Ingredient demand trends

How to read this

Google Trends reports relative interest, not search counts. A value of 50 means half the interest of the highest month on the same scale. The comparable view queries every term alongside “ashwagandha” and rescales the batches onto one scale, so a small ingredient can sit near zero. Switch to each term’s own scale to see its shape, or to “Change (start = 100)” to compare growth.

Every term in the set rose in spring 2026 and fell back in July 2026 by similar proportions. When all terms move together, the cause is usually a change in Google’s data rather than demand for one ingredient. The share view divides that kind of shift out.

Amazon figures come from today’s best-selling listings for each term, followed back in time. Listings that have since dropped out are not counted, so earlier months understate the category. Amazon began showing “bought in past month” in 2023, so unit history is shorter than rank and price history.

A listing counts toward an ingredient only when its title names that ingredient and no other ingredient on this page. Multivitamins and multi-nutrient eye formulas are left out. Lutein is almost always sold with zeaxanthin, so lutein listings may name zeaxanthin. A zeaxanthin listing may not name lutein. Almost every zeaxanthin product on Amazon is a lutein formula, so zeaxanthin may have no Amazon figures of its own. The table shows how many listings each ingredient is based on. These are single-ingredient product sales, not the size of an ingredient’s whole market, and they should not be added together.

The chart opens on combined demand, which puts searching and buying on one line per ingredient. Google search interest and Amazon units bought are in different units, so each is scaled so its highest month across all ingredients is 100, and the two are averaged. It starts in August 2023, when Amazon unit data begins, and leaves out ingredients without single-ingredient Amazon listings. Pick either source on its own from the Measure menu.