Botanical Solutions: Bridging Traditional Knowledge and Modern Science

by Joy Choquette | October 1, 2025

What’s New in the Herbs & Botanicals Market Now?

If one had lived thousands of years ago, terms like “materia medica,” “poltice” and “plasters,” would have been the norm when it came to health and medical approaches. Many of the earliest medical writings referred to herbs used to heal illnesses, said “The Earliest Herbals,” an article published in the National Library of Medicine. Back then, most medical preparations were handed down orally, sometimes kept as secrets in families or other small social groups, but often widely spread for the good of all. This knowledge was referred to collectively as “materia medica,” in Latin. It often included the use of milk, honey, salt, herbs and other plants to treat illness or prevent diseases.

Today, it’s not as common for herbs and botanicals—or milk or honey for that matter—to be reached for as frequently as over-the-counter medicines. Or is it? A closer look at the state of herbs and botanical market, ingredients that are most popular and those which may be a concern, latest developments, and sustainability will shed more light on this subject.

The State of the Market Now for Herbs & Botanicals:

Compared to last year, what’s the market currently like for the herbs and botanicals space? Corey Shaw is the vice president of the manufacturer, Jiaherb Inc. (New Jersey). He stated that consumers are increasingly viewing dietary supplements and herbs and botanicals in particular, as an essential part of their daily wellness routine. “Demand remains strong, and our focus is on ensuring consistent quality and reliable supply so our customers can continue manufacturing finished products without disruption,” Shaw said. “That said, tighter consumer budgets and the impact of tariffs are creating added pressures on the market, making efficiency and preparedness more important than ever.”

Brian Zapp, director of marketing at Texas-based Applied Food Sciences, Inc. stated that there has been an uptick in interest in the herbs and botanicals category. This, he noted, is driven by consumer-led interest in natural, plant-based, and clean-label solutions for healthy lifestyles. One area in particular seems to be gaining traction, according to Zapp. “We are seeing a significant ‘shroom boom’ in functional mushrooms. The conversations around functional mushrooms skyrocketed since 2023 and have been picking up again in late 2024 and into 2025. We have observed these ingredients moving beyond early adopters and becoming more widely accepted in mainstream applications.”

At the manufacturer Indena USA (Washington), Chief Operating Officer Cosimo Palumbo stated that he’s seen an uptick in interest in the herbs and botanicals category globally. “Growth continues to be fueled by rising wellness interest, aging demographics, and ingredient innovation,” he noted. Millennials and Gen Z are driving demand for plant-based, holistic options, he explained, while the political climate, “… has created economic uncertainty which has impacted consumer spending and delayed product development initiatives.”

Gary Britting, regional sales director of the Midwest for Vidya (India), stated, “The herbs and botanicals market continues to grow due to consumers taking a more proactive role in their health. Many are increasingly open to natural solutions, and in some cases are questioning pharmaceutical approaches in favor of natural options, such as botanicals.”

Does the global market differ from the US market when it comes to herbs and botanicals? Suresh Lakshmikanthan, PhD, BPharm, chief business officer for India-based Natural Remedies stated that last year the global herbal medicine market was valued at approximately $233.08 billion, while the broader botanicals market was valued at around $37.78 billion to $130.75 billion. The herbal supplements segment, Lakshmikanthan said, sat at roughly $49.71 billion to $51.8 billion.1 Looking ahead to 2025 in the global space, a significant increase is expected, said Lakshmikanthan. “The herbal medicine market is expected to reach $251.25 billion, and the herbal supplements market is forecast to hit $53.8 billion to $89.3 billion,” he noted. “The overall botanicals market is projected to be around $40.59 billion to $119.84 billion.”2

But what about in the U.S.? Is the market expected to act similarly? “The herbal and botanical market is a key component of the larger dietary supplements and natural food and beverage sectors,” Lakshmikanthan shared. “The U.S. dietary supplements market was valued at $67.09 billion in 2024 and is projected to reach $72.27 billion in 2025, showcasing the strong and consistent demand for these products.”3

Are Tariffs Affecting this Market?

According to Lakshmikanthan, tariffs have had a significant and disruptive impact on the U.S. market for herbs and botanicals. “This effect has become more pronounced in recent times,” he said. “While consumer demand for these products remains strong, the trade policies, particularly those involving India, have created a complex and challenging environment for the industry.”

