Herbal Supplements Market Size, Share, Growth, and Industry Analysis, By Type (Mono - Herb Type,Multi - Herb Type), By Application (Pharmaceutical Industry,Health Care Industry,Others), Regional Insights and Forecast to 2033

Herbal Supplements Market Overview

The Herbal Supplements Market size was valued at USD 8149.89 million in 2024 and is expected to reach USD 10915.77 million by 2033, growing at a CAGR of 3.3% from 2025 to 2033.

The global herbal supplements market reached approximately USD 39.3 billion in 2023, with estimates around USD 39.3 billion in 2024 according to multiple industry sources. That size corresponds to more than 4 million tonnes of product volume globally per annum, with over 500 distinct botanical formulations regularly commercialized. In 2023, North America alone accounted for around 43% of global share, while Europe contributed approximately 36%. Capsules and tablets form the largest delivery format, responsible for roughly 44.6% of global volume, followed by liquids, powders, soft gels, and tinctures. The Asia‑Pacific region contributed around USD 22 billion in sales in 2023, underscoring traditional medicine demand. In the U.S., about 30% of the adult population uses at least one herbal supplement annually. Offline retail channels—pharmacies, supermarkets, health‑food stores—accounted for a 38.9% share, while e‑commerce platforms captured the rest

Key Findings

Driver: Increasing consumer inclination toward natural and plant-based health products is the leading driver, with over 67% of global supplement consumers preferring herbal ingredients for perceived safety and minimal side effects.

Top Country/Region: North America leads the global herbal supplements market, contributing approximately 43% of the total market share in 2023, driven by growing demand in the United States and Canada.

Top Segment: The mono-herb type segment dominates the global market, holding over 52% share in 2023, led by popular herbs such as turmeric, ginseng, echinacea, and ashwagandha.

Herbal Supplements Market Trends

The global herbal supplements market has witnessed a pronounced surge, driven by rising consumer awareness of plant-based health solutions. In 2023 alone, demand rose from USD 48.3 billion to USD 51.7 billion, and it is projected to escalate to USD 54.9 billion in 2024 and USD 59.9 billion in 2025. This growth reflects a tangible shift in purchasing behavior, as more than 67% of shoppers actively seek natural immunity and wellness solutions. 2023 also saw a sharp rebound after a 1.9% dip in 2022, indicating robust recovery and resilience. E‑commerce proliferation is another key trend. The Asia‑Pacific online segment alone reached USD 22 billion in 2023, harnessing traditional medicine popularity and a burgeoning geriatric consumer base. In China, platforms like Xiaohongshu recorded over 180 million health-related searches in 2023, greatly influencing herbal purchasing decisions. Beyond Asia, North America and Europe are reshaping their channel mix: store‑based formats hold about 38–44% share, while non-store e-commerce outlets are rapidly expanding their footprint.

Key ingredient trends are also driving the market. Turmeric and curcumin supplements accounted for roughly 44.6% of volume in 2023, while echinacea captured between 25–27% share of herbal supplement revenues. Ashwagandha and elderberry are gaining traction, especially in immunity and stress‑support segments, where elderberry–driven sales rose by over 15% in 2024. Consumer focus on self-care continues to shift habits toward wellness niches. In 2023, tablets and capsules retained the lead, accounting for approximately 27–44% of the market, favored for dosage precision and longer shelf life. Meanwhile, liquid and soft‑gel forms are gaining popularity in segments like gummies and tinctures, supported by rising demand among millennials and elderly consumers. Regulatory and R&D innovations are shaping quality assurance.

Herbal Supplements Market Dynamics

DRIVER

Rising demand for plant-based and preventive healthcare solutions.

Globally, over 70% of supplement users now prefer herbal or botanical alternatives due to growing awareness about adverse effects associated with synthetic products. In the U.S., more than 60% of adults reported using dietary supplements in 2023, with 34% of them opting for herbal variants. Asia-Pacific nations, particularly India and China, are seeing massive growth in herbal supplement usage due to the popularity of traditional medicine systems like Ayurveda and Traditional Chinese Medicine. In India alone, over 80 million households reported using herbal remedies weekly. Additionally, over 45% of new supplement product launches in 2023 incorporated natural or herbal ingredients, according to product analytics surveys.

