COMPLEMENTARY AND ALTERNATIVE MEDICINE MARKET SIZE AND SHARE ANALYSIS - GROWTH TRENDS AND FORECASTS (2025 - 2032)

Global Complementary and Alternative Medicine Market Size and Forecast – 2025 to 2032

The Global Complementary and Alternative Medicine Market is estimated to be valued at USD 53.28 Bn in 2025 and is expected to reach USD 134.67 Bn by 2032, exhibiting a compound annual growth rate (CAGR) of 14.2% from 2025 to 2032. This robust expansion reflects the increasing consumer shift toward holistic healthcare approaches and growing dissatisfaction with conventional medicine's side effects. The market's substantial growth trajectory is driven by rising healthcare costs, most aging populations seeking natural remedies, and enhanced research validating traditional therapeutic practices across developed and emerging economies.

Key Takeaways of the Global Complementary and Alternative Medicine Market

• In 2025, traditional alternative medicine systems segment is expected to lead the market by modality with a 26.1% share.
• Musculoskeletal disorders segment is expected to dominate by disease indication at 23.1% in 2025.
• The offline segment remains the dominant segment with an estimated 63% share in 2025.
• North America is expected to lead the market, holding a share of 38.3% in 2025. Asia Pacific is anticipated to be the fastest-growing region, with a market share of 25.2% in 2025.

Market Overview

The complementary and alternative medicine sector is experiencing transformative trends including digital integration through telemedicine platforms and mobile health applications that facilitate remote consultations and personalized treatment plans. Key growth drivers include increasing acceptance by mainstream healthcare providers, regulatory support for herbal medicines, and rising consumer awareness about preventive healthcare. Notable trends encompass the growing popularity of mindfulness-based therapies, acupuncture, homeopathy, and herbal supplements, particularly among millennials and Gen-Z consumers who prioritize wellness and natural healing methods over pharmaceutical interventions.

Current Events and Its Impact

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Segmental Insights

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Complementary and Alternative Medicine Market Insights, By Modality - Traditional Alternative Medicine Systems Dominate due to Deep Cultural Integration, Holistic Treatment Philosophies, and Mainstream Healthcare Acceptance

In terms of modality, the traditional alternative medicine systems segment is expected to contribute the highest share of the market with 26.1% in 2025 owing to their profound cultural heritage, comprehensive therapeutic frameworks, and growing acceptance within mainstream healthcare systems. These ancient healing methodologies, encompassing Ayurveda, traditional Chinese medicine, and various indigenous healing practices, have established themselves as cornerstone therapeutic approaches due to their time-tested efficacy and holistic treatment philosophies.

For instance, in February 2025, the World Health Organization (WHO) announced the 2025 update to ICD-11, introducing a dedicated module for traditional medicine systems like Ayurveda, Siddha, and Unani. This marks a historic step toward globally integrating these practices into mainstream healthcare classification and evidence-based research.

The dominance of traditional alternative medicine systems stems primarily from their comprehensive diagnostic and treatment frameworks that address the root causes of ailments rather than merely treating symptoms. Ayurveda's emphasis on individual constitution assessment through doshas, combined with personalized treatment protocols involving herbs, lifestyle modifications, and dietary recommendations, resonates strongly with patients seeking individualized healthcare solutions.

Complementary and Alternative Medicine Market Insights, By Disease Indication - Musculoskeletal Disorders Lead Driven by Rising Chronic Pain Cases and Preference for Non-pharmaceutical, Long-term Management

In terms of disease indication, the musculoskeletal disorders segment is expected to contribute the highest share of the market with 23.1% in 2025 owing to the widespread prevalence of chronic pain conditions, limited effectiveness of conventional treatments for long-term management, and the inherent suitability of complementary therapies for addressing structural and functional imbalances in the musculoskeletal system.

The increasing incidence of musculoskeletal disorders across all age groups creates substantial demand for alternative treatment approaches. Modern lifestyle factors including sedentary work environments, prolonged computer usage, poor posture habits, and reduced physical activity contribute to rising rates of back pain, neck pain, joint disorders, and muscle tension.

For instance, according to a WHO report in July 2022, over 1.71 billion people globally suffer from musculoskeletal conditions, making them the top cause of disability worldwide. Low back pain is the leading contributor in 160 countries. These conditions limit mobility and participation, impacting work and well-being. With ageing and population growth, cases are rising rapidly. WHO defines musculoskeletal health as the proper function of muscles, bones, joints, and tissues, with over 150 related disorders including arthritis, osteoporosis, fractures, and chronic pain. WHO is actively addressing this burden across multiple health programs.

