Complementary and Alternative Medicine Market Report

Complementary and Alternative Medicine Market Size and Trends:

The global complementary and alternative medicine market size was valued at USD 170.40 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 741.91 Billion by 2033, exhibiting a CAGR of 16.34% during 2025-2033. Europe currently dominates the market, holding a market share of over 32.5% in 2024. The market is experiencing significant growth, driven by rising consumer preference for natural and holistic health solutions. The rising demand for herbal supplements, traditional therapies and wellness services along with significant investments in CAM research and integration into mainstream healthcare are also boosting the complementary and alternative medicine market share in the region.

There are people who become conscious of their general well-being and look for treatments that include options that work to address both the physical and emotional, along with spiritual well-being. Increasing awareness of lifestyle choices that may benefit long-term health fuels this shift. As a result, many individuals are embracing yoga, meditation, herbal remedies, and acupuncture for specific ailments and maintaining balance and preventing disease. For instance, in the United States, about one in six adults are practicing yoga. Among them, 80 percent are practicing to improve their health and about 30 percent use it to treat and manage pain. The global wellness movement has also played a big role, with more emphasis on self-care and natural remedies. Social media and wellness influencers amplify these practices, making them accessible and desirable to a more specific audience. In addition, dissatisfaction with side effects of conventional medicines and treatments encourages people to look for alternatives that feel more in line with natural processes.

The United States stands out as a key market disruptor with 80.40% market share in North America. This growth is driven by the increasing cases of chronic conditions like diabetes, hypertension, and arthritis that require long-term management. In that year, more than 38 million Americans were living with diabetes, while nearly 98 million adults had prediabetes. Treatment of such conditions may be physically and financially exhausting to patients. CAM practices provide additional modalities meant to enhance the quality of life of patients while minimizing their dependency on drugs. Techniques such as acupuncture for pain relief or dietary supplements for managing inflammation appeal to individuals looking for sustainable options. Alongside this, with an aging population, the demand for such alternative methods is expected to grow steadily. The World Health Organization (WHO) has also recognized the potential of traditional medicine in managing chronic diseases, further encouraging the complementary and alternative medicine demand in the country.

Complementary and Alternative Medicine Market Trends:

Technological Advancements

Technological advancements are transforming the complementary and alternative medicine (CAM) market through the use of digital platforms. Telemedicine consultations enable remote access to CAM practitioners, broadening patient reach and convenience. Wellness apps offer personalized health monitoring, guidance, and reminders, fostering proactive health management. Online education platforms provide extensive resources on CAM therapies, enhancing patient knowledge and engagement. These technologies not only improve accessibility and efficiency but also support the integration of CAM practices into mainstream healthcare, catering to the growing demand for holistic health solutions. For instance, in March 2024, the Health Minister of India inaugurated the AYUSH-ICMR Advanced Centre for Integrated Health Research at AIIMS, emphasizing collaborative efforts between the Ministry of Health and Family Welfare and the Ministry of AYUSH. The collaborative initiatives aim to advance Integrative Health Research by combining AYUSH practices with modern medical science. It further highlighted the government's aim to provide quality-oriented healthcare by adopting best practices from both Ayurveda and Allopathy, enhancing healthcare standards with Indian Public Health Standards (IPHS).

Government Initiatives and Support

Governments worldwide are increasingly acknowledging the benefits of complementary and alternative medicine (CAM) and are actively supporting its integration into mainstream healthcare. They are funding extensive research to validate the efficacy and safety of CAM therapies, leading to more robust scientific backing. Government support and favorable policies are accelerating the complementary and alternative medicine market growth and recent opportunities. Many countries are incorporating CAM into their national healthcare programs, ensuring wider accessibility for patients. Regulatory frameworks are being established to standardize CAM practices and products, enhancing consumer confidence and safety. For instance, in November 2023, the Government of India (GoI) and World Health Organization (WHO) signed a new multi-Million five-year agreement to advance traditional, complementary, and integrative medicine. The collaboration aims to develop new technical documents promoting evidence-informed practices and integrating traditional medicine into national health systems. This marks India's commitment to supporting WHO's work in traditional, complementary, and integrative medicine, following the establishment of the WHO Global Centre for Traditional Medicine in Gujarat. These strategic partnerships are fostering innovation and accessibility, hence creating a positive complementary and alternative medicine market outlook.

