The global complementary and alternative medicine market size was valued at USD 117,210.3 million in 2022 and is expected to expand at a compound annual growth rate (CAGR) of 25.1% from 2023 to 2030. The market is expected to gain traction in the coming years as a result of the changing regulatory landscape and robust regulatory reforms, resulting in the development of strong transnational partnerships among countries across the globe for collective initiatives regarding alternative medicine followed by its adoption and growth.
Furthermore, government activities examining rules connected to the right to health in all of its manifestations are planned to enhance service providers' and users' participation in the field of alternative & complementary healthcare. Government initiatives have a significant role in driving demand for integrative healthcare and complementary medical practices by increasing targeted spending, establishing government facilities, and issuing guidelines to assure the use of complementary & alternative medicine (CAM).
Regulatory organizations are also working on the development of medical tourism, which attracts people from all over the world and allows them to seek world-class alternative medical care. For example, in several areas, Indian regulatory authorities have made major investments in the creation and standardization of alternative medical services. In India, a government entity known as the "Ministry of Ayush" has been established to oversee education, product creation, research, and other services related to yoga, ayurveda, homeopathy, and naturopathy.
Furthermore, research into the utilization of traditional medications for the treatment of COVID-19 patients is expected to increase the pace in the future years. Government officials around the world are eager to promote traditional approaches for the management of COVID-19 patients; nonetheless, it is critical to adhere to the customary research standards established for all other drug candidates.
This trend has evolved notably as a result of scientific studies based on the capability of diverse medicinal plants to provide efficient treatment to COVID-19 persons, which is predicted to have a beneficial impact on global market growth. A lack of clinical data to back up natural medicine practitioners' claims has risen as a barrier for alternative medicine professionals. Strong funding for clinical research along similar lines, on the other hand, is projected to overcome this constraint in the near future.
In 2022, traditional alternative medicine held a 34.19% market share. Traditional medicines are the most commonly utilized in both developed and developing nations. They are marketed as herbal supplements, homeopathic medications, and other natural products. They are widely utilized as nutritional supplements in the majority of countries, alongside normal food and medicine.
Other items, such as herbal oils and tea, have grown in appeal throughout the modern world. Herbal products are widely used in countries such as Japan, India, and China, and this trend is projected to continue over the coming years. Medicinal plants & herbs have grown in popularity because they may be processed and conveyed in a variety of forms, including pills, ointments, brews, syrups, and entire herbs.
On the other hand, the mind healing segment is anticipated to witness the fastest growth rate between 2023 and 2030. To attain a highly elevated state of mind, this therapy combines severe concentration, calmness, and intense attention. In basic terms, it causes a freeze in the person's state of awareness and produces total peace of mind.
The goal of mind healing is to assist the individual in overcoming challenges such as psychological distress, bad behaviors, or a destructive environment to attain total peace of mind. It is utilized as an alternative to conventional medications to heal a person's mind and consciousness. Hence, propelling the segment growth.
In 2022, direct sales had the highest revenue share of more than 57.37%. Due to the huge growth in medical tourism, therapy supplied by direct sales is likely to lead the industry in the future decade. This movement is bolstered by government financing to upgrade treatment facilities and support alternative medicine. To expand their operations, some local acupuncture & Ayurveda professionals and entities intend to explore the direct sale of supplementary medicine as well as alternative therapies.
These organizations place a premium on doctor/practitioner-patient engagement and therapeutic practices that increase profitability. For instance, Michelle Grasek of Seneca Falls Acupuncture PLLC's articles on the frequency of effective therapeutic approaches used in an acupuncture practice. It emphasizes the importance of patients' responses to specific acupuncture therapy and their willingness to attend follow-up visits and further recommendations.
In terms of region, Europe has the largest market for complementary & alternative medicine. The U.K. dominates the complementary & alternative medicine industry in Europe. In the region, a large number of hospitals and medical institutions provide complementary and alternative treatments. Norway is developing faster than the rest of Europe in the complementary & alternative medicine sector. In addition, acupuncture is a supplementary and alternative therapy that is gaining popularity throughout Europe. As a result, the region's complementary & alternative medicine market is likely to expand in the near future.
Asia Pacific is expected to grow at a lucrative rate during the forecasted period. The increased demand for herbal supplements is driving the expansion of the complementary & alternative medicine industry in Asia-pacific. This region remains abundant in medicinal plants. As a result, the complementary & alternative medicine market in Asia-pacific is expected to grow throughout the forecast period.
