Herbal Supplements Market Size, Share, and Growth Forecast, 2025 - 2032

Herbal Supplements Market Size and Trends Analysis

The global Herbal Supplements Market size is likely to value at US$ 46.8 Bn in 2025 and reach US$ 87.2 Bn by 2032, growing at a CAGR of 9.3% during the forecast period from 2025 to 2032.

The herbal supplement industry is experiencing robust growth, driven by increasing consumer preference for natural and organic health solutions, rising awareness of preventive healthcare, and the expansion of retail and e-commerce channels. Herbal supplements, valued for their perceived health benefits and minimal side effects, appeal to health-conscious consumers seeking alternatives to synthetic drugs.

The growing prevalence of lifestyle-related diseases and strong retail infrastructure in developed and emerging markets further propel market expansion.

Key Industry Highlights

• Leading Region: North America, holding a 40.28% market share in 2025, driven by high consumer awareness, robust retail networks, and a strong presence of key players in the U.S. and Canada.
• Fastest-growing Region: Asia Pacific, fueled by rising disposable incomes, growing health consciousness, and traditional use of herbal remedies in countries such as India and China.
• Investment Plans: Australia’s Tasmanian Institute of Agriculture secured a $1 million funding extension to keep its Traditional Chinese Herbs research hub operating until 2026. The project aims to explore the cultivation of high-value TCM herbs (e.g., Chinese Bellflower, milkvetch) in Tasmania, potentially unlocking new commercial agriculture streams
• Dominant Product Type: Turmeric, accounting for nearly 28% of the market share, due to its widespread use for anti-inflammatory and antioxidant benefits.
• Leading Distribution Channel: Offline (Pharmacies & Drug Stores), contributing over 39% of market revenue, driven by consumer trust in physical retail for health products.

Global Market Attribute	Key Insights
Herbal Supplement Market Size (2025E)	US$ 46.8 Bn
Market Value Forecast (2032F)	US$ 87.2 Bn
Projected Growth (CAGR 2025 to 2032)	9.3%
Historical Market Growth (CAGR 2019 to 2024)	8.7%

Market Dynamics

Driver: Rising consumer preference for natural and preventive healthcare fuels market growth

The rising demand for natural and preventive healthcare solutions is a major driver of the global herbal supplements market. With growing awareness of lifestyle-related diseases, consumers are increasingly turning to herbal supplements such as turmeric, ginseng, and moringa for their anti-inflammatory, immune-boosting, and antioxidant properties.

According to the World Health Organization, non-communicable diseases account for 74% of global deaths, prompting a shift toward preventive health measures. In 2023, the global dietary supplement market, including herbal products, was valued at $150 billion, per Euromonitor International.

For instance, Nature’s Bounty reported a sales increase in turmeric supplements in 2024, driven by consumer demand for natural remedies. Government initiatives, such as India’s AYUSH Ministry promoting traditional medicine, further boost adoption. In developed markets such as the U.S., the National Institutes of Health notes rising consumer spending on herbal supplements, particularly among aging populations seeking wellness solutions. This trend ensures sustained market growth through 2032, driven by health consciousness and natural product preferences worldwide.

Restraint: Regulatory Challenges and Quality Concerns Limit Adoption

Regulatory challenges and quality concerns pose significant hurdles to the herbal supplements market, particularly for smaller manufacturers. Stringent regulations in regions such as the European Union, where the European Medicines Agency enforces strict quality and safety standards, increase compliance costs.

Additionally, concerns about product adulteration and inconsistent potency deter consumers, with 15% of herbal supplements failing quality tests in 2023, according to a U.S. FDA report. Limited standardization in emerging markets such as Africa, where limited herbal products meet international quality standards, further restricts market penetration. Consumer skepticism about efficacy and potential side effects also hinders adoption, particularly in regions with low health literacy.

Opportunity: Growing Demand for Organic and Plant-based Supplements

The rising consumer focus on organic and plant-based supplements presents significant opportunities for the herbal supplements market. Increasing awareness of sustainability and clean-label products drives demand for organic moringa, turmeric, and echinacea supplements. In Asia Pacific, where traditional herbal medicine is prevalent, companies such as Ancient GreenFields reported sales growth in organic moringa products.

Government initiatives, such as the EU’s Organic Action Plan, promote organic certifications, encouraging manufacturers to innovate. Retailers are dedicating shelf space to premium, plant-based supplements, enabling brands such as Gaia Herbs and NOW Foods to tap into premiumization trends through 2032, aligning with global sustainability goals.

