Nutritional Outlook is kicking off 2025 with its annual Ingredients to Watch series. Once again, we’ve partnered with the Chicago-based market research firm SPINS who have provided Nutritional Outlook with functional ingredient sales data from the mainstream multi-outlet and natural channels. Nutritional Outlook utilizes these sales data and our own observations to identify ingredients and/or categories that are trending or otherwise experiencing significant growth and that are poised to have a meaningful impact on nutraceutical product sales.

This year, we’ve homed in on vitamin B₁₂, beet root, mushrooms, the hydration category, and kratom. Mushrooms and the hydration category both appeared on last year’s list but continue to garner impressive sales, innovation, and overall interest from consumers. Vitamin B₁₂ and beet root are seeing huge growth within the cognitive and cardiovascular category, respectively, and kratom—the dark horse ingredient—is among the top 25 functional ingredients in the multi-outlet channel despite being considered a dangerous and habit-forming herb by the U.S. Food and Drug Administration (FDA).

The nutraceutical space is ever evolving and continues to draw a wider base of consumers. According to Scott Dicker, market insights director for SPINS, active nutrition in particular is a category that fosters the growth of certain ingredients and propels them into adjacent health focuses.

“Active nutrition is kind of the breeding ground for a lot of these ingredients,” says Dicker. “A couple of years ago we were talking a lot about creatine—we should always be talking a lot about creatine—but that got out of the gym and into the cognitive health space. Protein, of course, is another one that started off only in the gym and now is in all these different categories. Active nutrition is where a lot of ingredients grow and then move into adjacent categories.”

Beet root, for example, has been a popular ingredient in active nutrition for its vasodilating benefits to improve performance and recovery. Of course, the ingredient’s vascular benefits translate neatly to cardiovascular health, a category where beet root has seen triple-digit growth. Similarly, the hydration category, which has long been favored by athletes and fitness enthusiasts to replenish electrolytes, has thoroughly broken free from those confines and been embraced by consumers who view hydration as a key component in their wellness journey. Read on for more detailed insights and sales data.

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Vitamin B₁₂

A classic ingredient finding new life is vitamin B₁₂. According to the latest SPINS data shared with Nutritional Outlook, sales of vitamin B₁₂ helped land the vitamin in the top 25 functional ingredients in the mainstream multi-outlet channel. The data show that B₁₂ grew 2.9% in the 52 weeks ending October 6, 2024, from $292,716,016 million to $301,064,217 million (Figure 1). The vitamin is also on the list of the top 25 functional ingredients for the natural channel, with 7.2% sales growth, reaching $20,678,790 in sales (Figure 3). The ingredient has seen particular growth within the cognitive health category, with 173% sales growth in the multi-outlet channel (Figure 2C) and 30% sales growth in the natural channel (Figure 4).

Scott Dicker, market insights director at SPINS LLC, says that while “B₁₂ has been around for a long time [and] used for a lot of different things, you are [now] seeing it used in a lot of the combination formulas for brain health, with an emphasis on [B₁₂]…And so, it’s a really exciting time for that ingredient.”

Figure 1. Multi-Outlet Channel (United States) Top 25 Functional Ingredients by Dollars

Data courtesy of SPINS

Given that it’s an established ingredient, B₁₂ is well-recognized by consumers and valuable to call out on product labels. Dicker adds that “[B₁₂ is] also doing very well for energy support in the natural channel, which is what I traditionally think of [B₁₂] being sold for, more as a standalone supplement.”

In the current marketplace, it’s predominantly used in multi-ingredient formulas targeting specific benefits, which makes sense for the way most mainstream consumers shop for supplements. “I view a lot of these things as consumers oftentimes look for a health focus first, especially in the mainstream channel, and ingredients are kind of second. So, you’re seeing formulators using B₁₂ as part of these formulations,” explains Dicker. When shoppers turn over that bottle to view the ingredient deck, B₁₂ is an ingredient they can trust and understand.

