Bone Broth Market Size, Share & COVID 19 Impact Analysis, By Type (Chicken, Beef, Turkey, and Others), Distribution Channel [Foodservice and Retail (Supermarkets/Hypermarkets, Specialty Stores, Online Retail, and Others)], and Regional Forecast, 2023-2030

The global bone broth market size was USD 1.02 billion in 2022 and is projected to grow from USD 1.08 billion in 2023 to USD 1.62 billion by 2030, exhibiting a CAGR of 5.94% during the 2023-2030 period. North America dominated the bone broth market with a market share of 36.58% in 2022.

Bone broth, popularly known as stock or bouillon, is prepared specifically by simmering the connective tissue and animal bones. This forms a nutritious stock that is used for making stews, soups, gravies, sauces, and others. Historically known as a folk remedy, this nutritious savory liquid is now recognized as a versatile superfood, which can be used to replenish depleted energy stores, making it one of the popular choices for athletes.

Prominent factors such as the soaring awareness regarding the health benefits of bone stock and the easy availability of different types of animal (chicken, beef, and pork) broths further increase the consumption rate. Bone broth has a long-established history of being used as a part of daily meals for centuries. However, its awareness and usage have grown tremendously in the last few years. Advantages such as promoting nutritional value (providing calcium, iron, zinc, vitamin A, and vitamin K2) and supporting immunity and digestive health in both humans and animals make it an unavoidable option for incorporation into the diet.

COVID-19 IMPACT

Demand for Protein-Packed Products Increased During the Pandemic

The COVID-19 pandemic enormously affected the global economy, and the food processing and supply chain industries were no exception. The impact was complex and widespread, affecting all aspects of the food manufacturing system, from procuring to production and distribution. Moreover, the pandemic worsened the situation through trade restrictions, border closures, and other confinement measures, thereby disrupting the overall market scenario. All these factors hampered the slaughtering of animals, minimizing meat production.

However, the market witnessed a spike in the demand for animal protein-infused products, which boosted the demand for bone-based broths. Owing to the fear of contracting viral disease by consuming meat products, consumers opted for substitutes such as bone broths, which can provide similar nutritional values. Thus, to maintain immunity and overall health status, bone-based broths were consumed at a higher level in the pandemic phase.

Bone Broth Market Trends

Soaring Use of Bone Broth in Weaning Foods is a Prominent Trend

Bone broth has been recognized as one of the highly restorative tonics, which provides numerous health benefits and is added to a variety of dishes. It has several benefits for humans as well as babies, such as imparting minerals (calcium, silicon, magnesium, phosphorus) that can be easily absorbed, adding to the strong demand for bone-based broths. Furthermore, broths act as a strong healer for curing colds as well as helping improve a baby's overall immunity. Other than this, broths are rich in gelatin and hyaluronic acid, which helps nourish the baby’s nails and hair and supports digestive health.

Therefore, baby food companies are focusing on introducing protein-packed products (infused with bone-broth), which can strengthen market growth. For instance, in October 2021, Cerebelly, the U.S. children's food brand, launched a new nutrient-rich bone-broth puree pouch for babies (11+ months of age). The new product would be helpful in boosting the optimal brain development as well as fulfilling the protein requirements.

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Bone Broth Market Growth Factors

Surging Use of Broth in Pet Food Fuels the Product Demand Globally

One of the biggest reasons to consider incorporating bone broth into a pet’s diet is mainly due to its nutritional value. Collagen is one of the vital components required for the overall development of pets, and the required collagen levels can be achieved through bone stock consumption. Nearly 90% of the ligaments and tendons are made from collagen, which provides flexibility as well as tensile strength to the connective tissue. The oral ingestion of this collagen has been proven to refine joint health even in pets, especially dogs suffering from connective tissue disorders such as elbow dysplasia and others. As a result, the broth consumption increases in pet food applications, leading to a positive market growth.

Other than this, the product is most often used as a topping on raw dry food to moisten and make it more appetizing. Due to its low carbohydrate and high protein content, broth is less likely to increase the chances of obesity if mixed with wet food or used as a topping. Thus, all these advantages increase the demand for broth, which, in turn, influences the producers to launch more protein-rich broths for pets. For instance, in June 2022, Paws & Nosh, an Ireland brand, introduced a new bone broth for dogs and cats. The products manufactured are 100% natural and of premium quality, which is best suited for furry animals.

