Complementary and Alternative Medicine Market

 Complementary and Alternative Medicine Market Size

The global complementary and alternative medicine market was valued at USD 178.5 billion in 2024. The market is expected to grow from USD 209 billion in 2025 to USD 919.5 billion in 2034, at a CAGR of 17.9%. The market growth is driven by increasing consumer demand for holistic, non-invasive, and natural health solutions.

According to the World Health Organization (WHO), over 70% of the global population relies on complementary and alternative medicine for primary healthcare, showing how widely accepted these practices have become. Rising demand for modalities such as herbal medicine, acupuncture, energy healing, and homeopathy are due to their safety and efficacy in managing chronic conditions and improving overall well-being.

The increasing use of plant-based treatments such as turmeric and echinacea shows the growing trust in traditional treatments. These natural solutions help to support the immune system and control inflammation, Also, growing awareness of gut microbiome health has propelled the demand for probiotics, adaptogens, and functional foods. These play an important role in disease prevention and mental well-being. Further, the integration of Traditional Chinese Medicine (TCM) and Ayurveda in healthcare reflects the global shift toward natural therapies. Healthcare providers are integrating CAM such as acupuncture and massage therapy with other conventional medicine to offer better healthcare services, thereby contributing market growth.

The market encompasses non-conventional therapies, including herbal remedies, acupuncture, dietary supplements, mind-body practices, and holistic approaches. CAM is used to mitigate aging effects, enhance vitality, and promote prolonged health and wellness. 

Complementary and Alternative Medicine Market Trends

• In recent years, the market observed strong growth owing to increasing consumer preference for holistic health solutions, rising adoption of integrative medicine, and growing awareness of preventive healthcare.  According to the 2022 National Health Interview Survey (NHIS) conducted by the National Center for Complementary and Integrative Health (NCCIH), 35% of U.S. adults used various form of CAM, including herbal medicines, to manage health conditions. This highlights the growing trust in traditional and natural medicine for preventive healthcare.
  
• The rising prevalence of chronic diseases has also fueled the demand for CAM therapies. The NHIS report indicated that 11% of U.S. adults used chiropractic or osteopathic care, while 17.3% practiced meditation and 15.8% engaged in yoga to manage pain, stress, and overall health. These reflect the increasing adoption of mind-body therapies and non-invasive treatments for chronic conditions such as arthritis, anxiety, and musculoskeletal pain.
  
• Functional medicine approaches, including gut microbiome analysis, ayurvedic diagnostics, and Traditional Chinese Medicine (TCM), are gaining traction for their tailored treatment plans. According to the NHIS 2022 data, 2.2% of adults engaged in acupuncture show CAM’s role in evidence-based healthcare. Similarly, the survey that reported on CAM utilization showed that 44% of adults reported using CAM with mainstream medicine. Therefore, the increasing incorporation of CAM by various health professionals and institutions is fueling the growth of industry. 
  
• Furthermore, the increasing aging population is one of the growth drivers of the market. According to the World Health Organization (WHO), the global population aged 60 years and older is expected to double by 2050, reaching 2.1 billion. This is driving demand for CAM solutions such as herbal therapies, acupuncture, and dietary supplements.
  

Complementary and Alternative Medicine Market Analysis

Learn more about the key segments shaping this market

Download Free PDF

Based on the intervention type, the market is segmented into herbal products, mind-body intervention, biologically based therapies, external energy healing, and sensory healing. The herbal products segment further divided into ayurveda, naturopathic medicine, traditional Chinese medicine, zang fu theory, and other herbal products. The herbal products segment dominated the market with USD 32.6 billion in 2021. It is estimated to grow from USD 38 billion in 2022 to USD 44.4 billion in 2023.   

• The herbal products segment is a cornerstone of the complementary and alternative medicine sector, as consumers prefer natural and plant-based remedies. Herbs like ashwagandha, ginseng extract, and turmeric, are widely used and are recognized for their anti-inflammatory and antioxidant properties.
  
• According to the National Center for Complementary and Integrative Health (NCCIH), over 30% of U.S. adults and about 12% children use herbal supplements. This shows the significant role of herbal products in addressing wellness concerns and disease management.
  
• Additionally, innovations in herbal extraction techniques and precision formulation are enhancing efficacy, solidifying the segment's role in longevity-focused healthcare solutions.

