Austin, TX—American consumers spent more on herbal supplements in 2024 than they did in 2023, according to the latest American Botanical Council (ABC) Herb Market Report. Published in the summer issue (#144) of HerbalGram, the report shows a 5.4% increase in U.S. consumer spending on herbal supplements in 2024 compared to 2023. The increase marks the second consecutive year of growth following a slight post-pandemic sales decline in 2022.
“After a rare sales decline in 2022 and modest growth in 2023, the 5.4% increase in herbal supplement sales in 2024 suggests the market may be returning to steady, sustainable growth,” explained Tyler Smith, managing editor of HerbalGram and one of the report's authors. “Strong sales of supplements marketed for cardiovascular and cognitive health reflect ongoing consumer interest in healthy aging, while rising interest in versatile ingredients like algae and mushrooms shows how convenience and broad wellness appeal are shaping purchasing decisions."
Spanning 18 pages with six tables, two figures, and more than 80 references, this year's edition was produced by Smith; Carly Lang, media relations manager at SPINS; and Erika Craft, market research analyst at NBJ. While the report's figures do not include sales of herbal teas, cosmetics, or FDA-approved over-the-counter medicines with botanical drug ingredients, they do take into account dietary supplements in which the specified herb, mushroom, or related substance is the primary ingredient. Based on the report; healthy aging, interest in cognitive and cardiovascular health, and foundational wellness were the priorities that helped drive consumer demand.
The reports numbers were based on data from market research firms, company surveys, interviews with major retailers and industry experts, and other secondary materials. Figures of U.S. retail sales data were collected from Nutrition Business Journal (NBJ) and SPINS. SPINS collected its set of herbal supplements data from two retail channels: the mainstream channel (i.e., the multi-outlet channel powered by Circana [previously IRI]) and the natural channel (now called the “natural expanded” channel). With mainstream channel including select grocery stores, drug stores, and mass merchandisers like club, dollar, and military stores and natural channel made up of co-ops, associations, independent retailers, and large regional chains (excluding Whole Foods Market and Trader Joe’s).
Highlights from the Herb Market Report:
- In the U.S. natural expanded channel, turmeric (including curcumin supplements) was the top-selling herbal supplement with $37.1 million in sales in 2024, a slight decrease from 2023.
- "Algae (other)" was the fastest-growing ingredient with sales doubling likely a result of the popularity of “green powders” and so-called superfood blends.
- Mullein, moringa, and rhodiola also showed significant sales increases in 2024, with wheatgrass/barley grass having the largest decrease.
- For the third year in a row, psyllium was the top-selling herbal supplement in mainstream retail outlets with nearly $290 million in sales.
- "Mushrooms (other)" entered the mainstream channel’s top 40 list for the first time in 2024 after a 76% sales increase. The category includes sales of mushroom and other fungal supplements and had not been previously tracked separately by SPINS.
- Beet root, rhubarb, and St. John’s wort had double-digit mainstream sales increases, while ginkgo saw the sharpest decline in sales.
ABC Founder and Executive Director Mark Blumenthal commented on the significance of the report's numbers with regards to consumer interest in herbal medicine and supplements: “Once again, the ABC Herb Market Report documents in great detail the almost consistent increase in consumer demand for herbal dietary supplements. As we have shown for over 30 years, a growing body of millions of health-conscious consumers has indicated their strong interest in safe, natural, and beneficial herbal supplements for an expanding range of health conditions. This is an enduring trend, not a fad. Herbal medicine and herbal dietary supplements have become an important component of informed self-care.”
A full version of the report is available for free on ABC’s website (registration required).
