Curcumin / turmeric is the top trending ayurvedic botanical sold in the U.S. But the trend line tells a different story.

Todd Runestad, Content Director,

October 9, 2023

2 Min Read

At a Glance

  • Curcumin sales doubled during the pandemic.
  • 2022 sales were still up an additional 22%.
  • 2023 sales this year are flat.

Turmeric. Curcumin. Same? 

Turmeric is the golden spice used traditionally in Indian culinary dishes. Curcumin (Curcuma longa)—and, to be even more specific, the three curcuminoids—is what offers the potential inflammation-modulating health benefits. 

“Think of turmeric as the apple tree,” said Terry Lemerond, president of the Terry Naturals line of supplements, “and curcumin as the apples.” 

Curcumin has been on an impressive run and stands as the No. 1 ayurvedic botanical sold in the U.S. today, according to SPINS sales data of conventional and natural markets. 

But the trend line tells a different story. 

According to SPINS, sales of curcumin in the 52 weeks ending in mid-June 2020 stood at $66 million. In the first year of the pandemic, sales more than doubled—to $136 million. 

The next year, sales grew an additional $26 million, with the new total of $163.1 million representing 19% growth. Still respectable, yet the handwriting seems to have been written on the wall. 

In the last year, ending mid-June 2023, sales actually fell to $162.7 million, a drop of 0.2%. 

The question, then, is whether curcumin has reached its ceiling, or whether the flat year is merely a correction for the outsized, Covid-fueled craze. 

Meanwhile, elsewhere in ayurveda-land, ashwagandha (Withania somnifera) is experiencing a similar fate, with sales almost doubling between mid-June 2021 and 2022, to $147.8 million, but cooling off to $160.5 million by mid-June 2023, a growth rate of a still decent 8.6%. 

Related:Ayurveda: Ancient Herbs Find Modern Success

The third-place ayurvedic herb, bacopa (Bacopa monnieri)—used to help with cognitive function—went from 11% sales growth in 2022 to a 43% jump in 2023, to just over $11 million. This is a fraction of the sales of the big two of turmeric/curcumin and ashwagandha. 

Another newcomer is shatavari (Asparagus racemosus), used in formulations targeting women’s health. Known as the “queen of herbs” in ayurveda, shatavari is traditionally used to promote love and devotion. In Western science, it has been found to increase the production of prolactin, a hormone important for breastfeeding. It’s also used to reduce symptoms of menopause. Sales almost doubled in 2022, to $666,605, and continued a healthy 48% rise in 2023, to nearly $1 million in U.S. sales, according to SPINS.  

For a comprehensive look at the ayurveda market, as well as traditional Chinese medicine, and the world of ancient healing traditions from sourcing to marketing and formulation, download the free Natural Products Insider digital magazine here.

About the Author(s)

Todd Runestad

Content Director,, Natural Products Insider

Todd Runestad has been writing on nutrition science news since 1997. He is content director for and Natural Products Insider digital magazines. Other incarnations: supplements editor for, Delicious Living!, and Natural Foods Merchandiser. Former editor-in-chief of Functional Ingredients magazine and still covers raw material innovations and ingredient science.

Connect with me here on LinkedIn.


Todd writes about nutrition science news such as this story on mitochondrial nutrients, innovative ingredients such as this story about 12 trendy new ingredient launches from SupplySide West 2023, and is a judge for the NEXTY awards honoring innovation, integrity and inspiration in natural products including his specialty — dietary supplements. He extensively covered the rise and rise and rise and fall of cannabis hemp CBD. He helps produce in-person events at SupplySide West and SupplySide East trade shows and conferences, including the wildly popular Ingredient Idol game show, as well as Natural Products Expo West and Natural Products Expo East and the NBJ Summit. He was a board member for the Hemp Industries Association.

Education / Past Lives

In previous lives Todd was on the other side of nature from natural products — natural history — as managing editor at the Denver Museum of Nature & Science. He's sojourned to Burning Man and Mount Everest. He graduated many moons ago from the State University of New York College at Oneonta.


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