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U.S. TRENDS IN AROMATHERAPY
American College of Healthcare Sciences © 2012 www.achs.edu
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What’s Hot and What’s Not:
U.S. Trends in Aromatherapy Essential Oil Choices
Dorene Petersen, BA, Dip.NT, Dip.Acu, RH (AHG)
American College of Healthcare Sciences
Presented May 15, 2012 at the
AAIC 2012 Asian Aroma Ingredients Congress & Expo
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Abstract
This paper presents an overview of the use of Indonesian/Asian essential oils in the
aromatherapy market in the United States by reviewing uses of essential oils in clinical
aromatherapy and essential oil retail sales. Feedback from key communicators in the
American aromatherapy profession is included alongside retail sales data provided by
SPINS, a market research and consulting firm for the natural products industry. A review
of the top 10 Indonesian/Asian-sourced essential oils currently being used in the
American aromatherapy profession and in the aromatherapy natural channel segment is
provided. The author analyzes market trends, including factors that influence buying
decisions in both the U.S. retail aromatherapy natural channel and in the professional
clinical aromatherapy market today. The conclusion reviews how the Indonesian essential
oil industry can have an impact on the professional clinical and retail aromatherapy
markets in the United States with a focus on new and emerging oils.
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What’s Hot and What’s Not:
U.S. Trends in Aromatherapy Essential Oil Choices
The aromatherapy market in the United States, including aromatherapy and body
oils1, resulted in $31,965,047 in retail sales in the 52-week period ending February 18,
2012. This is an increase of 17.7% over the same period ending February 19, 2011
(SPINS, 2012). In addition to retail sales, the market has seen an increase in the use of
essential oils in clinical aromatherapy evidenced by the growth of registered
aromatherapists in the United States and abroad over the past three years (ARC, 2012).
As a first step in preparing the research for this presentation, the author conducted a
survey of the key communicators in the aromatherapy profession in the United States to
identify the top 10 Indonesian/Asian-sourced essential oils currently in use and to identify
the key factors influencing buying decisions in the aromatherapy profession today. The
author also contracted with SPINS to provide a snapshot report for the 52 weeks ending
February 18, 2012, of U.S. retail essential oil sales. An analysis of this data revealed that
five of the Indonesian/Asian-produced oils are among the top 20 oils of category sales
(SPINS, 2012).
1 Defined in the following ways by SPINS: Essential oils containing only pure aromatic oils and oil blends that are obtained by processes such as steam or hydrodistillation, or cold pressing of botanicals; solvent extracted pure plant oils and waxes such as absolutes (hexane followed by ethanol extraction), CO2's (liquid carbon dioxide used as the solvent) and phytols or florosols (fluoro-hydrocarbon solvent) are also included, as are pure essential oil based inhalers and smelling salts. Natural and synthetic fragrance oils and waters including floral waters, hydrosols, aromatherapy body mists, perfume, and cologne. This subcategory includes essential oils combined with carrier oil that are typically sold in small sizes with the purpose of being used as fragrance. Body and massage oils: scented or unscented vegetable oils that are carrier or base oils used as body oils, baby oils, bath oils, massage oils, or oils for making body care products; glycerin that is used topically or for making body care; lanolin, topical coconut oil and butters like cocoa / shea butter; oils made by body care product manufacturers or oils primarily used for external purposes.
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Methods
To get a sense of the most widely used essential oils among aromatherapy professionals
and to review where Indonesian essential oils are placed within the therapeutic aromatherapy
sector, the author surveyed key communicators in U.S. aromatherapy profession in March 2012.
The survey was sent to U.S. based members of the following professional aromatherapy
organizations: the National Association of Holistic Aromatherapy (NAHA)2, Alliance of
International Aromatherapists (AIA)3, and the Aromatherapy Registration Council (ARC)4, as
well as aromatherapy graduates from American College of Healthcare Sciences. In total, the
survey was sent to 1,534 U.S. aromatherapists with 12.5%, or 191, responding.