Rising Endorsement by Celebrities/Internet Personalities Escalates the Broth Demand

Celebrity endorsements are considered one of the key tools in marketing and have been extensively used to promote products, brands, and services. The use of high-profile personality endorsements as a medium of communication has grown significantly in the past few years and has become a phenomenon worldwide. The reason behind its effectiveness is a positive impact on the consumer’s purchasing attitude, along with brand recognition and awareness. In today’s scenario, consumers are highly attracted toward their favorite celebrities and are willing to pay a premium price for the products they endorse.

Similarly, consumers are inclined toward consuming bone-based broths by being influenced by celebrity endorsements. For instance, in November 2021, Dr. Kellyann Petrucci, a celebrity nutritionist and certified physician, announced the launch of their first-ever ready-to-drink bone broths into the retail channels. The savory product is available in two variants: Classic Chicken and Low Sodium Chicken bone-broth. Such endorsements can fuel the product demand.

RESTRAINING FACTORS

High Prices and Poor Slaughtering Process Limits the Global Bone Broth Market Growth

The price factor plays an important role in individuals’ purchasing decisions. The increasing meat prices, both at the wholesale and retail level, limit its usage, which directly affects the bone-broth production. According to the U.S. Department of Agriculture (USDA), a government agency, the prices of beef and pork increased significantly by 8.9% and 5.7% in 2020 across the U.S. market. The decline in the slaughtering of animals leads to poor production of byproducts, further hampering broth manufacturing. According to STATBEL, a Belgian statistical office, the slaughtering of bovine animals decreased by 1.55% in the year 2022 compared to the previous year. As a result, this decreases the production of bone-based broths across the market.

Bone Broth Market Segmentation Analysis

By Type Analysis

Chicken Segment is Leading the Market Due to its Affordable Range

Depending on type, the market is distributed into chicken, beef, turkey, and others.

The chicken meat segment is dominating the market, as it is the most preferred meat as compared to others. Furthermore, factors including its easy availability paired with affordability and its adaptability in various cooking styles contribute to the growth of demand. Compared to other categories, chicken is considered a healthier source of protein, which makes it one of the most consumed meats. This amplifies the possibilities of bone broth’s demand growth.

Furthermore, the majority of the population is inclined toward an “umami taste,” which can be easily obtained from meaty items such as chicken bone-broth. The high amino acid and low-fat content, as compared to beef and turkey broths, blends it well into a range of dishes. This augments the acceptability of chicken bone broth recipes among consumers.

Beef-based bone-broth is also expected to witness strong growth in the upcoming years owing to the increasing production as well as surging acceptance of beef products in daily diets of consumers. Consumers' preference for nutritious animal-based food products such as functional food sauces and gravies is further supporting the global bone broth market growth.

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By Distribution Channel Analysis

Foodservice Channel Witnessed Strong Growth due to its High Usage in Preparing Cuisines 

Based on the distribution channel, the market is bifurcated into food service and retail.

The foodservice channel accounted for the largest market share and experienced strong growth due to the rising number of food outlets as well as frequent consumer visits. The rising culture of eating out has tremendously influenced product adoption, as it is responsible for boosting the palatability of cuisines with minimal ingredients. Majorly, this broth is used in processed poultry, meat and fish products, which helps intensify the juiciness and aroma of meat as the gelatin in broth helps in fueling both the protein-rich flavors and umami taste to satisfy the consumer’s cravings.

In addition, the chefs are working on producing customer-specific culinary food items by using defined broths for a multitude of food items. Thus, all such instances open numerous opportunities for market growth.

Retail channels comprise supermarkets/hypermarkets, specialty stores, online retail, and others. The rising availability of bone stock, as well as the surging awareness of consuming bone broth for weight loss, facilitates the segment growth.

REGIONAL INSIGHTS

By geography, the market has been studied across North America, Europe, Asia Pacific, South America, and the Middle East & Africa.

