Report cover image

Herbs and Botanicals Report 2025

Publisher Nutrition Business Journal
Published Apr 01, 2025
SKU # NUT20400350

Description

The 2025 Herbs & Botanicals Report is your essential guide to the fast-growing herbal supplement market—projected to reach $17 billion by 2028. Featuring 106 detailed data charts, this report delivers a comprehensive view of both market sizing and consumer survey insights, giving brands and manufacturers the tools they need to navigate today’s competitive landscape.

Explore our exclusive Top 50 Ingredient sales list, including in-depth breakdowns of 10 top-performing ingredients, from functional mushrooms to elderberry. Track category performance, identify high-growth Ayurvedic ingredients like Ashwagandha, Shatavari, and Bacopa, and understand how evolving consumer preferences are reshaping the market.

Key takeaways of this report include:

Consumer Demographic Insights – Learn how different generations discover, trust, and purchase herbal supplements.
Strategic Recommendations – Actionable guidance for marketers, product developers, and executives to capitalize on top trends.
Perception Shifts – Dive into exclusive survey data showing that 66% of consumers now believe herbal supplements are safer than pharmaceuticals.
Whether you're developing new formulations or refining your go-to-market strategy, the 2025 Herbs & Botanicals Report gives you the data-backed insights to make smarter decisions.

Table of Contents

Executive overview
Top thoughts
Steady growth and market share
Supplement industry sales and growth, 2020-2028e
Herbal supplement consumers: a snapshot
$68.92b Supplement industry sales by category, 2024e
Read more
Single vs. combination herb sales, 2020-2028e
Single vs. combination herb growth, 2020-2028e
Top 50 Herbs and Botanicals by sales, 2020-2028e
Top 50 Herbs and Botanicals by sales, 2020-2028e (cont’d)
Top 50 Herbs and Botanicals by growth, 2020-2028e
Top 50 Herbs and Botanicals by growth, 2020-2028e (cont’d)
Herbal products purchased in the past 6 months
Herbal products purchased in the past six months, by generation
Likelihood of buying herbal supplements
Likelihood of buying herbal supplements, by generation
Likelihood of buying herbal supplements, by gender
Top concerns about herbal supplements
Top concerns about herbal supplements, by generation
Trust in the safety and efficacy of dietary supplements
Trust in the safety and efficacy of dietary supplements, by generation
Most important factors when choosing an herbal supplement
Most important factors when choosing an herbal supplement, by generation
How third-party certifications influence supplement purchases
How third-party certifications influence supplement purchases, by generation
Duration of herbal supplement use
Preferred herbal supplement formats
Preferred herbal supplement formats, by generation
Preferred herbal supplement formats, by gender
Monthly spend on herbal supplements
Monthly spend on herbal supplements, by generation
Monthly spend on herbal supplements, by gender
Where consumers research herbal supplements
Where consumers research herbal supplements, by generation
Top social channels for researching herbal supplements
Most important factors when choosing an herbal supplement brand
Most important factors when choosing an herbal supplement brand, by generation
Most important factors when choosing an herbal supplement brand, by gender
How long it takes to notice improvement
Top challenges when choosing herbal supplements
Top challenges when choosing herbal supplements, by generation
How much herbal supplement dosage matters
How much herbal supplement dosage matters, by generation
Influence of third-party certifications when choosing herbal supplements
Influence of third-party certifications when choosing herbal supplements, by generation
Influence of sustainability and ethical sourcing when choosing herbal supplements
Influence of sustainability and ethical sourcing when choosing herbal supplements, by generation
Willingness to pay more for clinically proven benefits
Willingness to pay more for clinically proven benefits, by generation
Believe herbal supplements are safer than pharma or OTC products
Believe herbal supplements are safer than pharma or OTC products, by generation
Likelihood of choosing herbal supplements before pharma or OTC products
Likelihood of choosing herbal supplements before pharma or OTC products, by generation
Importance of branded ingredients in herbal supplements
Importance of branded ingredients in herbal supplements, by generation
Ingredients
Top thoughts
Top 10 Herbs and Botanicals
Turmeric: golden years
Top herbal supplement ingredients
Top herbal supplement ingredients, by generation
Functional mushrooms: market magic
Mushrooms vs. total Herbs and Botanicals sales and growth, 2020-2028e
Mushroom market share by channel, 2024
Mushroom market share by condition, 2024
Health concerns consumers take mushroom supplements to address
Health concerns consumers take mushroom supplements to address, by generation
Mushroom supplement sales by type, 2020-2028e
Mushroom supplement growth by type, 2020-2028e
Ashwagandha: stress-relief sensation
Level of familiarity with ashwagandha, 2023 vs. 2025
Level of familiarity with ashwagandha, by generation
Elderberry: post-pandemic decline
Hemp CBD: sobering reality
Hemp CBD vs. total Herbs and Botanicals sales and growth, 2020-2028e
Hemp CBD market share by channel, 2024
Hemp-based CBD supplement sales by delivery format, 2020-2028e
Hemp-based CBD supplement growth by delivery format, 2020-2028e
Hemp CBD market share by condition, 2024
Fruit and vegetable supplements: concentrated gains
Cranberry: women’s health winner
Echinacea: immune-support stalwart
Milk thistle: hepatic health hero
Maca: market momentum
Ayurvedic herbs
Total Ayurvedic herbs vs. total Herbs and Botanicals sales and growth, 2020-2028e
Turmeric vs. total Herbs and Botanicals sales and growth, 2020-2028e
Turmeric market share by channel, 2024
Turmeric market share by condition, 2024
What consumers are buying now
Ashwagandha vs. total Herbs and Botanicals sales and growth, 2020-2028e
Ashwagandha market share by channel, 2024
Ashwagandha market share by condition, 2024
Other Ayurvedic herbal ingredient sales, 2020-2028e
Other Ayurvedic herbal ingredient growth, 2020-2028e
Bacopa market share by condition, 2024
Read more
Market manifestations
Klean Athlete Klean Joint & Muscle
Four Sigmatic Happy Gut
Moon Juice Ashwagandha
Mary Ruth’s Elderberry Chewable
Opal & Joy Rest Perimenopause Sleep Support
Banyan Botanicals Mood Support
Conditions
Top thoughts
Proactive approaches to health and longevity
Combination herbal formulas across conditions, 2024
Health concerns consumers would use herbal supplements to treat
Health concerns consumers would use herbal supplements to treat, by generation
Top health concerns consumers take herbal supplements to improve
Top health concerns consumers take herbal supplements to improve, 2023 vs. 2025
Top health concerns consumers take herbal supplements to improve, by generation
Top health concerns consumers take herbal supplements to improve, by gender
Mood and Mental Health supplement sales by herbal ingredient, 2020-2028e
Mood and Mental Health supplement growth by herbal ingredient, 2020-2028e
Healthy Sleep supplement sales by herbal ingredient, 2020-2028e
Healthy Sleep supplement growth by herbal ingredient, 2020-2028e
Brain Health supplement sales by herbal ingredient, 2020-2028e
Brain Health supplement growth by herbal ingredient, 2020-2028e
Sexual Health supplement sales by herbal ingredient, 2017-2025e
Sexual Health supplement growth by herbal ingredient, 2020-2028e
Weight Management supplement sales by herbal ingredient, 2020-2028e
Weight Management supplement growth by herbal ingredient, 2020-2028e
Gastrointestinal Health supplement sales by herbal ingredient, 2020-2028e
Gastrointestinal Health supplement growth by herbal ingredient, 2020-2028e
Cold, Flu and Immunity supplement sales by herbal ingredient, 2020-2028e
Cold, Flu and Immunity supplement growth by herbal ingredient, 2020-2028e
Market manifestations
MegaFood Superfood Mushroom Stress Relief
Gaia Herbs SleepThru
Real Mushrooms 5 Defenders Organic Mushroom Blend Capsules
Himalaya Bacopa Monnieri
Nature’s Bounty Intimacy Booster
Force Factor Ultra Berberine
Ancient Nutrition Leaky Gut
Read more
Channels
Top thoughts
The channel landscape shifts digital
Where consumers purchase herbal supplements
Where consumers purchase herbal supplements, by generation
Read more
Related content
Backyard climate change
The dilution solution
Learning from the plant
Can THC save CBD?
Post-boom botanicals
Beyond cognitive
Mushrooms at the tipping point
Authentic, old-fashioned and online
Acknowledgments and definitions
Acknowledgments
Research methodology
Copyright
Definitions

