U.S. herbal supplement sales reached an estimated $13.23 billion in 2024, growing 7.46% a year (CAGR) since 2015
A dashboard of cited market statistics: sales by channel, growth rates computed from each published series, consumer use, publishers' estimates shown as ranges, and listed peers' reported financials.
Scope. Market facts, third-party estimates and company filings, each with its source and date, re-read October 22–24, 2026. The page contains no EUTECNIQ forecast, revenue, customer or market-share figure.
Sales rose 91% in current dollars from 2015 to 2024, and 44% after adjusting for inflation
2015–2024 change: +91.1% nominal, +44.4% in 2024 dollars.
Show data: channels, totals, CPI-U and 2024-dollar values
| Year | Mass market | Natural, health food & specialty | Direct sales | Published total | Change, nominal | CPI-U annual average | Total, 2024 dollars | Change, 2024 dollars |
|---|---|---|---|---|---|---|---|---|
| 2015 | $1.204B | $2.356B | $3.363B | $6.922B | +7.5% | 237.017 | $9.161B | n/a |
| 2016 | $1.336B | $2.506B | $3.609B | $7.452B | +7.7% | 240.007 | $9.740B | +6.3% |
| 2017 | $1.449B | $2.624B | $3.984B | $8.057B | +8.1% | 245.120 | $10.311B | +5.9% |
| 2018 | $1.558B | $2.804B | $4.408B | $8.778B | +8.9% | 251.107 | $10.966B | +6.4% |
| 2019 | $1.704B | $2.904B | $4.913B | $9.530B | +8.6% | 255.657 | $11.693B | +6.6% |
| 2020 | $2.131B | $2.950B | $6.076B | $11.168B | +17.2% | 258.811 | $13.536B | +15.8% |
| 2021 | $2.205B | $2.992B | $7.033B | $12.241B | +9.6% | 270.970 | $14.171B | +4.7% |
| 2022 | $2.350B | $2.984B | $6.674B | $12.018B | −1.8% | 292.655 | $12.882B | −9.1% |
| 2023 | $2.484B | $3.040B | $7.027B | $12.551B | +4.4% | 304.702 | $12.921B | +0.3% |
| 2024 | $2.607B | $3.121B | $7.503B | $13.231B | +5.4% | 313.689 | $13.231B | +2.4% |
2024 dollars = nominal total × CPI-U2024 / CPI-Uyear. The CPI-U measures consumer prices overall, not supplement prices, so the adjusted series shows purchasing power, not volume. The real change for 2015 needs 2014 data and is not shown.
Show data: Table 6
| Year | Single-herb | Share | Combination | Share |
|---|---|---|---|---|
| 2015 | $4.245B | 61.3% | $2.677B | 38.7% |
| 2016 | $4.505B | 60.5% | $2.947B | 39.5% |
| 2017 | $4.759B | 59.1% | $3.298B | 40.9% |
| 2018 | $5.072B | 57.8% | $3.705B | 42.2% |
| 2019 | $5.390B | 56.6% | $4.139B | 43.4% |
| 2020 | $6.009B | 53.8% | $5.159B | 46.2% |
| 2021 | $6.360B | 52.0% | $5.881B | 48.0% |
| 2022 | $6.214B | 51.7% | $5.803B | 48.3% |
| 2023 | $6.417B | 51.1% | $6.134B | 48.9% |
| 2024 | $6.657B | 50.3% | $6.574B | 49.7% |
The direct channel's share rose from 49% to 57%, and combination formulas reached half of all herbal sales.
Explanation, details and sources
- NBJ "direct sales"≠Online retail alone
- NBJ "direct sales"≠Multilevel marketing alone
- Retail sales of finished supplements≠Ingredient, testing or development spending
- NBJ "mass market"≠SPINS "mainstream multi-outlet"
NBJ channel definitions (HerbalGram 144, Table 2, verbatim). Mass market: "Includes food/grocery, drug, mass merchandise, and club and convenience stores (e.g., Walmart, Costco, etc.)." Natural, health food, and specialty: "Includes supplement and specialty retail outlets, including Whole Foods Market (estimates), GNC, sports nutrition stores, etc." Direct sales: "Includes direct-to-consumer sales from the internet (e.g., e-commerce websites such as Amazon.com and Walmart.com, among many others), direct-selling media (TV, radio, and print publications), health practitioners, and multilevel marketing (MLM) or network marketing firms (US sales only)."