Cognitive Health Spotlight

The growth of vitamin B₁₂ in the cognitive health category is logical, given its benefit. According to Irfan Qureshi, ND, global head of product development at Metagenics, “As the cognitive category itself has seen significant growth over the past several years, the importance of vitamin B₁₂ has also gained interest because of its significant mechanistic role in brain health for moderating neuroinflammation and helping with memory retention. Vitamin B₁₂ is a cofactor for the production of the key neurotransmitters serotonin and dopamine while studies have shown that low B₁₂ levels may be associated with brain cell shrinkage and atrophy.”

Qureshi adds that “increasing age and poor health status along with certain dietary choices make individuals more vulnerable to vitamin B₁₂ insufficiency. Due to these and other factors, there is an increased awareness of the important role this vitamin plays which has led to a rise in sales of standalone and combination supplements containing it.”

Consumer interest is piquing in the different varieties of vitamin B₁₂ products in the marketplace. Qureshi says that, “Consumer interest seems to be growing in both standalone products with vitamin B₁₂ as well as combinations such as in B-complex supplements and multivitamins. People often self-select based on their needs or healthcare practitioner advice. While some may just be looking to increase their vitamin B₁₂ intake, other consumers may be more interested in a specific aspect of health (i.e. cognitive support) and may select more specialized products that contain B₁₂ along with synergistic or complementary ingredients.”

One of the core functions of B₁₂ is the role it plays in the communication between neurons in the brain. “Vitamin B₁₂ plays an essential role in the health and maintenance of neurons in the brain as well as preserving the structures that enhance neuronal communication and neurotransmitter production,” explains David Gundermann, MSc, PhD, principal nutrition scientist at MegaFood. “Cognitive health such as perception, attention, memory, and others depends highly on both healthy nerve regeneration and the continuous production of neurotransmitters for brain communication. Deficiencies of vitamin B₁₂ can include many neurological symptoms including an impairment in cognitive function.”

Figure 2A. Multioutlet Channel (U.S.) Top 10 Bestselling Health Focuses

Data courtesy of SPINS

Gundermann adds that vitamin B₁₂ plays a variety of roles in several metabolic processes, including “DNA synthesis, fatty acid metabolism, healthy red blood cell formation, energy production and even the maintenance of an intact gastrointestinal system.”

Qureshi tells Nutritional Outlook that B₁₂ is important for keeping brain function at its peak. Most consumers should be receptive to this concept, but particularly those who are getting older and more cognizant of age-related declines in cognition. “[Vitamin B₁₂] plays a critical role in the methylation pathway, supporting the production of S-adenosylmethionine (better known as SAMe). SAMe functions as a methyl donor for neurotransmitters, leading to their activation and allowing support for brain health and mental function,” explains Qureshi. “Structurally, vitamin B₁₂ helps promote the synthesis of myelin, which is a protective coating around nerve tissue.”

He adds that the benefits of B₁₂ can extend well beyond brain health. “It further impacts brain health by being a cofactor for methionine synthase, the enzyme responsible for converting homocysteine to methionine. As homocysteine builds up, it has toxic effects on brain tissue while it also adversely impacts cardiovascular health,” says Qureshi. “By supporting the reduction of homocysteine levels in the body, vitamin B₁₂ contributes to brain and cardiovascular health.”

Vitamin B₁₂ can work in concert with a number of important nutrients,including vitamin B₆, folate, biotin, and magnesium, says Qureshi. “Taking a combination of these nutrients may ultimately lead to well-rounded support for optimal health outcomes since a deficiency or insufficiency in any critical nutrient can blunt the overall impact on health,” he points out.

Forms of B12

Vitamin B₁₂ comes in a variety of forms, the most common being cyanocobalamin and methyl cobalamin. Less popular forms are adenosyl cobalamin and hydroxocobalamin. Gundermann says that there is no evidence indicating that absorption rates vary between the different forms of the vitamin, but according to Qureshi, there are specific populations or subgroups that may experience absorption issues.

“Several health conditions, including gastrointestinal issues, anemias, and surgical procedures can lead to poor B₁₂ absorption,” says Qureshi. “In this scenario, a form such as methyl cobalamin or one of the others may be preferred. Similarly, methyl cobalamin and adenosyl cobalamin are forms of B₁₂ that are active in the body (coenzyme forms) while cyanocobalamin requires conversion to be activated. A certain percentage of individuals such as the elderly and other subgroups with genetic variations may have difficulties converting cyanocobalamin to the active coenzyme forms in the body.”

