Revitalization of the Slovenian Herbal Market? A Mixed Study Approach

Purpose – The study aims to identify the needs, barriers, and measures relevant for the revitalization of the herbal market in Slovenia. Design/Methodology/Approach – A mixed-methods approach was used in the study, with a quantitative online survey of Slovenian herbalists (N = 217) and in-depth interviews conducted with key Slovenian stakeholders in the field of herbalism (N = 18). Findings and Implications – Most Slovenian herbalists grow herbs as a hobby or as a supplementary farm activity; they have little land for growing herbs and thus also generate a low income. Most of them sell their products directly to consumers, with only one tenth selling herbs to retailers. As many as three quarters of the respondents are not a part of any organization which, along with lower prices, is the main barrier to a market revitalization. The in-depth interviews revealed a lack of interest in collaboration among herbalists because they find the existing situation to be sufficient to a certain extent, as demand is greater than their supply. The results show no evidence of an herbal market as it existed before Slovenia’s independence. Limitations – Since there is no census of Slovenian herbalists, the sample is not representative. Originality – There is a lack of understanding of the barriers to and measures for revitalizing the herbal market, especially in developed countries whose market was well developed decades ago, such as Slovenia.