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Herbal Dietary Supplement Sales in US Rise 6.8% in 2014
HerbalDietarySupplementSalesinUSRise6.8%in2014Salesofherbsincreasefor11thconsecutiveyear
(Austin,Texas,September8,2015)SalesofherbaldietarysupplementsintheUnitedStatesincreasedby6.8%in2014,reachinganestimatedtotalofmorethan$6.4billion.Thesestatisticsandotherherbalsalesfiguresareincludedinanewmarketreport*publishedinthecurrentissueofHerbalGram,thepeer-reviewedquarterlyjournalofthenonprofitAmericanBotanicalCouncil(ABC).Salesinthemainstreammarketchannel—whichincludesretailoutletssuchasfood,drug,andmass-marketstores,plusclubandconveniencestores—continuedtogrow,increasinganestimated2.1%over2013sales,whilesalesinnaturalandhealthfoodstoresrosebyastrongerestimatedgrowthof5.2%.2014markstheeleventhconsecutiveyearofincreasedherbalsupplementssales,accordingtodatafrompreviousHerbalGramherbmarketreports.

“Consumerscontinuetodemonstratetheirinterestandconfidenceinbotanicaldietarysupplementsforawidevarietyofhealthreasons,”saidMarkBlumenthal,founderandexecutivedirectorofABCandeditor-in-chiefofHerbalGram.

TheannualHerbalGramherbmarketreportisbasedonherbalsupplementsalesstatisticsfromtheNutritionBusinessJournal(NBJ)andmarketresearchfirmsSPINSandIRI.Thereportcoversonlyretailsalesofherbaldietarysupplementsanddoesnotreflectthesalesofmostherbalteas,botanicalingredientsusedinnaturalcosmetics,orgovernment-approvedherbaldrugingredientsinover-the-countermedicines.

NBJ,apublicationofNewHopeNaturalMediainBoulder,Colorado,basedtheirtotalherbsupplementsalesfiguresfor2014ondatafrommarketresearchfirms,companysurveys,interviewswithmajorretailersandindustryexperts,andvariouspublishedandunpublishedsecondarymaterial.

Schaumburg,Illinois-basedSPINSandChicago-basedIRIcollaboratedtopresentacombinedreport,withmarketchannelcoverageincludingfood,drug,andmass-marketretailersaswellasmilitarycommissaries,selectbuyer’sclubs,andso-calleddollarstores.(ThecollaborativeSPINS/IRIreportingdoesnotincludeconveniencestoresales.)Inthemainstreammulti-outletchannel,SPINS/IRIreportedtotalsalesof$802,299,049forbotanicaldietarysupplementsin2014—anincreaseof2.1%over2013sales.NBJ—whichincludesconveniencestoredatainitsmass-marketchannel—estimatedslightlyhighersalesof$1.12billion.

AccordingtoSPINS/IRI,thetop-sellingherbalsupplements,ascodedbyprimaryingredient,inthemainstreammulti-outletchannelin2014werehorehound(Marrubiumvulgare),akeyingredientinthroatlozenges;cranberry(Vacciniummacrocarpon),popularprimarilyforitsclaimedbenefitofhelpingmaintainurinarytracthealth;echinacea(Echinaceaspp.),whichenjoyswidespreaduseduringcoldandfluseason;blackcohosh(Actaearacemosa),apopularaidtomanagemenopausalsymptoms;andflaxorflaxseedoil(Linumusitatissimum),asourceofplant-basedomega-3fattyacidsusedinthemanagementofavarietyofconditions,includinghighcholesterolandheartdisease.

SPINScalculatedsalesofbotanicaldietarysupplementsinnaturalandhealthfoodstorestobe$330,088,019,anincreaseof5.2%over2013salesinthischannel.TheSPINSfiguredoesnotincludesalesfromtheUnitedStates’largestnaturalfoodschainstore,WholeFoodsMarket.

Thefivetop-sellingherbalsupplementsof2014inthenaturalchannel,ascodedbyprimaryingredient,accordingtoSPINS,wereturmeric(Curcumalonga)andextractsstandardizedtocurcumin;wheatgrassandbarleygrass(TriticumaestivumandHordeumvulgare,respectively);flaxseed(Linumusitatissimum)and/orflaxoil;aloevera(Aloevera);andspirulina/blue-greenalgae(Arthrospiraspp.).Turmericshowedasignificant30.9%increaseinsalesin2014,continuingitsriseinpopularityfrom2013,whereittookthenumber-onerankinginthenaturalchannelforthefirsttime.In2011and2012,turmericwasthethirdtop-sellingherbalsupplementinnaturalandhealthfoodstores.

FollowingtheactionsoftheNewYorkattorneygeneral’sinvestigationofherbalsupplementsthatbeganinFebruary2015,thenaturalproductscommunitybeganspeculatingastoitseffectonthemarket,expressingconcernthat2015salescouldbeimpactedbythenegativepress.However,asdetailedinarecentNutraIngredients-USAarticle,SPINSdatashowthatsalesofherbalformula(combination)supplementsforthe52weeksendinginmid-July2015wereup12.6%fromthesameperiodayearearlier.

The2,700-wordonlineversionofHerbalGram’s2014HerbMarketReportcomprisessixtablesandonefigureillustratingherbalsupplementsales,includingatableofthe40top-sellingherbalsupplementsinthemainstreammulti-outletchannelasdeterminedbySPINS/IRI,aswellasatableofthe20top-sellingbotanicalsinthenaturalchannelasdeterminedbySPINS.Thetop-sellingherbalsupplementsineachchannelrevealthedifferentpreferencesandvaluesofshoppersinhealthandnaturalfoodsstoresversusthoseinmainstreamstores.

Inadditiontotheretailchannelsdiscussed,herbaldietarysupplementsaresoldintheUnitedStatesthroughmailordercatalogs,internetsites,radioandtelevisiondirectsalesoutlets,networkmarketingfirmsthatselldirectlytotheconsumer,healthprofessionalswhosellsupplementsfromtheiroffices,andvariousotherchannels.

HerbalGramisavailableatsomebookstoresandnaturalfoodstoresandisabenefitofABCmembership.TheannualHerbalGramherbmarketreportarticleispostedontheABCwebsite,accessiblehere.





*SmithT,LynchME,JohnsonJ,KawaK,BaumanH,andBlumenthalM.HerbaldietarysupplementsalesinUSincrease6.8%in2014.HerbalGram.2015:107;52-59.Availableat:http://cms.herbalgram.org/herbalgram/issue107/hg107-mktrpt-2014hmr.html.