White Willow on the European supplement market
Most ingredient pages tell you what White Willow 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 321 White Willow products from 138 brands across the EU and US. 6 brands advertise it on Meta right now, and new-ad activity cooled 73% in the last 30 days. Romania shows the heaviest advertising, while Romania has the largest shelf. The median EU shelf price sits around €25.
New White Willow ads launched per month on Meta — last 6 months.
How brands use White Willow, 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 | 30 | 18 | — | — | €24.99 |
| United Kingdom | 15 | 11 | — | — | £19.99 |
| France | 7 | 5 | — | — | €19.90 |
| Italy | 29 | 19 | — | — | €20.25 |
| Spain | 34 | 17 | — | — | €23.70 |
| Romania | 145 | 34 | 16 | 6 | 48.11 RON |
| United States | 29 | 18 | — | — | $30.00 |
| Austria | 5 | 3 | — | — | — |
Who is on the shelf right now
Top brands by number of White Willow products, and the forms they use.
Most-used forms
| Form | Products |
|---|---|
| Salcie | 187 |
| Extract de scoarță de salcie albă (glycerin macerate (1:20)) | 25 |
| Willow | 22 |
| Salcie albă Marin Extract | 17 |
| Salcie (bark powder) | 15 |
| Salix alba Extract | 11 |
Regulatory & positioning
| Botanical source | Salix alba |
|---|---|
| Novel food status | — |
| EFSA authorized health claims | None authorized |
| Marketed categories (observed) | joint health, immunity |
No EFSA-authorized health claim exists for White Willow, yet brands market it for joint health, immunity — the gap between claim and positioning is itself a competitive signal.
Where White Willow shows up
Across the ad channels and marketplaces RavenBI tracks.
See the ads, listings and shops behind these numbers →
What is White Willow?
White Willow (Salix alba) is a botanical extract derived from the bark of the white willow tree. It contains naturally occurring compounds such as salicin, which is a type of phenolic glycoside. White Willow extract is commonly used in dietary supplements formulated for joint health and immunity. Its inclusion is typical in products targeting consumers interested in natural or plant-based ingredients. Formulators often incorporate White Willow in combination with other botanicals or nutrients to create complex blends aimed at these market segments.
This overview was generated with AI from public information and RavenBI's classification. Informational only, not medical advice.
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