Herbal/traditional products in the US is demonstrating robust growth momentum in 2026, expected to register a 5% increase in retail current value terms to reach USD8,957 million, even as macroeconomic pressures and inflation continue to shape consumer priorities. This environment is highly attractive due to its resilience, strong demand for drug-free prevention, and a rapidly expanding e-commerce landscape, where digital-first strategies and direct-to-consumer models are enabling rapid brand scaling and engagement. Heightened regulatory scrutiny and recent product recalls are accelerating the shift towards research-backed claims, third-party certifications, and transparent labelling, which are now essential for trust and a premium positioning. As consumer preferences evolve, brands that invest in tailored multi-ingredient formulations, digital visibility, and compliance will be best positioned to capture value, while those relying on traditional approaches risk losing relevance in a landscape increasingly defined by convenience, credibility, and customisation.
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Overview:
Understand the latest market trends and future growth opportunities for the Herbal/Traditional Products industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Herbal/Traditional Products industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Herbal/Traditional Products in USA report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Herbal/Traditional Products in USA?
- Which are the leading brands in Herbal/Traditional Products in USA?
- How are products distributed in Herbal/Traditional Products in USA?
- How has the regulatory and operating environment for Herbal/Traditional Products changed in USA?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Herbal/Traditional Products
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Key Data Insights
Key Industry Trends
Tylenol expands into prevention with herbal supplements
Herbal/traditional sleep aids sees dynamism as consumers seek drug-free alternatives to aid sleep
FDA recalls of contaminated or mislabelled herbal supplements drive demand for certified herbal/traditional products
E-commerce brands will leverage AI visibility to drive herbal sales
Certifications and efficacy claims to fuel growth of premium products
Ricola sustains leadership in a fragmented competitive environment
Retail e-commerce leads and continues to grow
DTC brands and certifications build trust in a shifting retail landscape
Prevention reshapes the innovation agenda
Established brands venture into new supplement formats
Innovation raises the bar on trust and differentiation
Chart 1 Real GDP Growth 2021-2031
Chart 2 Inflation 2021-2031
Chart 1 Population 2021-2031
Chart 2 Population by Generation 2026
Chart 3 Consumer Expenditure 2021-2031
Country Reports Disclaimer
The following categories and subcategories are included:
Herbal/Traditional Products
- Herbal/Traditional Topical Analgesics
- Herbal/Traditional Sleep Aids
- Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
- Herbal/Traditional Digestive Remedies
- Herbal/Traditional Dermatologicals
- Herbal/Traditional Paediatric Dietary Supplements
- Single Ingredient Herbal Dietary Supplements
- Herbal/Traditional Tonics
Herbal/Traditional Products
Botanicals or traditional remedies are products that have a long tradition of use, decades of established reputation, and are considered alternative remedies to standard medicine. Traditional medicine remedies such as Ayurveda, Traditional Chinese Medicine (TCM), Unani, Kampo, etc. are included. Homeopathic remedies are excluded. Only packaged products are tracked.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Herbal/Traditional Products research and analysis database.
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