U.S. Complementary And Alternative Medicine Market Size, Share & Trends Analysis Report By Intervention (Traditional Alternative Medicine/Botanicals, Mind Healing), Distribution Method, And Segment Forecasts, 2025 - 2030

Market Size & Trends

The U.S. complementary and alternative medicine market size was estimated at USD 34.40 billion in 2024 and is projected to grow at a CAGR of 23.9% from 2025 to 2030. The market growth can be attributed to the increasing prevalence of chronic diseases, the growing demand for holistic health approaches, the increasing awareness, acceptance & improved accessibility, and affordability of CAM therapies. In January 2024, the National Institutes of Health's National Center for Complementary and Integrative Health (NCCIH) reveals a substantial increase in the use of complementary health approaches among U.S. Yoga, in particular, has witnessed a substantial rise among U.S. adults for pain management. According to a survey, the percentage of U.S. adults practicing yoga for pain management increased from 12.0% to 28.8% between 2002 and 2022. This growth indicates a strong interest in and acceptance of yoga as a viable complementary health approach for managing pain among the U.S. population.

One of the primary drivers of the market is the increasing prevalence of chronic diseases. According to the World Health Organization (WHO), chronic diseases such as cardiovascular diseases, cancer, diabetes, and respiratory diseases are the leading causes of death and disability worldwide. For instance, as per the American Cancer Society article published by Cancer Facts and Figures in January 2024, around 2.0 million people were diagnosed with cancer in the U.S. Additionally, according to a American association of cancer there were an estimated 310,720 cases of breast cancer diagnosed in 2024. The use of Complementary and Alternative Medicine (CAM) is a significant phenomenon among breast cancer patients, with studies reporting rates ranging from 20% to 84%. Many breast cancer patients attribute improved well-being, better symptom management, and increased overall health to CAM practice. Hence, the rising prevalence of cancer in the population is driving the demand for various therapies such as acupuncture, which can help alleviate the side effects of cancer treatment. This is expected to boost the utilization of complementary and alternative medicines (CAMs) among cancer patients.

The growing awareness and acceptance of complementary and alternative medicines therapies are significantly contributing to the expansion of the market. Numerous healthcare providers are now acknowledging the advantages of CAM therapies and integrating them into their practices. For instance, in August 2023, the National Ayurvedic Medical Association (NAMA) announced the introduction of the 20th annual conference themed “Sustainable Traditional Medicine”, which is expected to take place in May 2024. The conference stated to represent the Ayurvedic profession in the U.S. with the aim to protect, promote, preserve, and advance the consciousness-based philosophy in Ayurveda. The philosophy emphasizes the interconnectedness of all beings and the importance of understanding one’s own consciousness to achieve optimal health and well-being.

Moreover, technological advancements are propelling the growth of the market as new technologies such as mobile apps, wearable devices, and telemedicine platforms facilitate easier access to complementary and alternative medicines therapies. Recently, in February 2025, Yale School of Medicine's Interventional Psychiatry Service adopted the MagVenture TMS Therapy system, which significantly reduces the duration of transcranial magnetic stimulation (TMS) treatments for patients with major depressive disorder. Utilizing a method known as Intermittent Theta Burst Stimulation (iTBS), the new device delivers therapy sessions in just three minutes, compared to the traditional 39-minute sessions, without compromising efficacy. This development aligns with the broader trend in complementary and alternative medicine (CAM) towards integrating innovative, non-invasive technologies to improve mental health outcomes.

The regulatory environment surrounding CAM is complex, with various laws and guidelines governing different aspects of these practices. The regulation of complementary and alternative medicines in the U.S. is primarily overseen by the Food and Drug Administration (FDA), Federal Trade Commission (FTC), and individual state regulatory bodies. The FDA regulates dietary supplements, herbal products, and homeopathic remedies, ensuring their safety, efficacy, and labeling compliance. The FTC monitors advertising claims made by CAM practitioners and product manufacturers to prevent false or misleading information. The regulatory framework influences licensing requirements, insurance coverage, advertising practices, and consumer access to evidence-based complementary and alternative medicines therapies.

