US Herbal Supplements Market Key Takeaways

• The US herbal supplements market size was valued at USD 12.29 billion in 2025 and is projected to grow from USD 13.29 billion in 2026 to USD 19.38 billion by 2032.
• The industry is projected to reflect sustained growth at a steady CAGR of 6.49% during 2026-2032.
• Western US holds the largest share of about 32% in 2026.
• By product type, psyllium holds a significant share of about 20% in 2026.
• By form, capsules hold a significant share of about 35% in 2026.
• The industry is highly fragmented. However, the top five players collectively account for nearly 15% share.

US Herbal Supplements Market Size and Outlook

The US herbal supplements market size was valued at USD 12.29 billion in 2025 and is projected to grow from USD 13.29 billion in 2026 to USD 19.38 billion by 2032. Along with this, the market is estimated to grow at a CAGR of around 6.49% during the forecast period, i.e., 2026-32.

The market is witnessing sustained expansion as consumers increasingly prioritize preventive healthcare, natural wellness, and targeted nutrition solutions. Rising awareness regarding immunity, stress management, healthy aging, and metabolic wellness is encouraging greater adoption of botanical ingredients in daily health routines. According to the American Botanical Council (ABC), U.S. herbal supplement sales surpassed USD 13 billion in 2024, reflecting continued consumer interest in plant-based health products. The market is also evolving from traditional herbal remedies toward scientifically supported formulations with specific wellness benefits.

Ingredient-level demand patterns highlight changing consumer preferences across retail channels. In mainstream retail, psyllium recorded nearly USD 290 million in sales, making it the leading herbal ingredient, followed by elderberry at USD 145.2 million (declining 21%), ashwagandha at USD 144.5 million (increasing 13.8%), turmeric at USD 141.8 million (declining 2.9%), and beet root at USD 117 million (growing 67.7%). These trends indicate a shift from short-term immune-support products toward ingredients associated with stress management, cardiovascular health, and healthy aging. Turmeric remained the leading herbal ingredient within the natural and specialty retail channel, demonstrating continued demand for traditional botanical solutions.

Digital purchasing is becoming a major growth avenue for herbal supplement brands. According to the American Herbal Products Association (AHPA), herbal products achieved the highest percentage growth among supplement categories in e-commerce sales during 2024, highlighting increasing consumer preference for online purchasing, direct-to-consumer platforms, and subscription-based wellness models. This transition is encouraging manufacturers to strengthen digital strategies, improve product education, and offer personalized supplement solutions.

Looking ahead, the U.S. herbal supplements market is expected to benefit from ongoing demand for clean-label products, evidence-based botanical formulations, and personalized wellness solutions. Increasing focus on preventive health, an aging population, and innovation in adaptogens, medicinal mushrooms, and functional herbal blends will continue creating growth opportunities for manufacturers and retailers.

US Herbal Supplements Market Key Indicators

• According to the National Institutes of Health (NIH) Office of Dietary Supplements, about half of U.S. adults use dietary supplements, with Americans spending nearly USD 60 billion annually on these products. The increasing integration of supplements into daily wellness routines reflects strong consumer acceptance of preventive nutrition. This broad user base creates opportunities for herbal supplements targeting immunity, stress management, digestion, and healthy aging.
• According to the National Center for Complementary and Integrative Health (NCCIH), government health surveys provide important insights into consumer adoption of natural health products in the U.S. The National Health Interview Survey (NHIS) reported that 17.7% of U.S. adults and 4.9% of children used non-vitamin, non-mineral natural products, making them the most commonly used complementary health approach. Additionally, NHANES data showed that 52% of U.S. adults used at least one dietary supplement, indicating strong consumer reliance on supplements for health and wellness management.
• High healthcare costs in the U.S. are encouraging consumers to focus more on prevention and wellness management. According to the CDC, chronic and mental health conditions account for approximately 90% of the U.S. healthcare expenditure of USD 5.3 trillion annually. This financial pressure is increasing interest in lifestyle-based approaches, including nutritional supplements that support immunity, energy, stress management, and healthy aging. Herbal supplements are increasingly positioned as part of daily wellness routines aimed at maintaining health before medical intervention is required.
• The growing elderly population in the U.S. is increasing demand for herbal supplements targeting healthy aging, including products supporting joint health, cognition, immunity, and energy management. According to the U.S. Census Bureau’s Vintage 2024 Population Estimates, the population aged 65 years and older reached 61.2 million in 2024, accounting for 18.0% of the total U.S. population, up from 12.4% in 2004. As the aging population expands, demand is rising for preventive wellness solutions, including botanical supplements designed to support mobility, cognitive function, and overall quality of life.

