Complementary and Alternative Medicine Market Report

Complementary and Alternative Medicine Market Size:

The global complementary and alternative medicine market size reached USD 170.4 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 741.9 Billion by 2033, exhibiting a growth rate (CAGR) of 16.34% during 2025-2033. 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 propelling the market growth further across the world.

Complementary and Alternative Medicine Market Analysis:

• Major Market Drivers: Key market drivers include the increasing consumer demand for natural and holistic health solutions, rising awareness of preventive healthcare and integration of CAM practices into conventional medical systems. In line with this, technological advancements, growing investment in CAM research and supportive government policies are further propelling the market growth. The expansion in wellness tourism and popularity of personalized medicines are also contributing significantly to the market’s expansion.
• Key Market Trends: Key market trends include the rise in integration of CAM practices into conventional healthcare and growing consumer preference for natural and organic products and the rise of personalized medicine. Complementary and alternative medicine demand is on the rise mainly due to its integration into mainstream medical practices. Furthermore, technological advancements in digital health technologies are further facilitating the access to CAM therapies, while the expansion of wellness tourism and development of ecofriendly and sustainable CAM products are contributing positively to the market growth.
• Geographical Trends: Geographical trends in the market show significant growth in North America mainly due to its high consumer awareness and acceptance, substantial investments in research, and integration into conventional healthcare systems. In Europe, the market is driven by the popularity of holistic health practices and various supportive government policies. The Asia Pacific region is also witnessing a significant growth owing to traditional medicine practices like Ayurveda and traditional Chinese medicine combined with rising health consciousness and increasing disposable incomes. Latin America and the Middle East are also witnessing significant growth mainly due to the expanding wellness and tourism sector and the growing adoption of natural therapies.
• Competitive Landscape: Some of the major market players in the complementary and alternative medicine industry include 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. and Unity Woods Yoga Center, among many others.
• Challenges and Opportunities: The market faces various challenges which include regulatory hurdles, lack of standardized practices, and skepticism from the conventional medical community. Additionally, the market's growth can be hindered by insufficient clinical evidence supporting the efficacy of some CAM therapies. However, opportunities abound with increasing consumer demand for natural and holistic health solutions, advancements in technology facilitating better access, and growing integration into mainstream healthcare systems. Expanding wellness tourism and the development of eco-friendly, sustainable CAM products also present significant growth prospects for the market.

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 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 persons aged 80 years or older is expected to triple between 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 Market Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the global, regional, and country levels for 2025-2033. Our report has categorized the market based on type, disease indications and distribution channel.

Breakup by Type:

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

Traditional alternative medicine therapy accounts for the majority of the market share

The report has provided a detailed breakup and analysis of the market based on the type. This includes traditional alternative medicine therapy, body therapy, diet and herbs-based therapy, energy healing therapy, mind therapy and others. According to the report, traditional alternative medicine therapy represented the largest segment.

According to complementary and alternative medicine market report, traditional alternative medicine therapy holds the majority of market share mainly 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 significant growth in this segment of the CAM market. For instance, in July 2024, India pledged $85 million over ten years to the WHO Global Traditional Medicine Centre as part of a $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.

Breakup by Disease Indications:

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

A detailed breakup and analysis of the market based on the disease indications have also been provided in the report. This includes arthritis, cancer, asthma, diabetes, cardiology, neurology and others.

In the Complementary and Alternative Medicine (CAM) market, treatments for arthritis focus on reducing inflammation and alleviating pain. Common CAM therapies for arthritis include acupuncture, which involves inserting thin needles into specific points on the body to relieve pain, and massage therapy, which can reduce muscle tension and improve joint function. Herbal supplements, such as turmeric and ginger, are also popular for their anti-inflammatory properties. Additionally, mind-body practices like yoga and tai chi promote flexibility, strength, and stress reduction, contributing to overall joint health and pain management in arthritis patients.

CAM therapies for cancer are often used alongside conventional treatments to manage symptoms and improve quality of life. These therapies include acupuncture to reduce chemotherapy-induced nausea and pain, and meditation and mindfulness practices to alleviate stress and anxiety. Herbal supplements like green tea and reishi mushrooms are believed to support immune function. Nutritional therapy, focusing on a balanced diet rich in antioxidants, helps in maintaining strength and energy levels. CAM approaches aim to enhance patients' well-being, support recovery, and provide relief from the side effects of conventional cancer treatments.

In the CAM market, asthma management often involves a holistic approach combining dietary changes, herbal remedies, and mind-body practices. Herbal treatments such as butterbur and boswellia are used for their anti-inflammatory effects on the respiratory system. Breathing exercises and yoga improve lung function and reduce asthma symptoms. Acupuncture is also employed to enhance respiratory health and decrease the frequency of asthma attacks. These complementary therapies aim to reduce reliance on conventional medication, improve overall respiratory health, and enhance the quality of life for asthma patients.

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.

The CAM market for cardiology addresses heart health through various natural and holistic approaches. Omega-3 fatty acids, found in fish oil supplements, are widely used for their cardiovascular benefits, including reducing triglycerides and lowering blood pressure. Coenzyme Q10 (CoQ10) supplements support heart function and energy production. Meditation, yoga, and tai chi improve cardiovascular health by reducing stress and enhancing physical activity. These practices, combined with a heart-healthy diet rich in antioxidants, aim to prevent heart disease and support overall cardiovascular wellness alongside conventional medical treatments.

