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The Editor's Take: Market Share for Combination Herbs Signals Acceptance in the Mainstream
NBJ has written extensively on the mainstreaming of herbs and botanicals as herbs with once-obscure names like ashwagandha and holy basil made the leap into the medicine cabinets of consumers who may not have given a thought to them a dozen years ago.
New evidence of that migration into the mainstream comes in data from NBJ’s 2023 Supplement Business Report showing that combination herbs will outsell single herbs next year in the US market. When the market was smaller and supported by an avid and interested base, single herbs were sold to consumers from that based on who had an idea of each herb’s properties. In contrast, combination herbs are branded and marketed with a call out to the condition they are formulated to address. That makes it easier for consumers who have not been studying up on herbal lore to Google echinacea to see what it does.
If they do see a marquee herb or two in the formulation and recognize the names, that doesn’t hurt either.
Sales growth for combination herbs began to stand out early in the past decade; and, in recent years, growth in combination herbs as much as doubled single herb sales growth. The effect of that is obvious in the market share. As recently as 2018, single herbs sales dwarfed combination herbs. In NBJ’s 2024 projections, combination herb sales will be larger than single herb sales for the first time. And the gap keeps growing.
That gap may stand out as another sign of the mainstreaming of herbs and botanicals, but it’s also a sign of the industry evolving. It no longer serves an in-crowd of the herbally enlightened. Fit-for-purpose formulations bringing in the power of multiple herbs can boost efficacy,something that’s good for consumers whether or not they ever cracked open a book on natural medicine.
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| | Rick Polito
As Nutrition Business Journal's editor-in-chief, Rick Polito writes about the trends, deals and developments in the natural nutrition industry, looking for the little companies coming up and the big money coming in. An award-winning journalist, Polito knows that facts and figures never give the complete context and that the story of this industry has always been about people. |
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