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Homeopathic and Herbal Remedies - US - March 2013

“Though sales of homeopathic and herbal remedies continue to increase, the market is up against several challenges. This includes low awareness among consumers, limited product availability, and consumer perception of safety and efficacy.”

– Emily Krol, Health and Wellness Analyst

Some questions answered in this report include:

  • Product awareness and usage is low compared to conventional OTC remedies. How can brands increase awareness and usage of homeopathic and herbal remedies?
  • How can brands in the homeopathic/herbal market communicate product efficacy to consumers?
  • How does regulation of homeopathic/herbal remedies affect consumer perception of safety?

 

The market for homeopathic and herbal remedies continues to grow, and is estimated to increase 2.6% from 2011-12. Due to increased healthcare costs and lack of insurance, more consumers are being proactive about their health and wellness. This, paired with the fact that consumers are using more organic and natural products, could help fuel the growth of herbal and homeopathic remedies. Furthermore, product recalls of various OTC nonprescription medications likely has consumers looking for what they perceive to be as safer alternatives.

This report will present sales data for herbal and homeopathic remedy products, with Mintel’s expert analysis explaining fluctuations. Consumer usage and attitudes toward homeopathic and herbal remedies are assessed to garner marketing recommendations. Demographic differences regarding how people use homeopathic remedies is also presented. Additionally, the reader will gain an understanding of what ailments consumers use homeopathic and herbal remedies to treat. Finally, where consumers get information about remedies and interest level in alternative remedy formats is included.

It is difficult to define the market of homeopathic and herbal remedies, as the definition is broad, and the market is constantly changing. This report will cover herbal and homeopathic remedies that treat a variety of ailments and/or are used for preventative measures. Herbal remedies are an alternative form of treatment made solely from parts of whole plants (e.g., leaves, bark, or roots), in contrast to conventional modern medicines that extract and concentrate specific constituents. A large number of herbal remedies are available as supplements, and are not regulated as medicines.

Homeopathic remedies stimulate the body’s natural powers of defense and recovery by using a substance that causes symptoms of a disease in healthy people to cure the same disease in sick people. It is based on the idea that the body can heal itself. Typical ingredients include diluted doses of a substance of animal, vegetable, or mineral origin.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: Total U.S. sales and fan chart forecast of homeopathic and herbal remedies, at current prices, 2007-17
                          • Figure 2: Ways treated ailments suffered, December 2012
                          • Figure 3: Percent of consumers indicating they have used homeopathic medicines in the past year, 2005-10
                        • Segment snapshots
                          • Figure 4: Total U.S. retail sales of homeopathic and herbal remedies, by segment, at current prices, 2011 and 2012
                        • Market factors
                          • Demographics
                            • Figure 5: U.S. population, by age, 2008-18
                            • Figure 6: Use of homeopathic and herbal remedies to treat ailments suffered, by age, December 2012
                            • Figure 7: Population by Hispanic origin, 2008-18 and use of homeopathic and herbal remedies to treat ailments suffered, by Hispanic origin, December 2012
                            • Figure 8: Households, by presence of own children, 2002-12
                            • Figure 9: Use of homeopathic and herbal remedies to treat ailments suffered, by presence of children in the household, December 2012
                          • Healthcare costs
                            • Retailers
                              • Figure 10: Total U.S. retail sales of homeopathic and herbal remedies, by channel, at current prices, 2012
                            • The consumer
                              • Information about homeopathic and herbal remedies
                                • Figure 11: Homeopathic/Herbal remedy information sources, by gender and age, December 2012
                              • Interest in remedy formats
                                • Figure 12: Interest in remedy formats, December 2012
                              • Attitudes toward homeopathic and herbal remedies
                                • Figure 13: Attitudes toward homeopathic/herbal remedies, by ways treated ailments suffered, December 2012
                              • What we think
                              • Issues in the Market

                                  • Product awareness and usage is low compared to conventional OTC remedies. How can brands increase awareness and usage of homeopathic and herbal remedies?
                                    • How can brands in the homeopathic/herbal market communicate product efficacy to consumers?
                                      • How does regulation of homeopathic/herbal remedies affect consumer perception of safety?
                                      • Insights and Opportunities

                                        • Retail locations
                                          • Mobile applications
                                            • Product formats
                                            • Trend Applications

