Introduction

The Asia-Pacific herbs market is a steadily growing segment within the broader natural products and healthcare landscape. Herbs play a multifaceted role across the region, spanning traditional medicine, nutraceuticals, culinary applications, cosmetics, and aromatherapy. With deep cultural roots in systems like Ayurveda and Traditional Chinese Medicine (TCM), herbs are increasingly valued for their immunity-boosting, wellness-enhancing, and functional food benefits.

Projected to reach USD 49.3 billion by 2030, the market is underpinned by strong consumer demand for natural and organic products, greater awareness of preventive healthcare, and supportive government policies promoting traditional medicine practices. Rising disposable incomes, ongoing urbanization, and a longstanding reliance on herbal remedies are further accelerating adoption. As of 2024, the market stood at approximately USD 21.47 billion and is forecast to grow at a CAGR of 14.9% through the forecast period.

Market Dynamics

The Asia-Pacific herbs market is gaining momentum, driven by evolving consumer preferences and a growing emphasis on holistic health and wellness.

Key factors contributing to market expansion include rising demand for organic and plant-based alternatives, renewed confidence in traditional systems like Ayurveda, TCM, and Kampo, and increased consumption of herbal supplements and nutraceuticals for preventive care. Herbs are now integrated into pharmaceutical formulations, dietary aids, functional foods, and cosmetics, offering consumers safer, natural options. At the same time, the rapid growth of e-commerce and digital retail platforms has broadened access to herbal products, reducing distribution gaps across the region. The increasing use of herbs in functional foods, beverages, and personal wellness products continues to diversify the market and expand its consumer base.

The market offers significant opportunities for growth. These include surging demand for immunity-supporting and anti-inflammatory herbs such as turmeric, ashwagandha, moringa, and ginseng; the rapid rise of herb-based cosmetics and skincare; and growing global demand for raw herbal materials, particularly from India, China, and Indonesia. Standardization of formulations, partnerships between traditional and modern medicine manufacturers, and government-led initiatives are further unlocking market potential. In India, the Ministry of AYUSH is spearheading programs to scale up herbal farming and reinforce traditional medicine systems. Meanwhile, in China, regulatory reforms by the National Medical Products Administration are strengthening quality assurance for TCM, enhancing both consumer trust and international acceptance.

Several key trends are shaping the industry’s trajectory. These include growing demand for organic and sustainably sourced herbs, rising consumption of herbal teas and infusions, and the emergence of new product formats such as capsules, gummies, and extracts. Increasing emphasis on scientific validation of herbal efficacy is also driving regulatory support and consumer confidence. As preventive health becomes a mainstream priority, herbs are being more deeply integrated into daily diets, personal care routines, and wellness habits across the Asia-Pacific.

Segment Highlights and Performance Overview

By Product Type:
Medicinal and Ayurvedic herbs dominate this category, accounting for approximately 64%–65% of the total segment. Their widespread use in both traditional and modern healthcare systems—particularly Ayurveda, TCM, and Kampo—continues to drive strong demand. Key herbs such as turmeric, ginger, ashwagandha, and tulsi are widely adopted for both preventive and therapeutic purposes. Rising incidence of chronic diseases and the growing appeal of herbal alternatives in pharmaceutical and nutraceutical markets reinforce this segment’s leading position.

By Form:
Fresh herbs hold the largest share in the form segment, comprising about 45% of the market as of 2023. Their popularity is rooted in longstanding culinary and medicinal traditions across countries like India, China, and Thailand, where fresh leaves and stems are preferred for their potency, flavor, and perceived health benefits. Daily use in cooking and home remedies continues to support this segment’s dominance.

By Application:
Pharmaceuticals and herbal medicine represent the largest application segment. Herbs are widely used for preventive care, chronic condition management, and wellness supplementation. Popular ingredients such as ginseng, moringa, and turmeric are increasingly formulated into prescription drugs, dietary supplements, and fortified food products. The shift toward plant-based actives and growing integration with modern medicine ensures this segment’s sustained leadership.

By Distribution Channel:
Pharmacies and health stores lead distribution, accounting for nearly 48% of market share in 2024. Their advantage lies in the credibility, convenience, and professional guidance they offer. Herbal products—particularly those associated with health and wellness—are typically purchased through these channels for their perceived authenticity, safety, and regulatory oversight.

Geographical Analysis

The Asia-Pacific herbs market spans key economies including India, Japan, China, South Korea, Australia, Singapore, Indonesia, Malaysia, and the rest of the region.

China holds the largest market share at approximately 53%, supported by vast cultivation capacity, a deeply rooted traditional medicine culture, and advanced processing infrastructure. Its leadership is reinforced by strong domestic demand and a growing export footprint for herbal products. India, meanwhile, is set to post the region’s highest growth rate, with a projected CAGR of 11%–12%. This growth is driven by increasing health awareness, proactive government initiatives through the Ministry of AYUSH, and rising global and domestic demand for Ayurvedic and herbal supplements. Together, China and India reflect the region’s dual strengths—market scale and rapid expansion.

Competition Landscape

The Asia-Pacific herbs market features a dynamic mix of regional growers, herbal product manufacturers, and nutraceutical companies, alongside international players expanding via partnerships and distribution networks. Companies compete on innovation, product quality, regulatory compliance, and traditional medicine credibility.

Key players profiled include:
Himalaya Wellness Company, Dabur India Ltd., Patanjali Ayurved Ltd., Forest Essentials, Eu Yan Sang, Wen Ken Group, Kalbe Farma, Lotus Herbals & Innoherb, Emami Limited, and Genius Nature Herbs Pvt. Ltd.

Recent Developments

• In December 2024, Himalaya Wellness launched a 28-count bottle of its popular herbal formula, PartySmart, aimed at social and celebratory use cases. This launch strengthens the ready-to-use herbal supplement category in the region, meeting rising demand for convenience-led wellness solutions and enhancing market visibility for functional herbs in lifestyle consumption.
• In December 2024, Forest Essentials expanded its luxury Ayurveda portfolio with a new line of filler serums. This move deepens the brand’s presence in the high-end herbal skincare space, attracting premium consumers and fueling growth in the value-added, luxury segment of the Asia-Pacific herbs market.

Segmentation:

By Product Type:

• Culinary Herbs & Spices
  • Basil
  • Coriander / Cilantro
  • Mint
  • Others
• Medicinal & Ayurvedic Herbs
  • Turmeric
  • Ashwagandha
  • Tulsi
  • Ginger
  • Others
• Aromatic & Essential Oil Herbs
  • Chamomile
  • Eucalyptus
  • Patchouli
  • Others
• Others

By Form:

• Fresh Herbs
• Dried Herbs
• Others

By Application:

• Food & Beverages
• Pharmaceuticals & Herbal Medicine
• Dietary Supplements & Nutraceuticals
• Cosmetics & Personal Care
• Animal Feed & Veterinary Use
• Others

By Distribution Channel

• Supermarkets & Hypermarkets
• Specialty Stores 
• Pharmacies & Health Stores
• Online / E-commerce
• Direct Sales & Herbal Practitioners

Countries included in the report:

• India
• Japan
• China
• South Korea
• Australia
• Singapore
• Indonesia
• Malaysia
• Rest of the Asia-Pacific

Companies included in the report:

• Himalaya Wellness Company
• Dabur India Ltd.
• Patanjali Ayurved Ltd
• Forest Essentials
• Eu Yan Sang
• Wen Ken Group
• Kalbe Farma
• Lotus Herbals & Innoherb
• Emami Limited
• Genius Nature Herbs Pvt. Ltd.