Sales of barberry grow 59% amid ‘nature’s Ozempic’ social media buzz

According to new data from SPINS, barberry, a source of berberine, grew 59.2% in dollar sales and 68.8% in unit sales compared to a year ago, propelled by its recent popularity on social media as “nature’s Ozempic.”

That makes barberry No. 3 in terms of both dollar and unit sales growth of dietary supplement ingredients with more than $1 million in sales for the 52 weeks ending Aug. 5, per the data. The ingredient’s sales reached $7.2 million for the period.

“Barberry has been seeing increased popularity after going viral on social media,” Evonnne Chan, data analyst at SPINS, said. “It is known for its purported ability to help in maintaining blood sugar levels, but it is often discussed in the context of helping with weight loss when barberry appears on social media.”

Ozempic and similar drugs, classified as GLP-1 agonists, are used for weight loss and treatment of type 2 diabetes. The drugs work by stimulating the hormone GLP-1, which promotes insulin production and delays gastric emptying. These and other effects of the drug help reduce blood sugar levels and decrease hunger, leading to weight loss and other health effects.

The drugs have seen immense popularity in recent years. J.P. Morgan Research estimates the market for GLP-1 drugs will exceed $100 billion by 2030.

Barberry is a source of berberine, a compound that went viral on social media after gaining the title of “nature’s Ozempic” for its potential to support weight loss and regulate blood glucose levels.

Chan dubbed barberry a “standout” among other supplement ingredients that are leading in terms of growth.

“[Barberry] … saw a large jump when Ozempic started gaining notoriety,” she said.

Data from The Vitamin Shoppe affirms the trend. Its recently published 2024 Health & Wellness Trend Report attributes the growth of its sugar control category at nearly 40% in 2023 to berberine, “which went viral on TikTok and grew over 50% last year.” In addition, the report indicates searches for berberine on vitaminshoppe.com grew more than 70% in February and March compared to the same period in 2023.

Nutritional support for GLP-1 drugs

As popularity of GLP-1 drugs surges, the dietary supplement industry has looked for opportunities to reach consumers seeking weight loss support.

For some, that means creating products that compete with GLP-1 drugs like Ozempic. Hi-Tech Pharmaceuticals named its weight-management offering Slimaglutide, a play on Ozmepic’s active ingredient, semaglutide.

Many more are marketing products to fill nutrition gaps that often accompany the decreased appetite created by Ozempic and similar drugs.

In May, The Vitamin Shoppe launched Whole Health Rx, a telehealth service that melds together GLP-1 drugs with nutritional support by offering its members access to prescription weight-loss medications, accessible via licensed healthcare providers, in conjunction with nutritional supplements and lifestyle guidance.

“At The Vitamin Shoppe, our mission is to support the lifelong wellness of our customers, including those who are seeking to manage their weight and overall health with GLP-1 medications,” Lee Wright, CEO of The Vitamin Shoppe, said in an email to Natural Products Insider. “Our expansive range of nutritional supplements can enhance whole-body health for those individuals who are losing weight, especially as their nutrient intake from foods is significantly reduced.”

The Vitamin Shoppe’s platform recommends a range of supplements for GLP-1 users. According to Lee, these include multivitamins to help fill important nutritional gaps and support energy; proteins to help preserve muscle mass during weight loss; probiotics to support the gut microbiome and healthy digestion; and fiber for digestive and gut health.

“The Vitamin Shoppe will install dedicated featured spaces for these key GLP-1 nutrient support products in our stores this fall,” he said.

More growth trends: Artichoke, glutathione and beet root

Other nutritional ingredients with impressive sales growth include artichoke, glutathione and beet root.

Per SPINS data, artichoke raked in nearly $1.3 million in sales for the 52 weeks ending Aug. 5, with dollar sales growth of 78.0% compared to a year ago. Artichoke was the No. 1 ingredient for dollar sales growth among ingredients with at least $1 million in sales for the period. Artichoke saw a 56.0% growth in unit sales compared to the year prior.

Glutathione was No. 1 in unit sales growth compared to the year prior, with a whopping 123.9% growth in unit sales for the 52-week period, according to SPINS. Glutathione saw more modest growth of dollar sales of 26.2%.

Beet root raked in $62.7 million in sales for the 52 weeks ending Aug. 5, and achieved sales growth of 67.4% for the period, per SPINS. Beet root was ranked No. 2 in dollar sales growth among ingredients with at least $1 million in sales for the period.

“Beet root is … another supplement that has grown year-over-year in the double digits,” Chan said.

She pointed to the dual effects of beet root — for cardiovascular health and as a pre-workout supplement — as a potential driver of growth.