US Herbal Supplements Market Scope

Category	Segments
By Ingredient	(Turmeric, Ashwagandha, Elderberry, Ginseng, Psyllium, Ginger, Garlic, Echinacea, Milk Thistle, Others),
By Form	(Capsules, Tablets, Gummies, Powders, Softgels, Liquid Extracts / Tinctures, Herbal Teas, Others),
By Application	(Immune Health, Cognitive Health, Heart Health, Stress & Anxiety / Mental Wellbeing, Digestive & Liver Health, Energy, Vitality & Healthy Aging, Others),
By Consumer Group	(Adults (18–64 Years), Geriatric (65 Years & Above), Pediatric),
By Distribution Channel	(Pharmacies & Drug Stores, Supermarkets & Hypermarkets, Health & Wellness Stores, Specialty Nutrition Stores, Online Retail/E-commerce, Others),

US Herbal Supplements Market Growth Drivers

Growing Consumer Focus on Preventive Healthcare Boosting the US Herbal Supplements Adoption

Increasing awareness about preventive healthcare and healthy aging is significantly supporting the growth of the U.S. herbal supplements industry as consumers increasingly use botanical products to maintain immunity, energy, digestive health, stress management, and overall wellness. According to the U.S. Centers for Disease Control and Prevention (CDC), chronic diseases account for a major share of illness and healthcare costs in the country, with obesity affecting more than 2 in 5 U.S. adults and contributing to conditions such as diabetes and cardiovascular diseases.

This rising chronic disease burden is encouraging consumers to adopt lifestyle-based health solutions, including herbal supplements containing ingredients such as turmeric, ginger, ashwagandha, and elderberry. Furthermore, the National Institutes of Health (NIH) Office of Dietary Supplements reported that the U.S. supplement market includes more than 100,000 products, with about half of adults using dietary supplements to support health and nutrition needs.

Future growth will be supported by NIH’s Office of Dietary Supplements Strategic Plan 2025–2029, which focuses on expanding research on supplement safety, efficacy, and health impacts, improving consumer confidence in evidence-based herbal products. Additionally, increasing healthcare costs and continued government focus on nutrition research will encourage preventive wellness adoption beyond 2025.

As consumers increasingly prioritize proactive health management, demand for natural and plant-based supplements is expected to rise. This shift toward prevention-oriented healthcare will strengthen product adoption and create sustained growth opportunities for the U.S. herbal supplements market

Recent Trends

Rising Adoption of Adaptogenic Herbs for Stress and Mental Wellness

The growing focus on stress management, sleep quality, and emotional well-being is accelerating the adoption of adaptogenic herbal supplements in the U.S. market. Consumers are increasingly incorporating ingredients such as ashwagandha, rhodiola, ginseng, and holy basil into daily wellness routines to support stress resilience and relaxation. According to the National Institutes of Health (NIH) Office of Dietary Supplements, ashwagandha is among the botanicals widely promoted for stress and anxiety support, with several clinical studies showing that certain ashwagandha extracts may reduce perceived stress, anxiety levels, fatigue, and cortisol levels.

A key market instance is the expansion of ashwagandha-based supplements in mainstream U.S. retail channels, including stress-support capsules, gummies, and powdered blends launched by wellness brands. For example, products featuring KSM-66 ashwagandha extract, a standardized root extract, have been increasingly incorporated into stress-relief and sleep-support formulations. NIH-supported reviews note that clinical trials involving 491 adults found improvements in stress and anxiety measures among participants consuming ashwagandha extracts compared with placebo groups.

Moreover, increasing investment in botanical research and evidence-based supplement development will support further adoption. The NIH Office of Dietary Supplements Strategic Plan 2025–2029 emphasizes strengthening research on dietary supplement safety, effectiveness, and health outcomes. As consumers continue seeking natural approaches for managing daily stress and improving sleep, adaptogenic herbs are expected to become a high-growth segment of the U.S. herbal supplements market. Scientific validation, innovative delivery formats, and rising mental wellness awareness will further accelerate market expansion.

