Complementary and Alternative Medicine Market By Therapy Type (Traditional Alternative Medicine, Body-based Practices, Mind-body Practices, Energy Therapies, Natural Products, Others), By Application (Pain Management, Mental Health & Wellness, Cardiovascular Health, Oncology Supportive Care, Respiratory Health, Musculoskeletal Health, Others), By End-User (Hospitals, Clinics, Homecare Settings, Wellness Centers, Alternative Medicine Practitioners), Global Market Size, Segmental analysis, Regional Overview, Company share analysis, Leading Company Profiles And Market Forecast, 2025 – 2035

Industry Outlook

The Complementary and Alternative Medicine market accounted for USD 187.5 Billion in 2024 and is expected to reach USD 1,963.0 Billion by 2035, growing at a CAGR of around 23.8% between 2025 and 2035. The complementary and alternative medicine market deals with the new, evolving industry of healthcare products and services practiced alongside or as a substitute for traditional medical systems. 

This market comprises other practices like acupuncture, homeopathy, herbal medicines, chiropractors, and naturopathy. The market's growth is fueled by rising customer preference for comprehensive, organic, and curative consumption. The CAM market can also be defined broadly as anything from nutritional supplements, essential oils, and natural remedies to services offered by CAM practitioners. It is also because people are becoming more aware of the benefits of partaking in alternative health practices rather than traditional medicine.

Report Scope:

Market Dynamics

Increasing Consumer Preference for Natural, Holistic, and Preventive Healthcare Options Worldwide

The complementary and alternative medicine (CAM) market is growing due to a new global movement toward natural, possessive, and preventive treatment. Due to increasing consciousness of health and the desire for various traditional healthcare practices, people are turning to CAM therapies, including herbal supplements, acupuncture, homeopathy, and chiropractic. People are inclined to use these options, thinking of them as safe, having fewer side effects, and based on the whole body concept.

There has been an increasing concern about the side effects of taking most pharmaceutical drugs, and this leads people to seek natural food supplements. This is also caused by society's evolving culture in areas such as sustainability, mental health, and individualized solutions to overall well-being. Mainstream healthcare practitioners are incorporating CAM into conventional practice, and the beneficial outcomes of CAM use are frequently publicized, which will help to expand the market. Therefore, global players in the CAM market should expect further growth in the market over the coming years.

Growing incidence of chronic diseases driving demand for alternative and complementary medicine

The Complementary and Alternative Medicine (CAM) market is expanding due to an increase in the prevalence of chronic diseases, which has prompted a move toward research and investigation of more conventional types of therapy. As statistics show, more individuals are developing diseases such as diabetes, heart disease, arthritis, and chronic pain, prompting many people to seek out various supplementary interventions that may help them deal with the aforementioned ailments healthily.

Alternative and complementary medicine, such as acupuncture, herbal medicine, and chiropractic care, are increasingly advocated in addition to conventional medicine, providing consumers with more flexible healthcare service delivery options. Therefore, these medicines are expected to be safer and have fewer side effects, thus patients with chronic conditions will prefer them. Increased awareness of the potential benefits of complementary and alternative medicine, combined with the search for more efficient and sustainable treatments for chronic diseases, is fueling market growth. The complementary and alternative medicine (CAM) market is expected to grow significantly as patients become more aware of the natural treatments available.

Lack of Scientific Evidence Supporting the Effectiveness of Many Alternative Treatments

The Complementary and Alternative Medicine (CAM) market faces several challenges, including the fact that there is a plethora of anecdotal evidence available, yet it is difficult to demonstrate whether or not CAM is beneficial. Although CAM therapies are popular because of their natural treatment and holistic approach, big randomized, blinded, placebo-controlled trials have failed to provide a definitive answer. This creates a quandary for scientific research approval, as healthcare practitioners and medical regulators can only partially acknowledge CAM as a component of medical practice.

Consumer anxiety is generated by several factors, including uncertainties about the efficacy of some popular treatments, safety concerns, and a lack of product quality assurance. Furthermore, the techniques for managing CAM facilities and qualifying those who deliver the services are relatively ad hoc, and there is no universal accreditation, making it difficult for CAM services to gain recognition. Therefore, while market demand is expanding, overcoming these concerns and establishing a legal market for CAM has been difficult.

