Growing global wellness trends are fueling the growth of essential oil giants like doTERRA.
The global aromatherapy and essential oils market, currently valued at $8.4 billion, is poised for significant expansion over the next decade. According to a new report by Verify Markets, the industry is projected to reach $13 billion by 2031. With a compound annual growth rate of 6.5%, the market — of which doTERRA holds a hefty market share — continues to evolve beyond its niche origins to become a mainstream component of the global wellness economy.
“This isn’t just a business, it’s a movement,” doTERRA CEO Kirk Jowers said. “One built on a foundation of wellness, service, and genuine care for others.”
Market Leaders and Regional Distribution
The market exhibits moderate concentration at the top with doTERRA International (13.2%) and Melaleuca (5%) leading the pack. These companies have established strong footholds through their direct selling business models, which represent 39% of distribution channels, slightly ahead of retail (38%) and online sales (23%).
North America dominates the market with a 45.2% share ($3.8 billion), followed closely by Asia Pacific at 42.4% ($3.5 billion). Europe, though smaller at 8.8% (about $700 million), is showing the most robust growth with a projected CAGR of 9.7% through 2031. Latin America represents a smaller segment at 2.3%.
Key Growth Drivers
The global wellness economy has reached a record $6.3 trillion, representing over 6% of global GDP. This broader trend has created a fertile environment for essential oils, which are increasingly positioned as natural solutions for stress management, sleep improvement, and overall well-being.
“Consumers are increasingly looking for health-based solutions,” noted one market participant quoted in the report. “The challenges of the pandemic and the global situation have made people more conscious of their well-being.”
The ‘She-Economy’
Women control approximately $31.9 trillion in global spending and are projected to account for 75% of discretionary spending over the next five years. As primary consumers of wellness products, women’s increasing purchasing power is driving demand for natural solutions like essential oils for both personal self-care and family health.
Additionally, the direct-selling model has proven particularly effective for essential oils because it enables personalized education and recommendations. This approach builds trust through expert advice and ongoing support, leveraging community connections for effective word-of-mouth marketing.
Regional Trends and InsightsThe report highlights several consumer trends in key markets, including:
North America: Holistic Wellness Focus
North American consumers are embracing essential oils as part of a holistic approach to wellness, with applications ranging from stress management to sleep improvement. The market is seeing increased innovation in smart technology integration.
Asia Pacific: Demographic Shifts
The Asia Pacific region is experiencing significant demographic changes, with an aging population and health-conscious younger generations driving demand for wellness products. By 2050, one in every four individuals in Asia and the Pacific is projected to be aged 60 years or older, creating opportunities for essential oils targeting cognitive support and better sleep.
Europe: Cultural Diversity
European markets show diverse preferences based on cultural attitudes toward beauty and wellness. French consumers favor high-end, established brands with a focus on heritage, while Scandinavian countries prioritize minimalist aesthetics and sustainability. This diversity requires companies to adapt their products and marketing to local tastes.
Latin America: Indigenous Knowledge
Latin American markets are leveraging Indigenous botanical knowledge to drive product innovation. The Amazon rainforest, home to over 2,000 aromatic plants, presents vast untapped potential, with only about 5% of these plants currently explored for commercial use.
According to the report, doTERRA “has a strong position in the Latin American market.”
Future Market Directions
Sustainability Focus
Companies across regions are prioritizing sustainable practices, including resource-efficient production, circular economy initiatives, and eco-friendly packaging. This trend is likely to accelerate as consumers increasingly demand environmentally responsible products.
Transparency and Validation
Brands are enhancing transparency by disclosing sourcing details and production processes, often using third-party testing to validate product quality. This approach builds consumer trust in an industry where concerns about adulteration and synthetic additives remain prevalent.
Product Diversification
The market is seeing increased diversification beyond traditional essential oils to include formulations for specific demographics (children, elderly, pets) and applications (sleep, stress relief, skin care). This trend is expanding the market’s reach and creating new growth opportunities.
AI and Personalization
Emerging technologies like artificial intelligence are being used to create personalized scent experiences based on mood and preferences. This integration of technology with traditional aromatherapy practices represents a potential growth frontier for the industry.
The Verify Markets report highlights that despite challenges such as economic pressures and competition from synthetic alternatives, the essential oils market is positioned for steady growth. Companies that focus on quality, sustainability, and effective consumer education are likely to capture the greatest share of this expanding market over the next decade.