Bone broth may align with the protein boom, but its appeal increasingly extends beyond the trendy (and essential) macronutrient alone as the category finds itself at the intersection of clean label, convenience and nutrient density.
Bone broth’s prevalence reflects a return to traditional food practices rather than the emergence of a new health trend, according to Thomas Odermatt, founder of Butcher’s Bone Broth, a refrigerated broth with a gelatinous texture.
Odermatt was taught a “nose-to-tail” philosophy that centered on using every part of the animal growing up in a family butcher shop in Switzerland. Bones, cartilage and knuckles that couldn’t be sold were used for stock, a practice that was as much about respecting the animal as it was about minimizing waste, he explained.
Clean label moves beyond ingredients
While clean label once focused on avoiding artificial ingredients and preservatives, consumers are increasingly applying the term to how food is made.
Simplicity has become a differentiator across categories, like plant-based milk brands creating minimal ingredient decks.
Butcher’s Bone Broth contains three ingredients: water, bones and carrots, except for the Ginger & Turmeric with Organic Chicken which contains six ingredients (water, organic chicken, organic carrots, organic ginger, sea salt and organic turmeric). Odermatt added that the company avoids ingredients commonly used to enhance flavor in bone broths like alliums or garlic.
“Less is more,” Odermatt emphasized.
The emphasis on simplicity extends beyond the recipe. The company positions its refrigerated 18- to 24-hour simmered broths as an alternative to higher-sodium, shelf-stable options.
Butcher’s Organic Beef Broth contains 115 milligrams of sodium per 1-cup serving; Organic Chicken Broth contains 150 milligrams of sodium; and Ginger & Turmeric contains 300 milligrams of sodium. Other refrigerated broth brands like Bell and Evans’ Organic Chicken Bone Broth contain 260 milligrams of sodium per 1-cup serving.
Bone Broth’s role expands beyond protein
While consumer interest in protein continues to grow, some brands are moving from formulating for protein quantity to overall nutrient quality and density.
Odermatt sees sustained demand coming from consumers looking for convenient ways to increase protein intake, particularly as GLP-1 use for weight loss continues to reshape eating habits.
Bone broth’s versatility helps broaden its appeal, Odermatt says. It can function as a beverage, a cooking ingredient or a snack.
For Odermatt, the category’s growth reflects a broader desire to simplify nutrition.
A growing connection to women’s health
One of the more notable developments within the category may be its growing relevance to women consumers, Odermatt said.
While Butcher’s Bone Broth and other brands do not market specifically towards women, Odermatt notes that the demographic is considerable. He estimates that women account for roughly 80% of Butcher’s Bone Broth’s base, a figure he attributes in part to growing interest in collagen, protein and iron intake.
His observation comes at a time when women’s health has become an increasingly important area of focus across the industry. Much of that innovation has historically centered around supplements, hydration products and functional beverages. Bone broth offers a different proposition: nutrient density through a familiar food format.
Odermatt also highlighted collagen as a key consideration for many female consumers.
“The collagen is a lubricant for us humans, for the joint, for the gut,” he said, adding that other nutrients like iron are being considered by consumers as part of their overall wellness routines.