Expansion of Digital Platforms Offering CAM Products and Services to Global Consumers

This means that there is a lot of room in the broader complementary and alternative medicine sector for new products and services delivered via Internet channels that are inexpensive to global clients. Because of the internet and the rising usage of smartphones, consumers can now access CAM therapies through online markets and health mobile applications, consultations, and recommendations.

In the post-COVID-19 era, start-ups and modern technology enabled individuals to obtain a variety of CAM items, including herbal remedies, aromatherapeutic oil, wellness tools, and even arrange an appointment remotely with CAM practitioners such as acupuncturists, naturopaths, and so on. Furthermore, this change expands CAM to new global markets while also offering personalized wellness plans, ease, and real-time counsel. The new philosophy of e-commerce and the increased acceptance of telemedicine create a new niche that the CAM market can sell to, consisting of a young, technologically adept, health-conscious consumer base that would encourage further growth of the market.

Increasing Integration of CAM Therapies with Conventional Healthcare for Enhanced Treatment Outcomes

The complementary and alternative medicine market is defined by a huge opportunity for the integration of medicine with conventional care to improve efficacy. Thanks to advancements in research, an increasing number of healthcare providers are recognizing the value of integrative treatments that combine allopathic and complementary therapy. Such a collaboration allows patients to receive a more comprehensive treatment plan because it includes the physical aspect and the person's complete well-being.

Acupuncture, therapeutic massage, and herbal remedies have been added to traditional treatments for pain, mental disorders, and chronic illnesses. The advent of integrative treatment boosts confidence in CAM, expanding the market for it because it is viewed as an alternative option rather than something separate from the traditional one. Given that more and more healthcare systems are focusing on patient-centered approaches to healthcare, the demand for CAM therapies is expected to increase gradually shortly, posing a challenge for market participants to expand.

Industry Experts Opinion

“All the consumers we interviewed are thinking about and prioritizing their wellness. That said, what we have seen consistently in our research is that millennials are the most enthusiastic generation when it comes to both spending and participation across different types of product and service offerings. But this year, what we were interested to see was Gen Z stepping into prominence, and we think this is a group to watch going forward.”

• Anna Peone, Editorial Director, McKensy.

Segment Analysis

Based on therapy, the Complementary and alternative medicine market is divided into Traditional Alternative Medicine, Body-based Practices, Mind-body Practices, Energy Therapies, Natural Products, and Others. Natural products dominate the complementary and alternative medicine market. This category encompasses the use of plant-based treatments, like herbal remedies, vitamins, and other similar products, which have grown in popularity owing to their perceived safety, efficacy, and ease of availability.

Natural products are employed in basic care, illness prevention, and condition control, in line with current health and disease management trends. This shift toward areas that are less populated and more environmentally friendly is increasing demand for these products in the complementary and alternative medicine market.

Based on application, the Complementary and alternative medicine market is segmented into Pain Management, Mental Health & Wellness, Cardiovascular Health, Oncology Supportive Care, Respiratory Health, Musculoskeletal Health, and Others. In the complementary and alternative medicine market, pain management is the largest segment. Acupuncture, herbal medicine, and massage therapy are some of the most commonly chosen CAM treatment modalities to manage chronic pain, especially pain where the patient does not wish to take conventional medication. This segment has a large customer base because of the rising incidence of chronic pain, arthritis, back pain, and migraines and the growing preference for non-pharmacological therapies. Further, the rising availability of opioids for pain management has contributed to the usage of CAM approaches.

Regional Analysis

The North American complementary and alternative medicine market is dominant. The United States is generally recognized for its substantial market share, high awareness, well-developed healthcare system, and relatively high acceptance of complementary and alternative therapies. When dealing with chronic illnesses, delivering medications that meet all drug criteria is becoming more common.