CAM therapies in neurology focus on supporting brain health and managing neurological conditions. Acupuncture is used to alleviate symptoms of neurological disorders such as migraines and neuropathy. Herbal supplements like ginkgo biloba and omega-3 fatty acids are believed to enhance cognitive function and protect against neurodegenerative diseases. Mind-body practices such as meditation and yoga improve mental clarity, reduce stress, and promote overall brain health. Nutritional strategies emphasizing a diet rich in antioxidants and anti-inflammatory foods support neurological function and complement conventional neurological treatments.

Breakup by Distribution Channel:

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

Direct sales represents the leading market segment 

The report has provided a detailed breakup and analysis of the market based on the distribution channel. This includes special clinics/centres, distance correspondence, direct sales, online sales and others. According to the report, direct sales represented the largest segment.

Direct sales lead the complementary and alternative medicine (CAM) market segment due to several factors. 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.

Breakup by Region:

• 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
   

North America leads the market, accounting for the largest complementary and alternative medicine market share

The report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa. According to the report, North America represents the largest regional market for complementary and alternative medicine.

North America leads the complementary and alternative medicine (CAM) market, accounting for the largest market share due to several factors. The region benefits from a robust healthcare infrastructure, substantial investments in CAM research and development, and supportive government policies promoting the integration of CAM into conventional medical practices. According to the complementary and alternative medicine market overview, this dominance is attributed to high consumer awareness and acceptance of CAM therapies, driven by a growing preference for natural and holistic health solutions. For instance, in March 2024, Trive Capital, a Dallas-based private equity firm, recently invested in Formula Wellness, a leading provider of health, medical-based wellness, and aesthetics services. The investment represents significant growth opportunity for Formula Wellness as it plans to expand its operations with the assistance of a proven private equity-backed healthcare management team. The partnership aims to take advantage of the growing consumer interest in med spa and longevity treatments while prioritizing operational excellence and delivering an unparalleled patient experience. Extensive research and development (R&D) activities, along with substantial investments in validating traditional practices, significantly enhances market credibility. These investments in research and development (R&D) are anticipated to increase complementary and alternative medicine market revenue in the coming future. Favorable regulatory frameworks and reimbursement policies further support market growth. Additionally, the integration of CAM with conventional healthcare services in North America promotes wider adoption. The presence of numerous leading CAM providers and advanced healthcare infrastructure also contributes to the region's dominant market position.

Competitive Landscape:

• The market research report has also provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided. Some of the major market players in the complementary and alternative medicine industry include 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. and Unity Woods Yoga Center.
  
  (Please note that this is only a partial list of the key players, and the complete list is provided in the report.)
   
• The complementary and alternative medicine (CAM) market is intensely competitive, characterized by a wide array of practitioners and service providers offering diverse holistic health solutions. Complementary and alternative medicine companies distinguish themselves through specialized therapies, innovative herbal and homeopathic formulations, and comprehensive wellness programs. The market benefits from technological advancements in diagnostics and treatment delivery, coupled with a growing consumer preference for natural and non-invasive remedies. Companies invest heavily in research and development to validate traditional practices with scientific evidence, enhancing their credibility and appeal. Strategic partnerships with healthcare institutions and continuous professional education initiatives further strengthen market positioning. Additionally, regulatory support and favorable reimbursement policies provide significant impetus for market expansion. The growing integration of CAM with conventional healthcare services is driving wider acceptance. Consumer demand for personalized and preventive healthcare approaches continues to shape the market landscape.

Complementary and Alternative Medicine Market Recent Developments:

• In 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.
• In October 2023, Novo Nordisk announced the acquisition of Inversago Pharma, a privately held obesity drug maker, for up to $1.08 billion to broaden the Danish company’s blockbuster weight loss portfolio. The promising class of medicine pioneered by the Inversago team could lead to life-changing new treatment options for those living with a serious chronic disease and, in particular, may offer alternative or complementary solutions for people living with obesity.

Complementary and Alternative Medicine Market Report Scope:

Key Questions Answered in This Report:

• How has the global complementary and alternative medicine market performed so far, and how will it perform in the coming years?
• What are the drivers, restraints, and opportunities in the global complementary and alternative medicine market?
• What is the impact of each driver, restraint, and opportunity on the global complementary and alternative medicine market?
• What are the key regional markets?
• Which countries represent the most attractive complementary and alternative medicine market?
• What is the breakup of the market based on the type?
• Which is the most attractive type in the complementary and alternative medicine market?
• What is the breakup of the market based on the disease indication?
• Which is the most attractive disease indication in the complementary and alternative medicine market?
• What is the breakup of the market based on the distribution channel?
• Which is the most attractive distribution channel in the complementary and alternative medicine market?
• What is the breakup of the market based on the region?
• Which is the most attractive region in the complementary and alternative medicine market?
• What is the competitive structure of the market?
• Who are the key players/companies in the global complementary and alternative medicine market?

Key Benefits for Stakeholders:

• IMARC’s industry 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 report 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.
• The competitive landscape allows stakeholders to understand their competitive environment and provides insight into the current positions of key players in the market.