Single-herb products ($6.657 billion, +3.7%) and combination formulas ($6.574 billion, +7.2%) were nearly equal in 2024. Combinations raise identity, interaction and stability questions for each ingredient.
Combination formulas and the direct channel compounded fastest, at 10.5% and 9.3% a year from 2015 to 2024
Show data: start and end values and CAGR for every series
| Series | Publisher | 2015–2024 | 2019–2024 |
|---|---|---|---|
| Herbal supplements, U.S. retail (nominal) | NBJ via HerbalGram 144, Table 1 | 2015–2024: 6.922 → 13.231; 7.46% | 2019–2024: 9.53 → 13.231; 6.78% |
| Herbal supplements, U.S. retail (2024 dollars) | NBJ via HerbalGram 144; BLS CPI-U | 2015–2024: 9.1612 → 13.231; 4.17% | 2019–2024: 11.6932 → 13.231; 2.50% |
| Mass market channel | NBJ via HerbalGram 144, Table 3 | 2015–2024: 1.204 → 2.607; 8.96% | 2019–2024: 1.704 → 2.607; 8.88% |
| Natural, health food and specialty channel | NBJ via HerbalGram 144, Table 3 | 2015–2024: 2.356 → 3.121; 3.17% | 2019–2024: 2.904 → 3.121; 1.45% |
| Direct sales channel | NBJ via HerbalGram 144, Table 3 | 2015–2024: 3.363 → 7.503; 9.33% | 2019–2024: 4.913 → 7.503; 8.84% |
| Single-herb products | NBJ via HerbalGram 144, Table 6 | 2015–2024: 4.245 → 6.657; 5.13% | 2019–2024: 5.39 → 6.657; 4.31% |
| Combination products | NBJ via HerbalGram 144, Table 6 | 2015–2024: 2.677 → 6.574; 10.50% | 2019–2024: 4.139 → 6.574; 9.70% |
| MEDLINE records, eight botanicals combined | Europe PMC (MEDLINE) | 2015–2024: 3,295 → 6,055; 6.99% | 2019–2024: 4,349 → 6,055; 6.84% |
| MEDLINE records, eight botanicals combined, 2000–2025 | Europe PMC (MEDLINE) | 703 → 6,922; 9.58% | |
n = tend − tstart (years)
(13.231 / 6.922)1/9 − 1 = 7.46%
Method, assumptions and limits
What it calculates. The constant yearly growth rate that turns the start value into the end value of a published series.
Equation. CAGR = (Vend/Vstart)1/n − 1, with n = tend − tstart in years. Variables: V in the series' own unit (US$ billion or records per year); t in calendar years.
Assumptions. Values are used exactly as published; 2024 dollars use BLS CPI-U annual averages (2024 = base); MEDLINE counts for recent years can still rise as indexing catches up.
Valid range. End year later than start year, both inside the series. Values are positive, so the result is always defined.
What it does not establish. A forecast, a market for any company, or growth in volume; CPI-U adjusts for general consumer prices only.
References. HerbalGram 144 (2025), Tables 1, 3, 6; BLS series CUUR0000SA0; Europe PMC REST API. Verification. Independent reference values in tests/numerics/ref/insights-market-data.py.
Consumer prices (CPI-U) rose 3.2% a year from 2015 to 2024; the natural channel only kept pace, while total sales grew 4.2% a year in 2024 dollars.
