American Botanical Council Reports Record Growth in Herbal Supplement Sales for 2025

The American Botanical Council (ABC) has released its annual market report showing that U.S. herbal supplement sales reached a record $15.2 billion in 2025, representing a 9.3% increase over the previous year. Ayurvedic herbs continued to be among the fastest-growing categories.

Top-Performing Ayurvedic Herbs

Ashwagandha maintained its position as one of the top 10 selling herbal supplements in the United States for the fourth consecutive year, with sales growth exceeding 15%. Turmeric/curcumin remained the single best-selling herbal supplement in the U.S. market, though growth rates have moderated as the category matures.

Emerging Ayurvedic herbs showing strong growth include Bacopa (Brahmi) for cognitive support, Triphala for digestive health, and Holy Basil (Tulsi) for stress management. The ABC noted that consumer awareness of these herbs has increased significantly, driven by both clinical research publications and growing interest in traditional medicine systems.

Practitioner Channel Growth

A significant driver of growth has been the practitioner channel — supplements recommended by healthcare providers including naturopathic physicians, functional medicine practitioners, and integrative medicine doctors. This channel grew at nearly double the rate of direct-to-consumer retail, reflecting increasing professional confidence in herbal supplementation.

The report noted that practitioners increasingly prefer supplements from companies that provide transparent sourcing, third-party testing, and clinical references — attributes that have become table stakes in the professional supplement market.

Quality and Transparency Trends

The ABC report highlighted a clear consumer and practitioner shift toward quality-differentiated products. Sales of GMP-certified, third-party tested supplements grew at three times the rate of the overall market. Products featuring standardized extracts with verified active compound levels commanded significant premiums over commodity alternatives.

ConsumerLab.com's annual survey found that 73% of supplement users now check for third-party testing certifications before purchasing, up from 45% five years ago. This trend strongly favors manufacturers who have invested in quality infrastructure.