Market Concentration & Characteristics

The market is undergoing substantial innovation, emerging trends include AI-driven wellness platforms, virtual yoga and meditation classes, and wearable technologies that support biofeedback and personalized therapy plans. Scientific research and clinical trials are increasingly validating traditional therapies such as acupuncture, herbal medicine, and naturopathy, enhancing their credibility and appeal. Furthermore, personalized nutrition, microbiome-based supplements, and genomic wellness solutions are gaining traction, contributing to the modernization and diversification of CAM offerings in the U.S. market.

The U.S. complementary and alternative medicines market is characterized by a moderate level of merger and acquisition (M&A) activity. Several market players are acquiring smaller ones to strengthen their positions. This strategy enables companies to increase their capabilities, expand product portfolios, and improve competencies. Larger healthcare organizations and consumer wellness brands are acquiring smaller, niche players, including natural supplement companies, specialized CAM clinics, and tech-enabled wellness platforms. This strategic consolidation is aimed at expanding product portfolios, enhancing service delivery, and entering high-growth segments such as integrative oncology and tele-wellness. The M&A trend also helps companies strengthen their competitive positioning, streamline operations, and accelerate innovation by leveraging the capabilities of acquired firms.

The regulatory environment for CAM in the U.S. remains fragmented and evolving. While some therapies, such as chiropractic care and acupuncture are partially covered by Medicare and private insurers, many alternative treatments operate in a gray area, lacking standardized oversight or FDA approval. This limits consumer access and can affect trust and adoption. However, increasing calls for regulation and certification are beginning to create pathways for more formal integration of CAM into the broader healthcare system. Practitioners also advocate for professional standards and evidence-based validation to enhance legitimacy and coverage.

Substitute products in the CAM market include conventional medicine, particularly if it becomes more accessible or effective for conditions traditionally treated through CAM. In addition, lifestyle changes and self-care practices could serve as substitutes for some CAM treatments. The effectiveness of these substitutes and consumer preferences play crucial roles in determining the threat of substitutes.

Regional expansion of CAM in the U.S. is robust, with strong growth in the West, Midwest, and Southeast. States such as California, Oregon, and Colorado are at the forefront due to their progressive wellness cultures, while major metropolitan areas in the Northeast and Midwest are increasingly offering integrative medicine services through hospitals and clinics. Expansion is also supported by rising consumer awareness, increasing practitioner availability, and growing acceptance among conventional healthcare providers. This regional spread is helping normalize CAM practices and paving the way for nationwide adoption.

Intervention Insights

The traditional alternative medicine/botanicals segment dominated the U.S. complementary and alternative medicine with a share of 34.4% in 2024. This high percentage can be attributed to the increasing interest among consumers in natural and holistic approaches to healthcare. Many individuals are seeking alternatives to conventional medicine that focus on natural remedies, plant-based treatments, and traditional healing practices. The U.S. Department of Agriculture (USDA) promotes plant-based or herbal medicines including plants, mineral salts, and herbs accumulated to provide the earliest health and other medical treatment. The escalating costs of conventional healthcare are often perceived as more affordable and accessible compared to mainstream medical treatments. As per Rupa Health, the cost of naturopathic therapy may range from USD 294 to USD 750 per hour depending on the expertise and designation of the neuropaths. Moreover, the increasing demand for herbal medicines by the general population to cure their chronic disorders is highly contributing to the segment’s growth.

Traditional alternative medicine/botanicals segment is further categorized into various sub-segment segments including Ayurveda, apitherapy, bach flower therapy, naturopathic medicine, traditional Chinese medicine, traditional Korean medicine, traditional Japanese medicine, traditional Mongolian medicine, traditional Tibetan medicine, and Zang fu theory. Ayurvedic principles emphasize maintaining balance in the body, mind, and spirit to prevent illness and promote overall well-being, aligning with the preventive healthcare approach. With a growing population of immigrants from India and other countries where Ayurveda is widely practiced, there has been an increased demand for Ayurvedic products and services. Additionally, known professionals, reputed Asian, and other companies are undertaking strategies to enter into Ayurveda market in the U.S. In December 2021, Dr. Vaidya’s, an Ayurvedic start-up, expanded its presence into the international market by introducing 11 products across immunity, hangover, digestion, and sexual wellness categories in the U.S. through Amazon.com.

