The elderberry supplements market is expected to register immense growth, at USD 1.45 billion in 2025 and slated to rise to USD 3.42 billion in 2035, with an 8.9% compound annual growth rate throughout the forecast. One of the key drivers of the remarkable growth of this industry is the increasing demand for natural, plant-based nutritional supplements.
Elderberry, being rich in antioxidants and having immune system-boosting properties, is gaining popularity among wellness preventive seekers and health-conscious consumers.
Elderberry products, for instance, are most sought after because of their immune system-boosting properties, which is why they are preferred by those looking to maintain them in good general health and out of reach of winter illnesses. Growing knowledge about the likely health benefits of elderberry has stimulated its use in food & beverage and pharmaceutical segments.
As consumers become increasingly aware of immune well-being, elderberry-based products such as syrups, gummies, lozenges, and powders have become a desirable option. With the healthcare industry in the world continuing to change, elderberry products have established a solid place in the wellness industry, which has experienced a record increase in demand as a result of continued interest in preventable health and natural health supplements.
As more and more individuals search for alternatives to drugs, the anti-inflammatory and antiviral properties of elderberry are being greatly marketed across a range of health and wellness platforms. Companies are meeting this growing trend with the expansion of product lines to satisfy customers' needs for product variety and convenience.
The supplements are being launched in convenient-to-take syrups and teas, which is in line with the trend for health products on the go. The rising digital health awareness is also increasingly propelling e-commerce, which continues to grow as online channels make the supplements easily available.
Online marketing campaigns have already proven to be an effective method of educating consumers on the numerous benefits of elderberry, resulting in a fresh wave of product consumption. Sustainability is also a major concern for consumers and producers.
With growing environmental awareness, there is significant demand for sustainably sourced and certified organic elderberry products. This is particularly relevant as consumers gain a greater understanding of the ecological impact of their consumption. Thus, industry leaders are making investments in sustainable operations to guarantee the ethical production of elderberries and to tap into the expanding eco-conscious consumer base.
This emphasis on sustainability, combined with the increasing demand for clean-label products, is expected to propel the industry growth in the next few years. Finally, regulatory mechanisms and evolving elderberry supplement health claims rules are forces that will continue to shape the marketplace.
Popping up more frequently, these supplements are the responsibility of companies to remain in sync with labeling, ingredient supply, and health claim rules. This regulatory oversight, while beneficial to ensure product safety and transparency, can be time-consuming and expensive for companies in product development stages.
However, businesses that are able to get through these regulations without losing their position as product innovation leaders and quality benchmarks will be well-positioned to take advantage of the opportunity presented by the industry.
Market Metrics
| Metrics | Values |
|---|---|
| Industry Size (2025E) | USD 1.45 billion |
| Industry Value (2035F) | USD 3.42 billion |
| CAGR (2025 to 2035) | 8.9% |
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The industry is characterized by a sequence of upcoming trends that are impacting buying criteria through a chain of end-use industries.
Some of the most prevalent trends include the trend towards botanicals and natural. Consumers are more and more interested in purchasing products that appear to be natural, clean-label, and free from artificial additives.
The trend is actualized in the growing popularity of elderberry as a main ingredient in immune-support supplements, where the product's antiviral and anti-inflammatory character is highlighted in marketing. For use in the foods and beverages arena, elderberry supplements are going into products ranging from syrups to tea, riding on the wave of demand for the convenience of being ready-to-use, easy products.
This convenient use has propelled online sales because e-commerce portals are making elderberry-formulated products easily accessible. As a by-product, an increased wave of health campaign awareness on the internet has also affected the use of the supplements, with more people resorting to the internet for health and wellness advice.
The industry is also expanding with the help of the pharmaceutical sector. Elderberry extracts are also being used to add many over-the-counter (OTC) medications to support the immune system since individuals are turning towards other forms instead of artificial medicines. Natural remedies for health will continue to be in demand since the trend of preventative medicine and holistic healthcare methods boost it.
