Europe Complementary And Alternative Medicine Market Size, Share & Trends Analysis Report By Intervention (Body Healing, Traditional Alternative Medicine/Botanicals, Mind Healing, Sensory Healing, External Energy), By Country, And Segment Forecasts, 2025 - 2030

Market Size & Trends

The Europe complementary and alternative medicine market size was valued at USD 59.16 billion in 2024 and is expected to grow at a CAGR of 21.4% from 2025 to 2030. The industry is driven by growing consumer preference for natural, holistic treatments, rising healthcare costs, and the increasing prevalence of chronic diseases like arthritis and diabetes. Additionally, the industry benefits from increased awareness of wellness, stress management, and preventive healthcare. Supportive government initiatives and regulations, along with the integration of CAM therapies in conventional healthcare settings, further fuel demand. The aging population and the desire for personalized treatments also contribute to the growth of the CAM market in Europe.

Increasing consumer preference for natural and holistic treatments is at the forefront, as individuals seek alternatives to conventional medicine. Rising incidences of chronic diseases and mental health issues further boost demand for CAM therapies. Growing awareness of wellness, preventive healthcare, and self-care practices also contribute significantly. Additionally, supportive regulatory frameworks and government initiatives that promote the integration of CAM into mainstream healthcare enhance market growth. The aging population, alongside a shift toward personalized healthcare solutions, adds to the momentum of the CAM market in Europe.

In addition, increased penetration of the internet and social media to promote & offer CAM services or therapies has strengthened the market. For instance, The Healing Company Ltd. treats individuals through energy healing techniques and offers distance healing therapies using a teleconference or video conference. Many natural supplements and botanicals are made available online to improve product reach. Virtual reality and holographic presence have proven their potential to enhance treatment methods and their accessibility.

Meanwhile, Coworth Park introduced a new Hebridean sound treatment in October 2023. This exceptional offering provides individuals with a calming sound therapy experience, offering a moment of relaxation and revitalization. Sound therapy, known for its calming effects, adds another dimension to the growing array of wellness offerings, highlighting the industry's commitment to holistic well-being.

Furthermore, in June 2023, the European Commission unveiled a new comprehensive approach to mental health as part of the European Health Union, aiming to prioritize mental health alongside physical health. This initiative, backed by USD 1.33 billion in EU funding, includes 20 flagship projects focusing on effective prevention, accessible mental healthcare, and reintegration post-recovery. With mental health issues affecting 1 in 6 EU citizens, the plan addresses various societal challenges and supports vulnerable groups, including children and refugees. The initiative emphasizes the importance of mental health at work, highlighting the economic and social need for improved mental health strategies across member states. The European Commission's approach to mental health contributes to the growth of the complementary and alternative medicine (CAM) market in Europe. By raising awareness of holistic therapies like mindfulness and meditation, it promotes their integration into conventional healthcare. The investment in mental health research supports evidence-based CAM practices, while targeted support for vulnerable groups increases demand for accessible wellness solutions. Additionally, workplace wellness initiatives may incorporate CAM therapies, further expanding the market and enhancing overall well-being.

Intervention Insights

The traditional alternative medicine segment dominated the market and accounted for the largest revenue share of 33.6% in 2024. Traditional alternative medicine and botanicals dominate the European complementary and alternative medicine (CAM) market due to a deep-rooted cultural preference for natural, plant-based treatments. Herbal remedies, homeopathy, and naturopathy are widely accepted and integrated into healthcare systems, particularly in countries like Germany and France. Consumers increasingly seek botanicals for their perceived safety, fewer side effects, and effectiveness in managing chronic conditions such as arthritis and digestive issues. The growing wellness trend, supported by the rising popularity of organic and sustainable products, has further fueled demand. Additionally, regulatory frameworks in Europe support the use of botanicals, strengthening their position as the dominant segment in the CAM market.

The mind healing segment is expected to see the fastest growth in the Europe CAM market due to increasing awareness of mental well-being and its connection to overall health. Rising stress levels, anxiety, and lifestyle-related mental health concerns have driven demand for therapies such as meditation, yoga, and mindfulness. Consumers are increasingly turning to these holistic approaches for stress management and emotional balance. Additionally, the integration of mind-body practices into conventional healthcare, along with growing access to wellness programs through digital platforms, is further fueling the rapid expansion of the mind-healing segment in Europe.

Country Insights

Germany dominated the overall market and accounted for 19.8% of revenue share in 2024 in Europe due to its long-standing tradition of natural and holistic health approaches, such as homeopathy, herbal medicine, and naturopathy. The country has a well-established regulatory framework that supports the integration of CAM therapies into conventional healthcare. German consumers tend to value natural treatments, which has fostered widespread adoption. Additionally, Germany is home to several leading manufacturers of CAM products, giving it a robust supply chain and market leadership. The government’s focus on preventive healthcare and wellness, along with strong healthcare infrastructure and insurance coverage for some CAM therapies, further strengthens Germany’s position as a dominant player in the European CAM market.