Learn more about the key segments shaping this market

Download Free PDF

Based on application, the complementary and alternative medicine market is divided into arthritis, cancer, diabetes, cardiovascular, neurology, and other applications. The cancer segment accounted for a significant market share of 24.9% in 2024 and is anticipated to grow at a CAGR of 18.4% during the analysis periods.  

• The cancer segment in the market is expanding as more patients seek integrative therapies alongside conventional treatments like chemotherapy and radiation therapy. According to the World Health Organization (WHO), cancer accounted for nearly 9.6 million deaths worldwide in 2022, emphasizing the need for comprehensive, patient-centered treatment options, including CAM.
  
• CAM therapies such as acupuncture, herbal medicine, mind-body interventions like yoga and meditation are increasingly used to manage cancer symptoms, reduce treatment side effects, and improve overall well-being.
  
• Herbal remedies such as green tea extract are widely used for their anti- inflammatory and antioxidant properties. Additionally, traditional chinese medicine, naturopathic medicine and ayurveda are gaining acceptance for their holistic approach to cancer care.  
  

Based on distribution channel, the complementary and alternative medicine market is divided into direct sales, online sales, and distance correspondence. The direct sales segment dominated the market with USD 88.7 billion in 2024 and is anticipated to reach USD 453.1 billion by 2034.   

• The direct sales segment in the market is expanding, as consumers increasingly seek personalized wellness solutions. Companies selling herbal supplements, essential oils, and wellness products use direct sales to educate customers and build trust.
  
• Also, the rising preference for natural and preventive healthcare is driving higher engagement in direct sales models. Moreover, subscription-based wellness programs and influencer marketing are further enhancing consumer access to CAM products, fueling growth in this segment.

Looking for region specific data?

Download Free PDF

U.S. leads the North American complementary and alternative medicine market and is projected to grow at 17.8% CAGR, to reach USD 258 billion by 2034.

• In the U.S., the market has grown rapidly due to a shift towards natural and holistic treatments along with rising prevalence of chronic conditions in the country.
  
• According to the Centers for Disease Control and Prevention (CDC), chronic conditions such as high blood pressure, diabetes, or arthritis are common, affecting 6 in 10 adults. This resulted in increased adoption of CAM especially in aging population for managing musculoskeletal pain, arthritis, and Alzheimer’s-related issues.
  
• Also, the market is supported by a growing body of scientific research, regulatory frameworks from the FDA and NCCIH.
  

The Germany complementary and alternative medicine sector is experiencing robust growth in Europe complementary and alternative medicine industry.  

• Germany comprises well-established complementary and alternative medicine market, supported by its long tradition of natural therapies, homeopathy, and herbal medicine. According to European Society for Medical Oncology (ESMO), CAM is used by about 60% of the German population.
  
• Therefore, as Germany has a large aging population, interest in maintaining health through natural therapies is on the rise.
  
• Furthermore, with rising awareness of holistic health and sustainability, the CAM market in Germany is expected to expand. Also continued research and government support help market to grow further.
  

China is witnessing substantial growth in Asia Pacific complementary and alternative medicine market during the analysis period.

• In China, the market is deeply rooted in Traditional Chinese Medicine (TCM), which includes acupuncture, herbal medicine, tai chi, and cupping therapy.
  
• According to National Bureau of Statistics of China, in 2021, hospitals specializing in treatments with traditional Chinese medicine (TCM) in China received almost 600 million patient visits. This significant number highlights the increasing popularity and trust in TCM practices among the Chinese population.
  
• Furthermore, the industry is supported by regulatory bodies such as the National Administration of Traditional Chinese Medicine.  Thus, the rise in wellness tourism and consumer demand for natural products supports the growth of the market.  
  

The Brazil complementary and alternative medicine market is experiencing robust growth in Latin America region.

• Brazil has a rapidly growing market, driven by its rich biodiversity and indigenous healing traditions. Also, government-backed programs continue to integrate CAM into mainstream healthcare, promoting accessibility.
  
• For instance, the country officially recognizes CAM under its Unified Health System (SUS), covering treatments such as acupuncture, homeopathy, herbal medicine, and reiki. As sustainability and holistic wellness trends rise, the market is expected to expand.
  