Figure 2B: Multioutlet Channel (U.S.) Top 10 Bestselling Ingredients by Health Focus

Data courtesy of SPINS

While most people probably won’t have issues with absorption based on the form of B₁₂, it’s well recognized that cyanocobalamin is the most stable version of the nutrient. Therefore, the dosage format should inform what type of B₁₂ you choose to use. “Stability of methyl cobalamin and adenosyl cobalamin may be inferior to cyanocobalamin in liquid formats, for example,” says Qureshi. “It’s also true that, overall, vitamin B₁₂ is less stable when exposed to light, heat, and moisture when compared to standard capsule or tablet applications. This should be an important consideration when choosing the right B₁₂ form for a particular dosage format.”

Conclusion

The importance of vitamin B₁₂ for human health, particularly cognitive health, is well established. The cognitive health category remains profitable in both channels, with 2.5% sales growth in the mainstream multi-outlet and 10% growth in the natural channel. Naturally, vitamin B₁₂ is a valuable addition to these formulas as manufacturers combine herbs and proprietary ingredients with tried and true vitamins and minerals that speak to a basic understanding of nutrition.

WANT MORE? Listen to our interview with SPINS' Scott Dicker in our 2025 Ingredients to Watch episode of the Nutritional Outlook Podcast

Beet Root

Finding success from one category to another and offering a variety of benefits, beet root has recently achieved explosive sales growth.

The latest SPINS data shared with Nutritional Outlook show beet root in the top ten functional ingredients in the cardiovascular health category in the mainstream multi-outlet channel (Figure 2B). Within that category, sales have increased 161.3% in the 52 weeks ending October 6, 2024, to reach $46,783,721. Additionally, in the cardiovascular health category of the natural channel, beet root’s sales increased by 293.7% to reach $2,101,525 (Figure 4C).

Dicker explains that what is driving the growth of beet root in cardiovascular health is its success in active nutrition. “It’s a great example of a long-standing ingredient that has found success in an adjacent health focus category,” says Dicker. “Typically, we think of beet root usually as a vasodilator for active nutrition, which it still is, but you see that translating into what brands are advertising as cardiovascular support, blood pressure support, things like that. But it’s a great example of an ingredient that had a home but had matured, so to speak, and then found an adjacent health focus. And that’s usually where we see the top growth ingredients.”

Active Nutrition

Qureshi explains that beetroot is a versatile ingredient that lends itself well to the active nutrition category. “In general, beet root extracts are a great addition to functional health products targeting a variety of benefit platforms,” he states. “For athletic performance, beet root extract can be combined with functional mushrooms, caffeine, citrulline, and other ingredients. For products targeting energy enhancement, beet root extract combined with adaptogens of various types could be an appealing combination while for products targeting blood pressure, combining beet root extract with other extracts rich in polyphenolic compounds may be a good choice.”

Interventional cardiologist and member of 1MD Nutrition’s scientific advisory board, Heather Shenkman, MD, agrees. In addition to beet root’s benefits on lipids, glucose, and blood pressure, “it can help improve athletic performance and reduce muscle soreness after exercise” while also playing well with other ingredients. In 1MD’s CardioFitMD product, for example, Shenkman explains that beet root is “paired with prebiotics and probiotics, fiber, and a multivitamin, to support healthy blood pressure and circulation.”

Heart Health Crossover

The complementary benefits and pairings allow beet root to comfortably straddle multiple categories, with cardiovascular health being a natural progression. “The fundamental way beet root extract supports heart health is through its impact on the vascular system,” explains Qureshi. “As beet roots are a source of nitrates, the extract can support the generation of nitric oxide resulting in improved blood flow through widened arteries. By acting on the endothelial lining of blood vessels, beet root extract may also support healthy blood pressure. Additionally, beet roots are a source of antioxidants in the form of polyphenols and other compounds. These compounds can scavenge free radicals that damage healthy blood vessels as well as quench inflammation in vascular tissue.”

