Hey World,
This is your friendly juice bar owner, Marcus. I am doing some research on how to make the juice business better without fucking the product up like most juice bar operators do. They cut corners while, our team is trying to build a real business that people value.
The best current U.S. data I found is the American Botanical Council / HerbalGram 2024 Herb Market Report, using NBJ and SPINS retail data. Total U.S. herbal supplement sales hit $13.231 billion in 2024, up 5.4% from 2023.
In mainstream retail, the top sellers were:
| Rank | Ingredient | 2024 sales |
|---|---|---|
| 1 | Psyllium | $289.5 million |
| 2 | Elder berry | $145.2 million |
| 3 | Ashwagandha | $144.5 million |
| 4 | Turmeric | $141.8 million |
| 5 | Beet root | $117 million |
In the natural expanded channel, which is more like health food stores and natural retailers, the top sellers were:
| Rank | Ingredient | 2024 sales |
|---|---|---|
| 1 | Turmeric / curcumin | $37.1 million |
| 2 | Mushrooms, other | $27.6 million |
| 3 | CBD | $26.0 million |
| 4 | Elder berry | $22.8 million |
| 5 | Ashwagandha | $21.2 million |
For roots and herbs specifically, the heavy hitters are:
Turmeric, probably the king of the “root style” supplement world, especially in natural stores.
Ashwagandha, huge for stress, cortisol, sleep, and the modern exhausted nervous system circus.
Beet root, exploding in mainstream retail, usually tied to circulation, nitric oxide, exercise, and blood pressure marketing.
Elder berry, still very large, though cooling off after the immune boom.
Psyllium, technically a seed husk fiber, not a sexy ancient root, but it is the mainstream sales monster.
Mushrooms, not herbs or roots botanically, but very hot in the same supplement aisle.
Milk thistle, rhodiola, moringa, mullein, St. John’s wort, ginkgo, ginger, and bacopa are also major or fast moving names, depending on the channel.
My practical read: for a goodsugar style shot, drink, or retail supplement idea, the most commercially recognizable ingredients are turmeric, ginger, beet root, ashwagandha, elderberry, moringa, milk thistle, rhodiola, and functional mushrooms. Psyllium sells like a beast, but it is not exactly sexy juice counter poetry.
The fact that in 2026, we do not use these supplements in any way is all upside to us! Create 10 smoothies that only exist on the website and digitial channels.
- Turmeric
- ginger
- beet root
- ashwagandha
- elderberry
- moringa
- milk thistle
- rhodiola
- functional mushrooms
- Psyllium sells like a beast, but it is not exactly sexy juice counter poetry.
You can buy psyllium in a few different forms, depending on whether this is for personal use, retail resale, or a goodsugar product.
For personal use, buy plain psyllium husk powder or whole psyllium husk. Avoid the flavored orange Metamucil style products if you want clean ingredients, because many contain sweeteners, colors, flavors, or extra additives. Look for:
Organic psyllium husk
Single ingredient only: psyllium husk or psyllium husk powder
No sugar, no artificial sweetener, no flavoring
Third party testing when possible
Clear serving size and fiber grams
Psyllium is very water absorbing and forms a gel, which is why it is used for fiber, regularity, thickening, gluten free baking, and some food manufacturing. Bulk suppliers describe psyllium husk as highly hygroscopic, meaning it absorbs many times its weight in water.
For business use, you would buy it as a bulk ingredient, usually as:
Whole psyllium husk
Best texture, less dusty, more natural looking.
Psyllium husk powder
More functional for blending, capsules, baking, bars, and powdered mixes.
Psyllium husk powder 95% purity
Common commercial grade used in supplements and food manufacturing.
For a clean brand, ask suppliers for:
COA, certificate of analysis
Heavy metal testing, especially lead, arsenic, cadmium, mercury
Microbial testing
Pesticide residue testing
Organic certification, if needed
Kosher certification, if needed
Country of origin
Lot traceability
Food safety certification, such as SQF, BRC, or GMP
Allergen statement
Prop 65 status, if selling in California
Bulk suppliers in the U.S. sell psyllium in sizes like 1 lb, 5 lb, 25 lb, cases, sacks, and pallet quantities. One wholesale listing shows bulk whole psyllium husk at 1 lb, 5 lb, and 25 lb sizes, while other ingredient importers sell organic psyllium husk powder by larger wholesale or pallet orders.
The practical play is:
Buy a few 1 lb samples first from reputable organic suppliers. Test taste, texture, grit, thickness, color, and how it behaves in water, smoothies, yogurt, chia pudding, baked goods, or whatever product you are developing. Then request COAs and pricing for 25 lb bags or larger.
Important warning: psyllium must be taken with enough water. It swells fast. Do not use it dry, and be careful putting too much into a ready to drink beverage because it can turn into a jar of edible wallpaper paste if it sits too long. Tiny amounts can add body. Larger amounts become gel city.
