United States Herbal Supplements Market to Reach CAGR 6.2% by 2031 | Rising Demand for Natural & Preventive Health Products | Key Players: Nature's Bounty, Dabur, Himalaya, Herbalife, ADM, Glanbia, Nutraceutical International, Ricola

Herbal Supplements Market Overview

The global herbal supplements market is projected to grow at a CAGR of 6.2% during the forecast period 2024-2031, driven by increasing consumer interest in natural health products, preventive healthcare, and alternative medicine. Herbal supplements are derived from plants or plant components used for their flavor, aroma, or medicinal properties, and are commonly available in forms such as tablets, capsules, powders, teas, extracts, and fresh or dried plants.

Consumers use herbal supplements to maintain or enhance overall health, leveraging the perceived benefits of natural remedies. However, it is important to note that "natural" does not always mean safe. Unlike pharmaceutical drugs, herbal supplements are often exempt from rigorous clinical testing, which can lead to variability in efficacy and safety. Certain herbs, such as ephedra and comfrey, may pose significant health risks, and others can interact adversely with prescription or over-the-counter medications. Despite these challenges, the market is being propelled by growing health consciousness, rising awareness of preventive healthcare, and increased adoption of herbal products in both developed and emerging regions. The trend toward natural, plant-based alternatives continues to drive innovation in product development, distribution channels, and consumer education, supporting steady market expansion over the forecast period.

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Recent Developments:

✅ June 2025: Dabur launched 'Siens', a new premium direct‐to‐consumer brand focused on science‐based herbal and wellness supplements, targeting urban health‐conscious consumers.

✅ May 2025: Blackmores Ltd expanded its e‐commerce operations across the Asia‐Pacific, integrating AI‐driven personalized supplement recommendation engines to enhance online customer engagement and boost sales.

✅ March 2025: Gaia Herbs inaugurated a state‐of‐the‐art extraction and processing facility in North Carolina, enhancing production capacity, quality control, and supply reliability for its herbal products.

✅ March 2025: Patanjali Ayurved Ltd. launched its Mega Food and Herbal Park in Nagpur, Maharashtra, creating a centralized hub for medicinal herb procurement and processing to strengthen supply chain capabilities.

Mergers & Acquisitions:

✅ 2025: HerbalHealth Inc. acquired Nature's Nourishment, strengthening its portfolio of herbal supplements and expanding its footprint in the natural health products market.

✅ 2025: Herbalife Nutrition completed multiple strategic acquisitions, including Pruvit Ventures, Pro2col Health, and Link BioSciences, broadening its range of wellness and personalized nutrition offerings.

✅ 2025 (ongoing discussions): Lupin Pharma, along with TPG Capital and EQT Partners, entered talks to acquire Vitabiotics, the UK's largest nutraceutical firm, highlighting growing investment interest in the global supplements sector.

✅ 2024: Herbs, Etc. was acquired by Rosewood Private Investments, adding a U.S. based herbal supplements manufacturer to its nutrition and wellness portfolio.

✅ 2024: Strategic acquisition of Nature's Way and Sundown Naturals by Nutraceutical International Corporation expanded its herbal extract and supplements product lineup globally.

Key Players:
Nature's Bounty | Dabur | The Himalaya Drug Company | Farlong Nutraceutical | Archer Daniels Midland Company | Arizona Natural Products | Herbalife International of America, Inc | Glanbia PLC | Nutraceutical International Corporation | Ricola AG

Key Highlights:
• Nature's Bounty - Holds a 15% share, driven by a wide range of herbal supplements, vitamins, and natural health products, with strong distribution across retail and e-commerce channels.

• Dabur - Holds a 13% share, supported by its Ayurvedic and herbal product portfolio, direct-to-consumer wellness brands, and expanding nutraceutical offerings.

• The Himalaya Drug Company - Holds an 11% share, fueled by herbal formulations for health and wellness, strong presence in Asia-Pacific, and innovative R&D in plant-based supplements.

• Farlong Nutraceutical - Holds an 8% share, driven by dietary supplements and herbal formulations for health maintenance and preventive care.

• Archer Daniels Midland Company (ADM) - Holds a 9% share, supported by its large-scale production and supply of plant-based ingredients for herbal supplements globally.

