Elderberries: The Superfood Driving Consumer Demand in 2025

As the germs are still abundant and the days are cold and damp, January had 3785 days (or so it felt)! Demand for immune-supporting ingredients continue to rise and elderberries have taken centre stage in 2025 as one of the most sought-after superfoods. With their rich nutritional profile and growing recognition in the wellness industry, elderberries are shaping up to be a staple ingredient in many health-focused products this year. But why?

What are Elderberries?

Elderberries are small, dark purple berries that grow on the elder tree, scientifically known as Sambucus nigra, which is native to Europe, North America, and parts of Asia. These berries are renowned for their deep, rich flavour and potential health benefits.

Why so popular now?

The Elderberry market is forecasted to surge over the next few years. The projected growth reported by Future Market Insights suggest that the market is expected to grow by 8.9% between 2023 and 2033 with elderberry capsules projected to lead the market with 8.8% growth, making them a lucrative opportunity for supplement manufacturers.

The pandemic years prompted a new wave of prioritising immune boosting foods and supplements. Elderberries, renowned for their high vitamin C content and antioxidant properties have remained in the spotlight as health-conscious consumers continue to seek botanical-based products with proven benefits.

The demand for functional foods that provide extra health benefits beyond basic nutrition is on the rise, aligning with the growing trend for incorporating ancient remedies into modern formulations. Today’s consumers are more conscious of ingredient labels, favouring natural products with a long-standing history of use. Elderberries, which have been around since 400 BC are a prime example. It is thought that Hippocrates, the “Father of Medicine”, referred to the Elder Tree as his “

Elderberries have also been used in herbal remedies for a very long time as documented in ‘The Anatomy of Elder’ by Dr Martin Blochwich, published in 1644.  For centuries, elderberry ‘Rob’ (a syrup made by heating and reducing elderberry juice), has been used for hundreds of years to alleviate colds and coughs. Historically, the Rob has been used to treat epilepsy, as a disinfectant during the plague and to induce sweating to treat various illnesses. These deep-rooted traditional remedies have been revitalised in modern formulations, aligning with the resurgence of interest in ancient wellness practices.

Key Benefits of Elderberries

Elderberries offer a wealth of benefits that are driving consumer interest:

• Rich in Nutrients: Packed with vitamin C, dietary fibre, and antioxidants like anthocyanins, elderberries contribute to overall health and wellbeing.
• Immune Support: Studies suggest elderberries may help shorten the duration of colds and flu symptoms, making them a popular choice in preventative wellness products.
• Anti-Inflammatory Properties: The antioxidants in elderberries may help reduce inflammation, which is linked to numerous chronic health conditions.
• Versatility: Elderberries can be used in various forms, including syrups, teas, powders, gummies, jams and capsules offering flexibility for product developers.

Companies Embracing Elderberries

The rising interest in elderberries is reflected in the innovative ways companies are incorporating them into health and wellness products:

1. Functional Beverages: Many brands are introducing elderberry-infused drinks, from immune-boosting teas to sparkling waters with added vitamins. These products cater to consumers looking for convenient, tasty ways to enhance their health.
2. Supplements and Gummies: Elderberry supplements and gummies have surged in popularity, appealing to consumers who prefer easy, on-the-go options for supporting their immune systems.
3. Skincare and Beauty: Elderberries’ antioxidants have caught the attention of the beauty industry, with some companies using elderberry extracts in skincare formulations to promote healthy, glowing skin. Thought to help balance out excess oils, fight acne, soothe skin and protect it from environmental pollutants.

The Role of Joseph Flach & Sons

At Joseph Flach & Sons, we understand the growing demand for high-quality elderberries and work hard to ensure businesses have access to this remarkable superfood. With decades of expertise in sourcing premium botanicals, we work with our customers to ensure reliability, consistency and exceptional products. We supply dried elderberries in bulk, meeting the needs of manufacturers and wholesalers looking to create innovative products for health-conscious consumers.

Looking Ahead

As 2025 unfolds, elderberries’ reputation as a superfood shows no signs of waning. With their proven health benefits and versatility, elderberries are set to remain a key ingredient in the health and wellness sector. Whether you’re developing functional foods, natural supplements, or innovative skincare products, elderberries offer endless possibilities to cater to today’s discerning consumers.

For more information on sourcing elderberries or other botanicals, contact our team on + 44 (0)1733 371221 or email us at sales@josephflach.co.uk. We’re here to help you meet the growing demand for this powerful botanical ingredient.

Natural products can cause side effects. As with any food product or herbal supplement, it is advisable to seek professional advice before newly incorporating into one’s routine or into a new product, especially for individuals who are susceptible to allergies, have other dietary issues, weakened immune systems or other health complications.

Important: Joseph Flach & Sons are not herbalists and are unable to offer advice on and are unable to attest to the efficacy or suitability of a material for use in a herbal remedy or as a product ingredient.