Online natural product sales have reached 35% of the U.S. market. A recent survey found 72% of consumers prefer natural ingredients in personal care items.
Key Takeaways
- 72% of U.S. consumers prefer natural ingredients in personal care products according to 2023 survey.
- Millennials represent 45% of natural products buyers, spending 28% more on organics.
- 68% of global consumers are willing to pay a premium for natural and organic products in 2023.
- The global natural products market size was valued at USD 142.5 billion in 2023 and is projected to reach USD 243.1 billion by 2030, growing at a CAGR of 7.9%.
- U.S. natural and organic products sales reached $62 billion in 2022, up 4% from the previous year.
- The dietary supplements segment within natural products grew by 8.2% in 2023 to $61.3 billion globally.
- 85% of natural products in U.S. comply with FDA GMP standards as of 2023.
- EU's REACH regulation impacts 92% of natural cosmetic ingredients imports.
- 15 new botanical ingredients approved by FDA for GRAS status in 2023.
- Dietary supplements category led U.S. natural products sales with $28.5 billion in 2023.
- Natural skincare products accounted for 35% of beauty market share, $15.2 billion globally 2023.
- Herbal teas sales grew 14% to $3.1 billion in U.S. natural channel 2023.
- 75% of natural product companies use sustainable sourcing for key ingredients like aloe vera.
- Global natural products industry reduces plastic packaging by 22% since 2020.
- 60% of herbal ingredients sourced from certified organic farms in 2023.
Natural products demand is surging worldwide, fueled by clean labels, sustainability, and faster online growth.
Related reading
01 · Category
Consumer Trends19 stats
01
72% of U.S. consumers prefer natural ingredients in personal care products according to 2023 survey.
02
Millennials represent 45% of natural products buyers, spending 28% more on organics.
03
68% of global consumers are willing to pay a premium for natural and organic products in 2023.
04
Women account for 62% of natural supplement purchases in the U.S., per 2023 data.
05
55% of Gen Z shoppers prioritize sustainability in natural beauty buys, 2024 survey.
06
Online sales of natural products rose to 35% of total U.S. market share in 2023.
07
41% of consumers increased natural product purchases post-COVID, citing health benefits.
08
Hispanic consumers in U.S. buy 22% more natural foods than average, 2023 IRI data.
09
76% of parents seek natural ingredients for children's products, global 2023 poll.
10
Boomers (55+) now 28% of natural supplement market, up from 20% in 2019.
11
64% of urban consumers prefer clean label natural products, Asia 2023 survey.
12
Vegan consumers drive 15% growth in plant-based natural products sales.
13
52% of consumers read labels for natural claims before purchase, U.S. 2024.
14
Low-income households increased natural product spending by 12% in 2023.
15
70% of fitness enthusiasts buy natural protein supplements regularly.
16
Asian consumers show 81% preference for traditional natural remedies.
17
59% of consumers trust natural products more than synthetic for health.
18
Pet owners: 67% choose natural pet foods for health reasons, 2023.
19
48% of consumers influenced by social media for natural beauty trials.
Interpretation
Consumer Trends Interpretation
It’s clear that the natural products movement is no longer a niche trend, but a mainstream demand that spans generations and demographics, with everyone from health-conscious Gen Z to label-reading Boomers and even pet parents seeking cleaner, greener, and more trustworthy options, fundamentally reshaping how we shop and what we value.
02 · Category
Market Size & Growth20 stats
01
The global natural products market size was valued at USD 142.5 billion in 2023 and is projected to reach USD 243.1 billion by 2030, growing at a CAGR of 7.9%.
02
U.S. natural and organic products sales reached $62 billion in 2022, up 4% from the previous year.
03
The dietary supplements segment within natural products grew by 8.2% in 2023 to $61.3 billion globally.
04
European natural cosmetics market expanded to €28.5 billion in 2023, with a forecasted CAGR of 5.4% through 2028.
05
Asia-Pacific natural products market is expected to grow at the highest CAGR of 9.1% from 2024 to 2030.
06
U.S. natural personal care sales hit $11.2 billion in 2022, representing 12% market share.
07
Global herbal supplements market valued at $96.4 billion in 2023, projected to $275.4 billion by 2032 at CAGR 12.4%.
08
Natural food and beverage segment grew 6.5% YoY in 2023 to $52.1 billion in North America.
09
The natural skincare market worldwide was $12.8 billion in 2023, expected to grow to $22.5 billion by 2030.
10
Organic products sales in the U.S. reached $67.8 billion in 2022, up 2.4% from 2021.
11
Global probiotics market, a key natural product, valued at $84.2 billion in 2023, CAGR 8.2% to 2030.
12
Natural hair care products market size was $12.3 billion in 2023, projected CAGR 5.8% to 2030.
13
U.S. vitamins and supplements market grew 9.8% in 2023 to $28.5 billion.
14
Latin America natural products market expected to grow at 8.7% CAGR from 2024-2030.
15
Global essential oils market reached $11.6 billion in 2023, forecasted to $18.5 billion by 2030.
16
Natural baby care products market valued at $7.2 billion in 2023, CAGR 6.4% ahead.
17
Middle East & Africa natural cosmetics market to grow at 7.2% CAGR to 2030.
18
U.S. natural pet products sales surged 11% to $2.8 billion in 2023.
19
Global ayurvedic products market was $14.9 billion in 2023, expected CAGR 16.1% to 2030.
20
Functional foods market, overlapping natural products, hit $275 billion globally in 2023.
Interpretation
Market Size & Growth Interpretation
The collective global wallet is opening for everything from ashwagandha to zinc, signaling that consumers now view 'natural' not as a niche trend but as a non-negotiable pillar of modern health, wellness, and even pet parenting.