RESTRAINT

Quality inconsistencies and lack of stringent global standardization.

Despite strong demand, the herbal supplements market faces persistent issues related to quality control and lack of regulatory harmonization. Over 28% of global herbal supplements tested in 2023 showed inconsistencies in active ingredient concentration. The World Health Organization (WHO) estimates that around 20% of herbal supplements available online are mislabeled or contain contaminants. Regulatory differences also pose a challenge—what qualifies as a ""dietary supplement"" in the U.S. may be classified as a ""medicinal product"" in Europe, leading to complex cross-border compliance challenges.

OPPORTUNITY

Expansion of personalized herbal nutrition and AI-based health tracking.

Personalized nutrition is becoming a major innovation frontier in the herbal supplements market. By 2024, over 14 million consumers worldwide were using personalized supplement subscription services, many of which offer AI-curated herbal blends. Brands that leverage AI-based biometric assessments and DNA profiling to create individualized herbal regimens are seeing usage rates grow by over 25% annually. Additionally, nearly 48% of millennials and Gen Z consumers express interest in customized plant-based supplements, creating space for tech-integrated innovation.

CHALLENGE

Rising costs and supply chain volatility for herbal raw materials.

Global herbal supplement manufacturers faced raw material cost increases of 12–18% in 2023 due to disrupted supply chains and climate-related harvest failures. Ginseng root prices spiked by 22%, while ashwagandha root powder prices rose by 17% year-over-year. Droughts in regions like India and Korea, key herbal cultivation zones, impacted yield volumes by 15–20% in 2023. Moreover, supply shortages in organic-certified botanical ingredients have delayed product deliveries and increased retail prices, with over 39% of U.S. retailers citing supply issues as a major concern in the second half of 2023.

Herbal Supplements Market Segmentation

The herbal supplements market is broadly segmented by type and application, each reflecting distinct consumption patterns and demand drivers. The type segment is categorized into mono-herb and multi-herb formulations, while application segmentation includes the pharmaceutical industry, health care industry, and others (such as fitness and food sectors). As of 2023, mono-herb supplements held a slightly dominant position, capturing over 52% of total volume, while multi-herb blends accounted for the remaining 48%. In terms of application, the health care industry leads usage at over 58%, followed by the pharmaceutical sector with 29%, and others accounting for 13%.

By Type

• Mono-Herb Type: supplements are formulations containing a single botanical extract, such as turmeric, ginseng, garlic, or elderberry. In 2023, this segment held 52.6% of the market share. Products like turmeric capsules and echinacea tablets are popular for their immune-boosting and anti-inflammatory benefits. In the U.S. alone, over 21 million units of turmeric-based supplements were sold in 2023.
• Multi-Herb Type: supplements combine several botanical ingredients to offer synergistic benefits for wellness concerns such as digestion, energy, stress, and immunity. In 2023, multi-herb products represented 47.4% of the market and are growing rapidly, particularly in Asia-Pacific. Popular combinations include ashwagandha with holy basil or ginseng with rhodiola. Over 3,500 multi-herb SKUs were listed globally on leading e-commerce platforms by the end of 2023.

By Application

• Pharmaceutical Industry: This segment accounted for 29% of herbal supplement usage in 2023. Pharmaceuticals integrate standardized herbal extracts into products for blood pressure regulation, anti-inflammatory action, and digestive support. Over 1,000 approved botanical drugs are currently in the global pharmacopeia. Regulatory frameworks such as the U.S. FDA's Botanical Drug Development Pathway and the EU’s Traditional Herbal Medicinal Products Directive have supported the inclusion of herbs in pharmaceuticals.
• Health Care Industry: Dominating with 58% of the total market share in 2023, the health care industry uses herbal supplements for daily wellness, preventive health, immunity, and stress management. Sales of herbal supplements in health care channels grew by 15.4% year-over-year. Hospitals, wellness clinics, and nutrition centers increasingly prescribe or recommend herbal capsules, teas, and extracts as complementary therapies.
• Others: category, which includes fitness centers, food manufacturers, and cosmetic companies, held a 13% market share in 2023. Herbal protein powders, energy bars infused with adaptogens, and skincare products containing aloe vera and green tea are popular examples. This segment is expected to expand with functional food innovation.

