Introduction

The North America Fresh Herbs market represents a key segment of the food and agriculture industry, shaped by a rising consumer focus on natural, organic, and plant-based products. Fresh herbs have become a staple in contemporary diets due to their culinary versatility, nutritional benefits, and alignment with health-conscious lifestyles. Their usage spans multiple sectors, including daily cooking, foodservice, functional beverages, nutraceuticals, and personal care. Market expansion is further supported by innovations in greenhouse cultivation, hydroponics, and vertical farming, which ensure consistent quality and year-round availability.

Valued at approximately USD 1.39 billion in 2024, the market is projected to reach USD 2.20 billion by 2030, growing at a CAGR of 8%. This growth is driven by increasing health awareness, rising demand for organic and chemical-free produce, and the growing incorporation of herbs into pharmaceutical and cosmetic formulations. The popularity of clean-label and farm-to-table products, coupled with the rapid growth of online grocery and retail platforms, continues to accelerate market development across the region.

Market Dynamics

The North America Fresh Herbs market plays a vital role within the region’s food and agriculture ecosystem, shaped by evolving demand dynamics and technological advancements. Growth is being propelled by rising consumer preference for organic and natural ingredients, the mainstream use of herbs in home and commercial kitchens, and the adoption of controlled-environment agriculture such as hydroponics and vertical farming. These methods support consistent supply and improved product quality while reducing reliance on seasonal harvests. In addition to culinary use, fresh herbs are seeing increased demand in the nutraceutical, wellness, and personal care industries. Widespread availability through supermarkets, hypermarkets, and digital platforms is further enhancing consumer access.

The market presents a range of high-potential opportunities. These include scaling up organic herb production, expanding the role of herbs in functional foods and beverages, and broadening their applications in pharmaceuticals and cosmetics. Producers are also investing in advanced packaging and cold-chain systems to reduce post-harvest loss and improve shelf life, strengthening profitability. Industry frameworks are reinforced by associations such as the American Spice Trade Association (ASTA), which guides quality and safety standards, and the American Herbal Products Association (AHPA), which supports the industry with guidelines like GACP-GMP and the Botanical Safety Handbook to promote responsible and transparent herb production.

Several prominent trends are influencing market behavior. These include growing demand for clean-label and chemical-free herbs, greater penetration of e-commerce grocery platforms, and rising interest in locally sourced, sustainable produce. Urban and vertical farming ventures are gaining traction as they address consumer expectations around freshness and origin while streamlining logistics. Meanwhile, fresh herbs are increasingly incorporated into wellness-centric diets, herbal teas, and functional beverages—aligning with broader lifestyle trends focused on preventive health and natural nutrition.

Segment Highlights and Performance Overview:

By Type of Herb:
Basil leads the category, accounting for roughly 32% of market share. Its prominence is tied to its widespread use in North American cuisine—particularly in Italian and Mediterranean dishes—as well as its growing role in functional beverages and nutraceutical applications.

By Category:
Conventional herbs dominate, holding approximately 72% of the category segment. Their popularity stems from broader availability, lower pricing, and entrenched distribution networks across retail and foodservice channels. While organic herbs are gaining market share, conventional varieties remain the go-to option for most consumers.

By Form:
Whole leaves represent the largest share in the form segment, favored for their freshness, aroma, and versatility. Demand for whole-leaf herbs is driven by both packaged retail sales and supply to foodservice channels, reinforcing their dominance across applications.

By Application:
Culinary use remains the primary application, accounting for over 55% of market demand. This is underpinned by the heavy use of fresh herbs in restaurants, quick-service formats, and home kitchens, where freshness, flavor, and natural ingredients are top priorities.

By Distribution Channel:
Supermarkets and hypermarkets are the leading distribution channels, contributing nearly 58% of the total market share. These outlets benefit from strong supplier networks, dedicated fresh produce sections, and wide consumer reach—ensuring consistent availability for both retail and foodservice buyers.

Geographical Analysis

North America leads the global fresh herbs market, with the United States accounting for approximately 75%–80% of regional revenue. 

The U.S. market is driven by robust consumer demand for culinary and wellness-oriented products, a mature retail infrastructure, and a well-established foodservice sector that relies heavily on fresh herbs for flavor and presentation. Advanced cold-chain systems and expansive supermarket networks further support nationwide distribution and year-round availability.

Canada, contributing around 20%–25% of the market, is poised for the fastest growth within the region. This momentum is fueled by increasing demand for organic and sustainable herbs, a rising appetite for global cuisines, and the adoption of innovative farming technologies such as urban greenhouses and vertical farms. These developments are helping to ensure a stable, high-quality herb supply while meeting the evolving preferences of Canadian consumers.

Competition Landscape

The North America Fresh Herbs market is shaped by a competitive mix of established food producers, large-scale herb growers, and emerging indoor farming companies. Market players are competing based on product quality, sustainable growing practices, and retail alignment, with a strong emphasis on transparency and consumer trust.

Key companies featured in this report include McCormick & Company, Inc., The Fresh Herb Company, Earthbound Farm, Dole Food Company, Inc., Gotham Greens, McGarvey’s Fresh Produce, Sustainable Harvest, Herb Thyme Farms, NatureSweet, and Bowery Farming.

Recent Developments

• On January 28, 2025, McCormick & Company, Inc. unveiled Aji Amarillo as its Flavor of the Year during its 25th-anniversary Flavor Forecast, accompanied by the debut of a limited-time Aji Amarillo seasoning and a Flavor Night Market in Miami. This campaign is driving consumer interest in bold, herb-forward flavor profiles, encouraging greater use of fresh herbs across retail and foodservice channels and expanding category growth.
• On May 13, 2025, Gotham Greens announced a partnership with Sesame Workshop aimed at inspiring families to consume more plants, including pesticide-free greens and herbs. This initiative is fostering healthier eating habits among children and families, reinforcing demand for locally grown, pesticide-free herbs, and further differentiating indoor-grown offerings in the North American market.

Segmentation:

By Type of Herb:

• Basil
• Parsley
• Cilantro/Coriander Leaves
• Mint
• Rosemary
• Others

By Category:

• Conventional
• Organic

By Form:

• Whole Leaves
• Cut/Chopped
• Others

By Application:

• Culinary Use
• Pharmaceuticals
• Cosmetics & Personal Care
• Beverages & Nutraceuticals
• Others

By Distribution Channel:

• Supermarkets & Hypermarkets
• Specialty Stores 
• Online Retail / E-commerce 
• Convenience Stores
• Foodservice Channels

Companies included in the report:

• McCormick & Company, Inc.
• The Fresh Herb Company
• Earthbound Farm
• Dole Food Company, Inc.
• Gotham Greens
• McGarvey’s Fresh Produce
• Sustainable Harvest
• Herb Thyme Farms
• NatureSweet
• Bowery Farming