Furthermore, naturopathic doctors are increasingly being welcomed into a diverse range of healthcare facilities as the naturopathy field gains traction in mainstream medicine. For instance, Edward-Elmhurst Health System located in Chicago, U.S. offers a range of services that combine traditional and alternative medicine approaches. The clinic’s team includes naturopathic practitioners, an acupuncturist, a Reiki practitioner, and a spiritual care specialist. The existing companies are focused on the acquisition of small firms to expand their offerings and portfolio in the field of neuropathy. For instance, in February 2024, Soaak Technologies acquired Tulsa Natural Health Clinic, to revolutionize the global wellness industry by integrating advanced technologies with naturopathic approaches.

Mind healing is expected to grow at the fastest rate over the forecast period. The growth is attributed to the growing mental illness, including anxiety and depression among people due to daily life routines and the rising acceptance of mental health issues in society. According to the American College of Cardiology study published in July 2022, the Center for Disease Control and Prevention (CDC) projected that one out of every five Americans experiences a mental illness within a year, and more than 50% encounter a mental illness or disorder at some point in their lifetime.  Poor mental health is often linked to poor health-directed behaviors, such as non-compliance with medication, lack of follow-up appointments, and resistance to making necessary lifestyle changes. To address this issue, healthcare providers utilize screening tools including the Generalized Anxiety Disorder-7 (GAD-7) and the Patient Health Questionnaire-2 (PHQ-2) in both outpatient and inpatient settings. These tools are specifically designed to identify symptoms of anxiety and depression, respectively, allowing healthcare professionals to pinpoint patients who may benefit from treatment interventions.

Distribution Method Insights

The direct sales segment dominated the market with a share of 55.2% in 2024. The high prevalence of self-prescribed use of CAM products, particularly botanicals and traditional medicine, underscores the importance of pharmacists and healthcare professionals organizing community-based initiatives to raise awareness about botanicals. These programs can help increase the utilization of CAM services recommended by physicians. For instance, the Botanical Society of America fosters a diverse community dedicated to advancing essential knowledge and innovation in the field of botanical sciences to enhance the well-being of both people and the environment. Moreover, the direct sales segment is witnessing an upsurge due to the prevalence of renowned providers and their constant offerings of CMA products. Kottakkal U.S., the sole authorized distributor of Kottakkal Arya Vaidya Sala products in the U.S., aims to provide secure and efficacious classical ayurvedic products. The company is also a company offering educational resources, expert consultations, and fresh produce directly sourced from our farms to promote overall well-being.

The e-sales segment is anticipated to grow at the fastest CAGR over the forecast period.This rapid expansion can be attributed to the increasing adoption of Internet and online methods for communication and training purposes. The popularity of this alternative treatment method is rapidly increasing due to the widespread availability of online audiovisual learning and coaching practices globally, allowing patients to access these therapies electronically. This trend is strongly backed by various factors, including the growing investments in enhancing internet connectivity, the increasing use of mobile devices, and the awareness generated through social media platforms. Therefore, there is a continuous upsurge in the introduction of e-commerce platforms offering ease access to individuals for acquiring services and products. For instance, in October 2023, Select Healing launched a new online platform to assist individuals in initiating their journey towards physical and emotional healing. The platform offers valuable insights, a wide array of resources, and supportive guidance to help individuals achieve optimal health and wellness.

Key U.S. Complementary And Alternative Medicine Company Insights

Leading players are focusing on expanding their service portfolios to increase revenue. Market players, such as Columbia Nutritional, Nordic Nutraceuticals, Ramamani Iyengar Memorial Yoga Institute, The Healing Company, SCHUMACHER YOGA, Pure Encapsulations, LLC, Herb Pharm, Mindset Health Pty Ltd, Nourish, and the American Apitherapy Society, Inc. leverage these strategies to increase their production capabilities & strengthen their geographic presence.