Herbal Supplements Market Regional Outlook

The herbal supplements market exhibits strong global distribution, with varying growth rates and consumption patterns across North America, Europe, Asia-Pacific, and the Middle East & Africa. Each region’s performance is shaped by cultural practices, healthcare trends, regulatory frameworks, and ingredient availability. In 2023, North America led the market, followed closely by Europe and Asia-Pacific. The Middle East & Africa region showed modest but steady growth. Collectively, these regions account for over 90% of the global herbal supplement consumption.

• North America

accounted for approximately 43% of the global herbal supplements market in 2023. In the United States alone, over 75% of adults used dietary supplements, and 34% of them included herbal products in their daily routines. Turmeric, elderberry, and echinacea were the top-selling ingredients. The U.S. market experienced a 14.5% increase in sales of immunity-focused herbal supplements in 2023. Canada also contributed significantly, with over 40% of its population incorporating herbal remedies regularly. E-commerce platforms are increasingly used, with over 60% of U.S. herbal supplement purchases made online in 2023. Regulatory oversight from the FDA and FTC helps ensure quality and transparency, supporting consumer trust and market expansion.

• Europe

maintained a strong share, contributing about 36% of the total market in 2023. Germany, France, and the UK led consumption, with Germany alone accounting for more than 10% of global herbal supplement sales. European consumers tend to favor organic and traditionally used herbs like valerian, chamomile, and milk thistle. Over 25,000 herbal product SKUs were registered under the European Medicines Agency (EMA) across the EU. Sales from pharmacies and health food stores dominate, with retail formats representing over 70% of transactions. Strict regulations under the Traditional Herbal Medicinal Products Directive ensure safety and efficacy, fueling market credibility.

• Asia-Pacific

is one of the fastest-growing regions, with over 31% market contribution in 2023 and annual volume growth exceeding 10 million units. China, India, Japan, and South Korea are the largest consumers, driven by cultural reliance on traditional medicines like Ayurveda and Traditional Chinese Medicine (TCM). In China, over 200 million people use herbal supplements daily. India saw a 22% increase in demand for ashwagandha and giloy-based formulations in 2023. Japan remains a strong market for ginkgo and turmeric products, while Korea leads in red ginseng consumption. Government support for herbal R&D and rising exports are further boosting the region’s market presence.

• Middle East & Africa

region represented around 7% of the global herbal supplements market in 2023. Countries such as South Africa, Egypt, Saudi Arabia, and the UAE are key contributors. In South Africa, demand for indigenous herbs like buchu and rooibos grew by 18% in 2023. The UAE witnessed a 12% rise in wellness tourism, with herbal detox and immune-boosting products gaining popularity in spas and wellness centers. Herbal medicine integration in traditional practices and growing retail shelf space in urban pharmacies are enabling market penetration. However, regulatory inconsistencies and limited public awareness in rural areas remain barriers to growth.

List of Top Herbal Supplements Companies

• NBTY(US)
• Tsumura (JP)
• Weleda (CH)
• DSM? NL?
• Nature's Sunshine Products (US)
• Madaus (DE)
• Nutraceutical (US)
• Arkopharma(FR)
• Schwabe (DE)
• Ricola (CH)
• Blackmores (AU)
• Dabur (IN)
• Herbal Africa?ZA)
• Pharma Nord APS(DM)
• SIDO MUNCUL(ID)
• Nature's Answer (US)
• TwinLab(US)
• Pharmavite(US)b
• Arizona Natural (US)
• Potter's Herbals (UK)
• Tongrentang(CN)
• TASLY(CN)
• Yunnan Baiyao (CN)
• Sanjiu(CN)
• Zhongxin(CN)
• Haiyao(CN)
• Taiji (CN)
• Kunming Pharma (CN)
• JZJT(CN)
• Guangzhou Pharma (CN)

NBTY (US): is one of the largest manufacturers of herbal supplements globally, with a portfolio that includes over 20 distinct brands such as Nature’s Bounty and Sundown Naturals. The company operates more than 5 production facilities and exports to over 80 countries. In 2023, it held an estimated 7.6% share of the global herbal supplements market. NBTY produced over 950 million units of herbal capsules and softgels in the same year, with top-performing products including elderberry, garlic, and ginseng.

