In this interview with Nutraceuticals World, Mark Blumenthal, founder and executive director of the American Botanical Council (ABC), discussed continued growth of the herbal supplement market, the impact of tariffs and supply chain challenges, and industry quality assurance.

According to an ABC report published in HerbalGram, U.S. retail sales of herbal supplements reached over $13 billion in 2024, marking two decades of steady growth. Market expansion reflects strong consumer interest in natural health, self-care, and proactive wellness.

Blumenthal noted more people are turning to adaptogens like ashwagandha, ginseng, and rhodiola, for stress management and overall wellness. Repeat purchases indicate positive user experiences and sustained trust in herbal products.

On the supply side, Blumenthal expressed concern about tariffs, which are expected to push prices higher and strain supply chains. Historically, he noted, economic pressure can correlate with increases in adulteration and fraud, as bad actors substitute or dilute materials to offset rising costs.

Through the Botanical Adulterants Prevention Program (BAPP), ABC works to equip companies with tools to detect and prevent adulteration. ABC has published approximately 100 peer-reviewed technical papers offering lab guidance, reference data, and best practices to ensure identity and purity verification across supply chains.

Blumenthal emphasized that responsible companies uphold good manufacturing practices by focusing first on ingredient identity and then purity, maintaining transparency and consumer trust.

He also highlighted the relaunch of HerbTV, ABC’s educational YouTube platform featuring over 200 videos on herbal science, history, and applications. The channel serves as an educational resource for consumers, industry professionals, and researchers worldwide.

Blumenthal reinforced ABC’s mission is to foster education, authenticity, and scientific integrity across the global botanical community.

Discussion Topics:

• U.S. herbal supplement market surpassing $13 billion in 2024
• Consumer-driven demand and the rise of adaptogens
• Growth of fungal-based supplements
• Tariff impacts and supply chain challenges
• Risk of adulteration amid rising prices
• Role of ABC’s Botanical Adulterants Prevention Program (BAPP)
• Importance of ingredient identity and purity in GMP compliance
• Technical papers and global educational reach
• Relaunch of HerbTV as a free herbal education platform
• Commitment to authenticity and public trust in the botanical industry