Global Herbal Supplements Market By Form (Capsules and Tablets, Powder and Granules, Liquid Extract, Teas, Tonics and Others), By Product Type (Multi-Herb and Single Herb), By Ingredient (Elder Berry, Horehound, Cranberry, Turmeric, Apple Cider Vinegar, Ginger, Echinaceab, Garlic, Cannabidiol (CBD), Flaxseeds, Ginseng and Others), By Distribution Channel (Supermarkets/Hypermarkets, Pharmacies, Specialty Stores, Online Platform and Others), By Application ( Energy and Weight, Management, General Health, Bone and Joint Health, Gastrointestinal Health Immunity, Cardiac Health, Diabetes, Anti- Cancer and Others), By End-User (Adults, Geriatric, Pregnant Women, Children and Infants), By Region And Companies - Industry Segment Outlook, Market Assessment, Competition Scenario, Trends, And Forecast 2025-2034

Report Overview

The global herbal supplements market size is expected to be worth around USD 166.2 billion by 2034, from USD 82.9 Bn in 2024, growing at a CAGR of 7.2% during the forecast period from 2025 to 2034. Market growth is primarily driven by the increasing incidence of an aging population and growing consumer awareness regarding overall health and well-being. The rising preference for natural herbs and botanical derivatives is expected to sustain market expansion over the forecast period.

In a strategic move to strengthen the role of traditional medicine globally, the World Health Organization (WHO) and the Government of India have entered into an agreement to establish the WHO Global Centre for Traditional Medicine. Backed by a USD 250 million investment from the Government of India, this center aims to leverage modern science and technology to harness the potential of traditional medicine and enhance public health outcomes.

According to WHO, approximately 80% of the global population is expected to use traditional medicine in the coming years. Furthermore, 170 out of 194 WHO member states have acknowledged the use of traditional medicine and have sought WHO’s support in developing reliable evidence and data to validate traditional practices and products.

Environmental factors play a significant role in influencing the growth of medicinal plants and the production of bioactive compounds essential for herbal supplements. Key parameters such as temperature, humidity, light intensity, water content, and CO2 concentration impact the yield and quality of medicinal metabolites.

Recent research highlights that cultivating medicinal plants under controlled environments using artificial lighting can optimize the production of medicinal components, ensure consistent year-round harvesting, and maximize biomass yield. The adoption of controlled environment agriculture (CEA) and advances in manipulating environmental factors are expected to enhance the consistency, safety, and efficacy of herbal supplements, contributing to sustained market growth over the forecast period.

Key Takeaways

• Herbal supplements market size is expected to be worth around USD 166.2 billion by 2034, from USD 82.9 Bn in 2024, growing at a CAGR of 7.2%
• In global herbal supplements market, capsules & tablets held key form of herbal supplements with market share 44.6% in 2024.
• By product type, the single-herb segment dominated the global market share of 52.6% in 2024.
• Among the ingredients, the elder berry held a significant revenue share of 18.9%.
• Based on distribution channel, the pharmacies channel dominated the global herbal supplements market with market share of 38.9% in 2024.
• By end-user, the adults segment has dominated the market in 2024 with 46.7% market share.
• In 2024, North America dominated the market with the highest revenue share of 46.2%.

By form analysis

Capsules and tablets account for 44.6% of the global herbal supplements market, driven by their ease of consumption, enhanced absorption potential, and ability to mask unpleasant tastes. These formulations offer greater stability and extended shelf life compared to alternative forms such as liquids and powders, making them the preferred choice among consumers. Capsules consist of an outer shell that encloses the active ingredients. This outer shell dissolves in the digestive tract, allowing the ingredients to be absorbed into the bloodstream and subsequently metabolized in a manner similar to that of tablets.

Tablets, the most common form of oral medication, are manufactured by compressing one or more powdered ingredients into a solid, smooth-coated unit that dissolves in the digestive tract. Tablets are a cost-effective and reliable method for delivering active ingredients while maintaining product stability. In addition to the primary active ingredients, most tablets contain excipients that bind the formulation, enhance palatability, and improve the texture and visual appeal of the product. This combination of advantages positions capsules and tablets as the dominant segment within the herbal supplements market.