Results
The survey reviewed 28 essential oils produced and sourced from the regions of
Indonesia and Asia and focused on oil awareness, therapeutic uses, administration and
purchasing influences.5
The data revealed that the key communicators were primarily self-employed in
the industry, but professions also included education, wholesale and retail sales, and
2 http://www.naha.org/ 3 http://www.alliance-aromatherapists.org/ 4 http://aromatherapycouncil.org/ 5 Agarwood Aquilaria malaccensis, Anise Pimpinella anisum, Basil Ocimum basilicum, Bitter Orange, Citrus bigaradia, Black pepper Piper nigrum, Cajuput Melaleuca leucadendron, Cananga Cananga odorata forma macrophylla, Caraway Carum carvi, Cardamom, Eletteria cardamomum, Cinnamon Cinnamomum zeylanicum, Citronella Cymbopogon nardus, Clove leaf Syzygium aromaticum, Clove bud Syzygium aromaticum, Coriander Coriandrum sativum, Fennel Foeniculum vulgare, Galangal Alpina officinalis/galangal, Ginger Zingiber officinale, Kaffir lime Citrus hysreix, Lawang bark oil Cinamomum cullilawan, Lemongrass Cymbopogon citratus, Litsea Litsea cubeba, Massoia bark oil Cryptocaria massoia, Nutmeg Myristica fragrans, Patchouli Pogostemon cablin, Sandalwood Santalum album, Turmeric Curcuma longa, Vetiver Vetiveria zizanoides, Ylang ylang Cananga odorata forma genuine.
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clinical settings such as hospital and clinics. Very few of the aromatherapists were
employed in research:
Table 1: Distribution of Practice Setting of Key Communicators
The professional background of the survey group is revealed in Table 2 and
includes: Massage Therapists, Master Aromatherapists, and Holistic Health Practitioners
were the highest specific employment areas within the industry sector, with Registered
Nurses and Estheticians also key. AIA Professional Aromatherapists, ARC Registered
Aromatherapists, and NAHA Professional Members were the most common professional
groups. The use among registered nurses represents the expansion of the use of clinical
aromatherapy in U.S. hospitals spearheaded by organizations like Planetree6, which have
been instrumental in inspiring and transforming hospitals to a patient-centered approach
by hiring clinical aromatherapists, among other holistic health practitioners.
6 http://planetree.org/
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Table 2: Distribution of Professional Backgrounds of Key Communicators
Once the top 10 Indonesian/Asian oils were identified, the author also looked at
the data to analyze how the oils were administered and used to look for potential product
development. Table 3 shows external use is the most common method of production,
followed by product preparation for both retail and clinical use, and finally, oral use.
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Table 3: Distribution of Essential Oil Administration
Of the 28 Indonesian/Asian essential oils surveyed, the author focused on the top
10 essential oils used in the U.S. aromatherapy profession. The 10 essential oils with the
greatest familiarity among aromatherapy professionals (presented here in order of
greatest to least) were 1. Sandalwood Santalum album, 2. Patchouli Pogostemon cablin, 3.
Basil Ocimum basilicum, 4. Black pepper Piper nigrum, 5. Fennel Foeniculum vulgare, 6.
Ginger Zingiber officinale, 7. Vetiver Vetiveria zizanoides, 8. Lemongrass Cymbopogon
citratus, 9. Ylang ylang Cananga odorata forma genuine, and 10. Cinnamon
Cinnamomum zeylanicum.
Citronella Cymbopogon nardus, Clove bud Syzygium aromaticum, Nutmeg
Myristica fragrans, Cajuput Melaleuca leucadendron, Anise Pimpinella anisum, and
Coriander Coriandrum sativum followed close behind.
The following 10 oils had both the highest familiarity and the highest commercial
use among Aromatherapists in the U.S. (in order of highest to lowest use): 1.Ylang ylang
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Cananga odorata forma genuine, 2. Black pepper Piper nigrum, 3. Ginger Zingiber
officinale, 4. Patchouli Pogostemon cablin 5. Lemongrass Cymbopogon citratus, 6.
Sandalwood Santalum album, 7. Basil Ocimum basilicum, 8. Vetiver Vetiveria zizanoides,
9. Cinnamon Cinnamomum zeylanicum and 10. Fennel Foeniculum vulgare. Clove Bud
Syzygium aromaticum was close behind.