Psyllium leads SPINS mainstream retail and turmeric leads natural retail; most top ingredients sell several times more in mainstream stores
SPINS mainstream multi-outlet channel
SPINS natural expanded channel
Show data: full top-40 lists for both channels
| Rank | Mainstream (multi-outlet) | 2024 sales | Change | Natural expanded | 2024 sales | Change |
|---|---|---|---|---|---|---|
| 1 | Psyllium | $289,451,642 | −2.3% | Turmeric | $37,102,858 | −1.7% |
| 2 | Elderberry | $145,219,327 | −21.0% | Mushrooms (other) | $27,550,554 | +14.4% |
| 3 | Ashwagandha | $144,458,792 | +13.8% | Cannabidiol (CBD) | $26,030,245 | −17.0% |
| 4 | Turmeric | $141,789,971 | −2.9% | Elderberry | $22,828,748 | −7.8% |
| 5 | Beet root | $116,990,908 | +67.7% | Ashwagandha | $21,247,633 | +6.0% |
| 6 | Apple cider vinegar | $91,102,277 | −18.3% | Algae (other) | $19,516,621 | +131.7% |
| 7 | Cranberry | $74,443,505 | −0.2% | Milk thistle | $19,003,953 | +33.9% |
| 8 | Wheatgrass / barley grass | $46,855,081 | −29.3% | Oregano | $14,834,516 | +23.6% |
| 9 | Ginger | $44,605,997 | −12.2% | Aloe | $13,582,274 | +0.9% |
| 10 | Green tea | $42,703,927 | −4.4% | Psyllium | $13,569,545 | +2.6% |
| 11 | Fenugreek | $37,724,038 | −5.8% | Wheatgrass / barley grass | $11,353,832 | −26.0% |
| 12 | Maca | $35,187,955 | +7.1% | Beet root | $11,259,142 | +11.6% |
| 13 | St. John’s wort | $32,821,231 | +24.0% | Flax seed / flax oil | $10,541,844 | −4.4% |
| 14 | Ivy leaf | $31,410,351 | −15.6% | Quercetin | $10,095,895 | −5.2% |
| 15 | Guarana | $26,852,160 | −6.6% | Barberry | $9,935,820 | +17.6% |
| 16 | Saw palmetto | $26,149,194 | −11.4% | Echinacea | $9,262,297 | +4.1% |
| 17 | Echinacea | $25,812,341 | −13.6% | Spirulina / blue-green algae | $8,369,963 | +3.8% |
| 18 | Milk thistle | $20,696,159 | −2.4% | Saw palmetto | $8,178,134 | −1.0% |
| 19 | Garlic | $19,109,250 | −9.8% | Nigella | $7,855,392 | −2.2% |
| 20 | Cinnamon | $19,093,497 | +7.6% | Cranberry | $7,381,922 | −2.8% |
| 21 | Aloe | $18,295,617 | −8.9% | Maca | $7,144,925 | −1.4% |
| 22 | Flax seed / flax oil | $17,250,115 | −14.7% | Valerian | $6,737,142 | −4.2% |
| 23 | Black cohosh | $16,810,891 | −16.8% | Chlorophyll / chlorella | $6,469,019 | −3.8% |
| 24 | Senna | $16,719,138 | +2.0% | Reishi mushroom | $6,368,523 | +18.2% |
| 25 | Ginkgo | $15,781,227 | −30.4% | Garlic | $5,806,780 | −6.6% |
| 26 | Mushrooms (other) | $15,651,639 | +75.8% | Kava | $5,528,569 | +4.8% |
| 27 | Pumpkin | $14,383,908 | −12.5% | Echinacea / goldenseal combo | $5,444,440 | +3.1% |
| 28 | Horny goat weed | $13,891,001 | +4.8% | Ginkgo | $4,854,179 | −0.8% |
| 29 | Rhubarb | $12,765,322 | +29.7% | Resveratrol | $4,255,819 | +2.4% |
| 30 | Goji berry | $11,982,377 | −22.7% | Moringa | $4,201,532 | +39.2% |
| 31 | Yohimbe | $11,285,346 | −17.4% | Apple cider vinegar | $4,095,338 | −14.5% |
| 32 | Valerian | $10,191,153 | −11.1% | Ginger | $3,803,554 | −1.2% |
| 33 | Red yeast rice | $9,650,922 | −12.2% | Cherry | $3,724,472 | +2.6% |
| 34 | Bacopa | $8,849,732 | −11.6% | Rhodiola | $3,709,859 | +30.4% |