Palumbo stated that tariffs are most surely impacting this market, among others, as these increase costs for manufacturers, importers, and others serving the supply chain. “Ultimately, many of these costs are passed on to the consumer,” he said. “Furthermore, the uncertainty of when, where, how and how much related to tariffs has created delays in product development initiatives and purchasing. At Indena, we have over 100 years of monitoring and adapting to global supply chain changes, so we work to minimize the impact for our customers as much as possible.”

When asked if he believes that tariffs are affecting the herbs and botanicals market, Shaw said, “Absolutely.” He noted that tariffs have a significant impact on the industry. “With China facing a 30 percent tariff, those costs inevitably flow through the supply chain and ultimately reach the consumer, despite our efforts to minimize the burden on clients,” he explained. The issue doesn’t stop there, Shaw said. Tariffs on other countries are driving up expenses across each stage of manufacturing—from raw materials and machinery to packaging. “Because tariffs are applied at the time of import, not at the point of sale, companies feel the effect immediately. To suggest otherwise would be difficult to justify.”

While James Roza, chief science officer at the manufacturer Layn Natural Ingredients (California), stated that the tariffs are affecting how the company does business, they’ve also offered an opportunity for growth. “… this situation has spotlighted the value of sourcing beyond traditional import channels,” he said. “We are expanding our portfolio with more U.S.-made botanicals as well as ingredients from trusted, transparent partners worldwide.”

Arunkanth Krishnakumar is the co-founder, director and CEO of the manufacturer Zeus Hygia Nutra LLC in Florida. With regards to the tariff issue, Krishnakumar stated that while it’s a challenging situation for all global companies, there are proactive steps one can take. “Zeus Hygia addressed this situation by focusing on supply chain resilience and sustainable practices that help us manage cost pressures while ensuring product consistency,” Krishnakumar said. “Through careful planning, regulatory alignment and ongoing collaboration with stakeholders, we aim to minimize the impact of tariffs on our customers and maintain the availability of premium botanical ingredients worldwide.”

Ingredient Concerns? Look Here First

What health concerns should an individual be aware of when looking at products in the herbal and botanical space? Shaw stated that the biggest concern is whether the product truly contains what the label claims—a fact that ultimately depends on the integrity of the brand and the contract manufacturer behind it, he said. “Unfortunately, not all players in the market uphold the same standards. That’s why we advocate for greater transparency and rigorous testing across the industry, to ensure consumers are getting safe, authentic products and to hold bad actors accountable,” stated Shaw.

Palumbo stated that a recent trend in certain prescription medications has increased individuals’ interest in botanical and herbal solutions as well. “With the interest in GLP-1 products for weight management and blood sugar support, it’s created a market for consumers searching for natural products supporting these health conditions,” he explained. “At Indena, we’ve taken a step further: not only do we offer natural ingredients as complementary options, but we’ve also developed solutions that help support the body before, during and after GLP-1-based treatments.”

Scientific Communication Advisor at Euromed S.A., a manufacturer headquartered in Spain, Andrea Zangara, noted the importance of consumer awareness. “When choosing herbal and botanical products, consumers should be mindful of quality and authenticity. Adulteration remains a concern in this category, especially with rising global demand and supply chain pressures,” he said. “This can lead to products with inconsistent potency, undeclared substances, or contaminants that compromise both efficacy and safety. Selecting standardized, branded extracts that are supported by clinical research and produced with rigorous quality controls and traceable sourcing helps ensure both safety and efficacy, thereby reducing health concerns.”

At Natural Remedies, Lakshmikanthan stated, “Herbs and botanicals can be beneficial, but it’s crucial to be aware of the significant health risks. While many people assume ‘natural’ means ‘safe,’ these products are bioactive and can have powerful effects on the body,” he explained. “Unlike pharmaceutical drugs, the herbal supplement industry in the U.S. is self-regulated through GRAS (generally recognized as safe), making it essential for consumers to be well-informed and cautious.”

To protect themselves, Lakshmikanthan recommended that individuals be proactive. “Consumers can mitigate these risks by looking for products that use clinically studied branded ingredients and standardized botanical ingredients,” he stated. “These scientifically validated, rigorously tested ingredients offer the transparency, consistency, and safety that traditional herbal supplements often lack.”

Director of Clinical R&D, Aleksander Richards of Vidya, stated, “When evaluating herbs and botanicals, it’s important to distinguish between clinically studied and non-studied ingredients. For clinically studied ingredients, health claims should be supported by statistically significant outcomes with meaningful effect sizes—not just marginal changes,” he noted. “For non-studied ingredients, attention should focus on quality specifications, including proper standardization and ensuring heavy metals, pesticides and other contaminants remain well below established safety limits.”

