Inside the Herbal Supplement Market: Market Size, Trends, and Growth Opportunities for Supplement Brands

By Lauren
Samot, RD
01/12/2026

The herbal supplements market is projected to more than double over the next decade. Read the full analysis to see how your brand can secure its place now!

Key Takeaways

The herbal supplements market size was estimated at $42.33 billion in 2024 and is projected to reach $90.24 billion by 2033.
High-growth segments of the dietary supplement market include Longevity/Healthy Aging, Nootropics and Cognitive Wellness, and Women’s Health/Hormonal Life-Stage.
Strategies for taking advantage of these market trends include building credibility through transparent ingredient sourcing, strengthening market presence through R&D and product innovation, and leveraging contract manufacturing expertise.

The herbal supplements market continues to expand as consumer demand for natural, plant-based wellness solutions accelerates across the U.S. dietary supplement and nutraceutical industries. Herbal ingredients have been foundational to wellness for thousands of years, playing central roles in systems like Traditional Chinese Medicine and Ayurveda.

In this blog article, we’ll examine:

The current U.S. herbal supplements market size and future growth forecasts
Key ingredients and consumer trends driving category demand
High-potential product development opportunities for supplement brands
Strategic considerations for formulating effective herbal supplements with an experienced and reputable U.S.-based contract manufacturer

Herbal Supplement Market Size and Overview

The global herbal supplements market size was valued at $42.33 billion in 2024 and is projected to reach $90.24 billion by 2033, reflecting a strong compounded annual growth rate (CAGR) of 8.89%.¹

In the United States, herbal supplement sales reached a record $13.231 billion in 2024. This represents $680 million more in consumer spending compared to 2023, a 5.4 percent increase and the second consecutive year of growth following a brief post-pandemic slowdown in 2022.²

Demand for natural, plant-based wellness solutions continues to rise across multiple categories, positioning herbal supplements as an important growth driver within the broader nutraceutical industry.

6 Key Factors Driving Growth in the Herbal Supplements Market

Several important forces are contributing to the rapid expansion of the herbal supplements market:

Growing consumer preference for natural, plant-based wellness solutions
Increasing awareness of preventive healthcare
Rising demand for herbal detox and cleansing support
Expanding adoption of herbal supplements for mood and mental wellness
Continued innovation in dosage formats
Interest in personalized, targeted herbal formulations

Growing Consumer Preference for Natural Remedies

Consumer preference for natural wellness solutions continues to accelerate. An article published in the Journal of Consumer Research ³ shows that people strongly favor natural products for preventative health. Interestingly, a McKinsey analysis ⁴ of the global wellness market found that 41% of consumers would choose “more natural” supplements over “more effective” ones, underscoring the strength of this trend.

The Centre for the Promotion of Imports reports that European consumer interest in natural health self-care is growing due to increased awareness of preventive health and “natural remedies.”

Together, these insights point to a clear shift toward herbal and plant-based alternatives, reinforcing the value of clean-label positioning and trust-building for supplement brands.

Increasing Awareness About Preventive Healthcare

Consumer interest in preventive health has accelerated significantly in recent years. Multiple industry reports point to the same conclusion: people are moving toward proactive, self-managed wellness.

Key findings include:

According to PwC, 65% of consumers want a healthcare system “built around prevention, not treatment.” ⁵
McKinsey’s 2024 wellness survey ⁶ found that 82% of U.S. consumers say wellness is a “top” or “important” priority in their daily lives. This report also indicates there is a strong growth in “health at home,” including at-home diagnostics (e.g., vitamin deficiency or cholesterol testing kits), reflecting a shift toward self-managed preventive care.
In IQVIA’s 2023 white paper ⁷, they report “strengthened self-care awareness” since the pandemic, with more consumers seeing self-diagnosis and prevention as viable options. Data from this report shows increases in consumer demand for preventive and wellness-related products like supplements.

These shifts have increased demand for supplements positioned for preventive wellness, particularly in categories such as:

Immune support
Digestive health
Stress reduction
Sleep and relaxation
Cognitive function and focus
Cardiometabolic wellness
Energy and vitality
Healthy aging
Beauty-from-within
Hormonal and reproductive wellness
Joint and mobility support
Detoxification and liver support

Together, these trends reinforce a strong opportunity for supplement brands to develop targeted herbal products aligned with preventive health priorities.

Demand for Detox Support Herbal Supplements

Consumer interest in detox-focused products continues to rise, driven by growing concerns about environmental chemical exposure. Each year, an estimated 3.97 billion pounds of toxic chemicals are released into the environment ⁸, contributing to occasional experiences such as fatigue, headaches, and trouble concentrating.⁹ ¹⁰

As a result, the global detox product category, including the detox support herbal supplement market, is expanding rapidly. Current forecasts estimate that this segment will reach $50.92 billion by the end of 2025 ¹¹, highlighting a strong opportunity for supplement brands to develop well-positioned detox and cleansing formulas.

