Authored By: Sarah
10 Mar 2025

Elderberry Market: 44% of Growth to Originate from Europe, health and wellness Segment to be Significant for Revenue Generation - Technavio

The global Elderberry Market size is projected to increase by USD 349.5 million from 2024 to 2029, according to Technavio’s latest report, advancing at a CAGR of 7.6% during the forecast period. This growth is driven by rising consumer demand for natural immune-boosting products, with Europe expected to contribute 44% to the market expansion. The health and wellness segment is set to be a key revenue driver as elderberry’s antioxidant-rich profile gains traction.

Global Elderberry Market 2025-2029

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Market Segmentation: A Detailed Breakdown

Technavio’s report segments the Elderberry Market into key categories, offering a granular view of growth opportunities:

Application

Health and Wellness: The largest segment, driven by demand for immunity-boosting supplements like syrups and tablets.
Beverages: Includes elderberry juices, teas, and functional drinks gaining popularity.
Foods: Features jams, jellies, and baked goods incorporating elderberry.
Others: Encompasses cosmetics and natural colorants.

Distribution Channel

Offline: led by supermarkets, health food stores, and pharmacies.
Online: Rapidly expanding as e-commerce platforms enhance accessibility.

Geography

Europe: Contributing 44% to growth, with strong markets in Germany, Austria, and Italy.
North America:
Asia-Pacific (APAC)
South America, Middle East, and Africa

Regional Insights: Europe Leads, North America Gains Momentum

Europe’s 44% contribution to the Elderberry Market growth is rooted in its historical use of elderberries in traditional medicine and cuisine. Countries like Germany and Austria dominate production and export, supported by offline retail network including Tesco and local health stores. North America is accelerating due to rising consumer awareness and commercial cultivation in states like Missouri. APAC increasing wellness trends in China and Japan, where elderberry supplements are gaining a foothold among urban populations.

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Key Drivers, Challenges, and Trends

The elderberry industry growth is propelled by several factors:

Health Benefits: Elderberry’s proven efficacy against flu symptoms and its nutrient density drive demand.
Natural Product Trend: Rising preference for organic and plant-based options boosts adoption.
E-commerce Expansion: Online platforms make elderberry products more accessible globally.

Challenges include:

Limited Supply: Seasonal availability and cultivation constraints can hinder scalability.
Substitute Competition: Other superfruits like acai and goji berries vie for market share.

Emerging trends shaping the market include the rise of elderberry-based functional beverages, sustainable farming practices, and AI-driven production innovations, aligning with consumer demand for transparency and eco-friendly products.

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Competitive Landscape: Key Players in the Elderberry Market

Technavio identifies over 15 companies shaping the Elderberry Market. Here are 10 prominent players driving innovation and market presence:

Gaia Herbs Inc.: Offers organic elderberry supplements for immune support.
Nature’s Way: Known for elderberry syrups and gummies popular in North America.
Norm’s Farms: Specializes in sustainably sourced elderberry products.
Sambucol: A global leader in elderberry extracts and lozenges.
Artemis International: Provides elderberry concentrates for food and beverage applications.
NOW Health Group Inc.: Markets elderberry capsules and powders for wellness.
Pukka Herbs Ltd.: Features elderberry in herbal teas and blends.
Bluebonnet Nutrition Corp.: Offers high-potency elderberry supplements.
The Elderberry Co.: Focuses on artisanal elderberry syrups and jams.
Ransom Naturals Ltd.: Supplies elderberry extracts for nutraceuticals and cosmetics.

These companies leverage quality sourcing, product diversification, and strategic partnerships to maintain a competitive edge in the growing elderberry industry.

Market Overview: A Superfruit on the Rise

The Elderberry Market is flourishing as consumers increasingly turn to natural remedies and functional foods to support immunity and overall health. Elderberries, derived from the Sambucus plant, are celebrated for their high levels of flavonoids, antioxidants, and vitamins, making them a popular choice in supplements, beverages, and foods. Technavio’s analysis highlights the health and wellness segment as a cornerstone of this growth, with elderberry syrups, gummies, and capsules becoming staples in households globally.

This market is fueled by growing awareness of elderberry’s benefits—such as alleviating cold and flu symptoms and its versatility in product applications. Europe, with its long-standing tradition of elderberry use, leads the charge, while innovations in processing and sustainable sourcing are broadening the market’s appeal. The elderberry industry growth reflects a broader shift toward organic, plant-based solutions, positioning it as a superfruit with staying power through 2029.

About Technavio

Technavio is a leading global technology research and advisory company. With over 500 specialized analysts, Technavio’s report library includes more than 17,000 reports, covering 800 technologies across 50 countries. Serving enterprises of all sizes, including over 100 Fortune 500 companies, Technavio delivers actionable market intelligence to help businesses identify opportunities and optimize their competitive positions.

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