Nathalie Levy, marketing manager for France-based Groupe Berkem’s Health, Beauty and Nutrition Business Area, weighed in on the concerns that individuals might have regarding ingredients in the botanical and herbal space. “As an ingredient manufacturer, Groupe Berkem places great importance on the quality, safety and efficacy of its extracts and active ingredients. We take every measure to ensure this excellence for our customers, who can then highlight it in their products,” she said. “Our rigorous quality controls throughout the production process guarantee the absence of contaminants, precise active ingredient content, and long-term stability, as everything is handled in-house in our own production facilities. The U.S. market, being particularly demanding, requires standing out through this recognized and rigorously controlled quality.”

At Zeus Hygia Nutra LLC, Krishnakumar stated that when considering herbs and botanicals, consumers should be mindful of factors like quality, purity and standardization of ingredients. “Not all botanical supplements are created equal, and variations in sourcing, extraction methods and dosage can affect both safety and efficacy. Potential risks may include contamination with heavy metals, pesticides, or adulterants, as well as inconsistent levels of active compounds, making it difficult to achieve the desired health outcomes,” explained Krishnakumar.

“Zeus Hygia places a strong emphasis on science-backed formulations and rigorous quality practices,” Krishnakumar noted. “By upholding the highest standards in research, testing and compliance, we ensure that consumers can trust our botanical solutions to be both safe and effective as the category continues to expand worldwide.”

Latest Developments of Innovative Ingredients and Products in this Market

Vice President of Science and Education at The Synergy Company, Dr. Chanté Wiegand, weighed in on the latest developments in both ingredients and products in the herbal and botanical market. “Innovation is increasingly condition-specific, with blends targeting stress, sleep, metabolic health and healthy aging,” she noted. “We’re also seeing the rise of personalized nutrition, where DNA and microbiome insights that are enabled by AI guide botanical recommendations. Meanwhile, functional peptides, mushrooms and GLP-1 companion botanicals are redefining consumer expectations.”

At Jiaherb, Inc., Shaw stated that the company is most excited about matcha powder in the herbal and botanical space now. “While Japan has long been the leader in ceremonial-grade matcha, China is now producing material at the same high quality. It’s smooth, flavorful and we’ve recently added it to our offerings,” he said. “We’re thrilled to bring this to our clients and look forward to seeing it gain even more popularity in the market.”

At Applied Food Sciences, Zapp explained, “Innovation in this space is moving towards holistic, multi-faceted solutions that address multiple consumer needs at once. We’re seeing a shift from traditional energy products to cleaner, more effective ingredients that provide a smoother, balanced boost,” he noted. “Consumers want sustained energy with added benefits for focus and mood.”

Roza stated that, “Nature’s herbal apothecary is replete with compounds that can benefit health if they are properly absorbed and utilized. This can be challenging for some herbal ingredients because they lack solubility and are significantly denatured during first-pass metabolism,” he explained. “Getting the compound into the bloodstream so it hopefully can be effective at a cellular level is of the utmost importance. This issue is being addressed in many creative ways by way of unique delivery systems that protect or solubilize these compounds so that bioavailability is enhanced.”

Sustainability: What Are Manufacturers Doing Now?

“At Jiaherb, we see sustainability as both an environmental and economic responsibility,” said Shaw. “Without sustainable harvesting, we risk depleting the very plants and herbs that our industry depends on. That’s why we are committed to responsible sourcing practices and ensuring herbs are never overharvested, preserving the natural cycle for future generations.” He noted that to address adulteration, the company continues to expand its lab capabilities in China, using advanced methods like HPTLC to verify the quality of its herbal extracts and powders. “We also provide clients with reference standards and testing protocols when needed. Just as important, we emphasize education,” said Shaw. “By giving our clients the knowledge and tools to recognize adulterated material, we strengthen transparency and create a healthier supply chain. This commitment safeguards our partners and helps raise standards across the entire industry by discouraging bad actors and false product claims.”

Zangara stated that sustainability requires two key steps: responsible sourcing and environmentally conscious manufacturing. “At Euromed, we prioritize natural, ethical and organic raw materials supported by cultivation programs that preserve biodiversity and local communities. Extraction is performed using green technologies and ensuring minimal environmental impact with high-quality outcomes,” she noted. “In recognition of these efforts, Euromed was reconfirmed in April 2025 with Platinum status by Ecovadis, placing us among the top-ranked companies for sustainability practices. Looking ahead, we are actively addressing the broader challenges of climate change and supply chain resilience, including sponsoring the GA/ABC/SHI sustainability workshop in Naples 2025.”