Rising Adoption of Herbal Supplements for Mental Health

Demand for cognitive and emotional wellness products continues to accelerate. The global brain health supplements category, which includes the herbal supplements for mental health market, was valued at approximately $10.95 billion in 2024 and is projected to reach $23.52 billion by 2030, reflecting a strong 13.7% CAGR.

Within this space, the herbal extract segment held a dominant 42.7% share in 2024, driven largely by consumer preference for natural, plant-based solutions.¹² These products appeal to both younger and older demographics who are seeking non-pharmaceutical options to support everyday stress management and overall mental well-being.

Evolving Dosage Formats in the Herbal Supplement Market

The herbal supplement market is expanding beyond traditional capsules and tablets, with growing interest in chewable tablets, powders, and effervescent tablets. These formats can help brands reach new audiences and improve product differentiation.

Chewable tablets: Designed to deliver meaningful active ingredient loads and offer flexible flavoring, sweetening, and texture options.
Powders: Ideal for ingredients that require larger dosages and provide broad formulation and flavor versatility.
Effervescent tablets: Formulated to fizz when dissolved in water; this form offers potentially faster absorption of its active ingredients.

These dosage forms are gaining traction among younger consumers and busy professionals who prioritize better taste and convenience and want an enjoyable user experience.

Personalized Herbal Supplements for Targeted Wellness

Although many herbal supplements are sold as single-ingredient products, brands are increasingly formulating personalized or goal-specific blends tailored to individual wellness needs. These combination formulas can target areas such as detox support, mental clarity, or hormonal balance by pairing multiple herbs with complementary benefits.

This approach creates meaningful opportunities for differentiation. Personalized, purpose-driven products often lead to stronger customer loyalty, improved retention, and higher lifetime value, making them an attractive strategy for supplement brands looking to stand out in a competitive market.

Popular Herbal Ingredients Driving Market Demand

A wide range of herbal ingredients is contributing to rising consumer interest in this category. The table below highlights several herbs currently shaping demand, including those identified as trending at SupplySide Global in October 2025.

Herbal Ingredient	Key Benefit / Market Insight
Turmeric	A top-performing herbal ingredient in 2024. Widely used in products supporting joint comfort and overall inflammatory balance.¹³ ¹⁴
Shatavari	At SupplySide Global 2025, it was a trending ingredient for women’s health (especially for menopause related symptoms). ¹⁵ ¹⁶
Ashwagandha	Experiencing high demand for occasional stress relief ¹⁷, sleep enhancement ¹⁸, and adaptogenic wellness products. ¹⁹
Ginseng	Popular for improving energy, focus, and overall vitality; strong market presence in cognitive and performance blends. ²⁰ ²¹ ²² ²³ ²⁴ ²⁵
Green tea/matcha	Known for its metabolic health properties, and as a thermogenic agent for body weight. ²⁶ ²⁷ ²⁸
Bacopa	Known for its cognitive health benefits and for supporting focus and memory. ²⁹ ³⁰ ³¹ ³² ³³ ³⁴ ³⁵
Olive leaf	Used for cardiovascular health and to support immune function.
Rhodiola	Gaining popularity as an adaptogen for fatigue resistance and mental resilience. ³⁶ ³⁷ ³⁸ ³⁹ ⁴⁰ ⁴¹
Saffron	Well researched for promoting a healthy mood and emotional balance. ⁴² ⁴³
Boswellia	May help reduce inflammation due to overexercising; effective for joint health support. ⁴⁴
Berberine	While berberine isn’t an herb, it is found in herbs such as barberry, Oregon grape, and goldenseal. Research on synthetic berberine hydrochloride has demonstrated cardiometabolic benefits. ⁴⁵ ⁴⁶ ⁴⁷

How Can Brands Thrive in the Growing Herbal Supplement Market?

Brands can position themselves for long-term success by focusing on high-growth segments, strengthening credibility through transparent ingredient sourcing, investing in R&D and product innovation, and partnering with experienced contract manufacturers.

Focusing on High-Growth Segments

For long-term success, brand owners should concentrate on product categories with sustained market momentum. Emphasizing segments on a clear upward trajectory allows for stronger positioning and differentiation. Research suggests that some of these high-growth segments include:

Longevity/Healthy Aging Supplements – Products supporting cellular health and healthy aging are gaining traction. Popular ingredients include NAD+ precursors, autophagy-supporting compounds, adaptogens, and antioxidants. ⁴⁸
Nootropics and Cognitive Wellness – Demand for mental clarity, focus, and overall cognitive support continues to rise. ⁴⁹ Adaptogens and mushroom-derived nootropics such as lion’s mane and reishi are becoming key formulation components. ⁵⁰
Women’s Health – Interest in life-stage support is increasing, especially in formulations for menopause, PMS-related comfort, prenatal and postnatal wellness, and urinary tract support. ⁵¹

Building Credibility Through Transparent Ingredient Sourcing

Consumers are paying closer attention to ingredient quality and origin, making transparency an essential part of brand trust. This includes clearly listing the botanical names of herbal ingredients, extraction ratios (such as 4:1 or 10:1), and the levels of key marker compounds (for example, 95 percent curcuminoids at 475 mg).

