Elderberry Market Analysis Europe, North America, APAC, South America, Middle East and Africa - US, Germany, Austria, Italy, Denmark - Size and Forecast 2024-2028

Elderberry Market Size 2024-2028

The Elderberry Market size is projected to increase by USD 389.8 million, at a CAGR of 8.8% between 2023 and 2028. Elderberry, a shrub known for its vibrant purple or red berries, offers numerous health benefits. Rich in vitamins A, and C, and antioxidants, elderberry has been traditionally used to boost the immune system, alleviate cold and flu symptoms, and improve heart health. With the rising penetration of online retailing and e-commerce, elderberry products are increasingly accessible to consumers worldwide. Moreover, the popularity of urban farming has led to a surge in the cultivation of elderberries in urban areas, ensuring a steady supply of fresh produce. This fusion of health benefits, convenience, and accessibility is driving the growth of the market, making it a noteworthy trend in the health and wellness industry.

Market Overview

The Market is showing an accelerating growth in the forecast period.

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Market Dynamics

Elderberry, a small, blue-black berry, has gained popularity in the health and wellness industry due to its numerous health benefits. Elderberry extract, derived from the elderberry plant, is a key ingredient in various food and supplement products. With a growing trend towards chemical-free and label friendly ingredients, elderberry extract's natural status makes it an attractive option. Fruit-based supplements, functional foods, and dietary supplements are some popular categories that incorporate elderberry extract. Elderberries are rich in vitamins, antioxidants, and flavonoids, making them an effective remedy for flu symptoms and bacterial infections. They help boost immunity and protect against free radicals, which can cause respiratory health complications. The market is experiencing growth driven by demand for natural ingredients in the cosmetics and personal care sectors. Known for its immunity-boosting properties, Elderberry is used in fruit based supplements and powder forms, offering a nutritionally rich profile.

Moreover, consumers prefer label-friendly and chemical free ingredients, driving manufacturers to develop value-added products that cater to health-conscious trends. Elderberry's presence in supplements highlights its role in promoting wellness naturally, making it a popular choice for those seeking holistic approaches to health and beauty. Further, busy lifestyles have led to an increased demand for value added products, including elderberry supplements. Airplane travelers, in particular, turn to elderberry supplements to help ward off seasonal flu and other illnesses. Elderberry extract is available in various forms, such as powders and liquids, and can also be used as food additives in baked goods and beverages. Organic elderberry extract is gaining popularity due to its natural and organic status. Its functional benefits make it a popular ingredient in pharmaceutical drugs and nutraceuticals, further driving the market growth. Overall, the market is expected to continue its growth trajectory due to its immune health benefits and versatility as a functional ingredient.

Key Market Driver

The health benefits of elderberry are a growing trend in the market. The key reasons boosting the demand and consumption of elderberries are the health benefits associated with elderberry products. The elderberry, which contains a very rich supply of nutrients, has been known to be used medicinally. The fact that elderberries have antibacterial and anti-influenza properties due to their antioxidant characteristics, as well as a high content of vitamin C, is one of the most important benefits associated with their consumption. Elderberry contains potent-free radical scavenging vitamins and anthocyanins, which hampers the deposition of LDL cholesterol on the walls of blood vessels, thereby reducing the risk of heart diseases. Moreover, in order to help reduce the appearance of wrinkles and age spots, high levels of vitamin A and antioxidants are present. Such benefits of elderberries are expected to drive the growth of the global market during the forecast period.

Trends

The increasing demand for superfruits and functional ingredients is a primary trend in the market. Increased consumption of healthy foods and good eating habits is driven by the increasing consumer interest in H&W. Many dietary and health issues, such as obesity and undernutrition, have led to high demand for healthier foods. The demand for fruits such as acai berry, Bilberry, and pomegranate is increasing due to their inherent nutritional and bioactive content.

However, as the superfruit trend continues, manufacturers of food and beverages have been launching new superfruit products in the international market. Due to the growing popularity of elderberries as a herbal medicine and a flavoursome fruit, they are also increasingly being used in supplements and beverages. In addition, new vendors are launching products with elderberry as an ingredient. Such factors are expected to drive the growth of the global market during the forecast period.

Challenge

The low public awareness of elderberry is a major challenge in the market.  Despite the fact that elderberries are superfruits with antioxidant properties and nutrients, their knowledge among consumers is still very limited. This low level of public awareness is because of its low geographical availability, slow marketing and promotional activities, scarce literature about production and horticultural review, and fewer research activities about elderberries globally. 

Moreover, as the global trend toward healthy food and lifestyle is increasing along with the increasing adoption of clean labelled products, consumers will become more aware of elderberry products. The choice of these over elderberry is driven by increasing interest among consumers in substitutes such as other super fruits. Such factors are expected to pose a challenge to the growth of the global market during the forecast period.

Market Segmentation by Distributional Channel

Offline distribution channels like hypermarkets, supermarkets, and convenience stores offer a diverse range of elderberry products, making shopping convenient for traditional buyers. Global retailers enhance product visibility, driving demand and market growth. The online segment of the market includes sales through vendor websites or third-party online retailers. Online shopping offers convenience and variety, allowing easy price and quality comparisons. This shift from traditional to online retailing is driving growth in the market's online segment.

Market Segmentation by Application

The market share growth by the health and wellness segment will be significant during the forecast period. Elderberry is treated as a medicinal plant due to its high content of flavonoids and antioxidants. It has one of the highest ORAC antioxidant values as compared to other fruits. The rich phytonutrient profile of elderberry helps it to improve immunity and provide other medicinal benefits such as alleviating colds, influenza, and others. 