| 35 | Dandelion | $8,428,030 | −7.5% | Mullein | $3,706,019 | +45.1% |
| 36 | Rhodiola | $8,165,815 | −13.0% | Chaga mushroom | $3,594,046 | +23.6% |
| 37 | Oat | $7,905,688 | −26.9% | Red yeast rice | $3,469,919 | +0.8% |
| 38 | Nigella | $7,737,997 | +7.7% | Ginseng | $3,396,758 | +2.5% |
| 39 | Chamomile | $7,651,336 | +8.6% | Horsetail | $3,159,963 | −14.6% |
| 40 | Ginseng | $7,361,814 | −9.0% | Cordyceps mushroom | $3,147,065 | −4.8% |
Explanation, details and sources
SPINS tracks retail scanner sales in two store channels for the 52 weeks ending December 31, 2024. These figures exclude online, practitioner and MLM sales, so they are a slice of the market, not its total.
SPINS channel definitions (Table 2). Multi-Outlet ("mainstream"): grocery outlets with $2 million or more in annual sales, drug outlets, and selected mass retailers including Walmart, club, dollar and military stores, "representing more than 110,000 retail locations." Natural Expanded: full-format stores with $2 million or more in annual sales that meet thresholds on SPINS's Health and Wellness and Natural Product indexes, including co-ops, independents and regional chains, "(excluding Whole Foods Market and Trader Joe's)."
Six in ten U.S. adults used a dietary supplement in 2021–2023, rising to three in four at age 60 and older
Show data
| Survey period (NHANES) | Adults using any supplement |
|---|---|
| 2013–2014 | 53.8% |
| 2015–2016 | 55.9% |
| 2017–March 2020 | 58.5% |
| Aug 2021–Aug 2023 | 60.2% |
Show data
| Group | Any supplement | Three or more |
|---|---|---|
| Women | 66.1% | n/a |
| Men | 53.9% | n/a |
| Age 20–39 | 46.3% | 10.6% |
| Age 40–59 | 60.3% | 23.2% |
| Age 60 and older | 75.9% | 39.9% |
| All adults 20 and older | 60.2% | 23.9% |
Use of two or more supplements rose from 30.9% of adults in 2013–2014 to 38.7% in 2021–2023 (NCHS).
Explanation, details and sources
NHANES measures use, not spending, and covers all dietary supplements, not only botanicals. CRN's consumer surveys report higher shares with a different method (online panel, self-report); they are not mixed with NHANES here.
Publishers' estimates for the same market and year differ by up to 4.5-fold, so each is shown separately and never added up
Show data: every publisher value with its page date
| Market label (publisher's own) | Publisher | Page date | Base value(s) | Forecast | Stated CAGR (period) |
|---|---|---|---|---|---|
| Botanical extracts, global | Global Market Insights | published Nov 2025 | 2024: $30B; 2025: $32.3B | 2034: $64.6B | 8% (2025–2034) |
| Botanical extracts, global | Market Research Future | updated Sep 15, 2026 | 2024: $6.592B; 2025: $7.218B | 2035: $17.89B | 9.5% (2025–2035; the page also states 2024–2035) |
| Plant extracts, global | MarketsandMarkets | published Dec 2025 | 2024: $42.52B; 2025: $47.54B | 2030: $85.28B | 12.4% (2025–2030) |
| Plant extracts, global | Grand View Research | Sep 2026 | 2025: $45.9B | 2033: $86.1B | 8.3% (2026–2033) |
