doTERRA and Melaleuca are leading the $8B global aromatherapy market with a 6.5% CAGR to $13B by 2031.
Market research reveals that major essential oil companies doTERRA and Melaleuca, comprise a sizeable portion of the global aromatherapy market share.
The global aromatherapy market reached $8.4 billion in 2024, according to Verify Markets research, with projections indicating continued growth to $13 billion by 2031. This represents a compound annual growth rate of 6.5% during this period.
North America constitutes 45.2% of the global market with $3.8 billion in revenue, while Asia Pacific accounts for 42.4% with $3.5 billion. Europe comprises 8.8% at roughly $700 million, with Latin America and other regions making up the remainder.
doTERRA holds 13.2% market share globally, with Melaleuca securing 5%. Their combined control of nearly one-third of the market demonstrates their substantial influence in the essential oils industry.
Distribution Strategies
The essential oils market operates through three primary distribution channels, with direct selling leading at 39% of total sales. Retail channels account for 38%, while online sales represent 23%.
doTERRA utilizes its network of independent distributors, called Wellness Advocates, to reach over 10 million customers worldwide. This approach allows the company to provide personalized education about its products while developing strong customer relationships.
Similarly, Melaleuca employs a customer-direct approach. Its distribution reaches more than 20 countries internationally, with a customer base exceeding 2 million households monthly.
Supply Chain Excellence
doTERRA’s competitive advantage stems from its integrated supply chain management through its Co-Impact Sourcing program. This initiative establishes direct relationships with growers and distillers across developing regions worldwide.
The company sources over 140 essential oils from 45 countries, focusing on developing nations. Its program encourages cooperative formation for enhanced collective bargaining power.
“Co-Impact Sourcing seeks to develop long-term, mutually beneficial supplier partnerships while creating sustainable jobs and providing reliable income in underdeveloped areas,” doterra.com states. “doTERRA is committed to the ethical treatment of its suppliers and growers and harvesters are encouraged to form cooperative groups to share collective benefits and bargaining power while improving skills and capacity.”
Community development initiatives run parallel to these supply relationships through doTERRA’s philanthropic arm, doTERRA Healing Hands. These projects include constructing schools, health clinics, and clean water systems in sourcing communities.
Consumer Demographics
Market analysis shows essential oil usage spans demographic categories but demonstrates particular strength among millennial consumers. Data indicates millennials are approximately 58% of essential oil purchasers.
Women constitute approximately 70% of buyers, and 75% of discretionary consumer spending, though male consumer segments show steady growth rates.
“According to Nielsen’s analysis, Shaping Success: A Deep Dive into Women’s Impact on the Consumer Packaged Goods Landscape, women control approximately $31.8 trillion in global spending as of 2024, with this figure expected to grow significantly,” the Verify Markets report stated.
“The expansion of the ‘she economy,’ characterized by women’s increasing purchasing power and decision-making authority, is poised to significantly influence the global aromatherapy and essential oils market.”
Data demonstrates that an interest in wellness is on the rise. “The rapid growth of the global wellness economy, now valued at $6.3 trillion, is driving increased consumer demand for mental wellness and natural solutions, benefiting the essential oils and aromatherapy market,” according to the Verify Markets report.
Future Market Developments
Geographic expansion shows promising opportunities, with the Asia-Pacific regions demonstrating robust growth trajectories. doTERRA recently expanded operations in markets including Japan, Korea, and Australia to capitalize on this trend.
And doTERRA continues to set itself apart from other essential oil brands as an award-winning brand. In 2024, doTERRA won 19 industry awards.
“We are thrilled that so many of our products were recognized in 2024, showcasing the high quality, effectiveness, and sustainability of our products as well as the dedicated work of our Wellness Advocates and employees,” Kirk Jowers, CEO of doTERRA said in a press release. “doTERRA remains the world’s leading essential oil and foundational wellness company due to the significant contributions of each member of our team.”