U.S. Sales of Herbal Supplements Exceed $13 Billion at Retail

U.S. retail sales of herbal dietary supplements reached a record $13.231 billion in 2024, according to the American Botanical Council’s (ABC’s) 2024 Herb Market Report. U.S. consumers spent $680 million more on herbal supplements in 2024 compared to 2023, representing a 5.4% increase.

ABC noted 2024 was the second consecutive year of growth following a slight post-pandemic sales decline in 2022. ABC’s 2024 market report was published in the summer issue (#144) of HerbalGram, ABC’s quarterly, peer-reviewed journal.

“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,” said Tyler Smith, managing editor of HerbalGram, and co-author of ABC’s annual Herb Market Reports since 2014. “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.”

Report Details and Methodology

The report is based on U.S. retail sales data provided by Nutrition Business Journal (NBJ), a publication of Informa’s New Hope Network, and SPINS, a wellness-focused data technology company. The report was written by Smith of HerbalGram; Carly Lang, media relations manager at SPINS; and Erika Craft, market research analyst at NBJ.

NBJ based its total herbal supplement sales figures for 2024 on data from market research firms, company surveys, interviews with major retailers and industry experts, and other secondary materials.

SPINS determined sales of herbal supplements in 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). SPINS’ mainstream channel includes select grocery stores, drug stores, and mass merchandisers such as club, dollar, and military stores. The natural channel includes co-ops, associations, independent retailers, and large regional chains (excluding Whole Foods Market and Trader Joe’s).

The report reflects U.S. sales of dietary supplements in which the specified herb, mushroom, or related substance is the primary ingredient. These figures do not include sales of herbal teas, cosmetics, or FDA-approved over-the-counter medicines with botanical drug ingredients.

What are People Buying and Where?

Overall, the direct-to-consumer segment led in overall sales, totaling $7.503 billion in 2024 — a 6.8% increase from the previous year, HerbalGram reported. The mass market channel grew 4.9% to reach $2.607 billion in sales. The natural, health food, and specialty channel 2.7% growth, totaling $3.121 billion in 2024.

In mainstream retail outlets, psyllium remained the top-selling herbal supplement for the third year in a row, with nearly $290 million in sales. “Mushrooms (other)” — a category that includes sales of mushroom and other fungal supplements not tracked separately by SPINS — entered the mainstream channel’s top 40 list for the first time in 2024 after a 76% sales increase. Beet root, rhubarb, and St. John’s wort also had double-digit mainstream sales increases, while ginkgo saw the sharpest sales decline.

In the U.S. natural expanded channel, turmeric (including curcumin supplements) remained the top-selling herbal supplement with $37.1 million in sales in 2024, a slight decrease from 2023. The fastest-growing ingredient was “algae (other),” sales of which more than doubled, likely fueled by the popularity of “green powders” and so-called superfood blends. Mullein, moringa, and rhodiola also had notable sales gains in natural retail stores in 2024, while wheatgrass/barley grass had the largest decrease.

“Once again, the ABC Herb Market Report documents in great detail the almost consistent increase in consumer demand for herbal dietary supplements,” said ABC Founder and Executive Director Mark Blumenthal. “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.”

The 2024 Herb Market Report spans 18 pages in HerbalGram issue 144 and features six tables and two figures, with more than 80 references. The report is available for free on ABC’s website (registration required).