| Botanical supplements, global | Grand View Research | published Apr 2025, updated Jul 2026 | 2024: $38.2B | 2030: $67B | 9.9% (2025–2030) |
| Botanical supplements, global | Fortune Business Insights | updated Aug 31, 2026 | 2025: $60.02B | 2034: $143.44B | 10.15% (2026–2034) |
| Dietary supplements, global | Grand View Research (Horizon) | page modified Aug 26, 2026 | 2025: $209.524B | 2033: $431.688B | 9.5% (2026–2033) |
| Dietary supplements, global | Fortune Business Insights | updated Oct 5, 2026 | 2025: $100.92B | 2034: $219.31B | 9.11% (2026–2034) |
| Dietary supplements, United States | Grand View Research (Horizon) | published May 14, 2026 | 2025: $68.7448B | 2033: $129.391B | 8.3% (2026–2033) |
| Dietary supplements, United States | Nutrition Business Journal (via New Hope Network) | Jun 10, 2026 | 2025: $74.15B | Not a forecast | +7.1% (2025 vs 2024); not a forecast |
| Supplement contract manufacturing, global | Grand View Research | Aug 2026 | 2025: $22.6B | 2033: $58.9B | 12.8% (2026–2033) |
| Supplement contract manufacturing, global | Fortune Business Insights | updated Oct 5, 2026 | 2025: $68.18B | 2034: $201.41B | 12.79% (2026–2034) |
| Dietary-supplement testing, global | MarketsandMarkets | Aug 2025 | 2025: $2.4B | 2030: $3.6522B | 8.8% (2025–2030) |
| Dietary-supplement testing, global | The Business Research Company (via Research and Markets) | Feb 2026 | 2025: $3.18B; 2026: $3.49B | 2030: $4.85B | 8.6% (2026–2030) |
| Pharmaceutical CDMO, global | Fortune Business Insights | updated Oct 5, 2026 | 2025: $169.25B | 2034: $324.18B | 7.49% (2026–2034) |
| Pharmaceutical CDMO, global | Precedence Research | release Dec 1, 2025 | 2025: $197.4B; 2024: $184.9B | 2034: $368.7B | 7.15% (2025–2034; the release also states 7.2% for 2024–2034) |
| Pharmaceutical CRO services, global | Precedence Research | updated Sep 16, 2026 | 2025: $77B | 2035: $158.58B | 7.49% (2026–2035) |
| AI in drug discovery, global | Grand View Research | updated Jun 2026 | 2025: $2.3B | 2033: $13.8B | 24.8% (2026–2033) |
| Herbal supplements, U.S. retail (NBJ estimate) | HerbalGram 144 (NBJ data) | Sep 2025 | 2024: $13.231B | Not a forecast | +5.4% (2024 vs 2023) |
Publishers agree on direction (every stated rate is 7% or more) and disagree on size, which is why no single number is quoted.
Explanation, details and sources
Neither Global Market Insights ($30 billion for 2024) nor Market Research Future ($6.592 billion) discloses its method, and labels such as "plant extracts" and "botanical supplements" are defined differently by each publisher. The only U.S. figure with published channel definitions is the NBJ retail estimate reported in HerbalGram, shown as a reference row. NBJ's all-supplement estimate for 2025 ($74.15 billion, New Hope Network, June 10, 2026) is printed in that article as "$74.15 million"; the headline and context show billion is meant.
A service or ingredient market is sized from countable customers, not from a share of retail sales
This page shows the method only; it contains no EUTECNIQ market estimate.