Rising Geriatric Population

The aging population is increasingly turning to complementary and alternative medicine (CAM) for chronic disease management. As people age, they often experience multiple chronic conditions such as arthritis, cardiovascular diseases, and diabetes. According to the report published by World Health Organization (WHO), by 2030, one in six people in the world will be aged 60 years or over. By 2050, the global population of people aged 60 years and older will double to reach 2.1 billion. The number of individuals aged 80 years or older is anticipated to triple between the years 2020 and 2050, reaching 426 million. CAM therapies, including acupuncture, herbal supplements, yoga, and massage, offer holistic and non-invasive approaches to manage pain, improve mobility, and enhance overall well-being. According to the complementary and alternative medicine market forecast, the increasing preference for holistic care among the aging population will be pivotal in significantly boosting its market growth. These therapies are attractive to older adults seeking to avoid the side effects of conventional medications and looking for more personalized care. The integration of CAM practices into regular healthcare routines helps in promoting a better quality of life for the elderly.

Complementary and Alternative Medicine Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the global complementary and alternative medicine market, along with forecast at the global, regional, and country levels from 2025-2033. The market has been categorized based on type, disease indications, and distribution channel.

Analysis by Type:

• Traditional Alternative Medicine Therapy
• Body Therapy
• Diet and Herbs Based Therapy
• Energy Healing Therapy
• Mind Therapy
• Others
   

Traditional alternative medicine therapy stands as the largest component in 2024, holding around 37.0% of the market. This growth is due to its the widespread use of practices such as acupuncture, Ayurveda, homeopathy, and traditional Chinese medicine. These therapies are deeply rooted in cultural traditions and have been practiced for centuries, gaining trust and acceptance globally. They offer natural and holistic approaches to health and wellness, addressing both physical and mental well-being. The increasing preference for non-invasive, side-effect-free treatments further boosts their popularity, driving the complementary and alternative medicine market growth. For instance, in July 2024, India pledged USD 85 million over ten years to the WHO Global Traditional Medicine Centre as part of a USD 250 million investment to support traditional medicine programs. The Centre will focus on research, primary health care, indigenous knowledge, digital health, and hosting the 2025 WHO Global Summit, with India partnering to strengthen traditional medicine initiatives.

 Analysis by Disease Indications:

• Arthritis
• Cancer
• Asthma
• Diabetes
• Cardiology
• Neurology
• Others
   

According to the complementary and alternative medicine market report, diabetes leads the market with around 36.5% of market share in 2024. CAM therapies for diabetes focus on managing blood sugar levels and enhancing overall health. Herbal supplements like cinnamon and fenugreek have been shown to improve insulin sensitivity and lower blood glucose. Acupuncture and yoga help in reducing stress, which can positively impact blood sugar control. Nutritional counseling and dietary changes, emphasizing low glycemic index foods, support better glucose management. Additionally, mindfulness practices contribute to improved mental health and adherence to lifestyle changes. CAM approaches in diabetes aim to complement conventional treatments and promote holistic health.

Analysis by Distribution Channel:

• Special Clinics/Centres
• Distance Correspondence
• Direct Sales
• Online Sales
• Others
   

Based on the complementary and alternative medicine market trends, direct sales lead the market with around 63.8% of the share in 2024. This distribution method allows direct interaction between consumers and practitioners or sellers, fostering trust and personalized service. It facilitates the demonstration and explanation of CAM products and services, enhancing consumer understanding and confidence. The flexibility and convenience of purchasing directly from practitioners or dedicated consultants appeal to many consumers. Additionally, direct sales leverage word-of-mouth and personal networks, which are powerful in promoting health and wellness products, thus driving complementary and alternative medicine market growth.

Regional Analysis:

• North America
  • United States
  • Canada
• Asia-Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
  • Others
• Europe
  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
  • Russia
  • Others
• Latin America
  • Brazil
  • Mexico
  • Others
• Middle East and Africa
   

In 2024, Europe accounted for the largest complementary and alternative medicine market share of over 32.5%. Holistic health and wellness practices are emphasized to be the cause of growth in the region. Homeopathy, acupuncture, and herbal medicinal practices have made a significant impact on CAM becoming a widely accepted mainstream option among the European nations. For instance, Germany and France have set up substantial regulatory frameworks to support general incorporation of alternative therapies. The increasing complementary and alternative medicine market growth in Europe is also attributed to the aging population in the region, with most older adults preferring non-invasive and natural remedies to chronic conditions. Natural and organic healthcare products, along with increased government initiatives in standardizing traditional practices, are likely to have further fueled this growth. Also, growing wellness tourism in countries like Switzerland and Austria that offer CAM therapies is attracting international consumers. The European Union’s ongoing efforts to research and promote the safety and efficacy of CAM also reinforce public trust, ensuring the region remains a leader in this evolving industry.