                                                • Trend: Retired for Hire
                                                    • Figure 14: VitaMelts product shot
                                                  • Trend: Cool Vending
                                                    • 2015 Trend: East Meets West
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Homeopathic and herbal remedies poised for growth
                                                          • Sales and forecast of homeopathic and herbal products
                                                            • Figure 15: Total U.S. retail sales and forecast of homeopathic and herbal remedies, at current prices, 2007-17
                                                            • Figure 16: Total U.S. retail sales and forecast of homeopathic and herbal remedies, at inflation-adjusted prices, 2007-17
                                                          • Fan chart forecast
                                                              • Figure 17: Total U.S. sales and fan chart forecast of homeopathic and herbal remedies, at current prices, 2007-17
                                                          • Market Drivers

                                                            • Key points
                                                              • Demographics
                                                                • Age
                                                                  • Figure 18: Population, by age, 2008-18
                                                                  • Figure 19: Ailments suffered past 12 months, by age, December 2012
                                                                • Ethnicity
                                                                  • Figure 20: Population, by race and Hispanic origin, 2008-18
                                                                • Population of children
                                                                    • Figure 21: Households, by presence of own children, 2002-12
                                                                  • Healthcare costs
                                                                    • Product recalls
                                                                    • Competitive Context

                                                                      • Traditional OTC remedies
                                                                        • Figure 22: Attitudes toward remedies, among all and homeopathic/herbal remedy users, December 2012
                                                                      • Prescription remedies
                                                                        • Home remedies (i.e., tea, juice, etc.)
                                                                          • Figure 23: Use home remedies (any agree), among all and homeopathic/herbal remedy users, December 2012
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Herbal remedies continue to dominate the market, but homeopathic remedies are increasing share
                                                                            • Sales of homeopathic and herbal remedies, by segment
                                                                              • Figure 24: Total U.S. retail sales of homeopathic and herbal remedies, by segment, at current prices, 2010 and 2012
                                                                          • Segment Performance—Herbal Remedies

                                                                            • Key points
                                                                              • Growth of herbal remedies is inconsistent
                                                                                • Sales and forecast of herbal remedies
                                                                                  • Figure 25: Sales and forecast of herbal remedies, at current prices, 2007-17
                                                                                • Noni juice continues to be top-selling herb, while milk thistle and Psyllium saw large increases
                                                                                  • Figure 26: Top 10 U.S. single herb & botanical supplement sales through all channels, 2010-11
                                                                              • Segment Performance—Homeopathic Remedies

                                                                                • Key points
                                                                                  • Homeopathic remedies still growing
                                                                                    • Sales and forecast of homeopathic remedies
                                                                                      • Figure 27: Sales and forecast of homeopathic remedies, at current prices, 2007-17
                                                                                  • Retail Channels

                                                                                    • Key point
                                                                                      • Overall sales growing, but share among retailers remains constant
                                                                                        • Figure 28: Total U.S. retail sales of homeopathic and herbal remedies, by channel, at current prices, 2010-12
                                                                                        • Figure 29: Natural Medicine by King Bio Ear Ringing
                                                                                        • Figure 30: Total U.S. retail sales of homeopathic and herbal remedies, by channel, at current prices, 2007-12
                                                                                    • Retail Channels—Natural Supermarkets Deep Dive

                                                                                      • Key points
                                                                                        • Sales of homeopathic and herbal remedies in natural supermarkets
                                                                                          • Figure 31: Natural supermarket sales of homeopathic and herbal remedies, at current prices 2010-12
                                                                                          • Figure 32: Natural supermarket sales of homeopathic and herbal remedies, at inflation-adjusted prices, 2010-12
                                                                                        • Natural channel sales of homeopathic and herbal remedies, by segment
                                                                                          • Figure 33: Natural supermarket sales of homeopathic and herbal remedies, by segment, 2010 and 2012
                                                                                        • Natural channel sales of homeopathic and herbal remedies, by health conditions
                                                                                            • Figure 34: Natural supermarket sales of homeopathic and herbal remedies, by health condition, 2010 and 2012
                                                                                          • Leading brands
                                                                                          • Innovations and Innovators

                                                                                            • Claims
                                                                                              • Figure 35: Share of healthcare products launched with botanical/herbal or homeopathic claim, 2007-12
                                                                                            • Botanical/Herbal
                                                                                              • Figure 36: Healthcare products launched with botanical/herbal claim, by top 10 subcategories, 2007-12
                                                                                              • Figure 37: Share of branded/private label healthcare product launches with botanical/herbal claim, 2007-12
                                                                                            • Homeopathic
                                                                                              • Figure 38: Healthcare products launched with homeopathic claim, by top 10 subcategories, 2007-12
                                                                                              • Figure 39: Share of branded/private label healthcare product launches with homeopathic claim, 2007-12
                                                                                            • Children’s products
                                                                                              • Figure 40: healthcare product launches with homeopathic claim targeted to babies/children, 2007-12
                                                                                          • Marketing Strategies