Figure 2C: Multioutlet Channel (U.S.) Top 10 Bestselling Ingredients by Health Focus

Data courtesy of SPINS

“Beetroot is popular in the cardiovascular product space because its actions may not only promote heart health but may also improve energy levels,” adds Shenkman. “Beetroot’s main action in supporting heart health is through its high content of nitrates. Nitrates help to improve blood flow, lower blood pressure, and can increase exercise performance. Beetroot is also an excellent source of fiber, folate, manganese, potassium, vitamin C, and iron.”

This concept is easy for consumers to translate into practical uses. “As a natural source of nitrates that can be directly converted into nitric oxide, the logic of beets being good for cardiovascular health is easy to understand for people,” says Qureshi. “That coupled with the bright red color of beets makes the education component less of a burden.”

Consumer education on the health benefits is already prevalent, adds Qureshi. “Given the proliferation of education around the benefits of increased circulation and blood flow for other health categories, consumers readily make the association between the health benefits of beet roots and, for example, athletic performance and men’s sexual health,” he explains. “Since the functionality of beets is readily understood, in the mind of consumers they are a great natural alternative for supporting these key areas of health.”

A Few Obstacles and Solutions

One of the challenges of utilizing beet root is the flavor. “The flavor of beets can be divisive,” Qureshi explains. “While beets are a natural source of sugar and therefore have an element of sweetness to them, they also impart an earthy flavor. If one is accustomed to consuming beets, this may be palatable, but if not, it can be off-putting.”

“I think that’s why a lot of times [beet root products are in] the pill format,” says Dicker. “But it also depends on the dose; people aren’t going to want to take three or four or five or six pills.”

That’s where alternative dosage formats come in. With all this in mind, it’s crucial to have the right product format for the intended benefits, says Qureshi. “Since the effective dose of beets for various applications is on the higher side, powdered drink mixes and ready-to-drink products are good options,” he says. “Soft chews can also be an option if flavor masking is done well. Keep in mind that beet root powders may impart more of an earthy flavor than beet root extracts that are standardized to nitrate content.

Mushrooms

According to the most recent SPINS data shared with Nutritional Outlook, mushrooms placed in the top ten functional ingredients in the cognitive health category of the mainstream multi-outlet channel (Figure 2C). Within that category, sales increased 133.3% over the past 52 weeks ending October 6, 2024, to reach $6,715,830. In the same timeframe, mushrooms also placed in the top 25 functional ingredients in the natural channel with $24,417,923 in sales, a 19.1% increase from the previous year (Figure 3). Finally, mushrooms were at the top of the list of functional ingredients in the cognitive health category of the natural channel with $12,668,401 in sales, a 28.6% increase from last year (Figure 4C). Mushrooms also placed in the top 10 of the immune health category in the same channel with $7,313,490 in sales, a 0.5% increase in sales.

Dicker explains that the presence and growth of mushrooms is in tandem with the growth of the cognitive health category. “People are very interested in cognitive health, whether it’s focus or memory support,” says Dicker. “Cognitive health really expanded; it used to be for more of an aging population, targeting ‘senior moments,’ for example. It’s expanded into mental performance, so to speak, which includes focus and being sharp. As the health focus category gains interest, we see what known ingredients could fit right in. That’s why last year we predicted lion’s mane was the mushroom to watch. It was, and that is the one that’s driving a lot of the cognitive health [growth], as well as mushroom combination formulas. There’s a lot of interest in mushrooms, both functional and other, so it makes it ripe for being trendy.”

Figure 3. Natural Enhanced Channel (U.S.) Top 25 Functional Ingredients by Dollars

Data courtesy of SPINS

Cognition Recognition and Lion's Mane

Sara Slowik, chief commercial officer at Om, expanded on consumer behavior trends for these categories and what is motivating their choice of mushroom. “Overall, I’d say consumers select mushrooms driven by its benefits over its species. Thinking about the supplement category, and general consumer behavior, they are almost always driven by outcome (versus ingredient),” says Slowik. “As the mushroom category matures and becomes mainstream, I do think this will shift over to type of mushrooms because the consumer will be more knowledgeable about them. However, as mentioned, we are still a bit away from that and it’s our job as a brand to help bring the consumer along.”

One species of mushroom, lion’s mane, seems to be driving the category forward. As Dicker notes, “that seems to be the one that’s most connected to cognitive health. It’s really continuing to do well, and I expect to continue to do well in 2025 as well.”