Listed testing, ingredient and CDMO groups reported EBITDA-type margins of 12.6% to 31.6%; the smallest, supplement manufacturer NAI, reported an operating loss
Show data: reported figures, definitions and documents
| Company | Group | Fiscal year | Revenue (reporting currency) | US$ equivalent | Reported growth | Organic or like-for-like growth | EBITDA-type margin | Operating-type margin | Margin definition | Document |
|---|---|---|---|---|---|---|---|---|---|---|
| Eurofins Scientific | Testing | FY2025 (Dec) | €7,296.0M | $8,249M | +5.0% | +3.7% organic (4.1% with working-day adjustment) | 22.5% | n/a | adjusted EBITDA margin | FY2025 results press release (preliminary, unaudited), Jan 29, 2026 |
| SGS | Testing | FY2025 (Dec) | CHF 6,945.0M | $8,362M | +2.2% | +5.6% organic | n/a | 16.0% | adjusted operating income margin | 2025 full-year results press release, Feb 11, 2026 |
| Intertek | Testing | FY2025 (Dec) | £3,431.6M | $4,527M | +1.1% | +3.9% like-for-like, constant currency | 20.7% (computed) | 18.1% | EBITDA £709.3m ÷ revenue (computed) | Full-year 2025 results (RNS), Mar 3, 2026 |
| Bureau Veritas | Testing | FY2025 (Dec) | €6,466.4M | $7,311M | +3.6% | +6.5% organic | n/a | 16.3% | adjusted operating margin | FY2025 results release (Business Wire), Feb 24, 2026 |
| Givaudan | Ingredients | FY2025 (Dec) | CHF 7,472.0M | $8,997M | +0.8% | +5.1% like-for-like | 23.4% | n/a | EBITDA margin as reported (comparable 24.2%) | 2025 full-year results media release, Jan 29, 2026 |
| dsm-firmenich | Ingredients | FY2025 (Dec) | €9,034.0M | $10,214M | −0.2% | +3.0% organic | 19.6% | n/a | adjusted EBITDA margin, continuing operations | Full-year 2025 results press release, Feb 12, 2026 |
| IFF | Ingredients | FY2025 (Dec) | $10,890.0M | $10,890M | −5.2% | +2.0% comparable currency-neutral | 19.2% | n/a | adjusted operating EBITDA margin | Fourth-quarter and full-year 2025 results (Business Wire), Feb 11, 2026 |
| Glanbia | Ingredients | 52 weeks to Jan 3, 2026 | $3,946.4M | $3,946M | +2.8% | +2.3% constant currency | 12.6% (computed) | n/a | EBITDA pre-exceptional $499.1M ÷ revenue (computed) | Annual Report 2025 |
| Symrise | Ingredients | FY2025 (Dec) | €4,929.0M | $5,573M | n/a | +2.8% organic | 21.9% | n/a | adjusted EBITDA margin | Full-year 2025 results release, Mar 4, 2026 |
| Kerry Group | Ingredients | FY2025 (Dec) | €6,758.0M | $7,641M | n/a | +3.0% volume growth | 17.9% | n/a | EBITDA margin | Preliminary statement of results for 2025, Feb 17, 2026 |
| Balchem | Ingredients | FY2025 (Dec) | $1,037.2M | $1,037M | +8.8% | n/a | 26.5% (computed) | n/a | adjusted EBITDA $274.9M ÷ net sales (computed) | Fourth-quarter and full-year 2025 earnings release, Feb 20, 2026 |
| Lonza | CDMO | FY2025 (Dec), continuing CDMO business | CHF 6,531.0M | $7,864M | +19.2% | +21.7% constant exchange rates | 31.6% | n/a | CORE EBITDA margin | Full-year 2025 results, Jan 28, 2026 |
| Siegfried | CDMO | FY2025 (Dec) | CHF 1,327.8M | $1,599M | +2.6% | +4.3% local currencies | 23.5% | n/a | core EBITDA margin | Full-year 2025 media release, Feb 20, 2026 |
| Natural Alternatives International | CDMO | FY2026 (year to Jun 30, 2026) | $142.5M | $142M | +9.7% | n/a | n/a | −13.2% (computed) | loss from operations $(18.8)M ÷ net sales (computed); includes a $10.4M non-cash impairment | Form 10-K filed Sep 28, 2026; results release Sep 28, 2026 |
Reported growth is the change in reported revenue in the reporting currency (dsm-firmenich and IFF computed from the two stated revenues; the releases round them to 0% and −5%). Symrise and Kerry state organic or volume growth but no prior-year revenue in the release read. Lonza's figures are for the continuing CDMO business; Capsules & Health Ingredients is reported as discontinued. NAI's operating loss includes a $10.4 million non-cash impairment.