By Product Type Analysis

The single-herb supplements segment dominated the global market in 2024, accounting for a substantial revenue share of 52.6%. This segment continues to witness strong growth, driven by increasing consumer awareness of the distinct therapeutic properties of individual herbs. Single-herb supplements are widely utilized by health-conscious consumers seeking natural remedies for specific health concerns. These supplements are often associated with multiple health benefits, catering to diverse consumer needs.

For instance, saw palmetto (Serenoa repens, Arecaceae) supplements are commonly marketed for prostate health support and hair growth, while senna (Senna alexandrina, Fabaceae) is primarily used for its well-documented laxative effects in addressing digestive issues.

By Ingredient Analysis

In 2024, elderberry-based herbal supplements emerged as the top-selling supplements, capturing a significant market share of 18.9%. Derived from the black elder tree (Sambucus nigra), elderberries are rich in antioxidants and are commonly incorporated into dietary supplements as an extract or juice concentrate of the whole fruit, particularly for immune health.

Typical product claims include “cold and flu relief,” “year-round immune support,” and “supports wellness and vitality.” A systematic review conducted by the American Botanical Council, published in April 2021, assessed the efficacy of elderberry in preventing and treating viral respiratory illnesses. The findings suggested that elderberry may help reduce the severity and duration of colds, as well as the duration of the flu.

By Distribution Channel Analysis

The pharmacies Distribution Channel Dominated the Global Market Owing to

By distribution channel, the market is further segmented into supermarkets/hypermarkets, pharmacies, specialty stores, online retail, and others. Pharmacies have maintained their leading position in the global herbal supplements market, accounting for a notable revenue share of 38.9%. The dominance of pharmacies in this segment is attributed to several key factors. Pharmacies are the preferred choice for consumers seeking therapeutic and condition-specific herbal supplements, where professional advice and guidance are crucial for informed decision-making. The increasing consumer emphasis on preventive healthcare and the rising adoption of herbal remedies for managing chronic conditions have further reinforced the prominence of pharmacies in the distribution landscape.

By application analysis

The general health segment holds a substantial share of 34.2% in the global herbal supplements market, driven by the increasing consumer focus on maintaining overall well-being and preventing health issues. Herbal supplements formulated for general health include ingredients such as ginseng, ashwagandha, and turmeric, which are known for their adapt genic, anti-inflammatory, and antioxidant properties. These supplements support vitality, enhance energy levels, and promote stress management. Growing awareness regarding the long-term benefits of incorporating herbal supplements into daily routines, along with rising interest in natural health solutions, is fueling demand within this segment, positioning it as a key contributor to market growth.

By End-use Analysis

The adult segment accounts for 46.7% of the global herbal supplements market, driven by the increasing adoption of preventive health practices and the growing prevalence of lifestyle-related disorders. According to Abbott Laboratories, a leading American multinational healthcare company, millennials—individuals born between 1981 and 1996—are more proactive in managing their health. This generation engages in regular exercise, actively reads health-related content, and frequently seeks medical advice online.

Millennials in the United States are 40% more likely to explore alternative or natural health options compared to traditional medical treatments, with 68% of them incorporating dietary supplements into their routines. Additionally, millennials demonstrate a stronger preference for complementary treatments such as acupuncture, meditation, and herbal supplements while exhibiting lower reliance on prescription medications compared to previous generations.

Herbal Supplements Market Key Segmentation

Based on Form

• Capsules & Tablets
• Powder & Granules
• Liquid Extracts
• Teas
• Tonics
• Others

Based on Product Type

• Multi-Herb
• Single Herb

Based on Ingredient

• Elder Berry
• Horehound
• Cranberry
• Turmeric
• Apple Cider Vinegar
• Ginger
• Echinaceab
• Garlic
• Cannabidiol (CBD)
• Flaxseeds
• Ginseng
• Others

Based on Distribution Channel

• Supermarkets/ Hypermarkets
• Pharmacies
• Specialty Stores
• Online Platforms
• Others