Schwabe (DE): Pharmaceuticals is a leading European herbal medicine manufacturer, with operations in over 30 countries and over 150 years of experience. It specializes in clinically tested botanical drugs and supplements. In 2023, Schwabe held approximately 6.9% of global market share. Its key products include Ginkgo biloba, valerian, and St. John’s Wort, with more than 500 clinical trials supporting its formulations. The company has four production sites in Germany and exports herbal products to both developed and emerging markets.

Investment Analysis and Opportunities

The herbal supplements market has seen a significant rise in private and institutional investments, particularly from venture capital, health-focused funds, and multinational nutraceutical conglomerates. Between 2022 and 2024, global investments in herbal supplement startups and manufacturing infrastructure exceeded USD 1.2 billion, with North America, Asia-Pacific, and Europe capturing the majority share. The U.S. alone attracted more than USD 430 million in new plant-based wellness ventures in 2023, driven by a rising consumer base, personalized nutrition models, and the growth of direct-to-consumer (DTC) platforms. In India, the Ministry of AYUSH allocated over INR 3,000 crore for developing herbal processing clusters and quality testing centers in 2023–2024, leading to improved output capacities and R&D initiatives across 11 states. China invested nearly CNY 8 billion to expand traditional Chinese medicine exports, of which over 30% were herbal supplements. Meanwhile, Europe saw new manufacturing hubs in Poland, Germany, and France, where more than 60 SMEs received innovation and infrastructure grants from the EU’s Horizon and LIFE programs.

One of the most promising areas of investment is personalized herbal nutrition. Platforms offering DNA-based supplement packs with adaptogenic herbs such as ashwagandha and rhodiola saw a 25–30% year-on-year growth rate in subscriptions, backed by institutional investors and wellness conglomerates. For example, a U.S.-based startup raised USD 85 million in 2023 to develop AI-integrated recommendation engines for herbal blends, and expanded its manufacturing output to over 15 million personalized sachets per year. Supply chain expansion is another area drawing interest. In 2023, over 120 herbal farms in Southeast Asia and Africa entered into long-term sourcing agreements with multinational brands seeking traceable, sustainable supply networks. These initiatives included blockchain-based ingredient tracking systems to ensure compliance with regulatory standards across over 50 jurisdictions. Investment in cold-chain logistics and herb-drying technologies improved the raw material shelf life by 18–22%, lowering wastage and increasing profitability. Digital transformation within the industry has also attracted funding.

New Product Development

The herbal supplements market is experiencing rapid innovation, with manufacturers focusing on advanced delivery systems, personalized formulations, and functional ingredient blends. In 2023 and early 2024, over 4,800 new herbal supplement SKUs were introduced globally, spanning categories like immunity, digestion, sleep, cognitive support, and stress relief. This wave of product development is driven by evolving consumer preferences and advancements in botanical extraction and formulation technologies. One major innovation area is gummy and chewable herbal supplements. These products have grown significantly among millennials and Gen Z consumers, with over 35% of new launches in 2023 formulated as gummies, particularly those containing elderberry, turmeric, or ashwagandha. Leading U.S. and European brands reported a 21% increase in gummy-format sales compared to traditional tablets. Additionally, functional shots and liquid ampoules infused with multi-herbal complexes have become popular for their convenience and quick absorption. These formats represented 12% of new product launches in 2023.

Personalized herbal solutions are also reshaping product development. Brands now offer AI-powered recommendations and DNA-based supplement packs, with herb combinations tailored to individual health profiles. Startups like Rootine and Care/of expanded their AI platforms in 2023, producing over 10 million customized herbal doses. This approach has helped improve adherence and consumer satisfaction by up to 38%, according to user feedback reports. Another trend in innovation is the incorporation of adaptogenic herbs into functional wellness stacks. Herbs like rhodiola, maca, schisandra, and holy basil are increasingly used in multi-benefit supplements targeting stress, focus, and fatigue. In 2023, 17% of all new herbal formulations contained adaptogens, up from 11% in 2021. Brands are combining these with nutrients like magnesium, L-theanine, and vitamin B-complex to create synergistic blends that meet multiple health goals. Manufacturers are also investing in sustainable and clean-label innovations. More than 44% of new product launches in 2023 bore organic, vegan, or non-GMO labels.