The UK is expected to experience rapid growth in the complementary and alternative medicine (CAM) market due to several factors. Increasing awareness and demand for natural, holistic healthcare solutions drive market expansion. Consumers are seeking alternatives to conventional medicine for managing stress, mental health, and chronic conditions. The UK's growing wellness culture and rising healthcare costs have fueled interest in CAM therapies. Support from government initiatives promoting wellness and preventive care has also contributed to the fast-paced growth of the CAM market in the UK. Acupuncture, chiropractic, homeopathy, hypnosis, medical herbalism, and osteopathy together account for about USD 543.71 million in annual spending in the UK, where over four out of ten people use complementary medicine at some point. 60% of people with musculoskeletal disorders and arthritis, whose symptoms are frequently chronic, are especially drawn to these medications. Additionally, it is reported that 92% of the public wants alternative therapies to be enlisted by the NHS; however, it has limited coverage for alternative therapies. NHS states that it does not cover most of the therapies and recommends consulting a general practitioner in the first instance.

Key Europe Complementary And Alternative Medicine Company Insights

The competitive landscape of the European CAM market is characterized by the presence of both established players and emerging startups. Key companies such as Weleda, Schwabe, and Nelsons dominate with their wide range of herbal medicines, homeopathic products, and natural remedies. These firms benefit from strong brand recognition, extensive distribution networks, and regulatory expertise. Meanwhile, smaller companies and new entrants are gaining ground by introducing innovative products and leveraging digital platforms for direct-to-consumer sales. Competition is also influenced by increasing R&D investments aimed at developing scientifically backed CAM therapies. Additionally, as consumer demand for personalized and holistic healthcare grows, companies are focusing on offering specialized treatments, enhancing market dynamics.

Some of the key players operating in the industry are John Schumacher, Unity Woods Yoga Centre, Nordic Nutraceuticals, and Pure Encapsulations, LLC. The leading players in the CAM industry are focusing on growth strategies, such as services and product launches. Siddhalepa Ayurveda GmbH, BGG Europe SA, and DRONANIA Pharmaceuticals GmbH are some of the emerging market participants in the space. Emerging companies are employing various strategies, such as mergers & acquisitions, to expand their footprint and grow at a fast pace.

Recent Developments

• In August 2023, The WHO Traditional Medicine Global Summit 2023 concluded with a commitment to advance evidence-based traditional, complementary, and integrative medicine (TCIM) for universal health coverage and Sustainable Development Goals by 2030. Over 88 countries, including those from Europe, participated, emphasizing collaboration, innovation, and stronger evidence. The Summit highlighted the role of artificial intelligence in evaluating traditional practices and discussed strategies to integrate TCIM into health systems in Europe and globally, ensuring safety, effectiveness, and sustainability.

• In February 2023, NatureKue introduced Nafliva LiverSmart, a dietary supplement in dark chocolate with peppermint flavor designed to support healthy liver function. The product's key ingredients, Deepure Tea extract and silybin from milk thistle, promote fat metabolism, balanced blood sugar, and healthy cholesterol levels. Clinical research supports its benefits in weight loss and improving lipid profiles. Nafliva LiverSmart offers a delicious way to maintain liver health while being backed by scientific studies.

• In October 2022, Coworth Park, part of the Dorchester Collection, introduced a new sound therapy treatment developed in collaboration with ishga and DJ Brian d’Souza of Swell. This 90-minute treatment begins with a foot bath using hand-harvested seaweed and includes a singing bowl sequence, a Balinese-inspired massage, and warm oil poured onto the scalp. The therapy, designed to promote deep relaxation and cognitive well-being, incorporates soothing soundscapes inspired by the Hebrides, aiming to transport guests to a calming state of mind.

Europe Complementary And Alternative Medicine Market Report Scope

Europe Complementary And Alternative Medicine Market Report Segmentation

This report forecasts revenue growth at the 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 study, Grand View Research has segmented the Europe complementary and alternative medicine market report based on intervention, and country 

• Intervention Outlook (Revenue, USD Million, 2018 - 2030)

  • Traditional Alternative Medicine/Botanicals

  • Ayurveda

  • Apitherapy

  • Bach Flower Therapy

  • Naturopathic Medicine

  • Traditional Chinese Medicine

  • Traditional Korean Medicine

  • Traditional Japanese Medicine

  • Traditional Mongolian Medicine

  • Traditional Tibetan Medicine

  • Zang Fu Theory

  • Mind Healing

  • Autosuggestion

  • Hypnotherapy

  • Neuro-linguistic Programming

  • Self-hypnosis

  • Spiritual Mind Treatment

  • Transcendental Meditation

  • Body Healing

  • Acupressure

  • Acupuncture

  • Alexander Technique

  • Auriculotherapy

  • Autogenic Training

  • Chiropractic

  • Cupping Therapy

  • Kinesiology

  • Osteomyology

  • Osteopathy

  • Pilates

  • Qigong

  • Reflexology

  • Yoga

  • External Energy

  • Magnetic Therapy

    • Bio-magnetic Therapy

    • Magnetic Resonance Therapy

  • Radionics

  • Reiki

  • Therapeutic Touch

  • Chakra Healing

  • Sensory Healing

  • Aromatherapy

  • Music therapy

  • Sonopuncture

  • Sound Therapy

• Country Outlook (Revenue, USD Million, 2018 - 2030)

  • Europe

    • Germany

    • U.K.

    • France

    • Italy

    • Spain

    • Denmark

    • Sweden

    • Norway

    • Belgium

    • Switzerland

    • Netherlands

    • Poland

    • Austria

    • Greece

    • Ireland

    • Rest of Europe