Based on Application

• Energy & Weight Management
• General Health
• Bone & Joint Health
• Gastrointestinal Health
• Immunity
• Cardiac Health
• Diabetes
• Anti-cancer
• Others

Based on End-user

• Adults
• Geriatric
• Pregnant Women
• Children
• Infants

Driving Factors

Rise in aging population across the globe

The rising global aging population is a critical factor driving the growth of the herbal supplements market. According to the World Health Organization (WHO), global life expectancy at birth increased to 73.3 years in 2024, reflecting an improvement of 8.4 years since 1995. The number of individuals aged 60 years and older is expected to grow from 1.1 billion in 2023 to 1.4 billion by 2030, with this growth being particularly significant in developing regions. By 2050, the population of individuals aged 60 years and above is projected to double to 2.1 billion, while the number of persons aged 80 years and older is expected to triple from 2020 levels, reaching 426 million.

Age-related health conditions such as hearing loss, cataracts, osteoarthritis, diabetes, and cognitive decline are becoming increasingly prevalent, prompting older adults to seek effective preventive and therapeutic solutions. Herbal supplements, known for their natural composition and minimal side effects, are gaining traction among the aging population for managing chronic conditions and improving overall well-being. Increased awareness of the benefits of herbal remedies in addressing age-related health concerns is driving sustained demand for these products, positioning the herbal supplements market for continued growth as the global aging population expands.

Restraining Factors

Lack of regulatory standards

The lack of uniform regulatory standards remains a significant restraint impacting the growth of the global herbal supplements market. Despite increasing demand and widespread adoption across regions, regulatory frameworks governing the production, quality, and marketing of herbal supplements vary considerably across countries. This inconsistency results in challenges related to ensuring product quality, safety, and efficacy, which in turn affects consumer confidence and acceptance of these products.

In the United States, the regulation of herbal supplements falls under the Dietary Supplement Health and Education Act (DSHEA), which amended the Federal Food, Drug, and Cosmetic Act (FD&C Act). Under DSHEA, the Food and Drug Administration (FDA) does not have the authority to approve dietary supplements before they are introduced to the market. Manufacturers are not required to submit evidence to the FDA to substantiate safety prior to marketing their products, except in cases where a dietary supplement contains a new dietary ingredient that has not been previously used in food or has been chemically altered. This regulatory gap, coupled with the lack of mandatory pre-market approval, contributes to variations in product standards and limits the ability to ensure consistent quality and safety, posing a challenge to the broader adoption of herbal supplements globally.

Growth Opportunities

Rising investments in the global natural products 

Rising investments in the global natural products sector are driving growth in the herbal supplements market as modern consumers increasingly prefer natural and plant-based solutions that promote both physical and mental well-being, supported by scientifically validated health benefits. This shift in consumer preferences is prompting manufacturers to innovate by incorporating science-based natural ingredients into their product portfolios. By adopting this approach, consumer health brands are effectively addressing growing demand for preventive and maintenance-based health solutions. This strategy not only caters to the rising interest in natural remedies but also aligns with the global trend toward clean-label, organic products that emphasize environmental sustainability and ethical sourcing.

Consumer health brands are well-positioned to capitalize on this growing demand by introducing herbal and natural formulations that address specific health concerns. For instance, in February 2025, Organic India launched new products under the Regenerative Organic Certified (ROC) label, including Purely Chamomile Tea, Purely Assam Black Tea, and Bacopa supplements. Similarly, in July 2023, Herbalife, a leading health and wellness company, introduced Herbalife V, a science-based product line designed to meet the increasing consumer demand for plant-based options that support overall health. These developments underscore the growing emphasis on natural ingredients and scientific validation, positioning the herbal supplements market for sustained growth.

Latest Trends

• Personalization in herbal supplements enhancing consumer appeal

Personalization in healthcare is an emerging trend, and the herbal supplements market is adapting by developing specialized formulations that address specific consumer health needs. This involves creating targeted products that cater to individual health concerns, offering tailored solutions that align with consumer preferences. For instance, a formulation designed for joint health that incorporates herbs such as turmeric (curcumin) and Boswellia serves as a personalized product for individuals seeking joint care.