Expanding on the mushroom’s nootropic benefits, Slowik added: “Lion’s mane is a species that has been most researched and consequently, well known by consumers for its cognitive health benefits.” For example, she noted a study¹ demonstrating the potential positive impacts lion’s mane supplementation may have on cognitive function.

“I think we are still in the infancy of functional mushroom knowledge and awareness by consumers,” Slowik predicts. “Lion’s mane leads the mushroom pack in awareness, however there is still more education to be done by brands to let the consumer understand what functional mushrooms are, what they do, and which they should take.”

Other Mushrooms and Their Benefits

In addition tocognitive benefits, mushrooms have other functions as well. “One of the more exciting findings is digestive/gut health benefit tied to mushrooms,” says Slowik. “This is a health benefit that continues to grow in both interest and engagement, as many consumers are tying whole body health to gut health.”

Other species are also gaining recognition. As evidenced in the SPINS’ data, reishi mushrooms made the list in the cognitive health category of the natural channel, with sales increasing 23.0% to reach $1,533,906 (Figure 4C). Chaga mushrooms also made the list in the immune category in the same channel, with sales increasing 6.1% to reach $1,633,326 (Figure 4C).

Figure 4A. Natural Enhanced Channel (U.S.) Top 10 Bestselling Health Focuses

Data courtesy of SPINS

Lesser-known cordyceps are anticipated to become more popular as well, Slowik added. “We have learned that cordyceps help support endurance and recovery. Specifically, it is known for optimizing oxygen delivery to muscles and supporting mitochondrial health,” she explains. “These benefits bode well for those who are fitness enthusiasts, particularly endurance athletes (e.g. runners, cyclists) looking to drive their athletic performance. It’s a prime mushroom to propel into the sports nutrition category.”

As Skye Chilton, CEO of Nammex, Organic Mushroom Extracts explained during an interview with Nutritional Outlook at SupplySide West 2024, turkey tail mushrooms have been seeing growth over the past few years. “In the last five years, we started cultivating turkey tail on a mass scale,” he stated. “Typically, it’s been wild crafted, but that leads to an inconsistent quality. Cultivation is obviously more sustainable, too. So, we’ll cultivate sustainably and then start to scale that up to slowly phase out wild craft demand. We’ve been scaling that up 100 plus percent every year, trying to double the capacity, and ultimately want to get to about 250 tons a year of dry, which is very big.”

Apart from mushrooms for human consumption, there are the beginnings of growth in the market for pets as well. “My hunch is that as consumers learn and adopt functional mushrooms, they are open to consider [mushrooms] for their pets,” says Slowik. “It’s no secret that humans view pets like a family member—and with any family member, what you do for yourself you’ll also want for your them. As functional mushrooms grow in awareness and adoption, I anticipate more options available in the pet market. Additionally, we’ve seen several functional mushroom brands for humans opening the door by creating a pet line as the science holds true for both, and there is constant R&D for applications accordingly.”

Alternative Dosage Formats

Another factor in the growth of mushrooms is the growing availability of different dosage formats, which is helping to drive growth of the ingredient as more manufacturers are able to utilize it in palatable formats such as gummies. “You see this through the growth stages of an ingredient. It grows in a couple different ways. [Either] it finds a new health focus, or a new format,” says Dicker. “For a while there were a lot of the mushroom powders, and then pills. A lot of people really like gummies for supplements, and a lot of manufacturers really like to make gummies as well. All those things play a role in the growth, because it brings new people into the category who either hate swallowing pills or don’t like the thought of making another mix powder, like a ready-to-drink. It’s additive to the category, and it also usually makes people purchase more of them, because they go through those gummies faster.”

Slowik confirmed this observation. “Our biggest mantra is to meet the consumer where he/she is at,” she states. “Functional mushrooms are still new for many consumers, and so as a brand we try to make it approachable and appealing as possible. We offer functional mushrooms in a variety of formats – capsule, powders, and gummies. This will let the consumer choose what he/she wants – a quick-and-easy intake via capsules, incorporating into an established routine of a smoothie/coffee via powders, or a delicious, tasty experience via gummies.”