Wiegand said that at Pure Synergy, the importance of sustainability is one that the company takes seriously. “Sustainability is central to our work, reflected in the sourcing of ingredients that are responsibly wildcrafted, organically cultivated, and grown through regenerative agriculture, she said. “To combat adulteration, we rely on certified third-party testing and verification, ensuring only pure, authentic botanicals reach our customers.” Additionally, she believes that the market will demand more and more attention to three key elements. “Growth will favor brands that lead with science, sustainability and transparency, values younger consumers expect, and regulators increasingly demand,” Wiegand said.

Levy stated that at Groupe Berkem, sustainability is at the heart of the company’s strategy. “We prioritize ethical and renewable plant sources, sourced through our Global Plant Exploration program, which ensures responsible harvesting and optimal traceability,” she said. “This program covers all stages of plant processing, from cultivation to the production of nutraceutical ingredients, following a ‘field-to-finish’ approach. We work with local partners who apply sustainable and ethical practices to provide high-quality nutraceutical ingredients with rigorously controlled traceability.”

At Indena, Palumbo stated that the company takes sustainability very seriously. “Sustainability has been a dedicated part of Indena’s efforts for over a decade. The Indena sustainability program focuses on three pillars: nature, technology and people,” he pointed out. “We care about where plants are grown, about how they are handled, and for the people who are responsible for them along the supply chains. In fact, Indena has continuous quality checks, allowing full traceability and reliability, and to monitor and ensure biodiversity of botanical species in the countries Indena has operations.”

At Vidya, Chandra Sekhar, global vice president, shared that the company sees its environmental and social responsibility as intertwined. “Environmentally, we operate solar-powered factories and promote biodiversity through intercropping and soil integrity programs—including farmer training in crop rotation and water optimization,” Sekhar said. “Socially, we invest back into the villages where we work by drilling wells for safe drinking water, conducting health care camps, and providing educational resources to farming families. Taken together, these initiatives ensure that our supply chain supports both people and the planet.”

Adulteration in the Market: How Are Manufacturers Approaching This Issue?

Zapp noted that adulteration is a particular concern for many consumers. “Reputable companies should have complete transparency with strong third-party testing protocols,” he said. “It is vital to verify the botanical identity and to ensure there is no synthetic material, heavy metals, pesticides or other contaminants.” Zapp stated that at Applied Food Sciences, the supply chain is fully integrated through the Foreign Supplier Verification Program (FSVP). “This program ensures that our supply-chain partners are raw material in a manner that meets or exceeds U.S. safety standards.” He added that the company also prioritized ingredients that have GRAS status, further ensuring product safety and quality. “We maintain a focus on ingredients that have been substantiated by credible scientific evidence and conform to the appropriate regulatory guidance, helping our customers make accurate and compliant claims.”

At Layn Natural Ingredients, Roza noted that in addition to sustainability measures, the company is also working hard on preventing adulteration of its products. “We also support the initiatives of the American Botanical Council, which is a gatekeeper in alerting the herbal community of adulteration through its Botanical Adulteration Program (BAP),” he said. “BAP is instrumental in identifying herbs that are prone to adulteration and providing guidance to manufacturers so they can take preventive measures.”

Krishnakumar explained that the process to rule out adulteration in its ingredients is rigorous. “When it comes to adulteration, we take a zero-compromise approach. Every ingredient undergoes rigorous multiple testing for purity, identity and potency, which is supported by advanced analytical techniques and strict regulatory compliance,” explained Krishnakumar. “By combining sustainability with uncompromising quality control, we ensure that Zeus Hygia’s botanical portfolio remains authentic, safe, and effective, upholding the trust of our global partners and consumers.”

As individuals continue to seek out more natural alternatives for health issues, the market for herbs and botanicals features a bright outlook and exciting possibilities for continued growth. NIE

References:

1 “Botanical Supplements Market Outlook from 2025 to 2035,” Future Marketing Insights report: www.futuremarketinsights.com/reports/botanical-supplements-market.

2 “Botanical Supplements Market Outlook from 2025 to 2035,” Future Marketing Insights report: www.futuremarketinsights.com/reports/botanical-supplements-market.

3 “U.S. Dietary Supplements Market Size, Share, Trends, Industry Analysis Report by Type,” Polaris Market Research: www.polarismarketresearch.com/industry-analysis/us-dietary-supplements-market#:~:text=U.S.%20Dietary%20Supplements%20Market%20Report,Quantitative.