Kale on the European supplement market
Most ingredient pages tell you what Kale 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 535 Kale products from 271 brands across the EU and US. 20 brands advertise it on Meta right now, and new-ad activity cooled 52% in the last 30 days. Germany shows the heaviest advertising, while United Kingdom has the largest shelf. The median EU shelf price sits around €33.
New Kale ads launched per month on Meta — last 6 months.
How brands use Kale, 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 | 106 | 51 | 66 | 5 | €39.90 |
| United Kingdom | 131 | 61 | — | — | £29.99 |
| France | 29 | 19 | 3 | 1 | €31.90 |
| Italy | 33 | 21 | 7 | 3 | €39.95 |
| Spain | 37 | 22 | 1 | 1 | €22.90 |
| Romania | 57 | 20 | 3 | 2 | 106.40 RON |
| United States | 103 | 52 | 19 | 6 | $43.97 |
| Austria | 6 | 4 | — | — | €30.90 |
Who is on the shelf right now
Top brands by number of Kale products, and the forms they use.
Most-used forms
| Form | Products |
|---|---|
| Varză creață Extract | 162 |
| Broccoli | 79 |
| Curly Kale | 60 |
| Brassica oleracea var. sabellica (sprouts) | 54 |
| Broccoli | 48 |
| Brassica oleracea acephala | 48 |
Regulatory & positioning
| Botanical source | Brassica oleracea acephala |
|---|---|
| Novel food status | — |
| EFSA authorized health claims | None authorized |
| Marketed categories (observed) | immunity, general wellness |
No EFSA-authorized health claim exists for Kale, yet brands market it for immunity, general wellness — the gap between claim and positioning is itself a competitive signal.
Where Kale shows up
Across the ad channels and marketplaces RavenBI tracks.
See the ads, listings and shops behind these numbers →
What is Kale?
Kale (Brassica oleracea acephala) is a leafy green botanical ingredient commonly used in dietary supplements. It is rich in vitamins, minerals, and phytochemicals, making it a popular plant-based component in formulations. Kale extracts or powders are typically included in products marketed for immunity and general wellness. Its nutrient profile often complements multivitamin blends, green superfood powders, and antioxidant complexes. Kale is valued as a natural source of micronutrients within the plant-based supplement category.
This overview was generated with AI from public information and RavenBI's classification. Informational only, not medical advice.
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