PROSPECTS AND OPPORTUNITIES
Natural positioning and sustainability to remain key growth drivers
Value sales of herbal/traditional products are expected to rise over the forecast period, driven by growing consumer interest in natural alternatives for managing both acute and chronic health conditions. This shift is particularly pronounced in herbal sleep aids, where conventional products are increasingly viewed as carrying potential risks when used long term.
Traditional products poised to shape innovation in natural health through cultural knowledge and therapeutic research
Interest in locally sourced traditional ingredients is likely to gain momentum in New Zealand’s natural health sector, with kava emerging as a promising candidate for future innovation in stress relief and sleep support. Native to the South Pacific and deeply rooted in Pacific cultural practices, kava is recognised under New Zealand’s Food Safety Standards as a food, with no restrictions on its use - unlike Australia, which lifted its import ban only under monitored conditions in 2021.
New Zealand to develop standalone bill that will impact herbal/traditional products following repeal of Therapeutic Products Act
Following the repeal of the Therapeutic Products Act (TPA) in late 2024, the New Zealand government has confirmed plans to develop a standalone Natural Health Products Bill to regulate vitamins, minerals, herbal remedies and other low-risk natural health products separately from medicines and medical devices. The TPA, originally designed to unify regulation across medicines, medical devices and natural health products, was abandoned by the incoming government amid concerns about over-regulation, cost burdens and reduced export competitiveness.
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Overview:
Understand the latest market trends and future growth opportunities for the Herbal/Traditional Products industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Herbal/Traditional Products industry in New Zealand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Herbal/Traditional Products in New Zealand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Herbal/Traditional Products in New Zealand?
- Which are the leading brands in Herbal/Traditional Products in New Zealand?
- How are products distributed in Herbal/Traditional Products in New Zealand?
- How has the regulatory and operating environment for Herbal/Traditional Products changed in New Zealand?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Herbal/Traditional Products
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Herbal/Traditional Products in New Zealand - Category analysis
KEY DATA FINDINGS
Multifunctional formats, natural trend and traditional ingredients drive overall growth
Brand leadership and strategic shifts influence herbal/traditional products landscape
Pharmacies channel leads distribution of dietary supplements, while supermarkets support sales of medicated confectionery
Natural positioning and sustainability to remain key growth drivers
Traditional products poised to shape innovation in natural health through cultural knowledge and therapeutic research
New Zealand to develop standalone bill that will impact herbal/traditional products following repeal of Therapeutic Products Act
Consumer Health in New Zealand - Industry Overview
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for Consumer Health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
The following categories and subcategories are included:
Herbal/Traditional Products
- Herbal/Traditional Topical Analgesics
- Herbal/Traditional Sleep Aids
- Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
- Herbal/Traditional Digestive Remedies
- Herbal/Traditional Dermatologicals
- Herbal/Traditional Paediatric Dietary Supplements
- Herbal/Traditional Dietary Supplements
- Herbal/Traditional Tonics
Herbal/Traditional Products
Botanicals or traditional remedies are products that have a long tradition of use, decades of established reputation, and are considered alternative remedies to standard medicine. Traditional medicine remedies such as Ayurveda, Traditional Chinese Medicine (TCM), Unani, Kampo, etc. are included. Homeopathic remedies are excluded. Only packaged products are tracked.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Herbal/Traditional Products research and analysis database.
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