Complementary and Alternative Medicine Market Insights, By Sales Channel - Offline Segment Prevails due to Strong Consumer Preference for In-person Consultations and the Hands-on, Experience-based Nature of CAM Treatments

By sales channel, the offline segment is expected to hold its dominance in 2025, accounting for approximately 63% of the total market share. This segment includes services and products offered through wellness centers, clinics, therapy outlets, and health stores. Consumers continue to prefer face-to-face consultations, physical therapies, and in-person diagnosis, which are core to many CAM practices. The trust built through direct practitioner engagement and personalized treatment drives the higher adoption of offline services across both developed and emerging economies.

Role of Artificial Intelligence (AI) in the Global Complementary and Alternative Medicine Market

• Artificial Intelligence (AI) is revolutionizing the global complementary and alternative medicine market by enhancing efficiency, reducing costs, and enabling data-driven decision-making. AI-driven predictive analytics allows for more accurate health assessments, which help in customizing treatment plans for individuals, leading to improved patient outcomes. Automation is transforming administrative tasks, freeing up time for healthcare professionals to focus on patient care. Additionally, AI enables personalized experiences, ensuring that treatment options are tailored to individual needs. The integration of AI is also improving customer service through chatbots and virtual consultations, thus enhancing overall patient engagement.
• An example of AI integration in the complementary and alternative medicine market is Sami-Sabinsa, one of the leaders in plant-based nutraceuticals. The company leverages AI for advanced research in herbal formulations and product development. Through AI, Sami-Sabinsa is able to predict the efficacy of various compounds and personalize health solutions based on individual genetic and health data, streamlining product innovation and enhancing the precision of their offerings in the CAM sector. This integration helps the company stay competitive by improving the accuracy of their products while also driving innovation.

Regional Insights

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North America Complementary and Alternative Medicine Market Analysis and Trends

North America dominates the complementary and alternative medicine market with an estimated share of 38.3% in 2025, which stems from several interconnected factors that create a robust ecosystem for alternative healthcare solutions. The region benefits from high healthcare expenditure, strong consumer awareness about preventive healthcare, and a well-established regulatory framework that provides clarity for market participants. The U.S. leads this dominance with its sophisticated healthcare infrastructure and consumer willingness to explore alternative treatment options alongside conventional medicine.

For example, the National Center for Complementary and Integrative Health (NCCIH), part of the U.S. National Institutes of Health (NIH), plays a key role in promoting the development of alternative treatments, funding research, and setting standards for safety and efficacy in CAM products.

The market ecosystem in North America is characterized by strong research and development capabilities, with numerous academic institutions conducting clinical trials on alternative medicine practices. Major universities collaborate with healthcare providers to validate the efficacy of various CAM therapies, creating a scientific foundation that supports market growth.

Asia Pacific Complementary and Alternative Medicine Market Analysis and Trends

The Asia Pacific region is expected to exhibit the fastest growth in the complementary and alternative medicine market with a share of 25.2% in 2025, driven by its rich traditional medicine heritage and rapidly expanding healthcare infrastructure. Countries like China, India, and Japan possess centuries-old medical traditions that form the foundation of modern CAM practices. The region's growth is fueled by increasing disposable income, urbanization, and growing awareness of preventive healthcare among the expanding middle class.

The market ecosystem in Asia Pacific is uniquely positioned with traditional medicine systems like Traditional Chinese Medicine (TCM), Ayurveda, and Kampo medicine being integrated into modern healthcare frameworks. This integration creates opportunities for innovation and product development that combine ancient wisdom with contemporary scientific validation. The region's biodiversity also provides abundant raw materials for herbal and natural medicine production.

Complementary and Alternative Medicine Market Outlook for Key Countries

U.S. Complementary and Alternative Medicine Market Trends

The U.S. market represents the largest and most sophisticated complementary and alternative medicine market globally, characterized by high consumer spending on wellness products and services. Market growth is driven by the rising prevalence of chronic diseases, a growing preference for holistic health solutions, and increasing awareness, acceptance, accessibility, and affordability of complementary and alternative medicine (CAM) therapies.

For instance, in January 2024, the National Center for Complementary and Integrative Health (NCCIH) under the National Institutes of Health (NIH) reported a significant rise in the use of complementary health practices across the U.S., with yoga notably gaining popularity among adults as a method for pain management.

U.K. Complementary and Alternative Medicine Market Trends

The U.K. complementary and alternative medicine market is witnessing a significant transformation, driven by shifting consumer preferences, integration with mainstream healthcare, and rising awareness of holistic well-being. One prominent trend is the increased demand for personalized, non-invasive treatments such as chiropractic care, acupuncture, herbal medicine, and massage therapy.