Named companies, capability coverage and documented quality gaps are on the competitive landscape page.
Six sourced indicators rose together: supplement users, multi-supplement use, direct and combination sales, research output and FDA citations
Show data
| Indicator | First value | Latest value | Source |
|---|---|---|---|
| Adults using any supplement | 2013–14: 53.8% | 2021–23: 60.2% | NCHS Data Brief 561, Figure 4 |
| Adults using two or more supplements | 2013–14: 30.9% | 2021–23: 38.7% | NCHS Data Brief 561 |
| Direct-channel share of herbal sales | 2015: 48.6% | 2024: 56.7% | HerbalGram 144, Table 3 (NBJ) |
| Combination-product share of herbal sales | 2015: 38.7% | 2024: 49.7% | HerbalGram 144, Table 6 (NBJ) |
| MEDLINE records, eight botanicals | 2000: 703 | 2025: 6,922 | Europe PMC, queried Oct 22, 2026 |
| FDA Form 483 citations under 21 CFR 111 | FY2022: 1,218 | FY2025: 1,938 | FDA inspection observations (Foods tab) |
In the Census Bureau's middle series, people 65 and older outnumber children under 18 as a share of the U.S. population from 2029.
Explanation, details and sources
The HerbalGram 144 authors attribute 2024 growth to the consumer interests quoted below. They are the authors' observations of demand, not evidence that any ingredient works.
| Theme | HerbalGram 144 (verbatim) | Page |
|---|---|---|
| Consumer health goals | “consumer interest in herbal products for a range of health goals” | p. 46 |
| Heart health | “consumers have increasingly viewed heart health as a top wellness priority” | p. 48 |
| Focus and mushrooms | “Younger consumers appear to be drawn to supplements that promote sharper focus” | p. 50 |
| Midlife health | “growing consumer demand and a broader cultural shift toward more open conversations about midlife health” | p. 53 |
| Social media | “growing visibility on social media platforms, especially TikTok” | p. 58 |
| GLP-1 use | “the use of appetite-suppressing GLP-1 agonists such as semaglutide increased significantly in the United States” | p. 58 |
| Subscriptions (direct channel) | “the rise in subscription-based wellness products, especially those associated with emerging trends” | p. 60 |
| Overall | “sustained consumer interest in healthy aging and practical, long-term wellness support” | p. 61 |
Census: "the share of the population in the older age group surpasses that of the younger age group in 2029" (middle series). U.S. Census Bureau, press release, November 9, 2023. NHANES shows 75.9% supplement use at age 60 and older against 46.3% at 20–39.
Papers on turmeric and curcumin rose about 26-fold between 2000 and 2025, while ginkgo papers only doubled
Show data and search terms
| Year | Turmeric / curcumin | Green tea | Ginseng | Berberine | Saffron | Ginkgo | Ashwagandha | Elderberry | Eight combined |
|---|---|---|---|---|---|---|---|---|---|
| 2000 | 112 | 226 | 133 | 44 | 18 | 128 | 20 | 22 | 703 |
| 2001 | 116 | 216 | 152 | 42 | 16 | 115 | 22 | 28 | 707 |
| 2002 | 147 | 272 | 138 | 46 | 24 | 174 | 14 | 39 | 854 |