Conclusion

The rapid growth of mushrooms across cognitive, immune, and digestive health categories reflects rising consumer interest in functional benefits, with anticipated growth as consumers become more familiar and informed on the various functions of mushrooms. Expansion of formats is also expected to drive consumer interest and access and point to mushrooms’ transformative potential across multiple wellness markets.

Hydration

Hydration has once again made our list of categories to watch. In the mainstream multi-outlet channel, based on the 52 weeks ending October 6, 2024, hydration was a top selling category, growing 32.8% compared to the previous year to reach $639,142,984. Within the hydration category, potassium and taurine are among the fastest growing ingredients. Potassium saw 414.8% sales growth compared to the previous year and taurine saw 179.2% sales growth (Figure 2A).

“The depth of the growth is surprising to me just because it’s such a large category right now and usually you just don’t see those kinds of numbers for large categories like that,” says Dicker. “And then on top of that, over the past couple of years, we saw sports drinks, which is pretty much the ready-to-drink version of these, having huge growth. That has softened a little bit. So, I’m starting to think that maybe that was kind of a leading indicator and this year we might see hydration soften a bit, but again, softening could still mean having a very strong year.”

Figure 4B. Natural Enhanced Channel (U.S.) Top 10 Bestselling Ingredients by Health Focus

Data courtesy of SPINS

A common theme for many trending ingredients and categories is that manufacturers are finding and consumers are responding to new use cases. “It’s not just people who are doing intense bike rides in the mountains or doing jiujitsu. It’s people going through their ‘daily hydration regimen,’” says Dicker. “There’s new expansion beyond that core and this is another example of starting from active nutrition, going into other health focuses and finding a lot of success. It should also be worth mentioning that there’s a lot of players coming to this category. So, a lot of new exciting SKUs, different flavors, things like that that give this category continued innovation.”

Given their importance in formulating hydration products, it’s no surprise that potassium and taurine seeing this much growth. Potassium plays a particularly important role in hydration, says Qureshi.

“[Potassium] acts as an electrolyte to help maintain fluid balance across cell membranes,” explains Qureshi. “Potassium is especially important as it is the most abundant positively charged ion in cellular fluid. It functions to ensure adequate water enters and stays inside cells, keeping them hydrated. It works together with sodium, the most abundant positively charged ion outside cells to maintain fluid balance across cell membranes.”

He adds that, “During exertion when we sweat, in addition to losing fluids, the body also loses electrolytes including potassium. Replenishing potassium levels can help restore fluid balance in cells supporting their proper hydration.”

Minerals like potassium, sodium, and chloride, otherwise known as electrolytes, are crucial for hydration. According to data from SPINS, multi-minerals was the top selling ingredient in the hydration category of the multi-outlet channel, and it grew 42.9% from the previous year (Figure 2C).These minerals “work together to achieve proper fluid balance inside and outside of cells,” says Qureshi. “Their function also creates the membrane potential, which is an electrical and chemical gradient across cells. The membrane potential facilitates nerve transmission and muscle function in addition to ensuring optimal hydration status. It also facilitates the transport of nutrients into cells and the removal of toxins from cells.”

Taurine is an important complement to these minerals. An amino acid that is involved in a range of physiological processes including cardiovascular health and the central nervous system, taurine interacts with sodium, potassium, and magnesium ions to contain potassium and magnesium inside the cell and prevent excessive sodium entry.² This essentially balances the electrolytes in the body. There is also some evidence that taurine may help manage inflammation and oxidative stress during exercise, promoting recovery.³ Of course, even for those who are not highly active, the addition of taurine does have an impact on important aspects of health such as cardiovascular health. For example, taurine accounts for about 50% of the total free amino acids in the heart, and may support cardiac contractability and improve heart function, based on both human and animal studies.⁴ The ingredient may also support endothelial function by promoting nitric oxide production. So, taurine is an ingredient that has utility across multiple health focuses.

While Dicker does say that the softening of ready-to-drink formats could indicate a potential softening of hydration supplements, that doesn’t mean there will be some kind of bust. More than likely, growth may continue just on a smaller scale. There is still a great deal of room for innovation in hydration through a number of avenues such as flavor and the inclusion of new functional ingredients. Given that hydration is standing on its own outside of active nutrition, the inclusion of ingredients that expand the health benefits of hydration products to things like brain health or heart health could continue to move the hydration category forward.