The below table gives an overview of the change in CAGR over six months of the base year (2024) and current year (2025) for the industry. This analysis uncovers the critical fluctuations of performance and shows the pattern of revenue realization - giving stakeholders a clearer sight on the annual growth trajectory. H1 is short for the first six months of the year, from January to June. H2, the latter half of the year, the months of July through December.
| Particular | Value CAGR |
|---|---|
| H1 (2024 to 2034) | 8.1% |
| H2 (2024 to 2034) | 8.8% |
| H1 (2025 to 2035) | 8.2% |
| H2 (2025 to 2035) | 8.9% |
The first half of the 2024 - 2034 saw a CAGR of 8.1%, growing to 8.8% in the back half. The growth from H1 2025 to H2 2035, gives us CAGR of 8.2% in the first half and 8.9% in the second half. H1 for the Industry was up 10 BPS & H2 at 10 BPS.
The industry continues to gain momentum, driven by expanded production capacities, rising consumer awareness of health benefits, and the growing presence of the supplements across diverse distribution channels.
During the period from 2020 to 2024, the industry saw immense growth due to the increasing consumer concern for immune well-being and natural solutions. The COVID-19 pandemic heightened the demand with consumers looking for natural means of immune stimulation, resulting in surging sales of elderberry gummies, syrups, and capsules. Scientific evidence projecting the antiviral and antioxidant effects of elderberry further accelerated its demand.
Direct-to-consumer brands and e-commerce gained immense popularity in increasing industry reach, while clean-label and organic product formulations trended upward. Supply chain interference, adulteration of ingredients, and oversight of health claims by regulators created challenges for industry players. Despite the challenges, the supplements continued to be in vogue, as demand for botanical- and herb-derived wellness products grew.
In 2025 to 2035, the industry will be increasingly diversified and complicated with new science evidence and forms. New delivery forms, e.g., Nano encapsulation to enhance bioavailability, will enhance product functionality.
Personalized nutrition demand will spur the combination of elderberry with other functional nutrients, i.e., adaptogens, probiotics, and nootropics. Sustainable consumption and ethical harvest of elderberry will be first priority, including fair trade practice and organic purity.
AI and gene-based health tracking and recommendation for supplementation and supplementation recommendation based on DNA are also likely to shape product formulation. Increased regulation requiring more clinical proof of effect for health-related statements is likely. Because more emphasis will be placed on total wellness, the supplements will continue to shine in preventive care and immune shield.
Comparative Market Shift Analysis (2020 to 2024 vs. 2025 to 2035)
| 2020 to 2024 | 2025 to 2035 |
|---|---|
| Growth spurred by COVID-19, combined with a focus on immune health. Greater popularity of nature and botanic wellness products. | Ongoing emphasis on prevention-oriented healthcare and integral well-being. Growing stronger scientific evidence that identifies elderberry benefits. |
| Sustained explosive growth in the demand for elderberry gummies, syrups, and capsules. Organic and clean-label supplements growth. | Additional applications of private-label supplements and elderberry supplements. Green and sustainable utilization of elderberry. |
| Additional emphasis on health-positioned labeling and label honesty. Ingredient adulteration and quality control problems. | Greater regulation with clinical substantiation needed for evidence of supplement effectiveness. International standardization of botanical supplement regulation. |
| Emerging advances in supplement technology and extraction processes. Growth of direct-to-consumer companies and online platform sales. | Nanoencapsulation innovations to improve bioavailability. Personalized elderberry supplement suggestions by AI. |
| Supply chain disruption to raw material supply. Regional differences in elderberry cultivation and harvest. | Growing demand for sustainable and fair-trade cultivation of elderberry. Use of blockchain technology to track ingredient sourcing. |
The industry also has many risks that would impact its future outlook. The key risk is supply chain disruption. Elderberries are grown in specific geographical locations, and any kind of disruption from weather conditions, plant diseases, or geopolitical issues can potentially cause shortages as well as price volatility. Any type of disruption would put manufacturers off balance to be able to keep up with supply and impact industry stability.
The second threat is increased competition from other natural supplements. Although elderberry has unique immune-boosting properties, the industry has been saturated with many different supplements that claim to offer the same benefits, such as vitamin C, zinc, and echinacea. Such high competition levels may limit the growth potential of the supplements if consumer tastes shift to other natural supplements.
Regulatory concerns are also on the minds of the industry. With the high demand for the supplements comes regulatory attention. Staying current with ever-evolving regulations addressing labeling, health claims, and the safety of the supplements is crucial. Firms need to be aware of such rules in order to avoid legal problems, or product recalls that can destroy their reputation and industry share.
