Herbal supplements market seen topping $73.96 billion by 2030

The herbal supplements market is on track to exceed $73.96 billion by 2030, driven by demand for plant-based wellness products, science-backed formulas and wider online access. Herbalife led the market in 2025, but the category remains highly fragmented as regional growth and product innovation accelerate.

Why it matters: - Herbal supplements are moving from niche wellness products into a larger preventive health category. - The market is projected to reach $73.96 billion by 2030, up from $45.4 billion in 2025. - The category is expected to grow at a 7% compound annual growth rate through 2030. - The segment will make up about 66% of the broader therapeutic nutrients and minerals market by 2030.

What happened: - The Business Research Company released its Herbal Supplements Global Market Report 2026, covering market size, trends and forecasts for 2026-2035. - Herbalife Ltd. was the leading global seller in 2025 with a 3% market share. - Dabur India Ltd. and Archer Daniels Midland Company also held 3% shares each. - The top 10 companies accounted for only 8% of total market revenue in 2025, showing a highly fragmented market.

The details: - Tablets are forecast to remain the largest product form in 2030, with 28% of the market and about $21 billion in value. - Capsules, liquids, powders and granules, and soft gels remain the other main dosage forms. - Asia-Pacific is expected to be the largest regional market in 2030 at $26.0 billion, up from $18.7 billion in 2025. - The United States is projected to be the largest single-country market by 2030 at $19.4 billion, up from $14.7 billion in 2025. - The market’s main growth drivers are consumer demand for natural and plant-based products, rising lifestyle diseases, and expansion in e-commerce. - The report assigns those drivers annual growth contributions of roughly 1.9%, 1.8% and 1.7%, respectively. - Dosage forms are expected to add more than $20 billion in combined value by 2030. - Tablets are projected to gain $6 billion, capsules $5 billion, liquids $4 billion, powders and granules $3 billion, and soft gels $2 billion between 2025 and 2030. - Botanical sources include leaves, fruits, roots, vegetables and barks. - Key end-use areas include food and beverages, pharmaceuticals and personal care. - Distribution is split between store-based and non-store-based channels.

Between the lines: - The competitive edge is shifting toward clinically validated formulas, standardized extracts, traceable sourcing and clean-label positioning. - Dabur India’s June 2025 launch of Siens by Dabur shows how companies are tying premium branding to clinically researched formulas and quality certifications. - The market’s fragmentation suggests brand trust and distribution matter more than scale alone. - Heavy demand for preventive health products is pushing herbal supplements closer to mainstream nutrition buying behavior.

What's next: - Companies are likely to keep launching science-backed, plant-based products with stronger sourcing and manufacturing claims. - Partnerships around ingredient supply, extraction technology and geographic expansion should increase as brands compete for share. - E-commerce and direct-to-consumer channels will keep widening access and supporting subscription-based purchasing.

The bottom line: - Herbal supplements are set for steady global expansion, but the biggest winners will likely be brands that pair credibility, convenience and clean-label positioning with broad distribution.