According to a report conducted by the Nutrition Business Journal (NBJ), 66% of consumers believe that herbal supplements are safer than pharmaceutical products.1 As far as market trends go, the herbal supplement sector is expected to grow from $49.71 billion in 2024 to $53.8 billion in 2025 at a CAGR of 8.2%.2 Many people are turning towards natural, plant-based ingredients to support their wellbeing, from gut health support to promoting healthy aging. With consumer demand increasing for these products, herbal and botanical ingredients present promising potential in 2025 and beyond for supplement manufacturers.
With hundreds of options out there, we wanted to break down the top ten herbal ingredients that are rising in popularity based on consumer needs and the latest clinical research. Whether manufacturers are launching a new product or revitalizing an existing one, these are the herbs and botanical ingredients worth considering.
Robin Lawrence, Senior Editor of the NBJ, stated in the most recent NBJ Analyst’s Take that in 2023 nearly a third of herbal supplement users had never heard of ashwagandha; this number has dropped by nearly half to 17% in 2025.3 A staple in Ayurvedic medicine that’s now widely used in Western supplements, ashwagandha has maintained its position as one of the most popular adaptogens in 2025.4
What makes ashwagandha particularly appealing to supplement formulators is that it can be used in a variety of delivery systems such as capsules, tablets, gummies, powders, and even functional foods and beverages. This adaptogen also has multiple benefits that promote good health in general. Ashwagandha has been shown to reduce cortisol, the stress hormone.5 It has also been thought to improve cognitive function, in areas such as memory, attention, and executive function.6
Just like ashwagandha, turmeric is a common herbal ingredient that has been used for thousands of years in Ayurvedic medicine.7 Known for its bright yellow color and its role in Indian cuisine, turmeric’s value can be found far beyond the kitchen. Its active key compound, curcumin, possesses antioxidant and anti-inflammatory benefits. Research also suggests that turmeric may also lower the risk of heart disease and cancer and could be useful in treating Alzheimer’s disease.8
Today, turmeric is used in a wide range of supplement formats: from capsules and powders and gummies to blends focused on joint health, recovery, and general vitality. Its versatility and strong consumer recognition make it a reliable choice for herbal formulations.
Another Ayurvedic herb, bacopa monnieri has been used for centuries to enhance memory and cognitive function.9 In recent years, it has gained traction in the western nutritional supplement industry for its potential to support brain health and decrease stress.10 As more consumers focus on mental clarity and mood support, bacopa monnieri has become an integral ingredient for brain health.
Bacopa monnieri supports communication between neurons and promotes the repair of damaged nerve cells.11 Studies also have shown that it may help reduce anxiety and enhance stress response, making it popular in both nootropic and adaptogenic supplement formulations. Bacopa monnieri also has antioxidant benefits and can help protect the brain against oxidative stress.12
Rhodiola is an established adaptogen that has a long history of use in traditional medicine systems across Russia, Scandinavia, and other parts of Europe.13 It’s a popular ingredient today in supplements addressing stress, exhaustion, and cognitive performance, particularly for consumers seeking natural solutions to improve energy and focus.14
Like ashwagandha, rhodiola can help manage cortisol levels to support the body’s stress response. According to some research, it can minimize mental fatigue, increase exercise endurance, and boost mood during stress.15 This makes it an excellent choice for both cognitive support products and energy supplement formulations.
One of the most popular medicinal mushrooms in today’s supplement market, lion’s mane is recognized for its potential to aid in brain health, focus, and memory. Traditionally used in Chinese medicine, it has come to the mainstream as interest in natural nootropics continues to rise.16
This fungus includes chemicals called hericenones and erinacines, which are thought to boost brain cell growth and nerve regeneration.17 Lion’s mane may improve mental clarity and support cognitive function over time. It’s also being studied for its potential role in alleviating mild symptoms of anxiety and depression.18
In Ayurvedic medicine, holy basil is traditionally used to promote healing and balance in the body.19 It is also showing up more and more in formulas designed to support stress management, immune function, and overall wellness.
Holy basil potentially helps the body to adapt to physical and emotional stress. It may support cortisol balance, promote a calm mood, and provide mild anti-inflammatory and antioxidant benefits.20 These properties make it beneficial for not only stress relief but also for overall health, especially in daily-use wellness supplements.
Commonly referred to as the “tree of life” or “miracle tree,” moringa is rich in vitamins, minerals, and plant compounds.21 It has been long used in traditional medicine in India and has recently come to the forefront in the supplement industry as a superfood ingredient for overall wellness.22
Moringa leaves contain vitamin C, vitamin A, calcium, iron, magnesium, and potassium, along with antioxidants that help neutralize free radicals. It is also known for its anti-inflammatory benefits and may support healthy blood sugar levels, digestion, and detoxification.23
A plant with a detailed history spanning centuries, fenugreek is a plant that has been used as a culinary spice and in traditional medicine.24 It has been used to help with digestion, blood sugar levels, and hormonal balance.25 It’s gaining recognition in the supplement space for its potential role in metabolism, women’s health, and men’s health.
Fenugreek seeds contain saponins and soluble fiber, which may help with blood sugar and appetite regulation.26 It has also been studied for its ability to help with testosterone levels in men and promoting milk production in breastfeeding women, making it one of the more versatile herbs in the supplement industry.
Milk thistle has been known for its ability to support liver function and assist in detoxification. Its active compound is silymarin, which has antioxidant and anti-inflammatory benefits that can help protect liver cells from toxins and oxidative stress.27
This herbal ingredient is often used in formulations for liver care, especially for managing toxin exposure or digestive issues.28 Some research also suggests that milk thistle may also promote clear skin, hormone processing, and metabolic wellness.
Berberine is an alkaloid found in various plants, including barberry and goldenseal.29 In recent years, it has emerged as a key ingredient in supplement formulations for metabolic wellness, including blood sugar and cholesterol regulation.30
Research shows berberine may trigger AMPK activation, a cellular enzyme involved in energy metabolism, making it functionally similar to some pharmaceuticals.31 It’s often used in formulas that target insulin sensitivity, blood lipid levels, and body composition. There’s also been studies on berberine’s impact on the gut microbiome and inflammation.32
Choosing the right herbal ingredients isn’t just about market trends. Reliability, consistency, and adherence to compliance regulations are important factors to consider when sourcing bulk herbs and botanicals.
Determine whether your product needs whole herb powders or extracts. Powders work best for clean-label, traditional formulations, while extracts offer more concentrated active ingredients and better dose control.33
Look for bulk suppliers who provide complete documentation, including Certificates of Analysis (COAs), identity testing, and microbial and heavy metal results. These are non-negotiable for regulatory compliance and customer confidence.
Know the country of origin and cultivation practices, particularly if organic or non-GMO certifications are needed. It is also important to understand how the material is dried, processed, and stored because these affect potency, shelf life, and visual appearance.
Herbal ingredients are becoming a staple in modern supplement formulations. As consumers continue to seek natural solutions to reduce stress, increase attention, and promote overall wellness, botanicals such as ashwagandha, turmeric, bacopa, and more remain in high demand.
The challenge for supplement manufacturers isn’t only choosing the right ingredients, but also finding a wholesale supplier who provides consistency, documentation, and reliability. Vivion has a wide range of high-quality herbs and botanicals in bulk, making it simple to build trusted, effective supplement formulas. If you want to expand your product line or improve an existing formulation, now is the time to review your herbal ingredient strategy. Contact Vivion today to seek product specifications, samples, or sourcing guidance.