The expansion corresponded to a further client spend of $680 million year-on-year. This development was decrease than the common annual will increase of 8.2% from 2015 to 2019 however represents the second consecutive yr of development following a 1.9% contraction in 2022, following the COVID-19 pandemic.
“After a uncommon gross sales decline in 2022 and modest development in 2023, the 5.4% improve in natural complement gross sales in 2024 suggests the market could also be returning to regular, sustainable development,” mentioned Tyler Smith, managing editor of HerbalGram and lead writer on ABC’s annual Herb Market Experiences since 2014.
“Robust gross sales of dietary supplements marketed for cardiovascular and cognitive well being mirror ongoing client curiosity in wholesome getting older, whereas rising curiosity in versatile elements like algae and mushrooms exhibits how comfort and broad wellness attraction are shaping buying selections.”
The 2024 Herb Market Report, which is revealed in HerbalGram #144 relies on U.S. retail gross sales information supplied by Chicago-based SPINS* and Colorado-based Vitamin Enterprise Journal (NBJ)**. The gross sales figures for particular person herbs and fungi mentioned within the Herb Market Report mirror gross sales of natural dietary dietary supplements by which the actual natural or fungal substance (or spinoff thereof) is the first ingredient.
High performers within the mainstream channel
For the third yr in a row, psyllium maintained the highest spot within the mainstream channel with $289.5 million in gross sales in 2024, representing a 2.3% decline from 2023.
Regardless of a 21% lower in gross sales year-on-year, elder (Sambucus nigra and S. canadensis, Viburnaceae) berry maintained the quantity two spot with virtually $145.2 million in gross sales. This was the second yr in a row with declines of over 20% for elder berry.
Rounding out the highest 5 have been ashwagandha ($144.5 million, 13.8% development year-on-year) turmeric ($141.8 million, 2.9% decline) and beet root ($117 million, 67.7% development).
The very best development within the mainstream channel got here from “mushrooms (different)”—a class that features gross sales of mushroom and different fungal dietary supplements not tracked individually by SPINS. It entered the mainstream channel’s prime 40 listing for the primary time in 2024 after a 76% gross sales improve.
Different excessive development herbs included rhubarb ($12.8 million, 29.7% development) and St. John’s wort ($32.8 million, 24% development). Ginkgo recorded the sharpest gross sales decline, dropping 30.4% year-on-year and yielding $15.8 million in gross sales.
“This lower is primarily as a result of a change in SPINS’ non-public label coding,” the report’s authors states. “Nevertheless, a number of different components might have contributed to the decline in ginkgo gross sales, together with normalizing market situations and shifts in client attitudes.”
“A bigger-than-normal gross sales improve in 2023 means that the drop in 2024 could also be a easy market correction,” they wrote, including that the herb may additionally be dropping relevance for shoppers who’re more and more looking for options like some mushrooms and ashwagandha.
Turmeric reigns supreme within the pure channel
For the third yr in a row, turmeric was the primary promoting herb within the U.S. pure expanded channel with $37.1 million in gross sales in 2024, a slight lower of 1.7% from 2023.
Quantity two within the pure channel was “mushrooms (different)”, with $27.6 million in gross sales in 2024, a 14.4% development from the earlier yr. The remainder of the highest 5 consisted of CBD ($26.0 million in gross sales, a lower of 17% year-on-year), elder berry ($22.8 million in gross sales, a lower of seven.8% year-on-year) and ashwagandha ($21.2 million, a rise of 6.0% versus 2023).
The fastest-growing ingredient was “algae (different)”, gross sales of which elevated by an eye-watering 131.7% to $19.5 million in gross sales. This was linked to rising reputation of “inexperienced powders” equivalent to AG1 and so-called superfood blends.
Different herbs with notable gross sales development in 2024 included mullein (Verbascum thapsus, 45.1%), moringa (Moringa oleifera, 39.2%), milk thistle (Silybum marianum, 33.9%), rhodiola (Rhodiola rosea, 30.4%) and chaga (Inonotus obliquus, 23.6%).
“Amid political divisions and digital overload, shoppers spent a report quantity on natural dietary supplements—not just for stress reduction and focus but in addition to help foundational well being wants like cardiovascular and cognitive operate, areas with broad, cross-generational relevance,” the report’s authors wrote. “As individuals proceed to hunt stability and sensible help throughout unsure occasions, natural merchandise that provide a number of advantages and comfort appear well-positioned to stay cornerstones of the dietary dietary supplements market.”
‘An everlasting pattern’
“As soon as once more, the ABC Herb Market Report paperwork in nice element the virtually constant improve in client demand for natural dietary dietary supplements,” mentioned ABC Founder and Govt Director Mark Blumenthal.
“As we’ve got proven for over 30 years, a rising physique of hundreds of thousands of health-conscious shoppers has indicated sturdy curiosity in protected, pure and useful natural dietary supplements for an increasing vary of well being situations. That is an everlasting pattern, not a fad. Natural medication and natural dietary dietary supplements have develop into an essential part of knowledgeable self-care.”
Supply: HerbalGram. 2025; 144:46-63. “US gross sales of natural dietary supplements improve 5.4% in 2024”. Authors: T. Smith, et al.
* SPINS information is derived from gross sales within the mainstream and pure channels: The mainstream channel (i.e., the multi-outlet channel powered by Circana [previously IRI]) contains grocery shops, drug shops and mass merchandisers equivalent to membership, greenback and navy shops. The pure channel contains co-ops, associations, impartial retailers and huge regional chains (excluding Entire Meals Market and Dealer Joe’s).
** NBJ gross sales figures are reportedly primarily based on information from market analysis corporations, firm surveys, interviews with main retailers and trade consultants, and different secondary supplies.