US Herbal Supplements Market Opportunities and Challenges

Limited Clinical Evidence and Scientific Validation Creating Opportunities for Evidence-Based Herbal Supplement Innovation

Limited clinical evidence supporting the efficacy and safety of many herbal ingredients remains a major challenge for the U.S. herbal supplements market. Under the Dietary Supplement Health and Education Act (DSHEA), dietary supplements are regulated differently from pharmaceutical drugs and do not require pre-market FDA approval to demonstrate efficacy before commercialization.

As a result, many botanical ingredients are marketed with varying levels of scientific support, creating skepticism among healthcare professionals and consumers. According to the National Institutes of Health (NIH) Office of Dietary Supplements (ODS) Strategic Plan 2025–2029, significant research gaps remain regarding the composition, biological effects, safety, effectiveness, and quality of dietary supplements, limiting broader clinical acceptance and slowing adoption of some herbal products.

This challenge is simultaneously creating opportunities for companies to differentiate through clinically validated botanical ingredients. For instance, Pharmactive's Affron®, a standardized saffron extract, is supported by 11 published human clinical studies demonstrating benefits for mood, occasional stress, relaxation, and sleep quality. The ingredient is manufactured using a proprietary extraction process and has been incorporated into multiple nutraceutical formulations targeting mental wellness, reflecting the industry's growing emphasis on science-backed herbal solutions. Furthermore, a 2025 clinical study involving more than 200 participants further strengthened the evidence base for Affron®, reinforcing the commercial value of clinically substantiated herbal ingredients.

As manufacturers continue investing in rigorous clinical research and standardized botanical extracts, consumer confidence and healthcare acceptance are expected to improve. This shift toward evidence-based herbal supplements will strengthen product credibility and support sustained growth of the U.S. herbal supplements industry.

Segmentation Insights

Psyllium Captures Approximately 20% Share, Reflecting Strong Consumer Adoption

Psyllium is estimated to account for nearly 20% of the U.S. herbal supplements industry revenue, making it the largest product segment. Its leadership is primarily driven by widespread consumer demand for digestive health, cholesterol management, heart health, and blood sugar support. Psyllium is a natural soluble fiber recognized for promoting regular bowel function and is commonly incorporated into daily wellness routines. Psyllium generated nearly USD 290 million in mainstream U.S. retail sales during 2024, outperforming other leading herbal ingredients such as elderberry (USD 145.2 million), ashwagandha (USD 144.5 million), and turmeric (USD 141.8 million).

Its strong performance is supported by increasing consumer awareness of preventive healthcare and the growing prevalence of digestive disorders and cardiovascular risk factors in the United States. Furthermore, psyllium is widely available through pharmacies, supermarkets, and online platforms, reinforcing its accessibility and sustained demand. Its established clinical recognition and broad application in functional nutrition continue to strengthen its position within the herbal supplements industry. Based on product type, the scope has been segmented into

• Turmeric
• Ashwagandha
• Elderberry
• Ginseng
• Psyllium
• Ginger
• Garlic
• Echinacea
• Milk Thistle
• Others

Capsules Capture Nearly 35% Share Through Broad Consumer Adoption

Capsules are estimated to account for nearly 35% of the U.S. herbal supplements industry revenue, making them the leading dosage form. Their dominance is driven by convenience, precise dosage delivery, longer shelf life, and the ability to encapsulate a wide range of botanical ingredients without compromising potency. Herbal ingredients such as turmeric, ashwagandha, ginseng, milk thistle, ginger, and echinacea are commonly marketed in capsule form due to their ease of consumption and standardized dosing.

Capsules are also preferred by consumers seeking clean-label products, as vegetarian and plant-based capsule options have become increasingly available. In addition, the widespread distribution of capsule-based supplements through pharmacies, health and wellness stores, supermarkets, and e-commerce platforms has strengthened product accessibility across the United States. The growing consumer preference for preventive healthcare, coupled with manufacturers' focus on clinically standardized herbal extracts and premium formulations, is expected to sustain the leadership of capsules as the preferred dosage form in the coming years. Based on form, the market is categorized into

• Capsules
• Tablets
• Gummies
• Powders
• Softgels
• Liquid Extracts / Tinctures
• Herbal Teas
• Others

US Herbal Supplements Market Geographical Outlook

The Western US is estimated to account for around 31% of the U.S. herbal supplements industry in 2026, supported by strong consumer preference for preventive healthcare, natural wellness, and plant-based lifestyles. States such as California, Washington, Oregon, Colorado, and Arizona have high concentrations of health-conscious consumers, specialty natural product retailers, and herbal supplement manufacturers. The region also benefits from a well-developed e-commerce ecosystem and widespread adoption of direct-to-consumer wellness brands.