For example, in May 2025, DRV Clinic, a leading wellness center in London, U.K. introduced chiropractic care led by Dr. HMAM. The service focuses on personalized treatment for back pain, poor posture, and neck issues. With years of clinical experience, Dr. HMAM aims to enhance mobility and overall well-being for a wide range of patients.

Japan Complementary and Alternative Medicine Market Trends

Japan complementary and alternative medicine market is witnessing increased interest in holistic and traditional healing systems, particularly Ayurveda. This growing awareness is supported by institutional efforts, such as the Indian Embassy’s event “Embracing Ancient Wisdom in Daily Lives,” which promotes Ayurveda’s integration into modern lifestyles. Companies like Sami-Sabinsa Japan are playing a vital role in this shift by introducing scientifically backed herbal ingredients and formulations derived from Indian medicinal traditions.

For instance, in March 2024, Sami-Sabinsa Japan, one of the key players in plant-based nutraceuticals, participated in an Ayurveda event hosted by the Indian Embassy in Japan. The company highlighted popular medicinal herbs like turmeric and Boswellia, and showcased key products such as Curcumin and BioPerine, supporting the growing interest in Ayurveda in Japan.

China Complementary and Alternative Medicine Market Trends

The market in China benefits from its position as both the originator of traditional Chinese medicine and a major manufacturing hub for herbal products. The government's strong support for TCM development, including substantial research funding and international promotion initiatives, drives market expansion. For example, a subsidiary of China Resources Group, CR Sanjiu is one of the most well-recognized pharmaceutical enterprises in China, focusing on TCM granules, OTC medications, and health supplements.

Market Players, Key Developments, and Competitive Intelligence

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Key Developments

• In June 2025, AIIMS Bhopal, a premier Indian medical institute, signed an MoU with Patanjali Research Foundation Trust, one of the leading Ayurvedic research organization, to integrate Ayurveda with modern medicine. This collaboration aims to develop holistic healthcare solutions through joint research, innovation, and education.
• In May 2025, Neuronetics, Inc., one of the leading U.S.-based medical technology company specializing in neurohealth therapies, launched the first National TMS Therapy Awareness Day to coincide with Mental Health Awareness Month. The initiative aims to promote awareness about NeuroStar TMS therapy, a safe, non-drug treatment for depression, anxiety, and OCD, especially for patients unresponsive to antidepressants. The day will be observed annually, highlighting real patient and provider stories across social media
• In March 2025, the Italian Embassy hosted a meeting with Mr. Giosun, a renowned Ayurveda expert, to strengthen India–Italy economic and cultural ties through Ayurveda. The event, attended by distinguished figures like Prof. Domenico Delfino, Dr. Nancy Joseph, and Dr. Andrea Geracci, underscored Italy’s growing interest in India’s traditional wellness systems.
• In November 2022, herbal supplement company, HealthRoots, introduced two flagship products sourced from rare international botanicals: Migoherb (a purified Butterburr extract) for migraine prevention, and Redrive Am (a Rhodiola derivative) aimed at reducing stress, enhancing endurance, and easing tiredness.

Top Strategies Followed by Global Complementary and Alternative Medicine Market Players

• Established Players: Leading companies in the global complementary and alternative medicine (CAM) market leverage comprehensive strategies to maintain their competitive edge. R&D investment stands as a cornerstone approach, with major players allocating substantial resources toward developing innovative herbal formulations, advanced extraction technologies, and evidence-based therapeutic solutions. Strategic partnerships play a crucial role in market consolidation.
  • For instance, in September 2024, Six Senses, a global luxury wellness hospitality brand with 27 resorts worldwide, announced the launch of Sound Healing experiences across all its properties. Known for its focus on emotional well-being and sustainable luxury, Six Senses is embracing the rising global interest in sound therapy.

• Mid-tier companies in the global complementary and alternative medicine (CAM) market focus on offering affordable, high-quality solutions tailored to price-sensitive consumers. These players strategically manage production costs and raw material sourcing to deliver competitive products such as herbal supplements, homeopathic remedies, and acupuncture tools. Without the extensive R&D budgets of larger firms, they rely on partnerships with academic and government institutions to access scientific expertise and infrastructure.
  • For instance, in March 2025, Devi Ahilya Vishwavidyalaya (DAVV), a prominent Indore-based university, is set to launch a Homeopathic Research Centre in partnership with the Central Council for Research in Homoeopathy (CCRH). The Memorandum of Understanding (MoU) has been finalized, with operations expected to commence by April. The center will focus on both research and treatment, including specialized studies on sickle cell disease at DAVV’s upcoming medical college in Jhabua, supported by state-provided land and hospital infrastructure.