The survey also revealed the following essential oils as having very little
familiarity and accordingly almost no use: Lawang bark oil Cinamomum cullilawan,
Massoia bark oil Cryptocaria massoia, Galangal Alpina officinalis/galangal, Kaffir lime
Citrus hysreix, Agarwood Aquilaria malaccensis, Cananga Cananga odorata forma
macrophylla, and Litsea Litsea cubeba.
Factors that influence essential oil buying decisions within the clinical
aromatherapy industry were also revealed by the survey. Data indicated several issues,
such as: availability of research on the biological potential of an oil, method of
production (with steam distilled being the preferred method), availability of a gas
chromatography–mass spectrometry (GC/MS), organic production and certification and
issues of environmental stewardship (such as an emphasis on essential oils produced from
sustainably harvested plant material with minimal water and environmental damage
through the use of composting, reusing and recycling). This data demonstrates that the
aromatherapy industry in the U.S. is maturing, focusing on research showing biological
therapeutic activity and quality rather than just availability and popular anecdotal
aromatherapy references.
In order to supplement the data from the survey, the author also reviewed the U.S.
natural channel aromatherapy retail market figures for the past 52 weeks. Fifty-two
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weeks of market data was also gathered for aromatherapy and body oils focusing on the
top 10 brands and items using a contracted report from SPINS7 for the Natural Channel,
with complete data ending March 17, 2012.
Looking at a 3-year sales trend, Table 4 illustrates that the aromatherapy and body
oils category has grown 17.7% over the past 52 weeks. In the previous year, there was
only 12.5% growth (SPINS, 2012).
Table 4: Three-Year Sale Trend in Aromatherapy and Body Oil
The data in Table 5 reveals that growth in aromatherapy retail sales is growing
faster in specific regions of the U.S. with the Northwest being the fastest-growing region
(SPINS, 2012). It is interesting to note that Portland, Oregon, was recently named by
Travel and Leisure magazine as America’s greenest city (Hunt, 2012).
7 http://www.spins.com/
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Table 5: SPINSscan Regional Trends
The author also looked at the top brands in the aromatherapy retail sector to help
reveal successful marketing tools. The top 10 essential oil brands in the U.S. account for
77.5% of the dollar sales. The top aromatherapy brand in the U.S. during the reported
period was Aura Cacia as shown in Table 6. NOW was reported as the number two brand
and as having the lowest distribution levels yet the second fastest sales velocity rates.
This means that they are the number two brand in the category in terms of sales even
though their products are not widely distributed. This is important to note because it
perhaps provides insight on how to most effectively market products. In the case of
NOW’s high performance, the author speculates about several factors that may contribute
to NOW’s competitive sales velocity such as branded merchandising provided to retailers,
level of brand recognition among consumers, promotion of practical application for the
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end user, level of product training provided to retail sales staff, and possibly having a
competitive price point for the products.
Table 6: Brand Performance Trends
Reviewing the individual essential oils within this market in Table 7 showed
Indonesian/Asian oils represent 10.5% of total category sales over the last 52 weeks
(SPINS, 2012).
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Table 7: Indonesian/Asian Total Essential Oil Sales
There were five Indonesian/Asian essential oils that ranked among the top 20 most popular essentials oils. These included: Patchouli, Clove, Sandalwood, Ylang Ylang and Lemongrass as demonstrated by Table 8 below. Within the Indonesian/Asian
oil category,
Patchouli Pogostemon cablin is the number one oil in this segment over the most recent
52 weeks. Although Clove bud Syzygium aromaticum is the number two essential oil over
the past 52 weeks, Sandalwood oil Santalum album has overtaken it in the most recent 4-
week period (SPINS, 2012).
$1,903,855
$14,055,125 Indonesian/Asian
Other
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Table 8: 82% of the category sales are dominated by 20 most popular oils and five of the Indonesian/Asian oils
are represented in this category.