This is in addition to the fact that consumers are flocking toward healthier products, implying a larger market share in this category. Furthermore, greater disease awareness, early diagnosis through preventative care, increased intent to seek natural cures, novel CAM therapies, and improving health consciousness levels are key themes driving CAM market growth. As a result, North America is the dominant location for the worldwide CAM market, with increased investment in research projected soon.

The Asia-Pacific complementary and alternative medicine market is the fastest-growing because many people in these countries are using CAM as a form of treatment. China, India, and Japan usually have traditional forms of healing that they utilize in the current healthcare system, including Ayurvedic, acupuncture, and TCM. As people become more aware of the benefits of CAM facilities and increase their discretionary income while also focusing on wellness, the demand for them grows. Cam usage will steadily expand as the demand for cost-effective and comprehensive treatments rises. Moreover, the growing frequency of chronic diseases, combined with a shift toward holistic and customized treatment, is driving the expansion of CAM techniques throughout Asia-Pacific. As the region's healthcare infrastructure evolves and modernizes the combination of traditional remedies with conventional medicine gains traction, accelerating market growth.

Competitive Landscape

The complementary and alternative medicine (CAM) market has emerged as a separate segment, and the major manufacturers of the industry are Himalaya Wellness, Traditional Medicinals, Gaia Herbs, Herb Pharm, and Nature’s Way. Other stakeholders include BASF SE and Swisse Wellness, which have distinct herbal and wellness products on the market. Himalaya Wellness has expanded its Ayurvedic treatment formulas, and Gaia Herbs has opted for sustainable packaging. Arbonne International has reinforced its position by including plant-based products in its well-being line, while Dabur International is focusing on expanding innovation in the Ayurvedic product category. These companies are well-positioned to capitalize on the relatively new trend of 'over-the-counter' natural remedies for medical conditions.

Complementary and Alternative Medicine Market, Company Shares Analysis, 2024

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Recent Developments:

• In April 2023, SHA Wellness Clinic expanded its presence in the Middle East. This initiative was anticipated to boost the company’s overall revenue.
• In March 2023, Ayurveda femtech brand Gynoveda secured USD 10 million in Series A funding, with India Alternatives Fund leading the investment. The funds will be utilized to intensify research and development efforts, introduce new Ayurvedic products, and enhance brand visibility. Gynoveda aims to expand its team to more than 50 members, focusing on Ayurveda, technology, content, and community aspects to further support women's healthcare. The investment is expected to propel the company's growth trajectory.
• In February 2023, NatureKue introduced Nafliva LiverSmart, a nutritional supplement, which helps promote healthy liver function. The active ingredient of this product includes a combination of pu'er tea, known as Deepure tea extract, and silybin from Milk Thistle.

Report Coverage:

By Therapy Type

• Traditional Alternative Medicine
• Body-based Practices
• Mind-body Practices
• Energy Therapies
• Natural Products
• Others

By Application

• Pain Management
• Mental Health & Wellness
• Cardiovascular Health
• Oncology Supportive Care
• Respiratory Health
• Musculoskeletal Health
• Others

By End-User

• Hospitals
• Clinics
• Homecare Settings
• Wellness Centers
• Alternative Medicine Practitioners

By Region

North America

• U.S.
• Canada

Europe

• U.K.
• France
• Germany
• Italy
• Spain
• Rest of Europe

Asia Pacific

• China
• Japan
• India
• Australia
• South Korea
• Singapore
• Rest of Asia Pacific

Latin America

• Brazil
• Argentina
• Mexico
• Rest of Latin America

Middle East & Africa

• GCC Countries
• South Africa
• Rest of the Middle East & Africa

List of Companies:

• Himalaya Wellness
• Traditional Medicinals
• BASF SE
• Gaia Herbs
• Herb Pharm
• Nature's Way
• Swisse Wellness
• Royal Green
• Dabur International
• Schwabe India
• Arbonne International LLC
• Young Living Essential Oils
• doTERRA International LLC
• American Herbal Pharmacopoeia
• Health & Herbs
• Bioforce AG
• Aveda Corporation
• Acupuncture and Integrative Medicine College

Frequently Asked Questions (FAQs)