The health and wellness segment was valued at USD 358.70 million in 2018.

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The rising adoption of a healthy lifestyle and diet has also propelled the use of elderberry in various herbal supplements. The demand for herbal medicines is growing on the back of consumers' perception that herbal remedies are more healthy and natural because they don't contain chemicals. The edible fruit of American elderberry and European black elderberry is, therefore, only cooked ripe blue or purple berries. The high fiber content of elderberries aids in digestion and improves the health of the gastrointestinal system by reducing excess gas and eliminating constipation. The increasing offering of elderberry food choices, usage of elderberries in various food and drinks, and adoption of healthy diets, including superfruits, are expected to drive the growth of the food segment of the global market during the forecast period.

Key Regions for the Market 

Europe is estimated to contribute 48% to the growth of the global market during the forecast period.

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Technavio’s analysts have elaborately explained the regional market trends and drivers that shape the market during the forecast period. Europe is one of the major producers of the European black elderberry, which occurs naturally in the region. European countries, like Germany and Austria, are producing and exporting large quantities of elderberry consumed in the United States. In Europe, elderberry has been used as a folk medicine owing to its high content of antioxidants and flavonoids along with vitamins, minerals, iron, calcium, and other nutrients. Elderberry helps in alleviating the symptoms of various ailments, such as influenza. For example, the extracts of elderberries were found to be effective against the H5N1 avian influenza virus and H1N1 swine flu. Such factors will increase the market growth during the forecast period.

Market Companies Overview

Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.

• Key Offering- Artemis International - The company offers elderberries such as Sambucus nigra under the brand Berryceuticals.
• Key Offering- Bluebonnet Nutrition Corp. - The company offers elderberry products such as veggie capsules.
• Key Offering- Dr. Willmar Schwabe GmbH and Co. KG - The company offers elderberry products such as 100 capsules.

The market report also includes detailed analyses of the competitive landscape of the market and information about 15 market companies, including:

• Flora Inc.
• Gaia Herbs Inc.
• Honest Elderberry Co.
• Innovative Natural Solutions
• Jarrow Formulas Inc.
• Lifeway Foods Inc.
• New Chapter Inc.
• Norms Farms.
• NOW Health Group Inc.
• Paradise Herbs And Essentials Inc.
• Persimmon Hill Farm
• PharmaCare Laboratories Pty Ltd

Qualitative and quantitative analysis of vendors has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.

Customer Landscape

The market research report includes the adoption lifecycle of the market research and growth, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth and forecasting strategies.

Customer Landscape

Segment Overview

The market research report provides comprehensive data (region wise segment analysis), with forecasts and estimates in "USD million" for the period 2024 to 2028, as well as historical data from 2018 to 2022 for the following segments.

• Application Outlook 
  • Health and wellness
  • Beverages
  • Foods
  • Others

• Distribution Channel Outlook 
  • Offline
  • Online

• Region Outlook 
  • North America
    • The U.S.
    • Canada
  • Europe
    • The U.K.
    • Germany
    • France
    • Rest of Europe
  • APAC
    • China
    • India
  • Middle East & Africa
    • Saudi Arabia
    • South Africa
    • Rest of the Middle East & Africa
  • South America
    • Chile
    • Argentina
    • Brazil

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Market Analyst Overview

Elderberry, a small, blue-black berry, has gained significant attention in the health and wellness industry due to its numerous health benefits. Elderberry extract, derived from the elderberry plant, is a popular ingredient in various health products. With a growing preference for chemical-free and label-friendly ingredients, elderberry extract's natural and plant-based origin makes it an ideal choice for functional foods and dietary supplements. The market is witnessing a tectonic shift as consumers prioritize proactive healthcare and value-added products. Elderberry extract is used in a wide range of applications, from functional foods and beverages to pharmaceutical drugs, catering to the diverse needs of consumers. Busy lifestyles and the desire for immune-boosting properties have fueled the demand for elderberry extract. Its nutrition profile, rich in vitamins, minerals, and antioxidants, makes it an attractive ingredient for the nutraceuticals industry. Elderberry extract is not just limited to dietary supplements but is also used in gummies, tablets, capsules, drink mixes, and even beverages. Blueberries, another popular fruit, are often compared to elderberries due to their similar health benefits.

However, elderberries have a unique advantage in their medicinal purposes, with elderberry extract used to treat various immune disorders and even beauty products as an additive. Despite its numerous benefits, it is essential to note that elderberry extract should be consumed in its natural state or processed carefully to avoid negative reactions, such as cyanide presence, which can occur due to improper cooking or processing. The aging population is another significant market for elderberry extract, as it is known to support healthy aging and overall wellness. The market is expected to continue growing as more consumers become aware of its functional benefits and health advantages. Business-to-business transactions are a crucial part of the market, with manufacturers and suppliers collaborating to meet the increasing demand for elderberry extract and its various applications.

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What are the Key Data Covered in this Market Research Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the growth of the market between 2024 and 2028
• Precise estimation of the market in focus on the parent market
• Accurate predictions about upcoming trends and changes in consumer behavior
• Growth of the market industry across Europe, North America, APAC, South America, and Middle East and Africa
• A thorough analysis of the market’s competitive landscape and detailed information about vendors
• Comprehensive analysis of factors that will challenge the growth of elderberry market vendors

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