In 2025, value sales growth of herbal/traditional products in Italy continued to moderate, marking a return to the slower pace seen before the pandemic. The strong effect of the pandemic, which boosted interest in natural ingredients and herbal remedies, has now partially worn off, although sales are still expected to exceed pre-COVID levels. Herbal/traditional products in Italy are increasingly affected by strong competition from ‘scientific’ and new-generation supplements (such as probiotics,

Herbal/traditional products in Spain is projected to see further strong growth in retail current value sales over 2025. Herbal/traditional products continue to gain acceptance among consumers at the end of the review period, with almost all categories set to post healthy retail volume sales increases. There is a general increase in interest in more natural remedies and preventative health. This supports retail value sales of, for example, the biggest category, herbal-traditional cough, cold and

Herbal/traditional products saw modest growth in Ireland in 2025, with most subcategories showing increases. Sleep aids, the most dynamic segment, remained strong despite a slight decline from 2024’s peak, while herbal cough, cold and allergy treatments, as well as dermatological products, performed well, likely driven by seasonal health concerns and rising interest in natural and holistic wellness. The overall category is stabilising post-pandemic, with consumers shifting from reactive health p

Retail current value sales of herbal/traditional products in South Africa are projected to see further fast growth over 2025, albeit slower than in the previous years of the review period. While this growth is supported by inflationary pressure on prices, the category is also benefiting from the increasing popularity of natural and plant-based products. Many consumers in South African prefer natural remedies over pharmaceutical OTC products, largely due to concerns about the potential side-effec

Herbal/traditional products in North Macedonia is set to post strong growth in current value terms in 2025. Together with the self-medication trend, increasing concerns about the potentially harmful side effects and contraindications of active pharmaceutical ingredients in standard OTC consumer health products continue to bolster demand in all categories. Population ageing is hugely influential in this regard, in that older adults often have greater reason to be wary of these risks because they

Sales of herbal/traditional products have seen steady growth in current value terms in 2025. While the market is becoming more dynamic, demand for herbal/traditional products in Thailand is being driven by the increasing familiarity with local herbs and medicinal-food culture. Retail E-commerce/social-commerce is also helping to increase interest and awareness in these products. New product development in terms of formulations and new local brands is being found on e-commerce marketplaces, which

Value sales of herbal/traditional products are enjoying solid growth in Saudia Arabia in 25. Category products continue to witness demand supported by strong cultural acceptance and increasing health awareness, with many consumers favouring natural options that they perceive as safer and gentler. Expansion through pharmacies and e-commerce, combined with pharmacist and doctor recommendations, is reinforcing credibility. At the same time, tighter enforcement on claims is improving consumer trust

Retail value sales of herbal/traditional products are expected to rise in current terms in Indonesia in 2025, reflecting the population’s deep-rooted trust in natural remedies and increasing interest in holistic health. Traditional Indonesian herbal medicine, commonly referred to as jamu, has retained its stronghold in local health routines, while evolving to appeal to a broader, younger, and more urbanised consumer base. Demand has been supported by two converging forces: a longstanding cultura

Herbal/traditional products has seen strong growth in current value terms in 2025, driven by cultural preferences for natural healing and an increasing focus on preventive health. Consumers are increasingly favouring plant-based herbal/traditional remedies for immune support, digestion, and sleep, viewing them as safer alternatives to synthetic drugs. The clean living trend has also boosted demand for well-tolerated, lifestyle-compatible products, especially herbal/traditional digestive remedies

The sales of herbal and traditional products in Hong Kong continue to rise robustly in 2025, largely driven by ongoing health and wellness trends. As consumers become more health-conscious, there is a noticeable shift away from western and synthetic consumer health products, propelled by a growing awareness of their potential side effects.

The rate of growth in retail current value sales of herbal/traditional products slowed in Uzbekistan during 2025 but remained in double digits, underpinned by the enduring popularity and cultural significance of traditional/herbal medicines among local consumers. They are increasingly seeking alternatives to synthetic pharmaceuticals, favouring herbal products perceived as safer and gentler on the body. Herbal/traditional sleep aids account for almost half of retail value sales in this category,

Herbal/traditional product is expected to register healthy current value growth in 2025. A growing consumer preference for natural therapies, concern in terms of side effects from chemical components and a desire for self-care and preventative health measures, support value sales. In 2025, herbal/traditional sleep aids are expected to register the highest current value growth. Faster lifestyles and higher stress are leading to more sleep issues and at the same time, consumers are concerned about

Value sales of herbal/traditional products increased in Greece in 2025. Growth was driven primarily by price increases across all subcategories, although price rises in herbal/traditional products were more modest compared to those seen in standard consumer healthcare. This narrower price gap is benefiting the category, as its historically higher retail prices have previously limited its penetration. As such, in 2025, pricing was less of an obstacle to growth in herbal/traditional product sales.