If your formulas include organic or sustainably sourced ingredients, this information should also be highlighted. Providing complete, accurate ingredient disclosure strengthens your brand’s credibility and helps position your products as high-quality offerings within the herbal supplement market.

Strengthening Market Presence Through R&D and Product Innovation

Research and development both play a central role in identifying emerging trends and creating evidence-based herbal formulations. As noted earlier in the discussion of personalized herbal supplements, innovation often begins with choosing the right combination of herbs to support specific wellness goals.

This process is typically a collaboration between the brand owner and the contract manufacturer. While brands contribute market insights and product strategy, the supplement contract manufacturer provides formulation design expertise, product development guidance, and feasibility assessments. The development phase of R&D is especially reliant on a strong manufacturing partner with deep experience in herbal ingredients and delivery systems.

Leveraging Contract Manufacturing Expertise

Experienced contract manufacturers offer insights that can significantly influence a product’s success. They understand which herbs and herbal extracts are readily available versus difficult to source, which ingredients work well in capsules or tablets, and which are better suited for softgels.

They can also advise on taste and solubility considerations, which are critical when formulating powders, chewable tablets, and other orally consumed formats. For these reasons, choosing a supplement manufacturer with substantial experience is essential. The right partner can streamline development, reduce formulation risks, and accelerate your speed to market.

Regulatory and Quality Standards

In addition to extensive formulation and production experience, both your brand and your herbal supplements contract manufacturing partner must operate in full alignment with regulatory and quality standards. This includes adherence to FDA regulations, robust quality control procedures, third-party testing where appropriate, accurate labeling, and proper substantiation of structure/function claims.

For brands entering global markets, understanding international regulatory variations is also important, as these standards can influence formulation decisions, labeling, market entry timelines, and overall brand positioning.

A strong domestic manufacturing presence can further support quality, transparency, and efficient logistics. For this reason, many brands prefer to work with a USA herbal supplement manufacturer that offers proven compliance with FDA cGMP requirements and established industry certifications.

Conclusion

The herbal supplements market continues to show strong, sustained growth, driven by consumer interest in natural remedies, preventive wellness, and targeted health support. In this article, we explored current market size and momentum, key demand drivers, high-growth segments, and the herbal ingredients shaping product innovation. We also highlighted how transparent sourcing, clean-label positioning, thoughtful formulation design, and choosing the right herbal supplement manufacturer can help brands stand out in an increasingly competitive landscape.

For supplement brand owners, the opportunity is clear. With strategic positioning and a strong manufacturing partner, herbal formulas can become a powerful growth engine within your portfolio.

If you’re thinking about custom manufacturing an herbal supplement product, Vitaquest can help! Call 800-526-9095 to speak with one of our friendly production specialists or request a competitive nutraceutical manufacturing price quote if you have already defined your project requirements.

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Frequently Asked Questions about the Herbal Supplements Market

Which herbal supplements are best for mental health?

The answer depends on the specific aspect of mental wellness a product is intended to support. For everyday stress, adaptogens such as ashwagandha or Rhodiola are commonly used. For emotional well-being, standardized saffron extracts are frequently included in formulations. For cognitive support, ingredients such as Bacopa, lion’s mane, and Ginkgo are often selected for their roles in supporting focus, memory, and mental clarity.

Are herbal dietary supplements regulated by the FDA?

Yes. All dietary supplements, including herbal supplements, are regulated by the FDA under the Dietary Supplement Health and Education Act of 1994 (DSHEA). Manufacturers must comply with FDA regulations, including cGMP requirements, proper labeling, and substantiated structure/function claims to ensure quality and consumer safety.

What are the emerging trends in the herbal supplements market?

Key emerging trends in the herbal supplements market include strong growth in longevity and healthy aging, nootropics and cognitive wellness, and women’s health and hormonal life-stage support. These categories are shaping new product development and presenting meaningful opportunities for supplement brands.

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Lauren

Samot, RD

Commercial Innovation Leader

With almost a decade at Vitaquest, Lauren Samot’s journey from Technical Services Associate to her current role as Commercial Innovation Leader exemplifies her dedication and growth. Leading the innovation team, she fuels business expansion through collaborative efforts across sales, product development, and operations. With a 15-year long career in nutraceuticals, Lauren excels in manufacturing, raw materials, and formulation. A Vitaquest Proud Champion Award recipient twice, she holds a B.S. in Nutritional Science with a minor in Public Health from Boston University and is an accomplished Registered Dietitian and member of the Academy of Nutrition and Dietetics.

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