As per an article, in September 2021, The National Medical Commission (NMC) in India mandated that every healing college to have a "Department of Integrative Medicine Research" to encourage the integration of contemporary medicine with homeopathy and Indian medical systems such as Ayurveda. Thus, it will drive market growth.
Product penetration in age-related diseases, relaxed government regulations, and strategic initiatives are crucial strategies that can aid in market development. The existing players are implementing extensive strategies in complementary and alternative medicine, including indication expansion, regional expansion, and collaboration to address the unmet needs of consumers.
For instance, in April 2021, Miskawaan Health Group announced the introduction of integrative personalized German therapies in Thailand for treating cancer. The company opened the Miskawaan Integrative Cancer Care in Bangkok. The regional expansion will assist the company to diversify its source of income. Some prominent players in the global complementary and alternative medicine market include:
Ramamani Iyengar Memorial Yoga Institute
The Healing Company Ltd.
John Schumacher Unity Woods Yoga Centre
Sheng Chang Pharmaceutical Company
Pure encapsulations, LLC.
AYUSH Ayurvedic Pte Ltd.
Market size value in 2023
USD 144,676.5 million
Revenue forecast in 2030
USD 694.22 billion
CAGR of 25.1% from 2023 to 2030
Base year for estimation
2018 - 2021
2023 - 2030
Revenue in USD million and CAGR from 2023 to 2030
Revenue forecast, company ranking, competitive landscape, growth factors, trends
Intervention, distribution method, region
North America; Europe; Asia Pacific; Latin America; MEA
U.S.; Canada; Germany; U.K.; France; Italy; Spain; Denmark; Sweden; Norway; China; Japan; India; South Korea; Australia; Thailand; Brazil; Mexico, Argentina; South Africa; Saudi Arabia, UAE; Kuwait
Key companies profiled
Columbia Nutritional; Nordic Nutraceuticals; Ramamani Iyengar Memorial Yoga Institute; The Healing Company Ltd.; John Schumacher Unity Woods Yoga Centre; Sheng Chang Pharmaceutical Company; Pure encapsulations, LLC.; Herb Pharm; AYUSH Ayurvedic Pte Ltd.
Free report customization (equivalent up to 8 analyst’s working days) with purchase. Addition or alteration to country, regional & segment scope.
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This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this report, grand view research has segmented the global complementary and alternative medicine market report based on intervention, distribution method, and region:
Intervention Outlook (Revenue, USD Million, 2018 - 2030)
Traditional Alternative Medicine/Botanicals
Bach Flower Therapy
Traditional Chinese Medicine
Traditional Korean Medicine
Traditional Japanese Medicine
Traditional Mongolian Medicine
Traditional Tibetan Medicine
Zang Fu Theory
Spiritual Mind Treatment
Magnetic Resonance Therapy
Distribution Method Outlook (Revenue, USD Million, 2018 - 2030)
Regional Outlook (Revenue, USD Million, 2018 - 2030)
Middle East & Africa
b. The global complementary and alternative medicine market size was estimated at USD 117,210.3 million in 2022 and is expected to reach USD 144,676.5 million in 2023.
b. The global complementary and alternative medicine market is expected to grow at a compound annual growth rate of 25.1% from 2023 to 2030 to reach USD 694.22 billion by 2030.
b. Direct sales distribution dominated the complementary & alternative medicine market with a share of 57.4% in 2022. This is attributed to the fact that most frequently performed complementary and alternative therapies require direct interaction with the patient.
b. Some key players operating in the complementary & alternative medicine market include Nordic Nutraceuticals, Columbia Nutritional, Ramamani Iyengar Memorial Yoga Institute, Herb Pharm, John Schumacher Unity Woods Yoga Centre, Pure Encapsulations, LLC., The Healing Company Ltd, AYUSH Ayurvedic Pte Ltd, and Sheng Chang Pharmaceutical Company.
b. Key factors that are driving the complementary and alternative medicine market growth include wide acceptance of alternative treatments among the general population, further causing an upswing in the number of yoga studios, meditation centers, spas, and complementary wellness facilities.
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Multiple therapeutic regimens are being followed across the globe in attempts to come up with a reliable treatment for Covid-19. One line of treatment includes the use of hydroxychloroquine, while a second treatment line focuses to use antiviral drugs used in the disease management of HIV. Both these approaches have surged demand from advanced antivirals and antimalarial drugs. This impacts the drug manufacturers as an off label indication for these drug classes has to be worked upon. At the moment, the WHO has not prescribed any of these approaches, neither they have commented if one is better than the other. The report will account for Covid19 as a key market contributor.