The US herbal medicine market is forecast to reach $56 billion by 2035 as preventive health and natural remedies become increasingly established in American consumer behaviour
Growing interest in herbal medicine in the United States could also become relevant for the wellness and health tourism industry as American consumers increasingly integrate natural remedies and preventive healthcare into their everyday lives.
The US herbal medicine market is projected to grow from $22.96 billion in 2025 to $56 billion by 2035, according to Market Research Future. This represents a compound annual growth rate of 9.33 percent, compared with an estimated market volume of $21 billion in 2024.
Around 30 percent of US adults have used herbal supplements, indicating that natural health products have moved well beyond a small specialist market. For wellness destinations and health-oriented tourism providers targeting US travellers, the figures provide an indication of changing consumer preferences that may also influence the choice of treatments and experiences while travelling.
Preventive health becomes a lifestyle choice
Market Research Future identifies preventive healthcare as one of the main drivers of growth. Consumers are increasingly incorporating herbal products into their daily routines, while pharmacies and online retailers are making natural remedies more widely accessible.
This development is particularly relevant to the broader wellness economy. Travellers already accustomed to spending on preventive health at home represent a potential market for destinations and resorts offering wellness programmes in which traditional remedies, herbal applications and holistic approaches form part of the experience.
The report itself does not quantify this tourism potential, but the scale of the US market illustrates the size of the consumer base interested in such approaches.
Herbal products enter the mainstream
Extracts represented the largest product form in 2024 with a value of $8 billion and are forecast to reach $32 billion by 2035. Capsules and tablets are expected to become the fastest-growing form, reaching $24 billion.
Herbal dietary supplements generated $8.5 billion in 2024, while demand is also increasing for herbal beauty products and functional foods.
Distribution is expanding at the same time. E-commerce accounted for $8.4 billion in 2024, while hospital and retail pharmacies, valued at $12.6 billion, are described as the fastest-growing distribution channel.
A growing audience for wellness destinations
For the international travel industry, the figures are less significant as a pharmaceutical market forecast than as an indication of changing attitudes towards health. Preventive care, natural products and holistic approaches are becoming increasingly familiar to US consumers.
That potentially creates a larger audience for wellness destinations offering complementary experiences built around natural resources and traditional practices. Thermal resorts, wellness retreats and other health-oriented tourism providers could therefore find an increasingly receptive US source market as preventive health becomes a more established part of everyday consumer behaviour.
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