Category-wise Analysis

Product Type Insights

• Turmeric holds the largest market share, approximately 28% in 2025, due to its widespread use for anti-inflammatory and antioxidant benefits. Popular in dietary supplements and functional foods across North America and Asia Pacific, brands such as Nature’s Bounty and Swanson lead with high-quality turmeric formulations.
• Moringa is experiencing rapid growth, driven by its rising popularity as a superfood with immune-boosting and nutritional benefits. Its adoption in health-conscious markets such as the U.S. and India, supported by companies such as Ancient GreenFields, is fueling demand in both retail and online channels.

Formulation Insights

• Capsules dominate, accounting for over 39% of market revenue in 2025, due to their convenience, precise dosing, and consumer preference for easy-to-consume formats. Brands such as Solgar and Jarrow Formulas offer a wide range of herbal capsules, popular in pharmacies and online platforms.
• Powder formulations are the fastest-growing segment, driven by their versatility in smoothies, beverages, and functional foods. Companies such as Gaia Herbs and NOW Foods are expanding their powder offerings, particularly for moringa and turmeric, catering to health-conscious consumers in North America and the Asia Pacific.

Distribution Channel Insights

• Pharmacies and drug stores hold the largest share, approximately 41% in 2025, driven by consumer trust in physical retail for health products. Retail giants such as CVS and Walgreens stock diverse herbal supplements, catering to demand for trusted brands in North America and Europe.
• Online channels are growing rapidly, fueled by the rise of e-commerce and direct-to-consumer models. In 2024, online sales of herbal supplements surged in Europe and the Asia Pacific, with platforms such as Amazon and iHerb expanding access to brands such as Herbalife and Nature’s Way.

 

Regional Insights

North America Herbal Supplements Market Trends

North America remains the leading region in the herbal supplements market, accounting for approximately 40.28% of the global market share in 2025. This dominance is largely due to high consumer awareness about natural health products, coupled with a well-established and diverse retail infrastructure across the U.S. and Canada.

According to the American Botanical Council (ABC), retail sales of herbal dietary supplements in the U.S. reached $15.551 billion in 2023, reflecting a healthy 4.4% growth over the previous year. This increase underscores the region’s sustained consumer interest in botanical wellness solutions.

Major players like Nature’s Bounty and NOW Foods lead the market by offering a wide range of herbal formulations targeting immunity, digestion, stress relief, and overall wellness.

Asia Pacific Herbal Supplements Market Trends

The Asia Pacific region is currently the fastest-growing market for herbal supplements, propelled by increasing disposable incomes, heightened health awareness, and the long-standing cultural reliance on traditional herbal remedies, especially in countries like India and China. Consumers in these nations are increasingly turning to natural health products to support wellness, immunity, and chronic condition management.

In 2024, India’s herbal supplement sector witnessed a significant growth, largely supported by government initiatives such as the AYUSH Mission, which promotes Ayurveda, Yoga, Unani, Siddha, and Homeopathy as part of a holistic healthcare system. This mission fosters research, quality standardization, and wider accessibility of herbal products, boosting consumer confidence and market expansion.

Europe Herbal Supplements Market Trends

The herbal supplements market in Europe is experiencing robust growth, positioning the region as the second fastest-growing globally. This expansion is fueled by a combination of strict regulatory frameworks, rising health consciousness, and a surging demand for organic and clean-label products, particularly in countries like Germany and France. These markets are known for their educated consumer base, who actively seek natural alternatives to synthetic health products.

A significant driver is the European Union’s Organic Action Plan, which promotes sustainable agriculture and organic certification, thereby encouraging both production and consumption of herbal supplements derived from organically grown ingredients.

Competitive Landscape

The global herbal supplements market is highly competitive, with key players such as Jarrow Formulas, Solgar, Nature’s Bounty, and Gaia Herbs dominating through extensive product portfolios and distribution networks. Regional players such as Ancient GreenFields focus on localized offerings in the Asia Pacific. Companies are investing in organic certifications and sustainable packaging to enhance market share, driven by consumer demand for natural products.

Key Industry Developments

• February 2025: Organic India has expanded its product line by launching new Regenerative Organic Certified teas and herbal supplements at Expo West. The new products include Neem supplements, Tulsi Holy Basil supplements, Ashwagandha supplements, and Tulsi Original Tea.
• January 2024: Gaia Herbs, a Certified B Corporation known for its focus on purity and traceability, has introduced a new line of organic herbal supplements. This expansion features products like Moringa Pure, which uses only the leaves of the Moringa Oleifera tree to provide a pure and concentrated form of this traditional herb. Herbal Supplements Market Report Scope.

Companies Covered in Herbal Supplements Market

• Jarrow Formulas, Inc.
• Solgar, Inc.
• Nature’s Bounty
• Ancient GreenFields PVT LTD
• Gaia Herbs
• NOW Foods
• Herbalife
• Swanson
• Nature's Way
• Amway
• Others