Herbal/traditional products continued to grow steadily during 2025, amid rising consumer awareness of the benefits of these products. For example, herbal medicines such as guaco for respiratory health, and espinheira-santa for digestion are becoming mainstream. Many Brazilians consider herbal/traditional products to be a more natural alternative to OTC or prescription drugs. However, growth has been somewhat limited by the rise of standard over-the-counter (OTC) medications. As people increasing

There was a slight slowdown in the annual rate of growth in retail current value sales of herbal/traditional products in Algeria during 2025. Local consumers strongly believe in the efficacy of these products, particularly for immune system functioning. Indeed, herbal/traditional products are perceived as immuno-stimulation supplements that enhance the ability to resist an infection.

Retail value sales for herbal/traditional products in the Philippines are rising in 2025. Herbal products positioned for immunity (garlic, ginseng), beauty (collagen drinks, whitening supplements), and digestive health (probiotics, herbal teas) are in high demand. This is driven by post-pandemic health consciousness, beauty trends and increased awareness of gut health.

Herbal/traditional is expected to register healthy current value growth in Tunisia in 2025. Two main factors drive this growth. There is a growing focus on holistic wellness and offerings with a more natural positioning. As such, there is a shift away from consumer health products that contains chemicals, with a belief that products with a natural positioning are safer and also that traditional medicines can be as effective. In addition, local brands are also increasingly focus on herbal/traditi

Value sales of herbal/traditional products are increasing in New Zealand in 2025, with herbal/traditional sleep aids recording the fastest growth in value terms. Growth within herbal/traditional dietary supplements is also boosting herbal/traditional products, as consumer preference increasingly shifts towards multifunctional health solutions that offer convenience and value. These formulations cater to individuals looking for comprehensive support spanning immunity, energy, stress relief and co

Value sales of herbal/traditional products in Nigeria continue to rise in 2025, supported by ongoing consumer preference for natural and plant-based treatments. Although unit prices have increased, the rate of growth is significantly lower than in 2024, when sharp currency depreciation and high inflation led to steep price spikes. With a more stable economic environment in 2025, consumers are better able to afford these products, driving volume recovery.

Value sales of herbal/traditional products registered further growth in 2025, driven by rising consumer awareness and their increasing popularity in Kenya. Also, with the rising cost of healthcare in Kenya, many consumers, particularly those from low-income households, are turning to more affordable alternatives like herbal and traditional remedies. Herbal and traditional remedies are not only seen as budget-friendly but are also trusted for their effectiveness, health benefits, and for having f

Value sales of herbal/traditional products are increasing in 2025, backed by strong cultural affinity for traditional remedies and growing consumer confidence in their efficacy. Singapore’s population continues to rely on herbal and traditional formulations for preventive and restorative health, with strong interest in tonics and dietary supplements. The wide variety of products available and their perceived safety and natural positioning further reinforce the overall category’s appeal.

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.