Adults in the Mountain (28.7%) and Pacific (23.3%) regions reported the highest use of non-vitamin, non-mineral dietary supplements, well above the national average of 17.9%, demonstrating stronger acceptance of botanical products in the western U.S. Furthermore, California serves as a major innovation hub for dietary supplements, functional foods, and botanical ingredient companies, supporting continuous product development and commercialization.

Growing consumer demand for adaptogens, medicinal mushrooms, stress-management botanicals, and clean-label herbal formulations is expected to reinforce the West's leadership in the coming years through higher spending on premium wellness products and digital retail channels.

US Herbal Supplements Market Competitive Analysis

The U.S. herbal supplements market is highly fragmented, with the top five players collectively accounting for an estimated 15% of the market share. The market is led by Herbalife International of America, Inc., Amway Corporation, NOW Health Group, Inc., Gaia Herbs, Inc., and Standard Process Inc.

Major Companies in the US herbal supplements Industry

• Herbalife International of America, Inc.
• Amway Corporation
• NOW Health Group, Inc.
• Gaia Herbs, Inc.
• Standard Process Inc.
• PipingRock Health Products, LLC
• Life Extension Foundation Buyers Club, Inc.
• MegaFood, Inc.
• Oregon’s Wild Harvest, Inc.
• Herb Pharm, LLC
• Others

US Herbal Supplements Industry News and Recent Developments

2026: Naturonel Introduces Made-in-USA Herbal Supplement Line

Naturonel launched a new range of Made-in-USA plant-based herbal supplements focused on metabolic wellness. The products feature botanical ingredients combined with vitamins and minerals and emphasize third-party testing, quality control, and transparent sourcing. The launch reflects the increasing consumer preference for clean-label, domestically manufactured herbal supplements with verified quality standards in the U.S. wellness market.

Impact Analysis: Naturonel’s launch is expected to strengthen the trend toward premium, transparent, and quality-certified herbal supplements in the U.S. market. By emphasizing domestic manufacturing and third-party testing, the company may improve consumer trust amid increasing concerns regarding supplement safety and ingredient authenticity. The focus on metabolic wellness also aligns with rising demand for targeted supplements addressing weight management, energy balance, and preventive health, encouraging further product innovation among herbal supplement manufacturers.

2026: LincNutri Launches Oil of Oregano Complex

LincNutri introduced its Oil of Oregano Complex, a botanical supplement combining oregano oil, black seed oil, and vitamin D3 to support immune wellness. The launch reflects the growing preference among U.S. consumers for multi-ingredient herbal formulations that combine traditional botanical extracts with modern nutritional ingredients. Such product innovation is strengthening demand for targeted immune and wellness supplements.

Impact Analysis: The product launch supports the expansion of multi-functional herbal supplements that provide combined benefits rather than single-ingredient solutions. By integrating traditional herbs with nutritional ingredients, LincNutri aligns with consumer demand for convenient and comprehensive wellness products. This development is expected to encourage competition in the immune-support supplement segment and drive manufacturers to develop innovative formulations targeting immunity, inflammation management, and overall health maintenance.

2026: Hifas da Terra Enters the U.S. Market with Medicinal Mushroom Supplements

Hifas da Terra expanded into the U.S. market with its range of traceable medicinal mushroom supplements focused on functional wellness. The company introduced mushroom-based formulations designed to support immunity, energy, and overall health, reflecting rising consumer interest in functional botanicals and adaptogenic ingredients. The expansion indicates increasing opportunities for premium, science-backed herbal supplements in the U.S. market.

Impact Analysis: Hifas da Terra’s U.S. expansion is expected to accelerate the adoption of medicinal mushrooms and functional botanicals within the herbal supplements category. The company’s focus on traceability and science-backed formulations may attract health-conscious consumers seeking premium wellness products with verified benefits. This trend is likely to increase investment in research-driven botanical supplements and expand the market for adaptogens, immune-support products, and functional nutrition solutions in the coming years.