Five Recent Developments

• Dabur India Ltd Expanded Herbal R&D Facility (2023): inaugurated a new R&D facility in Ghaziabad, India, focused on advanced herbal extraction and standardization. The center has the capacity to analyze over 250 plant species and conduct 1,000+ stability studies annually. This facility supports Dabur’s aim to launch 20 new herbal SKUs per year targeting the immunity and digestion categories.
• NBTY (Nature’s Bounty) Launched Elderberry & Vitamin C Gummies (Q1 2024): NBTY introduced a dual-action gummy combining 150 mg of elderberry extract with 100 mg of vitamin C. Within three months, sales exceeded 2.5 million units across North America. The product is positioned as a daily immune support solution and is sold in over 12,000 retail stores.
• Schwabe Released Clinical-Grade Ginkgo Biloba Supplement in EU (2023): Pharmaceuticals launched a high-bioavailability ginkgo extract named Tebonin® Forté, standardized to 22% flavone glycosides. Distributed across 16 European countries, the product underwent double-blind clinical trials and showed improved cognitive outcomes in subjects over 60 years of age within 90 days of use.
• Blackmores Introduced Plant-Based Sleep Support Range (Late 2023): released a new line of sleep aids using valerian, chamomile, and lemon balm. Available in capsule and tea formats, the line recorded USD 8 million in retail sales within the first six months. The company also reported a 13% market share gain in Australia’s herbal sleep supplement segment.
• Tongrentang Launched E-Commerce Exclusive Herbal Tincture Series (2024): launched a new e-commerce herbal tincture line targeting younger demographics. The products include licorice-root and astragalus-based immunity drops, sold through Chinese online platforms. Within 60 days, the brand sold over 5 million bottles, with over 40% of sales coming from users aged 20–35.

Report Coverage of Herbal Supplements Market

The herbal supplements market report offers a detailed and structured analysis of the global industry landscape, encompassing key variables such as ingredient trends, manufacturing developments, regional dynamics, distribution channels, and regulatory frameworks. In 2023, the market featured over 1,000 commercial herb-based formulations being manufactured across six continents, with demand spurred by rising health awareness and the global trend toward natural wellness products. The scope of the report includes a comprehensive segmentation analysis by type (mono-herb and multi-herb) and by application (pharmaceuticals, healthcare, others). Each segment is quantified with data on volume consumption, product launches, and user preferences. Mono-herb products accounted for 52.6% of the market in 2023, while healthcare applications captured 58% of global usage. The report further examines product format innovations, showing that tablets and capsules accounted for nearly 44% of the distribution share, followed by liquids, softgels, and gummies.

The report provides regional insights across North America, Europe, Asia-Pacific, and the Middle East & Africa. North America led with 43% share in 2023, while Asia-Pacific recorded the fastest volume growth, driven by herbal traditions and government-supported R&D. Europe showed steady demand for organic and clinically tested products, and the Middle East & Africa showed emerging trends tied to traditional use and wellness tourism. In-depth regional profiles cover product penetration, consumer behavior, distribution trends, and government initiatives in over 25 countries. Regulatory coverage within the report addresses frameworks like the U.S. FDA's Dietary Supplement Health and Education Act (DSHEA), the EU Traditional Herbal Medicinal Products Directive (THMPD), and the Indian AYUSH ministry’s herbal product licensing. The report details how over 80 nations now maintain herbal supplement-specific regulation, and how over 1,000 manufacturing facilities are currently certified under ISO, GMP, or regional quality standards. The report includes a competitive landscape section highlighting over 30 major companies, including multinationals like NBTY, Schwabe, Blackmores, Dabur, and Tsumura. It provides market share estimates, new product launch data, innovation strategies, and distribution partnerships.

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