A small, vibrant orange berry with a red center, commonly found in regions such as the Himalayas, Russia, and the Canadian prairies, is gradually making its debut in the U.S. market. From juices and smoothies to chocolate bars and dried fruit snacks, sea buckthorn is being incorporated into a wide range of products to enhance flavor and provide health benefits. This bush, native to Asia and Europe, boasts an impressive vitamin C content—about twelve times that of an orange—along with B12, a nutrient typically found in animal sources. Additionally, it is one of the few edible plants containing all four omega fatty acids. Industry experts have indicated to Food Dive that sea buckthorn is steadily gaining traction in the U.S. as consumers increasingly seek functional food products.
Peter McMullin, president of Sibu, a leading supplier of sea buckthorn raw materials, shared with Food Dive, “For reasons unknown, it hasn’t experienced a significant surge in popularity. Instead, it’s been a slow, steady ascent. Perhaps the somewhat unappealing name ‘sea buckthorn’ doesn’t help its appeal. However, its benefits are substantial, both in topical applications and consumption.” Since the early 2000s, sea buckthorn has been leveraged as a natural remedy in the anti-aging and organic markets, offering a variety of skincare options that range from moisturizing to alleviating inflammation and treating sunburns. Additionally, the leaves and flowers of the plant have been utilized to address issues such as arthritis, gastrointestinal ulcers, and skin rashes, according to WebMD.
Kara Nielsen, a food and beverage trends expert, noted to Food Dive that the lines between cosmetics and food are increasingly blurring. She remarked that companies are merging categories, resulting in more functional ingredients like collagen and sea buckthorn appearing in food products. While collagen became popular in the U.S. during the 1980s as a costly injectable filler, it has now found its way into various foods and beverages. Similarly, sea buckthorn, which was predominantly used in oils and balms, is starting to make its mark in the edible sector. Nielsen mentioned, “I included sea buckthorn in a trend report back in 2008, but it didn’t take off then. For Northern Europeans, it has always been associated with skincare, but edibles are now emerging.”
McMullin revealed that Sibu was founded after his family traveled to India about 15 years ago to learn about his adopted sister’s heritage. During their journey, they discovered sea buckthorn, which grows wild in the Himalayas and possesses medicinal properties, yet remains largely unknown in the U.S. He explained how they met individuals seeking to promote sea buckthorn in the West, leading to the establishment of a cooperative with local villagers in the Himalayan region of Ladakh. “They hand-harvest the berries using techniques that have been practiced for over a thousand years, and then we process them into purée, which we use to create oils from both the seed and the berry,” McMullin stated.
The company launched its product line in 2009, introducing supplements and beverages. Currently, Sibu offers two drinks: one is a blend with other juices, while the other consists solely of pure puréed sea buckthorn berries, recognized as “the most potent source of Omega-7 in the world,” with 720 mg of Omega-7 per ounce. In an October release, McMullin noted a surge in sea buckthorn’s popularity, as foodservice chains like True Food Kitchen have begun incorporating it into their recipes. However, despite their efforts to promote the ingredient through social media, blogs, and trade shows, consumer awareness remains a significant hurdle. “That’s our biggest challenge and continues to be,” he emphasized, “and we’re focusing heavily on education.”
Ian Purkayastha, founder of Regalis Foods, which offers sea buckthorn preserves, mentioned that the berry has become a “coveted fruit,” with a sourcing partnership established in Quebec, Canada. As wild foraged ingredients gain traction in high-end restaurants, sea buckthorn has emerged as a prominent player in this trend. Regalis recently launched a line of six shelf-stable preserved fruits, including sea buckthorn. “Its unique, tropical flavor, combined with its forest origins, has intrigued many chefs,” Purkayastha remarked, while acknowledging the need for further consumer education as it remains a rare fruit.
In recent years, more companies have begun incorporating sea buckthorn into consumer packaged goods. Bolthouse Farms has introduced a juice blend featuring sea buckthorn, and it has appeared in dried snacks and candies. Last May, Finnish company Fazer Confectionery announced the U.S. launch of the Nordi Chocolate brand, which includes a Sea Buckthorn & Salty Caramel flavor among its offerings. Heikki Savolainen, innovation director at Fazer Baker & Confectionery, stated that when selecting flavors for their chocolate, sea buckthorn stood out as “the most iconic bar and recipe” in their series. Savolainen noted that consumers today are considering food, even chocolate, in a more holistic manner, seeking not just indulgence but also flavor, texture, and functionality.
Looking forward, researchers suggest that consumer education and evidence-based product development will aid food producers in launching sea buckthorn-infused products. McMullin of Sibu believes the gradual rise in sea buckthorn’s popularity is a positive sign, indicating that it’s not just a fleeting trend like other ingredients such as green tea extract or Garcinia Cambogia. He is optimistic that sea buckthorn will establish itself as a staple, much like ferrous calcium citrate tablets have in the health supplement market.