• Small-Scale Players: Small companies excel through niche specialization, focusing on specific therapeutic areas like Ayurveda, traditional Chinese medicine, or aromatherapy. They develop unique formulations targeting particular health conditions, building loyal customer bases through specialized expertise.
  • Several small-scale players in the traditional and complementary medicine market have successfully carved out strong niches through focused strategies. For instance, Kapiva Ayurveda in India specializes in Ayurvedic formulations targeting specific health concerns like digestion and immunity, building a loyal customer base with products such as Giloy and Amla juice.

Market Report Scope

Complementary and Alternative Medicine Market Report Coverage

Complementary and Alternative Medicine Market Dynamics

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Complementary and Alternative Medicine Market Driver - Rising Consumer Shift Toward Natural and Holistic Healing

The increasing consumer inclination toward natural and holistic healing methodologies represents a fundamental shift in healthcare preferences, significantly propelling the global complementary and alternative medicine market forward. Modern consumers are progressively seeking treatment options that address their health concerns through natural means, moving away from conventional pharmaceutical interventions that often carry potential side effects and chemical dependencies. This paradigm shift is particularly evident among health-conscious individuals who prioritize wellness prevention over reactive treatment approaches.

The growing awareness about traditional healing practices, herbal remedies, acupuncture, aromatherapy, and other alternative therapeutic modalities has gained substantial traction as people become more educated about their health options. For instance, in January 2025, JIVADA, an organic self-care brand, launched India's only holistic wellness range tailored for maturing skin. Officially launched in April 2024 and registered under Startup India and Startup Odisha, JIVADA combines Ayurvedic wisdom with modern science to offer sustainable, nature-powered beauty solutions. The brand’s name, rooted in Sanskrit, reflects its mission to rejuvenate life through skin, hair, and body care.

Complementary and Alternative Medicine Market Opportunity - Expansion of Telehealth and Virtual Wellness Platforms

The proliferation of telehealth infrastructure presents unprecedented expansion opportunities for the Global complementary and alternative medicine market, fundamentally transforming service delivery models and market accessibility. Digital platforms are dismantling geographical barriers that traditionally limited patient access to specialized CAM practitioners, enabling consultations with acupuncturists, naturopaths, and wellness coaches regardless of physical location. This technological integration has catalyzed the development of hybrid care models where initial consultations, follow-up sessions, and wellness monitoring can be conducted virtually, while hands-on treatments are strategically scheduled for in-person visits.

Mobile applications and wearable technology integration now enable real-time biometric monitoring, personalized wellness recommendations, and treatment adherence tracking, enhancing the value proposition of CAM interventions. For instance, in October 2021, Cigna, a global health services company, announced the expansion of its virtual care platform and the launch of a virtual-first health plan to boost access to affordable telehealth services. Following its acquisition of MDLIVE through its subsidiary Evernorth, Cigna now offers broader, on-demand access to specialized, in-network virtual care, enhancing convenience and patient experience.

By enabling more accessible, convenient, and personalized care, these innovations are not only expanding the market's reach but also enhancing the effectiveness and adoption of alternative therapies worldwide. As telehealth continues to evolve, it will likely become a cornerstone of integrative healthcare, merging traditional and alternative approaches for more holistic treatment options.

Analyst Opinion (Expert Opinion)

• The global complementary and alternative medicine market is witnessing sustained growth driven by a confluence of factors including increased consumer preference for natural therapies, technological integration in telehealth and AI-based diagnostics, and greater regulatory support for herbal and traditional medicine systems. Rising demand for holistic wellness, preventive healthcare, and anti-aging therapies—particularly in aging populations across Europe and Asia—continues to expand the market base. However, challenges persist in terms of scientific validation, standardization, and practitioner licensing across regions. Emerging opportunities lie in AI-powered personalized CAM solutions, nutraceutical innovations, and wellness tourism hubs.
• Global platforms like the Integrative Healthcare Symposium (USA), World Ayurveda Congress (India), and Natural & Organic Products Europe (U.K.) have played critical roles in shaping the CAM sector through policy dialogue, research dissemination, and showcasing product innovation. Notable initiatives include WHO’s Traditional Medicine Global Strategy (2025–2034), and India’s AYUSH digital mission promoting evidence-based integrative healthcare. Industry examples like Nestlé’s acquisition of Vital Proteins and Gynoveda’s Ayurvedic femtech expansion demonstrate growing investment and innovation momentum, setting the tone for a regulated, tech-driven, and scalable CAM ecosystem.