Recent Developments

• ​In March 2025, HIF (Health Insurance Fund of Australia) has partnered with Mindset Health to provide members with access to evidence-based, clinically validated digital hypnotherapy programs targeting various chronic health conditions. This collaboration aims to offer scalable, non-pharmacological interventions for conditions such as irritable bowel syndrome (IBS), chronic pain, anxiety, depression, menopause symptoms, and smoking cessation.​

• In March 2025, Nordic Naturals, a leading provider of premium omega-3 supplements, launched a new national campaign titled "The Power of Omega-3." Developed in collaboration with their creative agency of record, Laughlin Constable, the campaign aims to broaden consumer understanding of omega-3 benefits beyond heart health, emphasizing its positive impacts on the mind and body. The initiative seeks to address the widespread deficiency in omega-3 intake among Americans by reshaping perceptions and encouraging daily supplementation as part of a holistic wellness routine.

• In March 2025, Magstim received FDA clearance for its Horizon Inspire and Horizon 3.0 Transcranial Magnetic Stimulation (TMS) systems to treat Major Depressive Disorder (MDD) in adolescents aged 15 to 21 patients in U.S. This approval introduces a non-invasive, non-pharmacological treatment option for younger patients, offering an alternative to traditional antidepressant medications.Previously approved for adult patients, the Horizon 3.0 system is now indicated as an adjunctive therapy for adolescents with MDD. This expansion allows healthcare providers to offer TMS therapy to a broader age group, addressing the mental health needs of adolescents.

• In February 2024,Soaak Technologies acquired Tulsa Natural Health Clinic, to revolutionize the global wellness industry by integrating advanced technologies with naturopathic approaches.

• In September 2023, Omega-3 supplement brand, Nordic Naturals, has recently announced its partnership with Sam’s Club, a leading membership-only warehouse club, as part of its efforts to improve accessibility and affordability of its supplements. The collaboration is expected to witness the introduction of Nordic Naturals’ Ultimate Omega and Algae Omega supplements to Sam’s Club stores across the U.S.

• In October 2023, Select Healing launched a new online platform to assist individuals in initiating their journey towards physical and emotional healing. The platform offers valuable insights, a wide array of resources, and supportive guidance to help individuals achieve optimal health and wellness.

• In March 2023, Mindset Health, a prominent digital hypnotherapy company, successfully raised funds in an oversubscribed Series A financing round. The investment was led by King River Capital, a renowned U.S. and Australian venture capital (VC) firm. The funding is aimed tosupport the continued growth and development of mindset health’s digital hypnotherapy apps.

U.S. Complementary And Alternative Medicine Market Report Scope

U.S. Complementary And Alternative Medicine Market Report Segmentation

This report forecasts revenue growth at regional & country levels and provides an analysis on the industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the U.S. complementary and alternative medicine market report based on intervention, distribution method, and region:

• Intervention Outlook (Revenue, USD Million, 2018 - 2030)

  • Traditional Alternative Medicine & Botanicals

    • Ayurveda

    • Apitherapy

    • Bach Flower Therapy

    • Naturopathic Medicine

    • Traditional Chinese Medicine

    • Traditional Korean Medicine

    • Traditional Japanese Medicine

    • Traditional Mongolian Medicine

    • Traditional Tibetan Medicine

    • Zang Fu Theory

  • Mind Healing

    • Autosuggestion

    • Hypnotherapy

    • Neuro-linguistic Programming

    • Self-hypnosis

    • Spiritual Mind Treatment

    • Transcendental Meditation

  • Body Healing

    • Acupressure

    • Acupuncture

    • Alexander Technique

    • Auriculotherapy

    • Autogenic Training

    • Chiropractic

    • Cupping Therapy

    • Kinesiology

    • Osteomyology

    • Osteopathy

    • Pilates

    • Qigong

    • Reflexology

    • Yoga

  • External Energy Healing

    • Magnetic Therapy

      • Bio-magnetic Therapy

      • Magnetic Resonance Therapy

    • Radionics

    • Reiki

    • Therapeutic Touch

    • Chakra Healing

  • Sensory Healing

    • Aromatherapy

    • Music therapy

    • Sonopuncture

    • Sound Therapy

• Distribution Method Outlook (Revenue, USD Million, 2018 - 2030)

  • Direct Sales

  • E-sales

  • Distance Correspondence