• Technological Advancements Strengthening Quality and Efficacy of Herbal Supplements

The adoption of advanced analytical techniques, including high-performance liquid chromatography (HPLC), nuclear magnetic resonance (NMR) spectroscopy, and mass spectrometry (MS), has significantly improved the characterization and standardization of herbal medicines. These methods facilitate the accurate identification and quantification of bioactive compounds in herbal products, ensuring consistency and enhancing therapeutic efficacy. Additionally, the integration of nanotechnology and encapsulation techniques in herbal formulations has further improved the bioavailability and stability of herbal compounds.

Regional Analysis

In 2024, North America maintained a prominent position in the global herbal supplements market, contributing a market value of USD 38.2 billion and accounting for approximately 46.2% of the total market share. One in three U.S. consumers experiences low energy levels, a concern that is more prevalent among women and often linked to poor sleep, weakened immune function, digestive issues, and inadequate fitness. This growing concern is driving consumers toward a variety of energy solutions, ranging from performance-focused supplements for athletes to natural herbal energy boosters for everyday use.

Weight management remains another key focus, with nearly two in five consumers globally identifying it as a major health concern. In the United States, 54% of adults are actively trying to lose weight, reflecting a 4-percentage-point increase from the previous year, with nearly half of them expressing a willingness to consider supplements to aid in their weight management efforts. Additionally, according to the Council for Responsible Nutrition (CRN), over 77% of U.S. adults regularly consume dietary supplements, with a growing preference for herbal and botanical formulations, further driving the expansion of the herbal supplements market in North America.

Key Regions and Countries

• North America
  • The US
  • Canada
• Europe
  • Germany
  • France
  • The UK
  • Spain
  • Italy
  • Russia & CIS
  • Rest of Europe
• APAC
  • China
  • India
  • Japan
  • South Korea
  • ASEAN
  • Rest of APAC
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• Middle East & Africa
  • GCC
  • South Africa
  • Rest of Middle East & Africa

Key Players Analysis

Key players in the global herbal supplements market, including Nestlé S.A., Abbott Laboratories, ADM, NOW Foods, Talya Herbal, Herbalife International of America, Inc., Nutraceutical International Corporation, Glanbia plc, Jarrow Formulas, Inc., and Blackmores, are focusing on continuous product innovation to meet evolving consumer preferences. These companies are introducing bio-based formulations and exploring diverse product formats to enhance consumer satisfaction. Strategic partnerships and acquisitions are widely employed to facilitate market expansion and access new demographics. Moreover, companies are implementing stable product strategies such as promotional offers and bundle deals to attract price-sensitive consumers, while simultaneously strengthening their brand image through robust marketing efforts.

Market Key Players

• Nestlé S.A.
• Abbott Laboratories
• ADM
• NOW Foods
• Talya Herbal
• Herbalife International of America, Inc.
• Nutraceutical International Corporation
• Glanbia plc
• Jarrow Formulas, Inc.
• Blackmores
• Arizona Natural
• Ancient GreenFields Pvt. Ltd. India
• Gaia Herbs
• NaturaLife Asia Co., Ltd
• Other Key Players

Recent Developments

• In January 2024, Tata Consumer Products announced the signing of definitive agreements to acquire up to 100% of the issued equity share capital of Organic India, a leading brand known for its strong presence in the “better-for-you” segment. Organic India specializes in offering a diverse portfolio of organic products across the Food & Beverages and Herbal & Traditional Supplements categories. This acquisition aligns with Tata Consumer Products’ strategy to strengthen its position in the health and wellness space while expanding its footprint in the rapidly growing organic and herbal supplements market.
• In March 2025, Herbalife Ltd., a leading health and wellness company, announced that it had entered into a binding memorandum of understanding to acquire 100% of the assets of Pro2col Health LLC and Pruvit Ventures, Inc., along with a 51% controlling ownership interest in Link BioSciences Inc. This strategic move is aimed at strengthening Herbalife’s position in the health and wellness sector by expanding its product portfolio and leveraging advanced scientific innovations to meet the growing consumer demand for personalized health solutions.

Report Scope