Key Regional Takeaways:
 

North America Complementary and Alternative Medicine Market Analysis

The fastest-growing area for the CAM market is in North America. There is rising awareness among the consumer population for a holistic solution for health needs, which boosts demand. The United States and Canada lead this growth, with a substantial portion of the population turning to practices such as yoga, chiropractic care, and herbal remedies to address both chronic and acute health issues. With increasing healthcare costs and growing dissatisfaction with traditional treatments, the North American CAM market is expected to expand over the next few years. Insurance coverage for certain CAM therapies, such as acupuncture and chiropractic services, has also improved accessibility and affordability. Growing lifestyles have led to increased cases of obesity and stress-induced disorders, hence increasing demand for integrative wellness approaches. Moreover, a strong presence of key market players and advancements in digital health platforms offering virtual access to CAM services contribute to the market's steady expansion. Regulatory efforts to ensure product safety and efficacy, combined with the increasing adoption of personalized medicine, position North America as a major contributor to the global complementary and alternative medicine market growth.

United States Complementary and Alternative Medicine Market Analysis

The adoption of complementary and alternative medicine has surged in recent years, fueled by increased investments in healthcare infrastructure. For instance, U.S. healthcare companies securing venture capital deals of USD 15 million plus are driving robust investment growth, focusing on innovation in medical technology to meet rising market demands. Expanding budgets have enabled the integration of wellness-focused treatments into traditional medical practices. This growth reflects rising consumer interest in preventive care, such as acupuncture, herbal supplements, and naturopathy. Healthcare providers are increasingly accommodating these practices within clinical settings, enhancing accessibility and trust. Enhanced insurance coverage has further encouraged individuals to explore alternative therapies. Holistic treatments like chiropractic care and yoga are now more frequently utilized alongside conventional medicine. The rise of wellness-focused facilities offering a mix of therapies showcases the alignment of public demand with innovative healthcare strategies. By emphasizing non-invasive methods, these practices are also reducing the burden of chronic conditions, creating a dynamic synergy between alternative and conventional medicine for more personalized patient care.

Asia Pacific Complementary and Alternative Medicine Market Analysis

The incidence of chronic diseases has given impetus to the complementary and alternative medicine market demand in this region. The National Library of Medicine states that diabetes prevalence in India has increased from 7.1% in 2009 to 8.9% in 2019. Seeking symptom relief in a more permanent and holistic way has encouraged individuals to turn to non-invasive practices such as dietary therapy, Ayurveda, tai chi, which advocate balance and sustainable health. These practices are becoming popular because they help maintain energy levels and reduce stress and other lifestyle-related challenges. Clinics and wellness centers have thus started integrating these traditional herbal remedies, recognizing them for their efficiency toward retaining the total health. Recently, awareness campaigns have also gained momentum advocating alternative therapies as lifestyle solutions. Training for traditional healers and therapists has additionally improved their credibility and accessibility, thus making them a part of wider healthcare initiatives.

Europe Complementary and Alternative Medicine Market Analysis

An aging demographic has significantly influenced the popularity of complementary and alternative medicine, particularly as it offers gentle and supportive options for managing age-related health concerns. For instance, Europe's ageing population is on the rise, with one in five Europeans now aged 65 or older, projected to approach 30% by 2050. Therapies like acupuncture, reflexology, and aromatherapy have become preferred choices for promoting relaxation and addressing issues such as joint pain and sleep disturbances. The development of specialized wellness programs designed for older adults has expanded the reach of these treatments. Additionally, the integration of traditional healing practices into rehabilitation and palliative care facilities highlights their growing acceptance in healthcare systems. Educational workshops on holistic approaches have also encouraged elderly populations to embrace these therapies for improving their quality of life.

Latin America Complementary and Alternative Medicine Market Analysis

The availability of complementary and alternative medicine products now, through many online platforms, makes holistic health solutions more available. According to reports, there is 2.8X increase in sales value and a 3.1X rise in transactions from 2019-2023, highlighting the growing e-commerce sector in Latin America. Digital marketplaces now feature a diverse range of items, including herbal supplements, essential oils, and wellness devices. These platforms provide convenience and personalized recommendations, appealing to consumers seeking lifestyle-focused products. Virtual consultations and workshops on practices such as meditation and homeopathy have further contributed to the widespread adoption of alternative treatments. Enhanced logistics and digital payment systems ensure seamless access, catering to urban and remote areas alike.

