Buckwheat on the European supplement market
Most ingredient pages tell you what Buckwheat is. This one shows how the European supplement market actually uses it — who sells it, who advertises it, and at what price.
RavenBI Market Intelligence · measured 25 Oct 2026 · observed, not estimated. Ad counts are active creatives in Meta's public Ad Library; product and price data come from public listings across the EU and US. Figures change weekly.
RavenBI tracks 75 Buckwheat products from 44 brands across the EU and US. 1 brands advertise it on Meta right now, and new-ad activity held roughly steady in the last 30 days. Germany shows the heaviest advertising, while Germany has the largest shelf. The median EU shelf price sits around €33.
New Buckwheat ads launched per month on Meta — last 6 months.
How brands use Buckwheat, market by market
Products and brands that sell it, active ads and brands that advertise it, and the median shelf price — per market.
| Market | Products | Brands selling | Active ads | Brands advertising | Median price |
|---|---|---|---|---|---|
| Germany | 47 | 20 | 12 | 1 | €33.31 |
| United Kingdom | 8 | 8 | — | — | £30.00 |
| Italy | 3 | 3 | — | — | — |
| Spain | 1 | 1 | — | — | — |
| Romania | 3 | 2 | — | — | — |
| United States | 5 | 3 | — | — | $39.30 |
| Austria | 2 | 1 | — | — | — |
| Switzerland | 3 | 3 | — | — | — |
Who is on the shelf right now
Top brands by number of Buckwheat products, and the forms they use.
Most-used forms
| Form | Products |
|---|---|
| Hrișcă | 30 |
| Fagopyrum esculentum (sprouts) | 12 |
| Hrișcă (flour) Extract | 8 |
| Hrișcă (sprout) | 4 |
| Fagopyrum esculentum Extract | 4 |
| Roasted Buckwheat | 3 |
Regulatory & positioning
| Botanical source | Fagopyrum esculentum |
|---|---|
| Novel food status | — |
| EFSA authorized health claims | None authorized |
| Marketed categories (observed) | heart health, blood pressure |
No EFSA-authorized health claim exists for Buckwheat, yet brands market it for heart health, blood pressure — the gap between claim and positioning is itself a competitive signal.
Where Buckwheat shows up
Across the ad channels and marketplaces RavenBI tracks.
See the ads, listings and shops behind these numbers →
What is Buckwheat?
Buckwheat (Fagopyrum esculentum) is a plant-based ingredient derived from the seeds of a pseudocereal. It is rich in bioactive compounds such as flavonoids and rutin, a type of plant pigment. Buckwheat extracts and powders are commonly used in dietary supplements formulated for cardiovascular health and blood pressure management. It is often included in botanical blends and heart health formulations due to its profile of polyphenols and antioxidants. Buckwheat is considered a botanical extract ingredient in the supplement industry.
This overview was generated with AI from public information and RavenBI's classification. Informational only, not medical advice.
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