The U.S. herbs and botanicals market is experiencing a digital renaissance, propelled by social media's powerful influence on wellness trends and consumer behavior. As herbal medicine and more natural health solutions continue to dominate social feeds, American consumers are increasingly turning to online platforms to explore and purchase botanical wellness solutions. This digital-first approach has transformed how people discover, learn about and shop for herbal products, with influencers and wellness creators shaping conversations. From trendy but small segments of the market, like shilajit, to more established ingredients, like ashwagandha, social media is spreading awareness in the herbal market more than ever before.

In 2024, NBJ estimates that e-commerce represented about 22% of the total $13.23 billion herbal market. It was also the fastest-growing channel at 11.1% and is estimated to remain in the double digits until at least 2028. Historically, natural and specialty stores (like Sprouts Farmers Market, Whole Foods Market, Vitamin Shoppe or GNC) have held the top market share spot in NBJ estimates. However, in 2025, if projections hold true, e-commerce will be the largest channel in terms of sales, as well as the fastest growing. This is a common theme throughout the supplement industry as more consumers turn to the convenience of both shopping online and learning about ingredients to help with a variety of concerns.

The rise of wellness content creators and herbalist educators on TikTok, Instagram and YouTube has democratized knowledge about botanical wellness, making traditional plant wisdom accessible to millions of Americans. NBJ recently surveyed more than 1,000 U.S. herb and botanical users to capture behavior, interests and motivations behind purchases. This data showed that 36% of herbal consumers research via social media or influencers before purchasing herbal supplements. Not surprising was the 46% of Gen Zers who use these platforms for gathering more information, but what was interesting was the 48% of Gen Xers who do the same. This suggests that younger consumers are not the only ones utilizing this channel, proving how important it is to keep consumers of all ages in mind when strategizing omnichannel tactics.

This social media-driven enthusiasm has sparked a surge in online sales of herbs and botanicals, with consumers particularly drawn to products that trend on their favorite platforms. From viral videos about adaptogenic or Ayurvedic herbs to Pinterest boards filled with DIY botanical recipes, digital communities are reshaping how Americans approach natural wellness.

Learn more about what drives both current and potential herb and botanical supplement consumers in NBJ’s recently published Herbs and Botanicals Report.