Bone Broth is a nutrient-rich liquid made by simmering animal bones (beef, chicken, fish) for 12-48 hours, which became a $2.8B wellness trend (2015-2019) popularized by Paleo dieters, Gwyneth Paltrow, and NYC’s Brodo broth shop selling $10 cups of “liquid gold,” before scientific scrutiny and pandemic shifted focus to immunity.
Origins & Resurgence
Ancient practice: Bone broth consumed for thousands of years across cultures (Chinese medicine, Jewish penicillin, French stock)
Modern wellness revival (2013-2015):
- Paleo diet movement promoted bone broth for gut health
- Dr. Kellyann Petrucci’s “Bone Broth Diet” book (2015) became bestseller
- Kobe Bryant credited bone broth for recovery
- Gwyneth Paltrow promoted on Goop
Brodo NYC (2014): Marco Canora opened first bone broth-only shop in Manhattan, selling $10 cups to-go - legitimized as luxury wellness product
Preparation & Types
Traditional method:
- Beef, chicken, or fish bones (knuckles, joints, marrow bones)
- Apple cider vinegar (extracts minerals from bones)
- Aromatics (onion, garlic, celery, carrots)
- Simmer 12-48 hours (longer = more nutrient extraction)
- Strain, skim fat, refrigerate (gelatinous when cold)
Store-bought options (2015-2020):
- Brodo: NYC shop, $10-$12/cup, $60-$100/week subscription
- Bonafide Provisions: Organic, frozen, $9-$12/jar
- Kettle & Fire: Shelf-stable, grass-fed, $10-$15/carton
- Pacific Foods, Swanson: Mass-market versions, $4-$6/carton
Instant/powdered: Controversial products claiming bone broth benefits in powder form ($30-$50/container)
Claimed Benefits (Hyped vs. Evidence)
Marketing claims:
- Gut healing (collagen repairs leaky gut)
- Joint health (glucosamine, chondroitin, collagen)
- Glowing skin (collagen for anti-aging)
- Immune support (amino acids)
- Better sleep (glycine)
- Weight loss (low-calorie, satiating)
Scientific reality:
- Collagen: Broken down into amino acids during digestion, not directly absorbed as collagen (no evidence it rebuilds skin/joints)
- Glucosamine/chondroitin: Present but quantities lower than therapeutic doses in supplements
- Glycine: May support sleep, but amounts variable
- Gut healing: No peer-reviewed evidence bone broth “heals” leaky gut
- Minerals: Contains calcium, magnesium, phosphorus, but amounts modest
Verdict: Bone broth is nutritious (protein, minerals, gelatin), likely no better than regular chicken soup. Benefits overhyped by wellness industry.
Cultural Phenomenon
Wellness culture adoption:
- Bulletproof Coffee creator Dave Asprey: Promoted bone broth as biohacker fuel
- Whole30/Paleo communities: Bone broth became staple, “reset” tool
- Instagram: Photos of mason jars filled with golden broth, “sipping bone broth” lifestyle posts
- Celebrity endorsements: Shailene Woodley, Salma Hayek, Kobe Bryant publicized bone broth use
Social signaling:
- Carrying Brodo cup in NYC = wellness insider status
- $10/cup positioned as investment in health
- Home-brewing bone broth = dedication to ancestral eating
Market Growth & Products
2015-2020 boom: Market grew from $500M (2015) to $2.8B (2020), projected $4B+ by 2025
Product innovation:
- Bone broth protein powder (Ancient Nutrition, $40-$60/container)
- Bone broth collagen supplements
- Flavored bone broths (turmeric, ginger, herbs)
- Bone broth soup bases, ramen broths
- Pet bone broth (for dogs/cats, $10-$20/jar)
Coffee shop trend: Broth bars in LA, SF, NYC served bone broth like coffee - to-go cups, morning ritual
Paleo/Keto Crossover
Bone broth fasting (2016-2018):
- Dr. Kellyann’s “Bone Broth Diet”: 5 days eating, 2 days fasting (bone broth only)
- Claimed 15 lb weight loss in 21 days
- Essentially very-low-calorie diet (bone broth ~40-80 cal/cup)
Keto adoption: Bone broth fit keto macros (high fat from marrow, low carb), used to alleviate “keto flu”
Scientific Pushback
Nutritionists criticized:
- Collagen molecule too large to be absorbed intact (digested into amino acids)
- Cheaper, equally effective to eat gelatin, take collagen supplements
- $10 cup of bone broth not superior to homemade chicken soup
- Lead contamination concerns (bones can contain lead, though studies showed low levels)
2017 study (Food & Nutrition Research): Chicken bone broth contained lead (7-9 mcg/L, though below EPA limits)
Pandemic Shift (2020)
Immunity focus: COVID-19 drove bone broth marketing toward immune support
Decline: Home cooking resurgence (people made own stock), economic recession (luxury $10 cups less justifiable)
Privilege & Accessibility
Class markers:
- Grass-fed, organic bones: $20-$30
- 24+ hours simmering: Time-intensive, not feasible for working parents
- $10 store-bought cups: Expensive compared to chicken noodle soup
- Brodo subscriptions: $100/week
DIY bone broth became badge of honor in wellness circles, but required resources (time, slow cooker, access to quality bones).
Legacy & Decline (2021-2023)
Market matured:
- Bone broth normalized as pantry staple (Pacific Foods, Swanson mainstreamed)
- Brodo closed multiple locations, shifted to frozen retail
- Wellness influencers moved to next trends (CBD, adaptogens, mushroom coffee)
What persisted:
- Bone broth remains Paleo/keto staple
- Home cooks use in recipes (soups, stews, grains)
- Collagen supplement market grew separately ($5B+ by 2023)
- Pet bone broth niche market
What faded:
- $10 luxury broth shops mostly closed
- “Bone broth cleanse” fad ended
- Overhyped health claims scrutinized
- No longer Instagram-worthy wellness flex
Comparison to Similar Trends
vs. Kombucha: Both fermented/long-simmered traditional foods, gut health claims, luxury price points vs. Collagen supplements: Bone broth positioned as “whole food” collagen source (though scientific difference minimal) vs. Celery juice: Both overhyped wellness liquids with modest actual benefits
Lasting Impact
Bone broth trend:
- Revived interest in traditional cooking (stocks, from-scratch)
- Nose-to-tail eating (using whole animal, reducing waste)
- Demonstrated consumer willingness to pay premium for “ancient wisdom” wellness products
- Spawned collagen supplement industry
- Normalized paying $10 for beverages beyond coffee
By 2023, bone broth persisted as niche wellness product, available in mainstream groceries but no longer trendy. A case study in how traditional foods get repackaged, overhyped, and commodified by wellness industry before returning to appropriate role as useful cooking ingredient.
https://www.brodo.com https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5533136/ https://www.health.harvard.edu/