Pricing

Currency Rates
How Do Licenses Work?

How Do Licenses Work?

The primary function of a report license is to define how many people within a company are authorized to use the purchased report. This is separate to how a report might be delivered. Unless specifically identified otherwise, the purchase option is Single User. Below is a helpful description of that license, along with a sampling of others most commonly offered.

  • This license allows only one user to have access to and to use/read the report. It is not one user at a time or one user group; it is an individual who will be reading and utilizing the report.

  • This license allows for the entire purchasing company to read and use the report. This is the license level that would allow for a report to be placed on an internal company shared drive for access by all employees of that direct company. This license does not extend to parent or sister company use.

  • This license is designed to allow an entire department within a company full access to a report. The departmental license is a great option for companies that have more than one location and the department is spread out all over the country/world

  • This license is for companies that have one location where they want the report to be accessible by all employees within that physical location.

  • This is the most flexible of the licensing options. Some publishers will allow you to get a license for a preset number of people (typically 5). These licenses are ideal for small work groups.

License options are at the discretion of each publisher. As such, not all licenses indicated above are available for every product. If you are uncertain of the best license for your needs or would like a license that is not proactively available, please contact us and we will be happy to assist.

Head shot

Questions or Comments?

Our team has the ability to search within reports to verify it suits your needs. We can also help maximize your budget by finding sections of reports you can purchase.
Chat Now
Contact Us