Gummies Dominating the Elderberry Supplements Market
| Segment | Value Share (2025) |
|---|---|
| Gummies (By Form) | 32% |
Gummies hold the dominant share in the industry, accounting for 32% in 2025, followed by capsules with an industry share of 25%.
Elderberry gummies are favored because of their convenience, taste, and consumer preference for chewable supplements, such as those from Nature's Way, Zarbee's, or Olly, which exist as elderberry gummies with added vitamin C and zinc for immunity benefits.
The changing demand for natural, plant-based immunity products, usually targeting children or the elderly who may not prefer them, has added to the industry attraction in this area. Moreover, the emergence of clean-label and sugar-free applications will provide room in this category for initiatives from such brands as Garden of Life and Nordic Naturals to introduce the industry for organically certified low-sugar elderberry gummies.
Capsules account for roughly 25% of the upper industry, comprising mainly customers who prefer to use concentrated versions of elderberry extract (standard dose). NOW Foods, Gaia Herbs, Solgar, and to a minor extent, Health Concerns-Wealth are among the American companies selling elderberry capsules. This particular form is noted mostly among health-conscious consumers who prefer precision in their supplementation.
The capsules are favored mainly by supplement users who take their products regularly, as they put efficacy over tastiness. Also, elderberry capsules are extensively recommended by healthcare practitioners due to their uniformity in dosage and easy incorporation without artificial sweeteners or preservatives.
Pharmaceuticals Leading the End Use Industry Segment
| Segment | Value Share (2025) |
|---|---|
| Pharmaceuticals (By End Use Industry) | 58% |
The industry is dominated by pharmaceuticals, with a share of 58%, followed by food and beverages with an industry share of 42%.
The pharmaceutical sector registers a major leading effect in the industry dynamics due to the steady demand for elderberry-based supplements, which increases mostly due to the immune-boosting and antiviral properties established in their research.
As consumer demand continues to thrive for remedies derived from naturally produced ingredients against cold, flu, and other conditions associated with the immune system, companies like Nature's Way, Gaia Herbs, and NOW Foods are adding more products in terms of their elderberry range.
Such a trend is induced more by COVID-19 as it has enabled consumers to embrace preventive measures provided by the supplements, which sit well with their daily wellness routine. Furthermore, clinical research indicates that elderberry improves the severity and duration of respiratory infections, which considerably adds to its popularity among pharmaceutical circles.
Elderberry extracts are now being advertised increasingly as functional dietary supplements in daily retail pharmacies and online health stores, featuring immune-supporting capsules, lozenges, and syrups.
The other significant segment of the food and beverages-42% industry share is on the rise, with elderberry mainly included in health food products. Companies such as Biona, R.W. Knudsen, and The Republic of Tea have placed elderberry-imbued juices, herbal teas, and wellness shots on the industry, all riding on the consumers' flares of interest in functional foods and beverages.
Elderberry is rich in antioxidants, making it a highly sought-after ingredient in health beverages, organic jams, and smoothie mixing. Further, with the trend acquiring momentum towards clean-label and plant-based products, brands are now using elderberry in natural energy drinks and probiotic formulations, further penetrating the food and beverage segment.
| Countries | CAGR (2025 to 2035) |
|---|---|
| USA | 9.5% |
| UK | 6% |
| France | 5.7% |
| Germany | 5.8% |
| Italy | 5.5% |
| South Korea | 6.3% |
| Japan | 6.2% |
| China | 7% |
| Australia | 6.1% |
| New Zealand | 5.9% |
The United States is likely to increase at a CAGR of 9.5% during the forecast period. Increasing demand for natural and plant-based health products is boosting the industry. As increasing post-pandemic awareness of the immune system gains prominence, the demand for the supplements is rising.
Moreover, with an increase in e-commerce and online health websites, the supplements are more readily accessible to customers. Leading supplement companies in the United States are not lagging either, launching elderberry in capsule, syrup, and even gummy form. The United States Food and Drug Administration also guarantees the purity of the product, and that is a major contributor to consumer trust.
The UK industry is likely to expand at a CAGR of 6% during the forecast period. Drivers include rising consumer interest in herbal supplements and immune-booster supplements. Preventive care is on the rise, and elderberry is fast becoming an accepted guarantee of an immune-booster.
