According to the American Botanical Council (ABC)’s 2024 Herb Market Report, retail sales of herbal dietary supplements in the United States reached a record $13.231 billion in 2024. Consumers spent $680 million more on herbal supplements in 2024 than 2023, a 5.4 percent increase, and the second consecutive year of growth following a slight post-pandemic decline in 2022.
The report is based on U.S. retail sales data provided by Nutrition Business Journal (NBJ) and SPINS. It reflects U.S. sales of dietary supplements in which the specified herb, mushroom or related substance is the primary ingredient. It does not include herbal teas, cosmetics or over-the-counter medications containing botanical drug ingredients, according to ABC.
According to the report, in mainstream retail, psyllium remained the top-selling herbal supplement for the third consecutive year with about $290 million in sales. “Mushrooms (other)”—a category that includes mushrooms and other fungal supplements not tracked by SPINS—entered the mainstream channel’s “Top 40 List” for the first time in 2024 after a 76 percent sales increase. Beet root, rhubarb and St. John’s wort had double-digit sales increases and gingko saw the sharpest sales decline.
According to the report, in the natural expanded channel, turmeric (including curcumin) remained the top-selling herbal supplement with $37.1 million in 2024, a slight decrease from 2023. The fastest-growing ingredient was “algae (other),” sales of which more than doubled. Mullein, morinaga and rhodiola also had notable gains while wheatgrass and barley grass had the largest decreases.
“After a rare sales decline in 2022 and modest growth in 2023, the 5.4 percent increase in herbal supplement sales in 2024 suggests the market may be returning to steady, sustainable growth,” said Tyler Smith, managing editor of ABC’s HerbalGram and author of the report. “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.”
“Once again, the ABC Herb Market Report documents in great detail the almost consistent increase in consumer demand for herbal dietary supplements,” added 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.”
For more information and to read the full report, visit www.herbalgram.org.
