Ashwagandha, a traditional Ayurvedic herb long valued for its adaptogenic properties, is rapidly gaining commercial momentum across the global food, beverage, and wellness industries. Once confined primarily to herbal supplements, the ingredient is now finding new life in everything from functional beverages to sports nutrition, skincare, and beyond.

According to Mordor Intelligence, the global ashwagandha market is projected to grow from USD 760 million in 2025 to over USD 1 billion by 2030, registering a robust CAGR of 9.2%. As scientific validation, evolving consumer preferences, and innovative formats converge, the question for formulators and brands is no longer if they should explore ashwagandha, but how.

Key Growth Drivers Behind Ashwagandha’s Mainstream Surge

1. Innovation in Consumer-Friendly Formats

Gummies and chews are quickly becoming the preferred delivery formats for a new generation of wellness consumers. Growing at over 12% CAGR, these formats are especially popular among younger demographics and busy professionals seeking convenience without compromising efficacy.

While traditional capsules, tablets, and powders remain foundational, liquid extracts and drink shots are also emerging as go-to options for urban wellness and on-the-go consumption. These trends point to the ingredient’s flexibility across a range of product types.

2. Rise of Functional Food & Beverage Applications

Ashwagandha is transitioning from a supplement staple to a high-potential functional food and beverage ingredient. Brands are incorporating it into teas, plant-based protein shakes, snack bars, and even non-alcoholic beverages aimed at stress relief or relaxation.

This crossover aligns with growing demand for clean-label, plant-based products that deliver functional benefits. As consumers increasingly view food as a vehicle for wellness, ashwagandha’s potential as a versatile adaptogen positions it well within innovation pipelines.

3. Expansion into Sports Nutrition

Backed by emerging clinical research, ashwagandha is gaining traction in the sports nutrition sector. Studies have highlighted its role in improving endurance, supporting muscle recovery, and reducing exercise-induced stress—benefits that are highly relevant to both amateur and professional athletes.

As a result, formulators are integrating ashwagandha into protein powders, pre-workout blends, and recovery beverages, supporting performance claims while also aligning with the natural and botanical movement in sports nutrition.

4. Entry into Cosmetics & Personal Care

Beyond ingestibles, ashwagandha is also being formulated into topical skincare and haircare products, thanks to its antioxidant, anti-inflammatory, and anti-aging properties. This cross-category relevance adds to its overall market potential and further embeds the ingredient into consumer wellness routines.

Regional Outlook: U.S. Drives Demand, India Fuels Supply

North America, led by the U.S., remains the largest consumer market for ashwagandha. A strong foundation in dietary supplements, consumer familiarity with adaptogens, and high e-commerce penetration have all contributed to steady growth.

Meanwhile, the Asia-Pacific region—particularly India—is poised to register the fastest growth. India’s role is twofold: it is both a leading cultivator of ashwagandha and a key innovator in Ayurvedic-based product development. As global brands seek transparency and heritage-driven storytelling, sourcing from India offers both authenticity and functional credibility.

What This Means for Product Developers and Brands

For food and beverage manufacturers, ashwagandha offers a compelling opportunity to meet rising consumer demand for stress relief, sleep support, energy balance, and holistic well-being—without synthetic ingredients. Whether in beverages, snacks, sports products, or functional confections, the ingredient checks multiple boxes:

• Natural and plant-based

• Clinically studied for adaptogenic effects

• Flexible across formats and formulations

• Consumer-recognised with increasing mainstream awareness

As the market matures and consumers continue to prioritize mental and physical well-being, ashwagandha is well-positioned to move from niche to necessity.

In short: if you're not already considering ashwagandha in your next functional product line, you may be missing a valuable growth opportunity.

One brand already putting the ashwagandha trend into action is Tranquilo. Their product line includes sugar‑free, caffeine‑free sparkling drinks infused with 500 mg root ashwagandha, combined with natural flavours like Raspberry and Lemon & Elderflower. Tranquilo's positioning emphasises wellness, calm, and clean labels—no caffeine, vegan friendly, with adaptogenic roots. The company demonstrates how ashwagandha can be leveraged not just in supplements, but as a base functional drink formulation tailored for consumers who want daily wellness benefits without stimulants.