Middle East and Africa Complementary and Alternative Medicine Market Analysis

The proliferation of modern healthcare facilities greatly promotes the complementary and alternative medicine in the Middle East and Africa. The Dubai Healthcare City Authority reports that there are currently about 4,482 private medical facilities and 55,208 licensed professionals covering an expansive area of growth in the healthcare sector within this Emirate. Dubai is also expected to maintain its momentum at 3-6% growth for facilities and 10-15% growth for professionals in the year 2023. Modern clinics are integrating holistic therapies into their mainstream care, such as acupuncture, cupping therapy, and herbal remedies. Specialized wellness centers have also focused their services on different therapies for customized treatments according to individual needs. Holistic treatments are increasingly realized by improved courses taken by practitioners and heightened availability of resources. Hospitals and clinics are further promoting such therapies through education to create more acceptance and large scale adoption.

Competitive Landscape:

As per the complementary and alternative medicine market outlook, key players in the market are actively expanding their product portfolios, forming partnerships, and leveraging technology to capture a larger market share. Companies are focusing on developing high-quality, scientifically-backed dietary supplements to meet consumer demand for natural health solutions. Firms are also embracing digital health innovations, offering virtual consultations and mobile apps for practices like meditation, yoga, and tele-acupuncture. Partnerships with wellness centers, healthcare providers, and fitness platforms have become common to integrate CAM practices into mainstream health and wellness programs. Additionally, many companies are investing in research and clinical trials to validate the efficacy of their products and treatments, helping to bridge the gap between alternative and conventional medicine. Market players are also responding to sustainability concerns by adopting green practices in sourcing and packaging. Regulatory compliance and certification initiatives ensure product safety and build consumer trust, driving the growth of this dynamic and expanding industry.

The report provides a comprehensive analysis of the competitive landscape in the complementary and alternative medicine market with detailed profiles of all major companies, including:

• Ayush Ayurvedic Pte Ltd.
• Columbia Nutritional LLC
• Helio USA Inc.
• Herb Pharm LLC
• Herbal Hills
• Nature’s Bounty
• Nordic Naturals
• Pure Encapsulations LLC (Nestlé S.A.)
• Quantum-Touch
• The Healing Company Ltd.
• Unity Woods Yoga Center
   

Latest News and Developments:

• December 2024: Mankind Pharma has teamed up with Innovent Biologics to bring Sintilimab, a pioneering PD-1 immunotherapy, to the Indian market. This strategic collaboration will address the rapidly growing cancer burden and extend access to innovative treatments. Sintilimab, co-developed by Innovent and Eli Lilly, has demonstrated efficacy across multiple cancers. The launch marks a rapid advancement in India's oncology landscape.
• July 2024: India has committed USD 85 Million to the WHO Global Traditional Medicine Centre over 10 years, supporting research and evidence-building on traditional medicine practices worldwide. The contribution is part of India’s USD 250 Million investment since 2022, including funding for facilities and workplans. This initiative aims to enhance WHO’s global traditional medicine capabilities through collaboration and solidarity. Additionally, part of the funds will support WHO’s core work for 2025–2028.
• June 2024, PITAHC and Ateneo announced their partnership to advance traditional and alternative health care research. The collaboration aligns with government acts, focusing on creating electronic recording systems for traditional medicine research. Ateneo's Dr. Dennis Batangan leads the initiative, aiming to promote inclusive innovation and digital inclusion for universal health care implementation in the Philippines. The joint project, TaMaRHiND, targets United Nations Sustainable Development Goals and the Philippine Development Plan, integrating traditional medicine into the broader healthcare system.
• May 2024: Emory University’s School of Medicine has launched the Center for New Medicines (CNM) to accelerate the development of life-saving drugs. Announced at the 2024 Emory Drug Discovery and Development (3D) Symposium, CNM will integrate cutting-edge technology, resources, and expertise. The initiative aims to translate biological discoveries into treatments addressing unmet medical needs. It will focus on advancing health outcomes across key disease areas.
• March 2024: Union Health Minister Mansukh Mandaviya has launched the AYUSH-ICMR Advanced Centre for Integrated Health Research at AIIMS, New Delhi.
• This will integrate conventional AYUSH practices with the scientific basis of modern medical science, hence enhancing health care delivery. Mandaviya considered that collaborative research can translate traditional knowledge into modern scientific research. He also announced multicentric clinical trials on anaemia and the launch of Indian Public Health Standards for AYUSH healthcare facilities.
   

Complementary and Alternative Medicine Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the complementary and alternative medicine market from 2019-2033.
• The research study provides the latest information on the market drivers, challenges, and opportunities in the global complementary and alternative medicine market.
• The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
• Porter's Five Forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the complementary and alternative medicine industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.