which experienced massive growth throughout the pandemic. Consumers spent over $269 million on psyllium products in 2022. While it’s available in both dietary supplements and FDA-approved OTC drug products, this report only accounted for sales of supplements.

Beet, guarana, and blue-green algae (spirulina) supplement sales were notably stronger in 2022 as well. Beet jumped from number 26 to number 11 on the list – reflecting a 52.4% increase in sales from 2021. Beet products are increasingly popular for athletic performance and high blood pressure. And guarana product sales increased 107% year over year – much of this growth was attributed to products in the energy support and athletic performance arenas. Lastly, blue-green algae supplements saw the strongest growth out of any other ingredient in the mainstream channel with a 123% increase from 2021. While it’s been popular in the natural channel for several years, this is the first time it’s reached the top 40 in the mainstream channel. Green drinks and powders trending on social media may have contributed to this growth – it’s a common ingredient used in these products.

On the flip side, CBD and apple cider vinegar sales were notably lower in 2022. CBD sales continued to decline from 2021 – they were down 24% in 2021 and another 15% in 2022. Apple cider vinegar sales more than doubled in 2021, but this growth didn’t remain steady in 2022 – sales declined 26% in the mainstream channel and 45% in the natural channel.

This report serves as a good reminder that consumer interest in supplements remains strong, but demand for specific ingredients continues to shift. Review our monographs and CE course on Top-Selling Herbal Supplements to learn more.

The information in this brief report is intended for informational purposes only, and is meant to help users better understand health concerns. This information should not be interpreted as specific medical advice. Users should consult with a qualified healthcare provider for specific questions regarding therapies, diagnosis and/or health conditions, prior to making therapeutic decisions. Copyright © 2024 NatMed. Commercial distribution or reproduction prohibited. NatMed is the leading provider of high-quality, evidence-based, clinically-relevant information on natural medicine, dietary supplements, herbs, vitamins, minerals, functional foods, diets, complementary practices, CAM modalities, exercises and medical conditions. Monograph sections include interactions with herbs, drugs, foods and labs, contraindications, depletions, dosing, toxicology, adverse effects, pregnancy and lactation data, synonyms, safety and effectiveness.