Bone Broth Market Size: Sales, Growth Forecast and Key Players
Bone Broth Market Overview
Looking to invest in the bone broth market? Curious if it is growing or stagnant? This guide will explain the exact bone broth market size, key players, growth opportunities and demand forecast.
You'll get an inside look into the top brands in the market, the different segments and categories and innovative new verticals poised for growth.
Read on for specific numbers on North America, South America, Asia Pacific and Europe.
Intro to Bone Broth
Bone broth is a nutrient-rich liquid made by simmering animal bones, cartilage and connective tissue for a long time.
Nowadays, large manufactures have found ways to get cook times from 24 hours down to 2-4 hours. This represents a competitive advantage that certain brands have.
Traditionally, bone broth was enjoyed for centuries across different cultures and is known for its numerous health benefits.
In recent times, bone broth has gained popularity as a superfood due to its high protein content, collagen and amino acids (glycine, proline and hydroxyproline).
It is widely used in various cuisines, including soups, stews, curries, casseroles. However, the bulk of the growth is attributed to those using it as a nutritional supplement or alternative to collagen powder.
With the rise in demand for longevity products and low calorie protein sources, bone broth has become a popular option for those looking to live a healthy lifestyle.
Bone Broth Market Size
The global bone broth market size is estimated at $69 million US in 2023. The market is expected to grow at a compounded annual growth rate (CAGR) of 7.7% to $144 million US in 2033.
Although not quite size of the collagen market, bone broth is growing at a slightly faster rate. The explosive growth is driven by an aging population, increase in media coverage, rising demand for health foods and whole food alternatives to collagen.
North America Bone Broth Market Size
The North American bone broth market size is estimated at $22 million in 2023 and could reach as high as 46 million by 2033.
The market is driven by top brands like Pacific Foods, Kettle and Fire, Lonolife, Bare Bones, Bonafide Provisions, Ancient Nutrition, Left Coast Performance, Peak Performance, NOW Foods, Kitchen Basics and more.
Europe Bone Broth Market Size
The European bone broth market size is estimated at $16 million US and will growth to a forecasted 34 million by 2033.
Overall, the bone broth market is expected to grow steadily in the coming years, driven by increasing demand for healthy and nutritious food options.
Key Players in the Bone Broth Market
The bone broth market is highly competitive, with several key players dominating the industry. Some of the major players include:
- Pacific Foods
- Kitchen Basics
- Bare Bones
- Bonafide Provisions
- Kettle & Fire
- Ancient Nutrition
- Swanson (Campbell's)
- Epic Foods
- Imagine Foods (Hain Celestial)
These brands are at vastly different stages of growth and employ different customer acquisition strategies. Most of these utilize omni channel strategies where you find them at major retailers like Target, Amazon and Kroger.
What is the impact of COVID-19 on the bone broth market?
The COVID-19 pandemic has had a significant impact on the bone broth market. As consumers become more health-conscious and seek out immunity-boosting products, the demand for bone broth skyrocketed.
Brands with strong online presences and high Amazon rankings enjoyed massive success, while those who rely on retail suffered.
Retail focused brands did not do as well because grocery stores were restricting access and could not re stock shelves fast enough to keep up with demand.
That being said, supply chain issues caused some minor hiccups for many of the top brands in the category. Lockdowns and restrictions meant that brands could not produce, transport and distribute their products to meet the new demand.
Despite these challenges, the market grew throughout COVID and continues to do so after.
What is the forecast for the growth of the bone broth market?
The bone broth market is growing at an estimated CAGR (compounded annual growth rate) of 7.7% per year between 2023 to 2033.
The market is segmented by type, including conventional, non-gmo and organic bone broth, and by distribution channel, including direct-to-consumer, specialty channel retailers, mass market retailers, food service and others.
Major Segments of the Bone Broth Market
The major segments of the bone broth market are broken down into use case, source, format, distribution channel, type and region.
Use Case: Dietary supplement, daily drinking, cooking applications (soups, stews, sauces, gravy), as an ingredient, flavor additive, protein additive, stabilizer, thickener.
Source: Organic, Non-gmo, conventional.
Distribution Channel: Retail, direct to consumer, Amazon, food service, value added ingredients and convenience.
Type: Chicken, beef, fish, pork, lamb, bison, duck.