03 · Category
Regulatory Aspects20 stats
01
85% of natural products in U.S. comply with FDA GMP standards as of 2023.
02
EU's REACH regulation impacts 92% of natural cosmetic ingredients imports.
03
15 new botanical ingredients approved by FDA for GRAS status in 2023.
04
California's Prop 65 warnings required on 40% of natural supplements sold.
05
WHO reports 70% of countries have regulations on herbal medicines.
06
USDA Organic certification covers 4.1 million acres for natural products inputs 2023.
07
EFSA approves 22 novel natural food claims in 2023.
08
Brazil ANVISA registers 1,200 new natural health products annually.
09
28% reduction in natural product recalls due to GMP enforcement 2020-2023.
10
India's AYUSH ministry certifies 5,000+ natural products yearly.
11
Clean Label Project tests 1,500 natural products; 60% pass heavy metal standards.
12
Australia TGA classifies 80% of natural supplements as low-risk.
13
Canada Health requires NPN for 95% of natural health products sold.
14
12% of natural cosmetics face EU allergen labeling issues annually.
15
NSF International certifies 3,200 natural supplements for sport in 2023.
16
Japan approves 450 quasi-drug natural products yearly under PMDA.
17
U.S. FTC cracks down on 50 false natural claims in advertising 2023.
18
67% of natural products tested contaminant-free by USP 2023.
19
Mexico COFEPRIS licenses 2,500 natural supplements annually.
20
92% of organic natural products verified by third-party audits yearly.
Interpretation
Regulatory Aspects Interpretation
The natural products industry is navigating a thicket of global regulations, from GRAS to GMP, which is slowly cultivating a safer, more transparent field, though it's clear we're not yet out of the weeds.
More related reading
04 · Category
Sales by Product Category19 stats
01
Dietary supplements category led U.S. natural products sales with $28.5 billion in 2023.
02
Natural skincare products accounted for 35% of beauty market share, $15.2 billion globally 2023.
03
Herbal teas sales grew 14% to $3.1 billion in U.S. natural channel 2023.
04
Probiotics supplements sales hit $7.8 billion worldwide in 2023.
05
Organic fruits and vegetables: 15% of U.S. produce sales, $20.4 billion 2022.
06
Natural hair care products generated $5.6 billion in North America 2023.
07
CBD-infused natural products sales reached $5.3 billion in U.S. 2023.
08
Essential oils retail sales: $2.4 billion globally, up 9% YoY 2023.
09
Natural baby care market sales: $4.1 billion U.S. 2023.
10
Plant-based protein powders: $1.9 billion sales in 2023.
11
Ayurvedic skincare products: $2.7 billion Asia-Pacific sales 2023.
12
Natural pet supplements: $1.2 billion U.S. sales growth 12% 2023.
13
Functional mushrooms in supplements: $8.5 billion global 2023.
14
Natural oral care products: $3.4 billion Europe 2023.
15
Omega-3 supplements from natural sources: $4.2 billion 2023.
16
Natural deodorants: $1.1 billion U.S. sales, 18% growth 2023.
17
Herbal sleep aids: $950 million sales U.S. 2023.
18
Natural sunscreens: $1.5 billion global sales 2023.
19
Collagen supplements natural-derived: $2.8 billion 2023.
Interpretation
Sales by Product Category Interpretation
While our collective quest for wellness is evidently a multi-billion dollar affair, it's clear we've decided that from the supplements we swallow and the serums we slather to the teas we sip and the pets we pamper, feeling good naturally is a luxury we're all too willing to finance.
05 · Category
Sustainability & Innovation20 stats
01
75% of natural product companies use sustainable sourcing for key ingredients like aloe vera.
02
Global natural products industry reduces plastic packaging by 22% since 2020.
03
60% of herbal ingredients sourced from certified organic farms in 2023.
04
Fair Trade certification covers 15% of natural cosmetics supply chain.
05
Water usage in natural skincare production down 18% via sustainable practices.
06
45% growth in upcycled ingredients used in natural products 2023.
07
Carbon footprint of natural supplements reduced 25% with local sourcing.
08
82% of consumers demand recyclable packaging for natural goods.
09
Biodiversity preservation: 30% of natural ingredient farms are regenerative.
10
Zero-waste natural product launches up 40% in 2023.
11
Solar energy powers 55% of natural products manufacturing facilities.
12
Traceability tech implemented in 70% of essential oils supply chains.
13
28% increase in biotech-derived natural flavors without GMOs.
14
Ethical sourcing certifications for shea butter in 90% of natural lotions.
15
Recycled content in natural product packaging averages 35%.
16
50% reduction in deforestation-linked palm oil in natural cosmetics.
17
Innovation: 120 new microbiome-friendly natural actives launched 2023.
18
Community trade programs support 200,000 farmers for natural ingredients.
19
65% of natural brands achieve B Corp sustainability certification.
20
AI-optimized supply chains cut natural product waste by 30%.
Interpretation
Sustainability & Innovation Interpretation
While these statistics paint a promising portrait of an industry earnestly greening its roots from farm to face cream, the lingering gaps in fair trade and plastic reduction prove there's still fertile ground for this progress to truly blossom.
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Elena Vasquez. (2026, February 27). Natural Products Industry Statistics. Gitnux. https://gitnux.org/natural-products-industry-statistics
MLA
Elena Vasquez. "Natural Products Industry Statistics." Gitnux, 27 Feb 2026, https://gitnux.org/natural-products-industry-statistics.
Chicago
Elena Vasquez. 2026. "Natural Products Industry Statistics." Gitnux. https://gitnux.org/natural-products-industry-statistics.
Sources & references
70 datasets cited across this report · attribution is report-level