Conventional herbal supplement companies and an expanding organic segment propel this growth. The growing trend of vegan and plant-based diets has also encouraged manufacturers to come up with elderberry-based products that are complementary to such diets. Retail pharmacies and online stores are the key distribution channels, offering broad availability.
The French industry is projected to expand at a CAGR of 5.7% between 2025 and 2035. France boasts a long tradition of herbal medicines and phytotherapy is firmly established as part of natural medicine. The plant-based supplements enjoy extremely high consumer trust levels in France and elderberry benefits from their immune-stimulating and antioxidant properties.
Demand is also being fueled by a growing trend toward organic and sustainably sourced ingredients, with producers emphasizing control of quality. Pharmacies and health specialty outlets remain the primary channels for distribution, just as with supplements endorsed by pharmacists.
The German industry is forecast to expand at a CAGR of 5.8% during the forecasting period. The strong tradition of herbal medicine in Germany is the primary factor for the increasing demand for elderberry-based supplements. People favor high-quality, clinically proven products, and this has inspired innovation for elderberry products.
Focus on purity, organics, and eco-friendly harvesting is the key. Companies with strong regulatory systems guarantee the safety and efficacy of the products and give confidence to the customers. Additionally, Germany's health store and pharmacy network contributes significantly to industry growth and makes the supplements easily accessible across the nation.
Italy's industry is anticipated to register a 5.5% CAGR from 2025 to 2035. Italy's herbal medicine culture and consumers' centuries of preference for natural remedies are the strongest growth drivers. Consumption of the supplements is on the rise due to rising awareness of prophylactic and immune well-being.
Italian consumers prefer domestic and high-quality herbal ingredients, and traceability and sustainable production have emerged as preferred investments by companies. The pharmacy industry governs the distribution, with Italians showing a strong preference for pharmacist-recommended dietary supplements over non-branded generic solutions.
South Korean industry is expected to reach a CAGR of 6.3% during the forecast period. South Korea has a highly developed nutraceuticals industry, and consumers here have an interest in functional foods that have tangible health benefits. Supplements of elderberry are gaining traction as consumers search for immunity-enhancing and antioxidant-based products.
Elderberry is being added to multi-functional healthy foods like powdered drinks, gummies, and wellness shots by Korean firms. The direction of the nation towards R&D in the dietary supplement industry also adds both relevance and marketability to elderberry products.
The Japanese industry is expected to grow at 6.2% per annum from 2025 to 2035. Due to the aging population, preventive health and functional food are trending in high numbers. The supplements are also being caught up, particularly among the aging population, because of their immune system enhancing property.
Japanese supplement firms are creating new products with elderberry and other locally preferred ingredients such as green tea and probiotics. Convenience in powder and liquid presentations of elderberry is also causing it to become popular in day-to-day wellness regimens. Quality control in Japan is extremely high, and thus only the best quality of supplements finds its way to the industry.
The China industry is expected to register a growth rate of 7% during the forecast period, fueled by increasing health awareness and demand for immune-strengthening supplements. Traditional Chinese medicine (TCM) has a significant impact on consumer choice, with elderberry being famous for its health benefits.
The rapid expansion of e-commerce and cross-border retailing websites has given the supplements wide access to Chinese consumers. Moreover, local producers are employing sophisticated extraction technologies to enhance the effectiveness of products, as per the demand for high-quality and clinically validated supplements.
The Australian industry will grow at a CAGR of 6.1% from 2025 to 2035. Organic and natural health products are extremely well-liked by the Australian public, and elderberry is extensively used in immune-boosting products.
Australia's regulatory framework, under the Therapeutic Goods Administration (TGA), facilitates product quality and safety, increasing customers' confidence. Health-conscious consumers favor liquid and chewable elderberry supplements, and they buy them through online and specialty health stores as the primary sales channels. More focus on wellness is also increasingly supporting industry demand.
The New Zealand industry is forecast to record a CAGR of 5.9% during the forecasting period. The country boasts an emerging natural health industry focusing on locally grown, high-quality botanical ingredients. The supplements are gaining popularity among consumers seeking natural immune system enhancers, particularly as a response to seasonal illness.
