Kratom Beverages Online: Marketing Narratives, Content, Dosing, and Potential Risks

In the past five years, the market for pre-made kratom, or Mitragyna speciosa, drinks has expanded rapidly. They are now sold in retail stores, convenience stores, grocery stores, specialty tobacco shops, and online. Despite their rapid market expansion, significant gaps remain in our understanding of their online marketing strategies, reported kratom content, dosing information, and serving sizes.

To examine the online marketing practices of pre-made kratom beverages sold in the United States, with a focus on transparency, dosage information, and public health risks.

We analyzed the front labels and websites of 107 ready-to-drink kratom products using Python-based web scraping and manual image inspection. We examined marketed benefits, ingredient lists, dosage recommendations, and the presence of warnings or Food and Drug Administration (FDA) disclaimers.

Kratom content ranged from 20 mg to 500 mg per drink and was reported using inconsistent terms such as "extract," "alkaloids," or "mitragynine." Serving suggestions varied from one to fifteen servings per drink, and the recommended dose ranged from 17.5 mg to 350 mg. Marketing of the product most emphasized natural or organic qualities and wellness related claims.

The considerable variation in reported kratom content, dose, and serving size, together with its frequent framings as a "health-based" product, points to a need for stronger regulation. Policies should include evidence-based dosing recommendations, standardized and transparent online descriptions and warnings, and clear marketing guidelines for kratom beverages promoted as natural or wellness products.