                                                                                            • Overview of the brand landscape
                                                                                              • Figure 41: Ways to determine how to treat ailments, by ways treated ailments suffered, December 2012
                                                                                            • Brand analysis: Zicam
                                                                                              • Figure 42: Brand analysis of Zicam, 2013
                                                                                            • TV presence
                                                                                              • Figure 43: Zicam, “Pre-Cold,” 2012
                                                                                            • Online initiatives
                                                                                              • Social networking
                                                                                                • Figure 44: Zicam social media analysis, 2013
                                                                                              • Print
                                                                                                • Figure 45: Zicam print advertisement, 2012
                                                                                              • Brand analysis: New Chapter
                                                                                                • Figure 46: Brand analysis of New Chapter, 2013
                                                                                              • Video presence
                                                                                                • Figure 47: New Chapter, “The Multi-Herb Approach to Liver Health,” 2012
                                                                                              • Online initiatives
                                                                                                • Other
                                                                                                  • Figure 48: New Chapter Image, 2013
                                                                                                • Social networking
                                                                                                  • Figure 49: New Chapter social media analysis, 2013
                                                                                                • Brand analysis: Similasan
                                                                                                  • Figure 50: Brand analysis of Similasan, 2013
                                                                                                • Video presence
                                                                                                  • Figure 51: Similasan, “Cough & Fever Relief, Ear Relief, Irritated Eye Relief Health,” 2013
                                                                                                • Online initiatives
                                                                                                  • Print
                                                                                                    • Figure 52: Similasan Print Ad, 2012
                                                                                                  • Social networking
                                                                                                    • Figure 53: Similasan social media analysis, 2013
                                                                                                • Treating Ailments

                                                                                                  • Key points
                                                                                                    • Homeopathic and herbal usage
                                                                                                      • Figure 54: Ways treated ailments suffered, December 2012
                                                                                                    • Opportunity to grow usage among men
                                                                                                      • Figure 55: Use of homeopathic and herbal remedies to treat ailments suffered, by gender, December 2012
                                                                                                      • Figure 56: Vitamin/Mineral tablet, capsule or liquid usage, by gender, August 2011-August 2012
                                                                                                    • Address concerns of older consumers
                                                                                                      • Figure 57: Use of homeopathic and herbal remedies to treat ailments suffered, by age, December 2012
                                                                                                    • Parents are an ideal target for homeopathic/herbal remedies
                                                                                                      • Figure 58: Use of homeopathic and herbal remedies to treat ailments suffered, by presence of children in household, December 2012
                                                                                                    • Increase availability for lower-income households
                                                                                                      • Figure 59: Use of homeopathic and herbal remedies to treat ailments suffered, by household income, December 2012
                                                                                                    • Usage by generations
                                                                                                      • Figure 60: Use of homeopathic and herbal remedies to treat ailments suffered, by generation, December 2012
                                                                                                  • Learning How to Treat Ailments with Homeopathic and Herbal Remedies

                                                                                                    • Key points
                                                                                                      • Homeopathic and herbal remedy users know how to treat ailments
                                                                                                        • Figure 61: Ways to determine how to treat ailments and homeopathic/Herbal remedy information sources, December 2012
                                                                                                      • Women more experienced with treating ailments
                                                                                                        • Figure 62: Ways to determine how to treat ailments, by gender, December 2012
                                                                                                      • Younger users trust Dr. Internet
                                                                                                        • Figure 63: Ways to determine how to treat ailments, by age, December 2012
                                                                                                        • Figure 64: Homeopathic/Herbal remedy information sources, by gender and age, December 2012
                                                                                                      • Parents need reinforcement from a variety of sources
                                                                                                        • Figure 65: Ways to determine how to treat ailments, by presence of children in household, December 2012
                                                                                                      • Presence of children influences decision to turn to doctor
                                                                                                        • Figure 66: Homeopathic/Herbal remedy information sources, by presence of children in household, December 2012
                                                                                                        • Figure 67: Ways to determine how to treat ailments, by parental status, December 2012
                                                                                                        • Figure 68: Homeopathic/Herbal remedy information sources, by parental status, December 2012
                                                                                                      • Sample on pack to increase usage among light users
                                                                                                        • Figure 69: Ways to determine how to treat ailments, by repertoire of homeopathic & herbal remedy, December 2012
                                                                                                        • Figure 70: Ways treated ailments suffered, by repertoire of homeopathic & herbal remedy, December 2012
                                                                                                    • Interest in Remedy Formats