• Arizona Natural Products - Holds a 7% share, focused on high-quality herbal supplements and nutraceuticals for the U.S. and international markets.

• Herbalife International of America, Inc - Holds a 12% share, fueled by direct-selling distribution of herbal wellness products, personalized nutrition, and global brand recognition.

• Glanbia PLC - Holds a 6% share, supported by nutritional ingredients, herbal formulations, and investments in R&D for functional supplements.

• Nutraceutical International Corporation - Holds a 10% share, driven by acquisitions of herbal supplement brands and expansion of manufacturing and global distribution capabilities.

• Ricola AG - Holds a 9% share, known for its herbal-based lozenges and natural wellness products, combining traditional herbal expertise with modern production.

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Market Segmentation:

➥ By product, Turmeric leads with approximately 20% share, driven by its anti-inflammatory and antioxidant properties and widespread consumer adoption for general wellness. Ginseng holds 15%, popular for energy, immunity, and cognitive support, while Moringa and Ginger each account for 12%, supported by rising awareness of their health benefits. Echinacea captures 10%, primarily for immune support, while Flaxseeds hold 8% for cardiovascular and digestive health. The remaining 23% comprises other herbal products, including Ashwagandha, Aloe Vera, and various botanical extracts.

➥ By form, tablets and capsules dominate with a 45% share, preferred for convenience and standardized dosing. Powders account for 20%, liquids represent 15%, and other forms such as teas and extracts hold 20%.

➥ By application, pharmaceuticals lead with 40%, driven by integration of herbal supplements in preventive care and natural medicine formulations. Personal care accounts for 35%, including herbal products for skin, hair, and wellness applications, while others such as functional foods and nutraceuticals hold 25%.

➥ By distribution channel, offline stores dominate with 60% share, driven by pharmacies, specialty retailers, and health stores. Online stores hold 40%, reflecting growing e-commerce adoption, digital marketing, and consumer preference for home delivery and subscription-based herbal supplements.

Regional Insights:

The Asia-Pacific region dominates the herbal supplements market, accounting for approximately 35% of the global share in 2025. Growth is driven by traditional herbal medicine practices, rising health awareness, increasing disposable income, and government initiatives promoting natural wellness products in countries such as India, China, Japan, and South Korea.

North America holds around 30%, fueled by growing consumer preference for natural health products, strong retail and e-commerce penetration, and high adoption of dietary supplements in preventive healthcare. The U.S. and Canada are leading markets due to established healthcare infrastructure and regulatory support for herbal supplements.

Europe accounts for roughly 20%, supported by rising demand for natural and organic products, strong regulatory frameworks, and adoption of herbal supplements in functional foods, personal care, and wellness sectors across Germany, the UK, France, and other European nations.

Rest of the World (RoW) contributes about 15%, with Latin America, the Middle East, and Africa witnessing gradual growth driven by increasing health awareness, expanding retail channels, and adoption of herbal remedies in traditional medicine practices.

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Market Dynamics
Drivers
The growth of the herbal supplements market is primarily driven by increasing health awareness, preventive healthcare practices, and consumer preference for natural and plant-based products. Rising adoption of herbal supplements for immunity support, digestive health, energy enhancement, and stress management fuels market demand. Additionally, the expansion of e-commerce channels, direct-to-consumer sales, and innovative product formulations is contributing to steady market growth. Government initiatives promoting traditional medicine and natural wellness in regions like Asia-Pacific also support market expansion.

Restraints
High variability in quality, safety, and efficacy of herbal supplements, along with limited regulatory oversight in certain regions, can limit consumer trust and adoption. Some herbal products may cause adverse health effects or interact negatively with prescription medications, which may restrict usage. Moreover, lack of standardization in sourcing, extraction, and manufacturing practices can pose challenges for large-scale market expansion.

Opportunities
Significant opportunities exist in the development of AI-enabled personalized herbal supplements, functional herbal formulations, and fortified nutraceutical products. Emerging markets in Asia-Pacific, Latin America, and the Middle East present high growth potential due to rising disposable income, increased urbanization, and growing interest in natural wellness. Collaborations between herbal supplement manufacturers, pharmaceutical companies, and e-commerce platforms can further expand reach and product adoption.

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