North America Herbal Medicine Market: Global Industry Analysis and Forecast (2025-2032)

North America Herbal Medicine Market Overview:

Herbal medicine is a branch of traditional medicine that uses of plants or plant-type substances to prevent, diagnose and treat several health conditions. It is based on the therapeutic properties of herbs, which is contain from natural bioactive compounds such as alkaloids, flavonoids, tannins, and essential oils. North America Herbal Medicine Market, mainly the United States country is growing due to rising demand for natural remedies, concerns over synthetic drug side effects and increasing interest in traditional and preventive healthcare, especially after the COVID-19 pandemic. Increasing demand for natural and organic products to driving the North America Herbal Medicine Market.

 

The United States is the largest consumer of herbal medicine in the North America region, accounting for most of the market. The United States dominates the North American herbal Medicine Market in 2024. In addition, in 2024, the North American herbal medicine market is dominated by major key players such as Herbalife Nutrition, Blackmores, Himalaya, Nutraceutical Corporation, and Nature’s Answer. On May 2, 2025, Herbalife Nutrition appointed a former distributor, Stephen Gratziani, as its new CEO, indicating the company's developed American market approach and a leadership change bound to the internal culture.

 

Herbal Medicine Trade in North America is mostly tariff-free under USMCA, but in 2025, the U.S. Add 25-35% tariffs on some imports, especially from China. Most Canadian and Mexican herbal products are exempted, although the new tariffs have increased cost and disrupted supply chains.

 

 

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North America Herbal Medicine Market Dynamics

Growing Demand for Natural and Organic Products to Drive the North America Herbal Medicine Market

In 2024, 6 out of 10 consumers globally prefer plant-based or natural remedies on synthetic drugs. This change is associated with raising awareness about the side effects associated with chemical-based products, which is a desire for safe and offer more options. More than 70% of Millennial and Gen Z consumers prefer products that are naturally, systematically and morally produced. The prevalence of chronic conditions such as diabetes and arthritis has inspired consumers to seek long-term health benefits and less side effects. Later epidemics, consumer preventive health measures have increased interest in herbal doses.

 

Partnerships Between Nutraceutical Companies and Health Retailers to Drive the North America Herbal Medicine Market

The strategic partnership between nutraceutical companies and major health retailers greatly expands the reach, visibility and consumer trust. Keeping herbal products in high-quality outlets such as Walmart, CVS, and Whole Foods, these alliances transfer herbal remedies from niche to the mainstream to reach general consumers. Co-branded and private-labelled offerings also fulfil value-sensitive buyers, while joint marketing and welfare campaigns increase consumer awareness and education. This cooperation not only promotes sales but also enhances product quality and regulatory compliance through standards imposed by retailers. Retail environment and placement strategies significantly affect consumer options, making these partnerships a highly effective channel for herbal product visibility and development. Also, data analytics shared by retailers helps analytics-neutralize brands tailor and marketing, based on regional consumer behavior, to increase product-market fit.

 

Lack of Standardization to Restrain the North America Herbal Medicine Market

The Herbal products often change in composition because of the differences in plant species, growing conditions, harvesting methods and manufacturing strategies. This variability leads to the incompatible level of active ingredients in batches, making it more difficult to guarantee medical effectiveness or safety. Therefore, healthcare providers and consumers hesitate to depend on or use these products regularly. Additionally, regulatory agencies in America require strict evidence of stability and quality for market approval criteria that fail to meet many herbal formulations due to a lack of standardization.

 

North America Herbal Medicine Market Segmentation

Based on intervention, the North America Herbal Medicine Market is segmented into Ayurveda, Apitherapy, Bach Flower Therapy, Naturopathic Medicine, Traditional Chinese Medicine, Traditional Korean Medicine, Traditional Japanese Medicine, Traditional Mongolian Medicine, traditional Tibetan therapy and Zang Fu. Ayurveda is expected to dominate the global herbal medicine market in the forecast period (2025–2032). Increasing consumer preference for natural, overall health and welfare has created a demand for plant-based measures of Ayurveda.

 

 

Based on Product Form, the North America Herbal Medicine Market is segmented into Powder, Liquid/Gel, Tablets/Capsules and Others. The tablet and capsule dominate the herbal medicine market in 2024 and it is expected to dominate in the forecast period (2024-2032). This is mainly because they offer ease of convenience and use, making them preferred by consumers who want quick and simple ways to take herbal treatment. Tablet and capsules provide accurate and standardized doses, which ensure frequent effectiveness and form consumer trust. Also, progress in posterization technologies has increased the efficacy, stability and bioavailability of herbal products in tablets and capsules, which increases their acceptance among health-conscious individuals.

 

North America Herbal Medicine Market Regional Analysis:

The United States dominates the North America herbal medicine market in 2024

The United States dominates mainly due to its large consumer base, strong regulatory organization and widespread integration of herbal products in retail and human health care systems. Under the Dietary Supplement Health and Education Act (DSHEA), herbal supplements are regulated as a category of drugs, with expeditious Market Entry and Product Innovation without the need for pre-market FDA approval. Opportunity in the United States Herbal Medicine Market centres around premium product development, clinical integration and digital health privatization.

 

North America Herbal Medicine Market Competitive Landscape:

In 2024, the North America Herbal Medicine Market key players include Herbalife Nutrition, Blackmores, Himalaya, Nutraceutical Corporation and Nature’s Answer, driven by their various product portfolios and comprehensive retail and online distribution. Herbalife Nutrition Limited leads with its extensive product portfolio and strong distribution across digital and retail channels. Its recent innovations, such as the 2024 launch of GLP-1 companion bundles and clean-label lines, demonstrate a focus on personalization and wellness trends. The Himalayas are recognized to combine traditional Ayurvedic practices with modern science, which clinically offers herbal supplements to American consumers for stress, liver and immune health.

 

 

Recent Developments:

• In July 18, 2023, Herbalife introduced Herbalife V in North America, a clean-labelled and science-backed product line, which featured USDA organic, non-GMO, vegan and kosher-certified herbal supplements aimed at health-conscious consumers.
• In February 5, 2024, Herbalife Nutrition launched its GLP-1 nutritional product bundles in the United States, designed to support individuals on weight loss drugs, marking a strategic move in personal welfare within the US market.
• In May 2, 2025, Herbalife Nutrition appointed a former distributor, Stephen Gratziani, as its new CEO, indicating the company's developed American market approach and a leadership change bound to the internal culture.

 

 

The North America Herbal Medicine Market Scope
Market Size in 2024	USD 142.50 Bn.
Market Size in 2032	USD 398.01 Bn.
CAGR (2025-2032)	13.70%
Historic Data	2019-2024
Base Year	2024
Forecast Period	2025-2032
Segments	By Intervention Ayurveda Apitherapy Bach Flower Therapy Naturopathic Medicine Traditional Chinese Medicine Others
	By Product Form Powder Liquid/Gel Tablets/Capsules Others
	By Source Barks Leaves Roots Others
	By Distribution Channel Direct Sales E-sales

 

North America Herbal Medicine Market Key Players:

North America

1. Herbalife Nutrition Ltd. (United States)
2. Nature’s Answer / Bio-Botanica Inc. (United States)
3. Nutraceutical Corporation (United States)
4. Traditional Medicinals Inc. (United States)
5. Gaia Herbs Inc. (United States)
6. Nature Bounty (United States)