                                                                                                      • Key points
                                                                                                        • Homeopathic/herbal remedy users interested in less invasive formats
                                                                                                          • Figure 71: Boiron pellets screenshot
                                                                                                          • Figure 72: Interest in remedy formats, December 2012
                                                                                                        • Dissolvable products can help older consumers take remedies
                                                                                                          • Figure 73: Sleep sheets
                                                                                                          • Figure 74: Interested in remedy format, by gender and age, December 2012
                                                                                                        • Give parents convenience
                                                                                                          • Figure 75: Interested in remedy format, by presence of children in household, December 2012
                                                                                                      • Attitudes Toward Homeopathic and Herbal Remedies

                                                                                                        • Key points
                                                                                                          • Brands can increase safety perception of these remedies
                                                                                                            • Figure 76: Attitudes toward homeopathic/herbal remedies, by ways treated ailments suffered, December 2012
                                                                                                          • Men trust homeopathic and herbal remedies
                                                                                                            • Figure 77: Attitudes toward homeopathic/herbal remedies, by gender, December 2012
                                                                                                          • Increase usage among older consumers with a safety message
                                                                                                            • Figure 78: Attitudes toward homeopathic/herbal remedies, by age, December 2012
                                                                                                          • Consider targeting lower household incomes
                                                                                                            • Figure 79: Attitudes toward homeopathic/herbal remedies, by household income, December 2012
                                                                                                          • Presence of children
                                                                                                            • Figure 80: Attitudes toward homeopathic/herbal remedies, by presence of children in household, December 2012
                                                                                                            • Figure 81: Attitudes toward homeopathic/herbal remedies, by gender and presence of children in household, December 2012
                                                                                                        • Spotlight on Those Who Trust Homeopathic Medications

                                                                                                          • Key point
                                                                                                            • Demographics of homeopathic medicine trusters
                                                                                                              • Figure 82: Demographic profile by trust level of homeopathic medicine, August 2011-August 2012
                                                                                                            • Ailments suffered by homeopathic trusters
                                                                                                              • Figure 83: Ailments suffered, by trust level of homeopathic medicine, August 2011-August 2012
                                                                                                            • Healthy habits of homeopathic trusters
                                                                                                              • Figure 84: Exercise habits, by trust level of homeopathic medicine, August 2011-August 2012
                                                                                                              • Figure 85: Attitudes/Opinions about diet and health, by trust level of homeopathic medicine, August 2011-August 2012
                                                                                                              • Figure 86: Attitudes/Opinions about health & medicine, by trust level of homeopathic medicine, August 2011-August 2012
                                                                                                            • Care for environment
                                                                                                              • Figure 87: Attitudes/Opinions about the environment, by trust level of homeopathic medicine, August 2011-August 2012
                                                                                                          • Race and Hispanic Origin

                                                                                                            • Key points
                                                                                                              • Hispanics heavier users of homeopathic/herbal remedies
                                                                                                                • Figure 88: Use of homeopathic and herbal remedies to treat ailments suffered, by race/Hispanic origin, December 2012
                                                                                                                • Figure 89: Repertoire of homeopathic and herbal remedies, by race/Hispanic origin, December 2012
                                                                                                              • Referrals resonate with Hispanics
                                                                                                                • Figure 90: Homeopathic/Herbal remedy information sources, by race/Hispanic origin, December 2012
                                                                                                              • Hispanics interested in a variety of formats
                                                                                                                • Figure 91: Interested in remedy format, by race/Hispanic origin, December 2012
                                                                                                              • Attitudes toward homeopathic/herbal remedies
                                                                                                                • Figure 92: Attitudes toward homeopathic/herbal remedies, by race/Hispanic origin, December 2012
                                                                                                              • Attitudes toward remedies and health
                                                                                                                • Figure 93: Attitudes toward remedies, by race/Hispanic origin, December 2012
                                                                                                                • Figure 94: Agreement with attitudes toward health, by race/Hispanic origin, December 2012
                                                                                                            • Consumer Segmentation

