- Demand is social-led: shilajit’s rise is closely tied to TikTok and Instagram, especially among younger men.[1]
- Formats are diversifying: gummies are a fast-growing UK search term, at around 6,600 UK searches a month for “shilajit gummies”.[2]
- Online is growing fastest: online retail, including marketplaces and TikTok Shop, is forecast to outpace the market.[1][3]
- Trust is the differentiator: leading brands are publishing batch-specific laboratory results.[1]
- Rules are tight: only authorised health claims are allowed, and GB sets maximum levels for lead, cadmium and mercury in supplements.[4][5]
Demand: what is driving interest
Analysts attribute shilajit’s growth mainly to social media, with interest concentrated among Gen-Z men looking for natural products marketed around testosterone and focus.[1] That matters for UK buyers because the claims that travel fastest on social media are often the ones UK advertising rules don’t allow; see what sellers can claim.
The channel itself is growing. TikTok reports that UK sales on TikTok Shop rose 50% year on year over the 2025 Black Friday and Cyber Monday period,[3] and a 2025 trend analysis counted over 560,000 TikTok posts using the shilajit hashtag.[2]
Market estimates
No official body publishes UK sales figures for shilajit. The best available numbers are commercial estimates for the global market, which should be read as indicative forecasts, not measured UK sales.
| Indicator | Estimate |
|---|---|
| Projected annual growth, 2026–2031 | 9.23% |
| Projected growth in Europe to 2031 (CAGR) | 11.01% |
| Asia Pacific share of revenue, 2025 | 61.02% |
| Capsules’ share of the market, 2025 | 25.43% |
| Projected resin growth, 2026–2031 (CAGR) | 10.56% |
| Projected online retail growth (CAGR) | 10.21% |
Source: Mordor Intelligence.[1] Forecasts from a commercial research firm, not official statistics.
The European figure is the most relevant to UK readers: the forecast has Europe growing faster than the global market, with the UK named among the leading adopters.[1]
Formats in the UK market
| Format | Market position | Buyer guide |
|---|---|---|
| Resin | The traditional form; forecast to grow fastest at 10.56% a year[1] | Best resin |
| Capsules | About a quarter of the market in 2025[1] | Capsules |
| Gummies | Fast-growing UK search interest; typically £10–£30 a pack[2] | Gummies |
| Blends | Shilajit combined with other ingredients, such as ashwagandha | Shilajit vs ashwagandha |
Each format trades convenience against how easy the product is to check; see shilajit forms.
Where UK buyers shop
Online retail, including marketplaces and TikTok Shop, is forecast to grow faster than the shilajit market overall.[1] Online buying makes documentation more important, not less. A US study of Ayurvedic products bought online found about one in five contained detectable lead, mercury or arsenic.[6] Our channel-by-channel guide is where to buy shilajit in the UK.
The trust shift: documentation as a selling point
The clearest change in the market is that testing has become something brands compete on. Analysts note launches built around batch-specific ICP-MS results, and in one case published GPS coordinates of collection sites, in October 2025.[1] Research keeps raising the bar: a 2025 study measured thallium in shilajit supplements, an element most consumer reports don’t yet include.[7]
- Batch-specific COAsMoving from optional to expected among serious brands.
- Broader panelsMycotoxins, pesticides and microbiology alongside metals.
- TraceabilityNamed origin and processor, linked to the batch.
- Speciation and new elementsInorganic arsenic and thallium, the next frontier.
How we score this across brands is on the UK brand transparency index.
Regulation shaping the market
| Rule | Effect |
|---|---|
| GB nutrition and health claims register | Only authorised health claims may be used in marketing[5][8] |
| GB contaminant limits | Lead 3.0, cadmium 1.0 and mercury 0.1 mg/kg in supplements as sold[4] |
| MHRA borderline rules | Medicinal claims can bring a product under medicines law[9] |
| Novel food position | Shilajit is reported as not novel in supplements in the EU catalogue, but novel in other foods[10] |
Full details: is shilajit legal in the UK? and claims rules.
What this means for UK buyers
- Expect documentsIn a maturing market, a batch COA is a reasonable thing to ask for. Request template
- Compare on cost per servingFormats and pack sizes vary widely. Calculator
- Read social claims carefullyPopularity isn’t evidence. What the evidence shows
- Use evaluated products as a benchmarkSee the evaluated shortlist.
How to read this report
Market sizes and growth rates are third-party commercial estimates, mostly for the global market. Search and social figures come from trend-analysis publishers and are indicators of interest, not of sales. Regulatory statements come from official sources. We update this report as better data appears, with changes noted on the updates log.
Common questions
Is shilajit popular in the UK?
Yes. Interest has grown quickly, largely through TikTok and Instagram, and analysts name the UK among Europe’s leading adopters.[1]
How big is the UK shilajit market?
There are no official UK sales figures. Commercial forecasts cover the global market and project Europe growing at about 11% a year to 2031.[1]
Sources & further reading
Primary research, regulators and standards bodies are cited first. A source being listed here does not mean it supports every claim made by sellers; it supports the specific statement it is attached to.
- Mordor Intelligence. Shilajit market size and share analysis: growth trends and forecast (2026-2031). mordorintelligence.com, 2026. View source (opens in a new tab) [Commercial market research]
- Exploding Topics. UK trending products to sell (2025): shilajit gummies. explodingtopics.com, 2025. View source (opens in a new tab) [Trend analysis]
- Sprout Social. TikTok statistics UK brands need (2026). sproutsocial.com, 2026. View source (opens in a new tab) [Industry statistics]
- European Commission (UK version on legislation.gov.uk). Commission Regulation (EC) No 629/2008 amending Regulation (EC) No 1881/2006 setting maximum levels for certain contaminants in foodstuffs. legislation.gov.uk, 2008. View source (opens in a new tab) [UK legislation (retained)]
- Department of Health and Social Care. Great Britain nutrition and health claims (NHC) register. GOV.UK. View source (opens in a new tab) [Official register]
- Saper RB, Phillips RS, Sehgal A, et al.. Lead, mercury, and arsenic in US- and Indian-manufactured Ayurvedic medicines sold via the Internet. JAMA 300(8):915–923, 2008. View source (opens in a new tab) [Cross-sectional product survey]
- Quantifying of thallium in Shilajit and its supplements to unveil the potential risk of consumption of this popular traditional medicine. BMC Chemistry 19:20, 2025. doi:10.1186/s13065-025-01384-7. View source (opens in a new tab) [Laboratory analysis]
- Committee of Advertising Practice. UK Code of Non-broadcast Advertising (CAP Code), Section 15: Food, food supplements and associated health or nutritional claims. asa.org.uk. View source (opens in a new tab) [Advertising code]
- Medicines and Healthcare products Regulatory Agency. Borderline products: how to tell if your product is a medicine. GOV.UK. View source (opens in a new tab) [Regulator guidance]
- Verbraucherzentrale. Mumijo bei Darmproblemen? (reports the EU Novel Food Status Catalogue position on mumijo and fulvic acid). verbraucherzentrale.de, 2025. View source (opens in a new tab) [Consumer organisation guidance (German)]