Global Herbal Supplement Market Set to Surge to US$25.6 B by 2030 Driven by Rising Wellness Demand
Natural wellness boom pushes market past US$15 B in 2024 — new report highlights growth, regional trends & future outlook

New York, NY — December 2, 2025 — According to the newly published 2025 Global Herbal Supplements Market Report by GreenLeaf Research, the global herbal supplement market reached US$15.2 billion in 2024 and is projected to expand at a compound annual growth rate (CAGR) of 7.8% from 2025 to 2030, reaching US$25.6 billion by the end of the forecast period.

The report — based on proprietary shipment data, consumer surveys, and manufacturer inputs — reveals robust growth across all major regions. The Asia‑Pacific region accounted for 38% of total market revenue in 2024, driven by rising disposable incomes, increasing health‑consciousness among younger demographics, and traditional acceptance of herbal remedies. North America held 27%, and Europe captured 22%, with the remainder from Latin America, Middle East, and Africa.

“Consumers worldwide are shifting toward preventive healthcare and natural wellness solutions, and herbal supplements represent an accessible, culturally familiar option,” said Dr. Maya Singh, Chief Analyst at GreenLeaf Research. “Manufacturers that invest in transparent sourcing, clinical-quality formulations, and clear regulatory compliance will benefit the most.”

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 Rising demand for natural wellness fueling expansion

Sales growth in 2024 was boosted by a surge in demand for immune‑support, stress‑relief, and sleep‑aid herbs. Immune support supplements alone — featuring botanicals like echinacea, elderberry, and ashwagandha — accounted for nearly 35% of total market revenues last year. Stress and sleep‑related herbal remedies followed at 22%, while digestive health and general wellness categories comprised the remainder.

Longevity trends also play a critical role: the global population aged 60 and above has grown by nearly 12% in the past five years. As aging consumers increasingly seek natural alternatives to conventional pharmaceuticals, interest in herbal supplements has surged. Concurrently, growing consumer preference for plant-based nutrition — especially among millennials and Gen‑Z — is driving usage among younger demographics, expanding the customer base beyond traditional age groups.

Market drivers and regional trends

• Asia-Pacific leads growth — Urbanization, rising incomes, and renewed interest in traditional medicinal systems (e.g., Ayurveda, Traditional Chinese Medicine) have boosted consumption across India, China, and Southeast Asia. Indian sales alone rose 18% in 2024, supported by government‑backed initiatives promoting holistic wellness.

• Regulatory clarity spurs confidence — Stricter, yet clearer, regulatory frameworks in the US and Europe (including refined labeling, quality control, and safety standards) have enhanced consumer trust. Manufacturers complying with Good Manufacturing Practices (GMP) and transparent supply chains enjoyed higher market penetration.

• E‑commerce and direct-to-consumer growth — Online sales channels contributed to 27% of total global sales in 2024, up from 17% in 2021. Growth is strongest in emerging markets, where digital adoption is high and brick‑and‑mortar health‑store coverage remains limited.

• Innovation in formulations — Supplement makers are introducing standardized extracts, herbal‑vitamin/mineral blends, and convenient delivery formats (capsules, gummies, liquid drops), making herbal products more consumer-friendly and competitive with mainstream nutraceuticals.

What this growth means for stakeholders

• Manufacturers and brands — Rapid growth presents opportunities to expand manufacturing capacity, invest in R&D for clinically validated formulations, and explore private‑label partnerships. Emphasis on transparent sourcing, traceability, and third‑party testing will be increasingly important for differentiation.

• Retailers and e‑commerce platforms — Growing demand creates shelf‑space competition. Retailers who curate a selective, high‑quality herbal product portfolio — emphasizing third‑party certifications and clear labeling — are likely to build greater customer trust and loyalty.

• Healthcare and wellness sector — Herbal supplements are increasingly seen as complementary to conventional healthcare, especially for preventive health and wellness. This trend may spur more clinical research, educational outreach, and collaboration between conventional healthcare providers and herbal‑supplement brands.

• Regulators and policymakers — The rapid expansion underscores the need for harmonized global regulatory standards to ensure product safety, quality, and accurate consumer information.

Forward look & what’s next

The report highlights several upcoming key developments:

• Clinical‑grade herbal trials — Leading manufacturers are expected to launch large‑scale clinical trials for herbal blends targeting common health issues such as anxiety, sleep disorders, and metabolic health. Early results are anticipated by late 2026.

• New product launches — A wave of new herbal‑vitamin fusion products and herbal-based supplements targeted at younger, wellness‑oriented consumers will hit global markets in 2025–2027.

• Industry events — The next global gathering, Natural Wellness Expo 2026, scheduled for April 2026 in Berlin, is projected to showcase over 300 herbal brands, signaling the increasing mainstream acceptance of herbal supplements.

• Regulatory convergence — Several regulatory bodies — including those in the EU, India, and Brazil — have begun negotiations to harmonize labeling and quality standards, potentially easing cross-border trade and lowering compliance costs.

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