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Herbs & Botanicals Special Report
Herbs & Botanicals Special Report
Herbs & Botanicals Special Report
Herbs & Botanicals Special Report
Herbs & Botanicals Special Report
Herbs & Botanicals Special Report

Herbs & Botanicals Special Report


From the hippie aisle to the mainstream – herbs and botanicals sales are growing faster than ever, and this report is a must-have for understanding how to keep pace.

The herbs and botanicals category is one of the cornerstones of the natural products industry, but it’s far from old news. Growth in this mainstay market has been outpacing the rest of the industry since 2013, and reached record-breaking heights in 2020 with a 17.3% growth rate bringing in over $11.2 billion dollars.

In this first-of-its-kind report from NBJ, we take a deep dive into the whats and whys behind these impressive numbers, including a look at sales channel dynamics; the top 25 herbs and botanicals companies broken down by 2020 sales; and specialty chapters on ashwagandha, hemp CBD, elderberry, and mushrooms.

41 Charts & Graphs

Top 50 Herb and Botanicals by Sales & Growth

Top Companies by 2020 Herb and Botanical Sales

Raw Data + PPT Slides

Table of Contents

Click through each chapter for detailed list of data charts and key takeaways

Executive Overview

Sales Channels



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The NBJ model pulls from myriad data sources, outlined in our Methodology. Critical to our outputs are partnerships with SPINS, which powers our retail data and understanding, and ClearCut Analytics, whose Amazon data supports our e-commerce projections.

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Bill Giebler

Content & Insights Director

Rick Polito


Claire Morton Reynolds

Senior Industry Analyst

Cindy Van Schouwen

Business Dev Manager


Gaia Herbs

Director, Brand Strategy

"As a brand and product development leader in the natural products industry, I have always relied on NBJ as valuable and primary sources for credible industry data and actionable insights on emerging trends."


Director of Marketing

"NBJ Reports are used by our Exec Team, Brand/Mktg/Sales leaders to support data-based decision making and gives us industry and competitive insights."

Native Botanicals


"The data and information vividly reflects the trends, challenges, regulatory impacts we have experienced as we have grown into the ‘adult-hood’ of an industry we are today"

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