Herbal/traditional products has seen solid growth in current value terms in 2025. As the health and wellness trend continues to develop and Danish consumers continue to focus on improving their health some consumers are choosing to add herbal/traditional products to their routines. While volume growth has been somewhat restrained, it remains positive, indicating that consumers are still interested in the category despite economic pressures. This steady demand for herbal/traditional products come

Retail sales of herbal/traditional products in Uruguay are expected to see robust growth in current value terms in 2025. Herbal/traditional dietary supplements remains the largest category, fuelled by consumer demand for products that support overall wellness and immune health. Increasing awareness of preventive care is driving demand for herbal remedies such as chia, garlic, ginkgo biloba, ginseng, and other plant-based supplements. At the same time, many consumers are seeking lower-cost option

Value sales of herbal/traditional products are rising steadily in 2025. Growth momentum is maintained despite economic pressures and high price sensitivity among consumers, which are slowing sales of some herbal/traditional vitamins and dietary supplements. However, demand remains resilient due to Malaysia’s strong cultural traditions, where herbal and traditional remedies play a central role in health practices.

Value sales of herbal/traditional products are maintaining positive growth in Slovenia in 2025, thanks to steady and increasing consumer demand. The largest category is herbal/traditional cough, cold, and allergy (hay fever) remedies, which continues to be widely trusted for managing seasonal and respiratory issues caused by viruses and allergens. The sustained popularity of these products highlights local consumers’ growing preference for natural, plant-based solutions. Furthermore, growing att

2025 is seeing positive value growth for herbal/traditional in Sweden, supported by the wider health and wellness movement. Many Swedish consumers are incorporating natural remedies into their daily routines as part of a holistic approach to health.

Value sales of herbal/traditional products increased in Taiwan in 2025, supported by a strong cultural affinity for traditional Chinese medicine and an increasingly health-conscious, ageing population. Taiwan’s well-developed community pharmacy system has contributed to a rise in the use of OTC products. Taiwanese consumers, especially older adults, are accustomed to seeking advice and solutions at local pharmacies, and many prefer herbal/traditional remedies due to concerns about potential inte

Herbal/traditional products in Slovakia is recording healthy growth in 2025, both in value and volume terms. Slovakia has a long history of using local herbs and botanicals in food, beverages, vitamins and dietary supplements, medicines and cosmetics. These products are perceived as gentler, more natural and often associated with fewer side effects, supporting their enduring popularity.

Herbal/traditional products has seen moderate growth in current value terms in 2025, supported by more dynamic domestic demand and rising prices. Peruvian consumers are increasingly being drawn toward natural and preventive solutions and are showing a greater willingness to pay for products that convey quality, support, and clear functional benefits. This context has allowed brands to pass on cost increases without significantly impacting volume sales. This has also encouraged the development of

Herbal/traditional products continues to see healthy value growth in 2025 as consumers seek out herbal/traditional alternatives to well-used products. Israelis remain deeply concerned about what they put into their bodies and there is a strong dynamic towards using more natural products. In addition, due to price rises and budget constraints, many consumers are looking for herbal variants to traditional remedies they no longer have time to make at home, which support the immune system and energy

Herbal/traditional products in Romania is set to maintain robust growth in current value terms in 2025, driven by consumers’ growing preference for natural, plant-based remedies. These are widely perceived as gentler on the body, less likely to cause side effects, and less addictive than chemical-based alternatives. Cultural factors also play a role, with Romanians’ longstanding trust in herbal medicine - deeply rooted in folk traditions - providing a strong foundation for continued expansion.

Performance is expected to be muted for herbal/traditional products in Latvia in 2025, with a slight increase in current value sales, but with constant value sales falling. A degree of maturity dampens value sales. Herbal/traditional cough, cold and allergy (have fever) remedies account for most value sales and is also expected to register the highest value growth in 2025. A significant incidence of cough and colds supports value sales of offerings such as honey-, thyme-, elderberry- and eucalyp