                                                                                                                • Figure 95: Target clusters, December 2012
                                                                                                              • Cluster 1: Follow Doctor’s Orders
                                                                                                                • Demographics
                                                                                                                  • Characteristics
                                                                                                                    • Opportunity
                                                                                                                      • Cluster 2: Ailment Sufferers
                                                                                                                        • Demographics
                                                                                                                          • Characteristics
                                                                                                                            • Opportunity
                                                                                                                              • Cluster 3: Caring for Self
                                                                                                                                • Demographics
                                                                                                                                  • Characteristics
                                                                                                                                    • Opportunity
                                                                                                                                      • Cluster characteristic tables
                                                                                                                                        • Figure 96: Ailments suffered past 12 months, by target clusters, December 2012
                                                                                                                                        • Figure 97: Use of homeopathic and herbal remedies to treat ailments suffered, by target clusters, December 2012
                                                                                                                                        • Figure 98: Ways to determine how to treat ailments, by target clusters, December 2012
                                                                                                                                        • Figure 99: Homeopathic/Herbal remedy information sources, by target clusters, December 2012
                                                                                                                                        • Figure 100: Attitudes toward remedies, by target clusters, December 2012
                                                                                                                                        • Figure 101: Remedy format used, by target clusters, December 2012
                                                                                                                                        • Figure 102: Interested in remedy format, by target clusters, December 2012
                                                                                                                                        • Figure 103: Attitudes toward homeopathic/herbal remedies, by target clusters, December 2012
                                                                                                                                        • Figure 104: Agreement with attitudes toward health, by target clusters, December 2012
                                                                                                                                      • Cluster demographics
                                                                                                                                        • Figure 105: Target clusters, by demographic, December 2012
                                                                                                                                      • Cluster methodology
                                                                                                                                      • Appendix – Other Useful Consumer Tables

                                                                                                                                          • Ailments suffered
                                                                                                                                            • Figure 106: Ailments suffered past 12 months, by gender and age, December 2012
                                                                                                                                            • Figure 107: Ailments suffered past 12 months, by household income, December 2012
                                                                                                                                            • Figure 108: Ailments suffered past 12 months, by presence of children in household, December 2012
                                                                                                                                            • Figure 109: Ailments suffered, August 2011-August 2012
                                                                                                                                          • Ailment treatment
                                                                                                                                            • Figure 110: Use of homeopathic and herbal remedies to treat ailments suffered, by gender and age, December 2012
                                                                                                                                          • Determining how to treat ailments
                                                                                                                                            • Figure 111: Ways to determine how to treat ailments, by gender and age, December 2012
                                                                                                                                          • Information sources
                                                                                                                                            • Figure 112: Homeopathic/Herbal remedy information sources, by household income, December 2012
                                                                                                                                            • Figure 113: Ways to determine how to treat ailments, by homeopathic/herbal remedy information sources, December 2012
                                                                                                                                          • Usage of remedy formats
                                                                                                                                            • Figure 114: Remedy format used, by gender and age, December 2012
                                                                                                                                          • Interest in remedy formats
                                                                                                                                            • Figure 115: Interested in remedy format, by gender, December 2012
                                                                                                                                            • Figure 116: Interested in remedy format, by age, December 2012
                                                                                                                                          • Attitudes toward homeopathic/herbal remedies
                                                                                                                                            • Figure 117: Attitudes toward homeopathic/herbal remedies, by gender and age, December 2012
                                                                                                                                            • Figure 118: Attitudes toward homeopathic/herbal remedies, by education, December 2012
                                                                                                                                          • Attitudes toward health
                                                                                                                                            • Figure 119: Agreement with attitudes toward health, by age, December 2012
                                                                                                                                          • Attitudes toward remedies
                                                                                                                                            • Figure 120: Attitudes toward remedies, by ways treated ailments suffered, December 2012
                                                                                                                                          • Social media usage
                                                                                                                                            • Figure 121: Social media usage, by trust level of homeopathic medicine, August 2011-August 2012
                                                                                                                                            • Figure 122: Social media usage, by age and gender, August 2011-August 2012
                                                                                                                                          • New product introduction claims
                                                                                                                                            • Figure 123: The 40 most common claims associated with healthcare launches, 2007-12
                                                                                                                                        • Appendix – Trade Associations

                                                                                                                                          Companies Covered

                                                                                                                                          • Airborne Inc
                                                                                                                                          • CVS Caremark Corporation
                                                                                                                                          • Rite Aid Corporation

                                                                                                                                          Homeopathic and Herbal Remedies - US - March 2013

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