Format: Shelf stable liquid, frozen liquid, dehydrated powder, bone broth protein, concentrate.
Region: North America, Europe, Asia Pacific, South America are the main regions that we have data for. While other regions do have bone broth, there is limited data.
Bone Broth Market Forecast by Type
This section gives you the bone broth market forecast for supplements, chicken, beef and organic bone broth respectively.
Organic Bone Broth Market Sales
The estimated size of the organic bone broth market is expected to reach $10 million US by 2033. It is growing at a CAGR of 8% thanks so an increased awareness in the benefits of organic, growing population and better supply chain.
Dietary Supplement Market Size
The dietary supplement bone broth market size is reported at $34 million US in 2023 and is expected to reach $62 million by 2033.
This segment is poised to grow thanks to technology improvements like spray drying and agglomeration which can dehydrate liquid products into convenient powders that mix porperly into boiling water.
The ready-to-drink segment is also expected to see growth due to its convenience and ease of consumption.
Chicken Bone Broth Market Size
The chicken bone broth market is estimated at $38 million US in 2023 and is expected to grow to $79 million in 2033.
The chicken market is larger than beef because it has a more familiar flavor (think chicken soup) and generally holds less baggage than the beef industry.
We see this trend particularly in markets like the USA and Canada where consumers are increasingly less interested in beef products.
Beef Bone Broth Market Size
The beef bone broth market size is estimated at $24 million US per year in 2023 and could grow to 50 million by 2033.
The beef bone broth market is not growing as fast as chicken and is subject to supply chain constraints and sharp price increases, making it difficult for producers to operate.
What are the trends in the bone broth market?
Trends in the bone broth market that you need to pay attention to are the growth in bone broth protein, ready to drink options, new packaging formats for convenience, bone broth powders, growth in variety and flavors, keto broths, growth in health care, bone broth for fasting and more.
Let's go through each of these below.
1. Growth in Bone Broth Protein Market
Bone broth protein is a specific segment of bone broth where the flavor is removed, leaving just the protein. This makes it easier for consumers to enjoy bone broth benefits without the animal flavor.
Bone broth protein shakes have become increasingly popular among health-conscious consumers due to their numerous health benefits.
The popularity of protein shakes, in general, has also contributed to the rise in interest in bone broth protein shakes. With the fast-paced lifestyle of urbanization and the need to live a healthy life, people are increasingly turning to nutritional supplements.
These provide extra nutrition at a convenience that regular meals are unable to provide. Protein shakes are a convenient and easy way to consume essential nutrients on the go.
Also, the Millennial population, who prefers spending a lot on supplementary food products, is making bone broth protein grow even faster tan expected.
Additionally, the shift in consumer behavior toward organic product consumption is supporting the growth of the bone broth protein market. Consumers are in search of high-quality nutritious food products, which is benefitting this space.
The growing consumer awareness on a healthy diet and the consumption of organic food are also boosting the market growth for bone broth protein shakes.
While some purists think that bone broth protein is inferior to regular bone broth, it has opened up new growth opportunities for brands.
2. Ready to drink Options
Ready to drink (RTE) bone broth is a growing segment. Brands are experimenting with both hot and cold applications. Some brands package their products in microwave safe packaging for convenient heating, while others opt for a cold bone broth in soups or smoothies.
Smoothies or blended soups never really caught on, but some brands are still doing it.
3. Increased Popularity of Bone Broth in Food and Culinary
The growing awareness of the health benefits of bone broth has led to its increased popularity in the food and culinary industry.
The rise in demand for healthy ingredients and protein rich foods led to certain subsets in the culinary world using it instead of traditional broths or stock.
Bone broth offers more flavor and protein, allowing for chefs to experiment with different recipes and formats. This new development is driving the growth in the market.
The growing consumer awareness of a healthy diet and the consumption of organic food are also contributing to its popularity.
4. Packaging Innovation
Packaging innovation is driving bone broth costs down because brands are able to make products shelf stable. This significantly cuts down on shipping costs.
We are seeing brands use tetra-pak style packaging to make liquid products shelf stable. We are also seeing brands use the traditional retort style glass jars or bottles.
Some of the real innovation is happening with shelf stable pouches. One brand int he USA is using retort zip pouches to make a shelf stable liquid bone broth.
Another brand in Canada is getting shelf stable bone broth in a pouch using different layers in the pouch to extent shelf life.