Kratom

A controversial ingredient that warrants examination, kratom is among the best-selling functional ingredients on the market while not legally a dietary ingredient. Based on data from SPINS from the 52 weeks ending October 6, 2024, kratom has landed in the 25 top-selling functional ingredients for the mainstream multi-outlet channel with $441,408,984 in sales, increasing 21.9% since the previous year (Figure 1).

Kratom is made from the leaves of a tropical tree (Mitragyna speciosa) native to Southeast Asia and has a number of perceived benefits. According to Nick Avé, general manager of Zamnesia, an online retailer that sells the ingredient, “Kratom has been around for a long time and has been used by people for a variety of reasons, like boosting energy or unwinding. Many folks say it helps them focus better and improves their mood.”

“What truly speaks to kratom’s validity is its longstanding role in daily life across Southeast Asia,” adds Ali Garawi, co-founder, CEO and CFO of Dialed Moods, which manufactures finished products from kratom. “For centuries, laborers and farmers have relied on kratom to combat fatigue and enhance stamina during long, physically demanding workdays. This consistent use by millions of people over generations underscores its effectiveness as a natural energy and mood booster.”

Figure 4C. Natural Enhanced Channel (U.S.) Top 10 Bestselling Ingredients by Health Focus

Data courtesy of SPINS

Despite the wealth of anecdotal evidence, our understanding of the ingredient’s effects and mechanisms is still limited. “Science is still working to catch up because of challenges with regulations and funding,” says Avé. “We’re big on responsible use and are pushing for more scientific research to better understand what kratom can offer.”

One reason for kratom consumption that is highly controversial and draws the scrutiny of the U.S. Food and Drug Administration (FDA) is the self-treatment of opioid use disorder and opioid withdrawal.⁵ The two main chemical compounds in kratom are mitragynine and 7-OH-mitragynine, which FDA says bind to the same receptors in the brain as opioid drug, giving the ingredient “opioid properties,” according to a 2018 statement⁶ from then FDA commissioner Scott Gottlieb, MD. In that statement, the commissioner underscored kratom’s potential for abuse, informed by the agency’s Public Health Assessment via Structural Evaluation (PHASE) methodology, which is a tool that simulates, using 3D computer technology, “how the chemical constituents of a substance (such as the compounds/alkaloids found in kratom) are structured at a molecular level, how they may behave inside the body, and how they can potentially affect the brain.” Results of the PHASE model on kratom “predicted that 22 (including mitragynine) of the 25 compounds in kratom bind to mu-opioid receptors…[confirming] that two of the top five most prevalent compounds (including mitragynine) are known to activate opioid receptors.”

The PHASE model “also predicted that some of the kratom compounds may bind to the receptors in the brain that may contribute to stress responses that impact neurologic and cardiovascular function. The agency has previously warned of the serious side effects associated with kratom including seizures and respiratory depression.”

This data, as well as a reported 44 deaths associated with kratom consumption have been used by FDA to justify an ongoing import alert, and the agency has even recommended that the Drug Enforcement Agency (DEA) place kratom under Schedule I of the Controlled Substances Act, which has not come to fruition. That said, there is research that contradicts FDA’s assertion that kratom is a dangerous ingredient with opioid properties that is life-threatening to users. A policy report⁷ from the American Kratom Association (AKA) cites research that indicates that the alkaloids in kratom “adopt a binding pose at the mu-opioid receptor that is distinct from that of classical opioids” and does not result in significant respiratory depression.⁸ Furthermore, assertions made by FDA that kratom is responsible for a reported 44 deaths fail to elucidate that many of the reported adverse events they cite involve multiple illicit or prescribed substances, and it is therefore difficult to conclude that kratom is the actual cause of death. There is, however, the real danger of adulteration of kratom products, which have caused people to die. One notable example was the death of nine people from consumption of a kratom product that was subsequently found to be adulterated with O-desmethyltramadol, an active metabolite of the commonly prescribed analgesic tramadol.⁹

“The root of the issue lies in the absence of regulatory oversight, which has allowed unethical operators to prioritize profit over safety,” says Garawi. “Bad actors have developed highly concentrated or synthetic versions of naturally occurring compounds like 7-hydroxy-mitragynine (7-MIT), which exists in the plant at negligible levels. By producing synthetic products with dangerously high concentrations, they’ve fueled misconceptions and tarnished kratom’s reputation.”