| 2003 | 177 | 323 | 191 | 60 | 17 | 153 | 14 | 17 | 952 |
| 2004 | 238 | 366 | 226 | 57 | 27 | 165 | 15 | 29 | 1,123 |
| 2005 | 274 | 424 | 208 | 65 | 34 | 161 | 15 | 32 | 1,213 |
| 2006 | 320 | 423 | 263 | 96 | 34 | 177 | 36 | 22 | 1,371 |
| 2007 | 361 | 482 | 263 | 98 | 41 | 180 | 33 | 39 | 1,497 |
| 2008 | 459 | 545 | 266 | 131 | 45 | 138 | 33 | 18 | 1,635 |
| 2009 | 538 | 541 | 295 | 132 | 34 | 199 | 41 | 39 | 1,819 |
| 2010 | 603 | 583 | 312 | 165 | 67 | 137 | 44 | 28 | 1,939 |
| 2011 | 690 | 620 | 407 | 203 | 67 | 166 | 46 | 25 | 2,224 |
| 2012 | 895 | 700 | 461 | 213 | 70 | 177 | 64 | 31 | 2,611 |
| 2013 | 983 | 740 | 492 | 203 | 92 | 204 | 75 | 34 | 2,823 |
| 2014 | 1,050 | 823 | 545 | 268 | 114 | 162 | 73 | 45 | 3,080 |
| 2015 | 1,187 | 795 | 539 | 294 | 141 | 194 | 93 | 52 | 3,295 |
| 2016 | 1,269 | 851 | 585 | 305 | 141 | 179 | 71 | 50 | 3,451 |
| 2017 | 1,427 | 936 | 569 | 323 | 159 | 172 | 74 | 48 | 3,708 |
| 2018 | 1,524 | 916 | 611 | 362 | 190 | 206 | 76 | 31 | 3,916 |
| 2019 | 1,773 | 1,017 | 655 | 368 | 204 | 228 | 64 | 40 | 4,349 |
| 2020 | 1,942 | 1,163 | 686 | 474 | 242 | 211 | 91 | 42 | 4,851 |
| 2021 | 2,258 | 1,252 | 790 | 558 | 271 | 259 | 128 | 54 | 5,570 |
| 2022 | 2,323 | 1,344 | 867 | 586 | 308 | 279 | 128 | 74 | 5,909 |
| 2023 | 2,281 | 1,278 | 825 | 511 | 274 | 237 | 134 | 66 | 5,606 |
| 2024 | 2,425 | 1,346 | 853 | 630 | 299 | 259 | 161 | 82 | 6,055 |
| 2025 | 2,875 | 1,589 | 857 | 753 | 311 | 282 | 188 | 67 | 6,922 |
| Series | Europe PMC query |
|---|---|
| Turmeric / curcumin | TITLE_ABS:(curcumin OR turmeric OR "Curcuma longa") AND SRC:MED AND PUB_YEAR:<year> |
| Green tea | TITLE_ABS:("green tea" OR "Camellia sinensis" OR epigallocatechin) AND SRC:MED AND PUB_YEAR:<year> |
| Ginseng | TITLE_ABS:(ginseng OR Panax) AND SRC:MED AND PUB_YEAR:<year> |
| Berberine | TITLE_ABS:(berberine) AND SRC:MED AND PUB_YEAR:<year> |
| Saffron | TITLE_ABS:(saffron OR "Crocus sativus" OR crocin) AND SRC:MED AND PUB_YEAR:<year> |
| Ginkgo | TITLE_ABS:(ginkgo) AND SRC:MED AND PUB_YEAR:<year> |
| Ashwagandha | TITLE_ABS:(ashwagandha OR "Withania somnifera") AND SRC:MED AND PUB_YEAR:<year> |
| Elderberry | TITLE_ABS:(elderberry OR "Sambucus nigra") AND SRC:MED AND PUB_YEAR:<year> |
Show data
| Policy element | Member States | Share of 194 | Report page |
|---|---|---|---|
| Acknowledged use of T&CM | 170 | 88% | p. 10 |
| Registration system for herbal medicines | 125 | 64% | p. 39 |
| Laws or regulations on herbal medicines | 124 | 64% | p. 29 |
| Legal or regulatory framework for T&CM | 109 | 56% | p. 18 |
| National office for T&CM | 107 | 55% | p. 21 |
| National policy on T&CM | 98 | 51% | p. 15 |
| National research institute for T&CM | 75 | 39% | p. 25 |
A record count mixes laboratory, animal and human studies; a high count does not establish a clinical effect.
Where ingredients come from, and what customs data can show
The global trade page separates raw botanical materials, extracts, spices and essential oils in UN Comtrade data and sets out a sourcing-risk framework.