Market Segmentation

•  Modality Insights (Revenue, USD Bn, 2020 - 2032)
  • Traditional Alternative Medicine Systems
    • Ayurveda
    • Traditional Chinese Medicine (TCM)
    • Others (Homeopathy, etc.)
  • Hypnotherapy
  • Acupressure
  • Cupping Therapy
  • Chiropractic
  • Herbal Medicines
  • Energy Therapies
    • Reiki
    • Healing Touch
    • Others (Magnetic Therapy, etc.)
  • Sensory Healing Therapies
    • Aromatherapy
    • Others (Sonopuncture, etc.)
  • Others
•  Disease Indication Insights (Revenue, USD Bn, 2020 - 2032)
  • Musculoskeletal Disorders
  • Digestive Disorders
  • Cardiovascular Disorders
  • Neurological Disorders
  • Oncology
  • Respiratory Disorders
  • Stress and Anxiety Management
  • Women’s Health and Fertility
  • Others (Skin and Dermatological Conditions, etc.)
•  Sales Channel Insights (Revenue, USD Bn, 2020 - 2032)
  • Online
  • Offline
• Regional Insights (Revenue, USD Bn, 2020 - 2032)
  • North America
    • U.S.
    • Canada
  • Latin America
    • Brazil
    • Argentina
    • Mexico
    • Rest of Latin America
  • Europe
    • Germany
    • U.K.
    • Spain
    • France
    • Italy
    • Russia
    • Rest of Europe
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
    • ASEAN
    • Rest of Asia Pacific
  • Middle East
    • GCC Countries
    • Israel
    • Rest of Middle East
  • Africa
    • South Africa
    • North Africa
    • Central Africa
• Key Players Insights
  • Herbalife Nutrition Ltd.
  • Amway Corporation
  • Headspace
  • YogaWorks
  • GNC Holdings, Inc.
  • Reiki Energy Healing
  • Nature's Bounty Co.
  • Gaia Herbs
  • Solgar Inc.
  • Swanson Health Products
  • Nutramax Laboratories
  • Standard Process Inc.
  • Aloha Medicinals Inc.
  • Youngevity International Inc.
  • Bionorica SE
  • Medterra CBD
  • Biotics Research Corporation
  • Thorne Research Inc.
  • New Chapter Inc.

Sources

Primary Research Interviews

• Healthcare Practitioners (CAM Specialists, Herbalists, Naturopaths)
• Ayurvedic and Traditional Chinese Medicine (TCM) Physicians
• Regulatory Authorities (AYUSH, USFDA Herbal Division)
• Executives from Telehealth and Wellness Startups
• Supply Chain Stakeholders (Botanical Extract Suppliers, Wellness Tourism Operators)

Government and International Databases

• World Health Organization (WHO)
• Ministry of AYUSH (India)
• National Center for Complementary and Integrative Health (NCCIH – USA)
• European Medicines Agency (EMA – Herbal Medicines)
• U.S. Food and Drug Administration (FDA)
• World Bank
• United Nations Conference on Trade and Development (UNCTAD)
• Statistics Canada
• Eurostat
• Australian Therapeutic Goods Administration (TGA)

Trade Publications

• Nutraceuticals World
• HerbalGram (American Botanical Council)
• Natural Products Insider
• Spa Business Magazine
• Functional Ingredients

Academic Journals

• Journal of Ethnopharmacology
• Complementary Therapies in Medicine
• Evidence-Based Complementary and Alternative Medicine (eCAM)
• BMC Complementary Medicine and Therapies
• Journal of Alternative and Complementary Medicine

Reputable Newspapers

• The New York Times – Health Section
• The Guardian – Wellness & Health
• The Hindu – AYUSH & Health
• South China Morning Post – Health & Lifestyle
• The Times of India – Wellness

Industry Associations

• American Herbal Products Association (AHPA)
• International Alliance of Dietary/Food Supplement Associations (IADSA)
• World Naturopathic Federation
• Global Wellness Institute
• Indian Traditional Knowledge Digital Library (TKDL)

Public Domain Resources

• Directory of Open Access Journals (DOAJ)
• CAM-Cancer Project (Norwegian Knowledge Centre)
• Cochrane Complementary Medicine Field
• Indigenous Medicine Knowledge Portals (Africa, Latin America)
• Ayurveda E-learning Platforms

Proprietary Elements

• CMI Data Analytics Tool: Proprietary analytics tool to analyze real-time market trends, consumer behavior, and technology adoption in market
• Proprietary CMI Existing Repository of Information for Last 8 Years