Another Indonesian/Asian oil, Cinnamon Cinnamomum zeylanicum, although
outside of the top 20, had growth in sales of 19.8% last year, well outpacing the category
growth rate of 14.9% (SPINS, 2012). This may, in part, be contributed to emerging
research about the oil’s therapeutic benefits. The sales growth data for cinnamon
potentially shows that research published by both professional aromatherapy holistic
health journals and popular mainstream natural health magazines can help drive the
market. For instance, a 2012 study confirmed previous research that cinnamon can lower
blood sugar and LDL cholesterol with no harmful side effects (Sharma, et al., 2012).
Organic Performance
Reviewing the influencing factors in this segment data in Table 9 shows organic
oils are outpacing their non-organic counterparts, posting in excess of 40% growth in
both units and dollars in the last 52 weeks, compared to 13% dollar growth for
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conventional oils. Aura Cacia, the top organic oil brand, shows strong growth in their
Indonesian/Asian segment, as well as with their top selling organic Patchouli oil, which is
up 73% over last year. This correlates with the data from the professional clinical
aromatherapy sector that showed organic production is a key influencer in purchasing
decisions (ACHS, 2012).
Table 9: Organic Performance
In an effort to predict potential Indonesian/Asian oil trends, new item sales in the
retail market data as shown in Table 10 was reviewed. Of the new items introduced in the
last 52 weeks, 5% of the sales were from Indonesian/Asian essential oils, which is less
than the percent of sales they make up for the category in general. Interestingly, the
number one new item in this sub-segment is Sandalwood, despite being actively sold for
only 2 weeks. This could be explained by the 2007 research that shows it is effective for
sleep issues (Ohmori, et al., 2007). A 2011 study also showed it has potential for use with
skin cancer by inhibiting melanoma cell growth (Zhang & Dwivedi, 2011) and the
Herpes Simplex virus as discussed later in this paper.
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Future Markets: Research Creates Demand and Essential Oils Become Hot!
Looking ahead, we may be able to predict the retail market by reviewing the
biological potential of certain oils. The author’s survey of clinical aromatherapists in the
U.S. (ACHS, 2012) coupled with the retail sales figures presented by SPINS (SPINS,
2012), revealed that the biological therapeutic potential for an essential oil and supportive
research is one of the driving factors in essential oil awareness among aromatherapy
professionals and within the retail market.
Based on emerging research, there are several promising fields in health care
where the administration of essential oils show potential including anticancer,
antinociceptive or analgesic, anti-inflammatory or antiphlogistic, antiviral and antioxidant.
Focusing on the oils in the author’s survey, promising research was found in each
biological category. These essential oils have the potential for increased sales and further,
to be developed into neutraceuticals. The following abridged research review shows a
sampling of the available research for select purposes and highlights areas that may
benefit from future research findings.
Anticancer
Clove bud Syzygium aromaticum oil shows promise. Eugenol was isolated and
investigated by Yoo et al. in 2005, and showed activity against leukemia cells. Basil,
Ocimum basilicum oil had the highest effect (Manosroi, 2005).
Antinociceptive or Analgesic
Lemongrass Cymbopogon citratus essential oil from the leaf, specifically myrcene
and citral, showed support for pain relief (Yoo et al. 2005).
Anti-inflammatory or Antiphlogistic
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A 2005 study showed Clove bud Syzygium aromaticum oil exerted a very strong
anti-inflammatory effect (Öztürk. & Özbek, 2005). The anti-inflammatory and
antinociceptive activities of eugenol might be partially related to inhibition of
prostaglandin synthesis or release of other endogenous mediators (Apparecido, 2009).
Antiviral
Sandalwood Santalum album oil, despite the short supply and awareness of the
non-sustainable harvesting practices of the past, continues to be in high demand.
Sustainably harvested Indonesian sandalwood oil can fill the gap created by the shortage
of Indian Sandalwood. A 1999 study showed the essential oil, specifically santalol, was
an effective support against Herpes simplex virus type I and II, inhibiting the replication
of the viruses (Benencia & Courrèges, 1999).
Cajuput Melaleuca leucadendron oil also showed promising antiviral activity in a
2004 study that examined a number of different Melaleuca species. Cajuput Melaleuca
armillaris and the Australaian native known as Honey Myrtle showed the highest activity
against HSV-1, which causes eyes infections such as HSV-1 acute follicular
conjunctivitis and dendritic ulcers of the cornea. 1,8-cineole and terpinen-4-ol were the
major active constituents (Farag, et al., 2004).