Complementary and Alternative Medicine Market Share

The top 5-8 companies in the market account for more than 35% of the market share with key players including Ayush Ayurvedic, Columbia Nutritional, Healing Company, Herb Pharm, and Pure Encapsulations. These companies maintain their market presence through product innovation, holistic wellness solutions, and expanding distribution networks to cater to the rising demand for natural and alternative healthcare. To strengthen their market position, major players are actively forming partnerships with wellness centers, healthcare providers, and research institutions.

For instance, Ramamani Iyengar Memorial Yoga Institute and Unity Woods Yoga Center collaborate with educational bodies to promote yoga therapy. The increasing popularity of herbal supplements, traditional medicine, and mind-body practices has intensified competition, driving investments in research, organic product formulations, and AI-powered personalized wellness solutions.

Complementary and Alternative Medicine Market Companies

Major players operating in the complementary and alternative medicine industry are:

• Ayush Ayurvedic
• Columbia Nutritional
• Healing Company
• Herb Pharm
• John Schumacher Unity Woods Yoga Centre
• Nordic Nutraceuticals
• Pure encapsulations
• Quantum-Touch
• Ramamani Iyengar Memorial Yoga Institute
• Sheng Chang Pharmaceutical Company
• Unity Woods Yoga Center
• Yoga Tree Studios
  

Ayush Ayurvedic offers a diverse portfolio of Ayurvedic medicines and herbal formulations. For example, its Ayush Herbal Extracts line provides standardized botanical extracts for holistic health solutions, catering to immunity, digestion, and stress management.

Pure Encapsulations offers hypoallergenic supplements backed by clinical research. Its PureGenomics Personalized Nutrition Platform utilizes genetic insights to tailor supplement recommendations for optimal health.

Sheng Chang Pharmaceutical Company produces traditional Chinese medicine (TCM) formulations. The company’s TCM Herbal Granules, like Ginseng & Astragalus formula, are developed using precision extraction technology to enhance therapeutic efficacy.

Complementary and Alternative Medicine Industry News

• In March 2024, Pure Encapsulations launched its professional supplements in The Vitamin Shoppe and Super Supplements stores, expanding accessibility beyond healthcare professionals. This move strengthens The Healing Company's presence in the market, bringing high-quality supplements to a broader consumer base.
  
• In October 2023, Healing Company partnered with Swan Hellenic to launch the "Explore & Restore" well-being travel experience. This multi-year collaboration integrates meditation, yoga, and Ayurvedic cuisine into culturally immersive expeditions, strengthening The Healing Company’s presence in the market by promoting holistic wellness through travel.
  
• In March 2023, Healing Company acquired Chopra Global, including its physical product line, meditation and well-being app, and licensed wellness experiences. This acquisition strengthens Healing Company’s presence in the market, expanding its offerings in holistic health, mindfulness, and integrative wellness solutions.
  

The complementary and alternative medicine market research report includes in-depth coverage of the industry with estimates and forecast in terms of revenue in USD Million from 2021 - 2034 for the following segments:

Click here to Buy Section of this Report

Market, By Intervention Type

• Herbal products       
  • Ayurveda
  • Naturopathic medicine
  • Traditional chinese medicine
  • Zang fu theory
  • Other herbal products 
• Mind-body intervention       
  • Yoga
  • Acupuncture & massage
  • Chiropractic
  • Qigong & tai chi
  • Meditation & mindfulness
  • Other mind-body intervention
• Biologically based therapies
  • Vitamins
  • Dietary supplements
  • Other therapies
• External energy healing      
  • Magnetic & electromagnetic therapy
  • Chakra healing
  • Reiki
  • Other external energy healing
• Sensory healing       
  • Aromatherapy
  • Sound healing

Market, By Application

• Arthritis
• Cancer
• Diabetes
• Cardiovascular
• Neurology
• Other applications

Market, By Distribution Channel

• Direct sales
• Online sales
• Distance correspondence

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • Germany
  • UK
  • France
  • Spain
  • Italy
  • Netherlands 
• Asia Pacific
  • China
  • Japan
  • India
  • Australia
  • South Korea 
• Latin America
  • Brazil
  • Mexico
  • Argentina 
• Middle East and Africa
  • South Africa
  • Saudi Arabia
  • UAE