This highlights the importance of vetting suppliers and cGMP standards in manufacture of kratom products. Being able to accurately trace the raw materials and verify authenticity is also crucial. “We prioritize brands that engage in sustainable harvesting practices from Southeast Asian farms, particularly in Indonesia, Thailand, and Malaysia. The vendors we work with establish strong relationships with local farmers, ensuring that the leaves are harvested at peak alkaloid levels, which directly affects the potency and effectiveness of the product,” explains Avé. Third-party testing also ensures that the materials are free from heavy metals, pesticides and microbes. Additionally, Zamnesia only works with suppliers who are members of AKA.

“We stick to cGMP standards to make sure our products are safe, consistent and high-quality,” adds Avé. “We regularly audit our suppliers and processes to stay on track. In addition to the testing and certifications, we give our customers detailed product info, show where we source our product, and provide clear usage guidelines. A key part of this is providing quality educational content on our website. This shows that we’re all about building trust and that we’re committed to doing whatever it takes to keep that trust strong.”

Dialed Moods also adheres to cGMP standards. “Each batch [of kratom] undergoes a strict testing process: once received, the kratom is quarantined and tested by accredited third-party laboratories for potential contaminants,” explains Garawi. “After passing this rigorous testing, the batch undergoes our purification, blending, and final testing phase. We ensure precise formulations and dosing to meet cGMP standards, delivering a consistent, clean product every time. Additionally, all testing results—from raw materials to finished product—are available on our website for transparency and customer peace of mind.”

While some retailers and manufacturers value the health and safety of their customers, many are indifferent. Couple that with the fact that kratom is not legally a dietary supplement ingredient, it can be difficult for consumers to find or identify high quality kratom products. So far, FDA has denied six new dietary ingredient notifications, and while legislation has been introduced, namely the Kratom Consumer Protection Act, to create a regulatory framework for the ingredient, there is little indication that the ingredient will earn legitimacy anytime soon.That said, kratom products continue to sell, and sell well.

Its success is similar to that of hemp-derived CBD and other cannabinoids. Now, synthetically derived cannabinoids like delta-8 and delta-10 THC that have intoxicating properties are being sold in liquor stores as an alternative to alcohol. Kratom fills a similar need. Speculating on what’s driving the growth of kratom, Scott Dicker, market insights director of SPINS says, “I think there is this desire for euphoric ingredients. We know people are drinking less alcohol, for example, [but] what are they replacing with it? As people look to replace something like an alcoholic beverage with an ingredient that will still give them kind of an altered feeling…I think the demand for these euphorics will continue to grow…I don’t know if this ingredient necessarily will be the winner or have continued staying power as people enter the category…but the category will continue to grow in my opinion.”

If consumer demand for kratom continues to grow and products continue to proliferate, federal regulators may not have much choice but to exercise enforcement discretion on the ingredient, like it does with hemp-derived CBD. On the state level, while six states have outright banned kratom when there was indication that it would be scheduled by DEA, Mac Haddow, senior fellow on public policy for AKA, tells Nutritional Outlook that five out of the six states that have banned kratom are in the process of changing the bans to take a regulatory approach. So, the tide may be turning. In the meantime, great care must be taken to ensure safety and quality of kratom ingredients to protect consumers. It’s hard to say whether kratom’s reputation can be repaired and the ingredient be accepted more broadly. While cannabinoids have seen acceptance, it may be more of an uphill battle for kratom.

“In my opinion, CBD has had a smoother ride gaining acceptance and being backed by research after it was taken off the Controlled Substances Act,” says Avé. “Kratom, though, is still not as well understood and gets a lot more scrutiny,”

“The lack of regulation exposed the industry to a lot of bad actors and led to harmful practices and a tarnished reputation,” adds Garawi. “There has been a lack of understanding by the general public and fearmongering from critics. There needs to be more research and regulation to combat these anxieties, as overcoming these hurdles will take time and education.”

For more data-driven expert insights, check out our 2025 Flavors to Watch.

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