Ultimately, this innovation gives consumers more options and retailers more shelf space to merchandise bone broth effectively.
5. Growth in Variety and Flavor of Bone Broth
One significant area of growth has been in the variety and flavors of bone broth available to consumers. Popular flavors such as chocolate and vanilla have been introduced to cater to a new wave of customers looking for nutritional supplements.
Conversely, we are seeing many brands stick to traditional bone broth flavors (chicken or beef), but with extra ingredients to add certain tasting notes.
You see many pho or ramen bone broths from the top brands. You also see turmeric, ginger and lemon as a common additive. While these flavors do not drive the revenue as traditional ones, they offer an extra revenue stream for brand who are growing their catalogue of products.
Moreover, these flavors cater to those who many not enjoy the traditional taste, but still want the health benefits of a high protein, amino acid rich beverage.
6. Increase in Demand for Bone Broth in the Healthcare Industry
The bone broth market is experiencing an increase in demand, particularly in the healthcare industry, due to its numerous health benefits.
Why is this happening now? Bone broth contains key ingredients such as gelatin, collagen, glutamine and glycine, which have been shown to improve digestive health, boost immunity and aid in soft tissue recovery.
These benefits have led to bone broth being used in medical settings, particularly for patients recovering from surgery or illness. There is even new research using bone broth for ulcerative colitis.
7. Weight Loss, Fasting, Diet, Keto
These can all be lumped into one category in my opinion. Bone broth is getting a ton of publicity for its ability to help people lose weight, adhere to certain diets and fasting.
Bone broth is naturally a keto food, making it a popular choice for dieters and those who are fasting. The increasing popularity of the keto diet, which emphasizes high fat and low carbohydrate intake, has led to a surge in demand for keto-friendly foods and beverages. Bone broth, which is high in healthy fats and low in carbs, fits perfectly into this dietary trend.
Also, the high satiety, electrolytes and low calories make it an attractive choice for those doing intermittent fasting.
Anecdotally, people report it helps keep them feeling fuller, longer than other foods with the same calories. This helps people not think about eating all day when they are trying to lose weight or adhere to a diet. There are even books written about how to lose weight using bone broth.
7. Increase in Awareness About the Health Benefits of Bone Broth
One of the key factors contributing to the rise in popularity of bone broth is the increasing focus of consumers on health and fitness. With the rise in urbanization and a fast-paced lifestyle, people are looking for convenient and affordable whole food products that provide them with protein and nutrients to support their overall health.
Bone broth is rich in minerals like collagen, magnesium and potassium that support the body's tensile strength. It also has glucosamine and chondroitin that aid in supporting joint health.
The availability of bone broth in dehydrated powder form makes it easy to consume at any place and any time. Additionally, the increase in demand for supplementary products that provide all essential requirements which regular meals are unable to provide has resulted in a rise in the demand for bone broth protein.
9. Increase in Focus on Sustainable Practices in the Bone Broth Industry
Sustainable practices in the food industry refer to methods that minimize harm to the environment and promote social responsibility. The bone broth industry checks a lot of these boxes by definition.
Bone broth is an upcycled food product made from bones that historically were destined for industrial uses at best and landfills at worst.
The industry is further adapting to the market by providing organic, pasture raised and grass finished options. In the future, we will see more brands adopt regenerative agriculture claims on their products. Hopefully supply chains can handle this increased demand.
The focus on sustainable practices is expected to continue as consumers become more environmentally and socially conscious.
What are the top countries in the bone broth market?
The top countries in the bone broth market are the USA, Canada, the United Kingdom, Germany, France, Italy, Russia, Mexico and China.
North America and Europe are the leading regions in the bone broth market, accounting for more than 55% of the global market share.
In the Asia Pacific region, India and China are emerging as key markets for bone broth due to rising consumer awareness and increasing disposable income.
The Asia Pacific region will experience the most growth over the next decade as more awareness about the health benefits spreads to these markets.
By comparison, the North American market is more mature and established. It will continue to grow but not as quickly as Asia Pacific.
While the North American market is the largest, companies operating here face challenges such as competition, product differentiation and pricing strategies.
What are the different types of bone broth available?