It is driven by the country's strong organic product industry, where people choose supplements with no artificial additives. The expansion of direct-to-consumer brands and e-commerce platform growth also made it easier for elderberry products to become more available in New Zealand, enabling steady increase in the industry.
The competition in the industry is rife with established nutraceutical giants, challenging herbal supplement companies, and innovative startups trying to woo consumers.
The players are aiming towards formulation developments, providing elderberry in diverse forms such as gummies, syrups, capsules, and effervescent powders to offer the maximum range of choices. The standardization of active components, i.e., anthocyanins, has become a major differentiator to ensure efficacy and consistency in the performance of the products.
Brand positioning is critical for the companies, promoting their credibility through the results of clinical studies, third-party testing, and certifications (organic, non-GMO, gluten-free, etc.).
The marketing messages stress immunity support, respiratory health, and antioxidant properties, often endorsed by health professionals and wellness influencers. Competition is also affected by marketing strategies, where companies have taken the direct-to-consumer route via subscriptions to sell through digital retail sites, allowing brands to maintain heightened consumer engagement.
Companies recognize increasing strategic acquisition and partnership trends to strengthen supply chain resilience and especially gain good-quality elderberry sourcing.
Sustainable and ethical sourcing behind wildcrafting and organic cultivation of elderberry is becoming the key differentiation factor. Regulatory compliance and quality standards assertion are a must for all these companies while grappling with ever-evolving guidelines around claims and the safety of herbal products.
With formulating, branding, and distribution continuously evolving, the players are getting heavily competitive, and the esteem of creating immune health will therefore increase further.
Market Share Analysis by Company
| Company Name | Estimated Market Share (%) |
|---|---|
| Nature’s Way | 18-22% |
| Gaia Herbs | 15-19% |
| NOW Foods | 12-16% |
| Pukka Herbs | 10-14% |
| Sambucol | 8-12% |
| Other Companies (Combined) | 30-40% |
| Company Name | Key Offerings/Activities |
|---|---|
| Nature’s Way | An industry leader with elderberry syrups, gummies, and capsules, focusing on scientifically backed immune support. Strong brand trust and global presence. |
| Gaia Herbs | Specializes in organic, high-potency elderberry extracts and syrups, emphasizing transparency and sustainability in herbal sourcing. |
| NOW Foods | Offers affordable, high-quality elderberry supplements, expanding through large-scale distribution across retail and e-commerce. |
| Pukka Herbs | It focuses on herbal blends with elderberry-infused teas and wellness formulations that cater to the organic and premium consumer segment. |
| Sambucol | A recognized brand for black elderberry-based immune products, using proprietary extraction methods for enhanced efficacy. |
Key Company Insights
Nature's Way (18-22%)
Ranks with a broad elderberry supplement portfolio, basing sales on scientific research as well as wide retail penetration.
Gaia Herbs (15-19%)
Pledges organic, sustainably harvested elderberry formulas, appealing to high-end health-oriented shoppers.
NOW Foods (12-16%)
Delivers affordable, highly distributed elderberry products with a focus on mass-market accessibility.
Pukka Herbs (10-14%)
Deals in elderberry-flavored herbal teas, targeting the organic as well as functional wellness niches.
Sambucol (8-12%)
Reputation is based on its black elderberry immune products, which differ from clinically researched formulas.
Other Key Players (30-40% Combined)
The industry is expected to reach USD 1.45 billion in 2025.
The industry is projected to grow to USD 3.42 billion by 2035.
The USA is anticipated to experience a notable growth rate of 9.5% during the forecast period.
The gummies segment is widely preferred by consumers.
Major companies include Nature’s Way, Gaia Herbs, NOW Foods, Pukka Herbs, Sambucol, Solaray, Nature’s Answer, Herb Pharm, Swanson Health Products, and Nature’s Sunshine Products.
By form, the industry is segmented into capsules, liquid, gummy, syrups, teas, lozenges, powder, etc.
By end use industry, the industry is segmented into food and beverages and pharmaceuticals.
By distribution channel, the industry is segmented into supermarkets and hypermarkets, drug stores and pharmacies, online sales, and others.
By region, the industry is segmented into North America, Latin America, Europe, Asia-Pacifica, and the Middle East & Africa (MEA).
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