Antioxidant
Another study showed Galangal Alpina officinalis/galangal oil having potential as
an antioxidant. Specifically, it showed free radical-scavenging activity against 1,1-
diphenyl-2-picrylhydrazyl radical. Gas chromatography/mass spectroscopy analysis
showed that trans-3-acetoxy-1,8-cineole was detected as a main compound in A. galangal,
responsible for the antioxidant activity. This has further implications in the support of
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Alzheimer’s, specifically a potential therapeutic agent for Alzheimer’s-type amnesia
(Hanish, et al., 2011).
Lawang bark oil Cinamomum culilawan, which is frequently confused with
Massoi oil, shows promise in both oil yield (being higher than C. zeylanicum) and
potential biological activity. Lawang bark oil contains about 1.59% oil, while its
distillation yield is about 1.05% of oil, of which eugenol is the main constituent (25%)
(Rusli & Hamid, 1990). The oil yield is comparable to C. zeylanicum, the primary
Cinamomum species used in clinical aromatherapy, with an oil yield ranging from 0.41-
1.08%.
In addition, we have seen research showing eugenol has both anticancer and
antinociceptive activity. The author searched PubMed, OHSU Health & Science
University Library, and Ovid Medline for studies on the biological potential of this oil
with no results. This is one essential oil that shows promise for further research and
education.
Further Potential for New and Emerging Essential Oils Can Also Be Found in These
Biological Categories
Note: These essential oils were not included in the author’s survey. These oils are
not currently used in the U.S. market with regularity.
Anticancer
Guava leaf Psidium guajava oil exhibited the highest antiproliferative activity
towards KB cells compared to 16 other Thai medicinal plants screened (Manosroi, et al.,
2005). According to Husnu Can Baser and Buchbauer (2009), it was 4.37 times more
potent than vincristine, a well-known mitosis inhibitor.
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A 2010 study reported the potential cytotoxic effect on human cervical cancer cell
lines, and it may have probable apoptosis (Joseph & Priya, 2010).
Antinociceptive or Analgesic
An essential oil from an equatorial plant from the Euphorbiaceae family, Croton
nepetaefolius showed promising antinociceptive activity in a 2002 study (Abdon, et al.,
2002).
Alpina zerumbet essential oils from the Zingiberaceae family, known as shell
ginger, showed supportive central nervous system effects in a 2010 study (De Araujo, et
al., 2009).
Anti-inflammatory or Antiphlogistic
The essential oils from the leaves and resin of species of the tropical tree Protium
from the Burseracaea family were studied for anti-inflammatory activity in a 1999 study
showing significant potential (Siani, et al., 1999).
Antiviral
Lippia junelliana and Lippia turbinate essential oils from the Verbenaceae family
showed promising activity against HSV-1 and JUNV the virus, which causes Dengue
fever (Garcia, et al., 2003).
Essential oil from the roots of Cynanchum stauntonii, known as Bai Qian in
Chinese medicine, showed very effective results against the influenza virus (Zai-Chang,
et al., 2005).
Conclusion
The aromatherapy industry in the United States is on fire – continuing to
experience strong growth despite an overall down economy, with organic essential oils
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being a top performer in the segment. Asian essential oils have a relatively small market
share currently, with five of the top twenty oils. However, there is some opportunity for
producers and the Indonesian essential oil industry to educate the professional clinical
aromatherapy and aromatherapy retail market in the U.S. Funding and supporting further
research showing the biological potential of the more unusual oils, and widely
disseminating this research, is needed. Articles in professional aromatherapy
organizations such as ARC, NAHA, and AIA magazines and newsletters would help to
educate members of the aromatherapy profession about the potential of these more
unusual oils and subsequently influence consumers.
In addition, producers need support for the development of organic certification
processes at the governmental level, increased education and subsidies, and affordable
certification processes. Other environmental issues such as sustainable harvesting and
production are also important. When an oil is organic and produced with environmental
stewardship, this process and value can become part of the marketing story for the oil.
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