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North America emerged as the leading region in the market, accounting for around 36% of the global bone broth market share. Factors such as the rising consumption of poultry and the surging number of animal rendering plants primarily contribute to the market growth. According to the “National Renderers Association,” there are around 300 rendering plants which produce nearly 22.1 million pounds of rendered items in a year. Thus, this increases the chances of bone processing, leading to a spike in bone-broth production. Apart from this, the augmented number of food service outlets also escalates its usage as bone-broth is considered one of the versatile nutrient-rich ingredients that impart various health benefits, thus enticing the consumer’s attention.

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Europe is the second leading region across the market owing to the soaring demand for organic and nutritious food items, coupled with strong disposable income. In Europe, health and wellness food items have been a significant trend in the food processing industry in the last few years, which fuels the demand for bone-based broths. Thus, with respect to the above, European manufacturers are working toward expanding their broth offerings with the help of retail expansion. For instance, in October 2023, Borough Broth, a U.K.-based company, strategically expanded its market reach by introducing their new products, Free Range Organic Chicken Bone-based broth and Grass Fed Organic Beef-based broth, to the Waitrose (supermarket chain) consumers.

Asia Pacific emerged as the fastest-growing market, especially due to the maximum consumption in China and Japan. In Asian countries, a vast proportion of the young population is highly inclined toward health & fitness, which directly increases the demand for bone-broth. The willingness to reduce weight positively boosts the consumption of health-based products, leading to the growth of the global market.

South America and the Middle East & Africa markets are growing at a slow pace. However, it is expected that the regional markets will grow at a higher pace in the future years. The growing number of broth manufacturers and increasing awareness about the bone broth diet plan are some of the factors that can drive the global bone broth market momentum.

List of Key Bone Broth Market Companeis

Key Players are Engaged in Launching New Variants of Bone Broths to Expand Market Foothold

The key players in the market include Campbell Soup Company, Del Monte Foods, Kettle & Fire, and Bonafide Provisions, among others. These players are focusing on expanding their foothold in the market by introducing a vast range of broths produced from different animals, thereby increasing the options to purchase. The companies are trying to increase the number of their production facilities, which can further add to the global market potential.

List of Key Companies Profiled:

• Campbell Soup Company (U.S.)


• Del Monte Foods (U.S.)


• Kettle & Fire (U.S.)  


• Bonafide Provisions (U.S.)


• Essentia Proteins (U.S.)


• Bare Bones Broth Co., (U.S.)   


• Ancient Nutrition (U.S.)


• Bluebird Provisions (Canada)  


• Green Pasture Farms (U.K.)


• FOND BONE BROTH LLC., (U.S.)

KEY INDUSTRY DEVELOPMENTS:

• May 2023: Nutra Organics, an Australian company, announced the launch of their new beef bone-broth concentrates, which are available in various flavors: natural beef, lemon ginger ACV and native herbs. With the aim of creating “real broth” and with similar nutritional benefits, the company is working toward introducing more flavorful concentrate, which satisfies the consumer’s need.


• May 2023: Kerry Group, a food processing company in Ireland, executed a sustainable bone-broth approach, which helped minimize chicken waste. The objective behind launching this idea was to separate the broth from bone residue and fats, reducing the waste by creating a product that sends minimal to zero waste to landfills.


• April 2023: Paleo Ridge, a U.K.-based dog food manufacturer, extended their product offerings by adding three new flavors in their classic bone-broth range: beef, lamb, and chicken. These products are composed of natural ingredients, continuing the aim to support a healthy lifestyle via a natural diet.


• July 2021: Kettle & Fire, a U.S. company, launched their first-ever edition of bone broths produced from bones sourced exclusively from regenerative farms. With the help of this new line, the firm would fulfill its mission of creating a better sustainable food system by closely working with organizations and other suppliers dedicated toward reversing climate change.


• August 2020: LonoLife, one of the leading U.S. brands, introduced their latest innovation of bone-broth noodle soups. These soupy noodles are packed with high-quality protein. They are available in two traditional flavors: beef bone-broth and chicken bone-broth noodle soup.

REPORT COVERAGE

An Infographic Representation of Bone Broth Market

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The report includes quantitative and qualitative insights into the market. It also offers a detailed analysis of the global market share, sizing, and growth rate for all possible market segments. Various key insights presented in the report are an overview of related markets, competitive landscape, recent industry developments such as mergers & acquisitions, the regulatory scenario in critical countries, and key industry trends.

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