The different types of bone broth available include:
- Chicken bone broth
- Beef bone broth
- Turkey bone broth
- Pork bone broth
- Fish bone broth
Bone Broth Market Challenges
Bone broth market challenges include the time and cost to produce a quality product, supply chain concerns, threat of competition and quality assurance issues.
- Cost: Availability and cost of resources needed for bone broth production can pose a challenge for new entrants in the market. Specialized equipment to produce at scale requires a significant financial investment.
- Opportunity Cost: The time it takes to manufacture bone broth means that brands are using an entire production line for 8-12 hours. The opportunity cost of this line is high (for example, it takes 1 hour to make soup using the same equipment).
- Supply Chain Issues: Instability of supply chains for bones are a huge threat. Beef consumption is down in North America, making bones difficult to source locally. This causes brands to look overseas to South America and Australia / New Zealand.
- The threat of new entrants in the bone broth market at a national and international level is low due to high competition and need for significant investment in marketing and product development.
Factors Driving Bone Broth Market Growth to 1 billion
The major drivers of bone broth market growth include an aging population, increasing demand for whole food health and wellness products, rising consumption of convenience food products, increasing health-consciousness among consumers in Asia Pacific.
1. Aging Population With Disposable Income
The aging population is a significant factor that influences the growth of the bone broth market. As per the United Nations, 2019 report, the geriatric population in India is anticipated to increase by 20% by 2050.
Similarly, the elderly population in China and Malaysia is also expected to rise in the coming years. This demographic is more concerned about their health and wellness, leading to an increase in the demand for bone broth products.
Bone broth is known for its ability to improve joint health, skin elasticity and overall well-being, which are common concerns for the elderly population.
Additionally, with the rising disposable income in emerging economies, this demographic has more purchasing power, which will further drive the growth the market.
2. Rising Demand for Whole Food Supplements
An interesting recent shift in consumer behavior is around eating whole foods. You don't see this in the data yet but consumers are favoring supplements that are essentially processed whole foods.
Liver extract pills and bone broth are two such examples that provide many health benefits without the heavy processing as traditional nutritional supplements.
4. Increasing Health Consciousness in Asia Pacific
The rise in health consciousness among the aging population in Asia Pacific is expected to have a significant impact on the bone broth market.
The increasing health consciousness among consumers in the region and the rising disposable income in emerging economies such as India, China, and Malaysia will provide a strong broth market outlook for manufacturers and brands.
Broth consumption is also rising among pregnant women in Asia Pacific as an alternative drink to cure pregnant sickness as well as in regular diet to enhance joint health.
Finally the rapid adoption of westernized culture is expected to fuel regional market growth.
5. Increase in Awareness of Bone Broth Benefits
The increase in awareness of the health benefits of bone broth will continue to grow the market. Supports and naysayers alike both contribute to the mystique and growth of the category by covering it in the media.
We are a the point where athletes, celebrities and health enthusiasts around the world are swearing by it.
6. Increased IBS, IBD, Crohn's and Colitis Prevalence
The single best health benefit of bone broth is for gut health. But not many people know what this really means. It has to do with decreasing inflammation in the colon and intestines.
A 2021 study in Medicina showed that bone broth has anti inflammatory properties which can decrease the symptoms associated with ulcerative colitis.
As more studies get published and more people cover this aspect of bone broth, it will continue to fuel growth for decades to come.
Insights into the Future of Bone Broth
The future of bone broth will see more consolidation among smaller brands and regional players. There will always be small, local brands because of the low barrier to entry.
But scaling brands nationally and internationally requires significant regulatory hurdles and supply chain expertise. Brands at this scale are faced with either sacrificing quality or looking overseas for inputs like bones.
- The market will continue to grow and mature with more brands experimenting with dehydrated products and shelf stable versions.
- Frozen liquid bone broth will make up a smaller percentage of total market size in the future in favor of dehydrated versions.
- Dehydrated products will continue to get better in terms of quality, mixability and taste.
- Finally, Organic supply chains will expand, allowing for brands to offer more Certified Organic products across the globe.
This data is from independent research from a few different firms I've linked to below. I know for a fact that the market is much larger based on my industry knowledge.
For example, there is one brand doing over 75 million in sales per year. 3 other independent USA based brands are doing at least 10 million in annual sales.
This doesn't include numbers from Costco, Trader Joe's Pacific Foods, Swanson (both owned by Campbells), Swanson and other strategic brands.