Demand for herbal and Ayurvedic medicines in the United Kingdom has climbed sharply since the Covid‑19 pandemic, as people look for natural ways to support immunity, mental health and long‑term wellbeing. What was once a niche interest has moved into the mainstream, with herbal supplements and Ayurvedic remedies now common in pharmacies, health‑food chains and online marketplaces across the UK.
Post‑Covid shift towards natural health
The pandemic triggered a reassessment of health priorities, pushing many people to focus on prevention, resilience and everyday immunity rather than waiting until they fall ill. Market analyses of the UK alternative medicines sector show particularly strong growth in categories linked to immune support, respiratory health, stress, sleep and energy—precisely the areas where herbal and Ayurvedic products are most active.
Research on consumer behaviour across Europe notes that Covid‑19 accelerated demand for “natural”, “plant‑based” and “clean label” health products, with UK buyers showing above‑average interest in botanicals such as turmeric, ginger and elderberry. Ayurveda, with its combination of herbal formulas and lifestyle guidance, fits directly into this post‑pandemic appetite for holistic self‑care.
Market growth after the pandemic
The UK herbal medicine market was already sizeable before Covid‑19, but several reports indicate that growth has intensified since 2020. One UK‑focused herbal medicine outlook projects continued expansion through 2030, driven by higher spending on complementary health products and a widening retail presence in supermarkets, pharmacies and e‑commerce platforms.
Within this, Ayurvedic products have emerged as one of the fastest‑growing segments. A dedicated UK Ayurvedic products forecast estimates market value rising from around USD 541.72 million in 2025 to approximately USD 1.79 billion by 2035, implying a compound annual growth rate of about 12.7 percent over the period. Analysts link this trajectory partly to post‑Covid interest in immune‑supportive herbs, adaptogens and stress‑relief remedies rooted in traditional systems such as Ayurveda.
What UK consumers are using and why
Surveys and qualitative studies show that a large share of the UK public has tried herbal medicines, with many doing so more regularly since the pandemic. An Ipsos MORI survey on public perceptions of herbal medicines reported that around one in three UK adults had used herbal remedies at some point, and that many users saw them as helpful for “boosting immunity” and dealing with minor illnesses and stress. Follow‑up research on herbal medicine use in the UK found that common reasons for using herbs included dissatisfaction with conventional treatments, desire for more control over health and a preference for “natural” options.
Post‑Covid narratives collected from UK herbal medicine users echo these findings. Participants described turning to herbs and traditional systems because they wanted to “build up” their health, address anxiety and sleep problems, and feel less dependent on pharmaceuticals—especially when NHS services were stretched and appointments harder to obtain. In this context, Ayurveda’s emphasis on daily routines, digestion, sleep hygiene and stress management has proven particularly attractive.
Ayurveda’s rising profile in the UK
Ayurveda has gained visibility in the UK over the past decade, but the pandemic years accelerated interest in its concepts of immunity (ojas), seasonal routines and personalised care. An overview of Ayurveda in the UK highlights a growing number of Ayurvedic clinics, wellness centres and online practitioners offering consultations, herbal prescriptions and lifestyle programmes tailored to individual constitution (dosha).
UK‑based Ayurvedic institutes report increased demand for preventative wellness programmes and home‑based self‑care routines since Covid‑19. These often centre on:
- Herbal tonics and supplements (for example formulations containing ashwagandha, amla or tulsi).
- Daily practices such as warm herbal teas, oil massage (abhyanga) and mindful eating.
- Guidance on sleep, stress management and working from home in a balanced way.
As one UK Ayurvedic education provider puts it, “Ayurveda does not wait for disease to occur; it encourages daily choices that maintain balance,” a message that resonated strongly in the post‑Covid climate.
Influential voices supporting traditional and herbal medicine
International and national bodies have also lent credibility to traditional medicine, adding momentum to the sector. The World Health Organization has stated that “traditional and complementary medicine is an important and often underestimated health resource with many applications, especially in the prevention and management of lifestyle‑related chronic diseases,” underlining its relevance in a world facing long Covid and rising non‑communicable diseases.
The Indian Ministry of AYUSH, which oversees Ayurveda, has described Ayurvedic medicine as an “important component” of healthcare and has actively promoted its global expansion, including collaborations and education in countries such as the UK. UK researchers in complementary medicine note that many patients value the “time, explanation and sense of partnership” they experience with herbal and traditional practitioners, factors that became even more important when mainstream services were under pandemic pressure.
E‑commerce, telehealth and new buying habits
Lockdowns and social distancing restrictions pushed many UK consumers online, reshaping how they access herbal and Ayurvedic products. Market reports point to a strong shift towards digital channels, with specialised online stores, subscription boxes and marketplace sellers offering everything from single‑ingredient herbs to complex Ayurvedic formulations.
At the same time, Ayurveda and herbal medicine have benefitted from telehealth and remote consultations. Many UK practitioners now provide virtual assessments and personalised herbal plans via video or phone, allowing people outside major cities to access services previously limited to in‑person clinics. Social media, podcasts and influencer content around “natural immunity boosting” and “Ayurvedic morning routines” have further popularised these approaches, especially among younger demographics.
Safety, regulation and responsible use
The rapid rise in demand has also sharpened focus on safety and regulation. The Ipsos MORI survey showed that roughly three‑quarters of UK adults believe herbal medicines should be properly regulated, and many assume all products on sale have been checked for safety and quality. In reality, only products registered under schemes such as the UK Traditional Herbal Registration (THR) carry specific assurance of manufacturing standards and consistent dosing.
Studies of UK patients reveal a persistent communication gap: a significant proportion of people using herbal remedies do not inform their GP, even when taking prescription medications, raising the risk of herb–drug interactions. Researchers therefore recommend that healthcare professionals routinely ask about complementary medicine use, and that herbal and Ayurvedic brands provide clearer information on contraindications, side effects and the importance of medical supervision for serious conditions.
Outlook for herbal and Ayurvedic medicine in a post‑Covid UK
Looking ahead, analysts expect the UK herbal and broader alternative medicines market to continue its strong growth, underpinned by pandemic‑shaped habits and long‑lasting interest in immunity, mental health and lifestyle medicine. Ayurveda is likely to remain a key contributor, with projections of double‑digit annual growth supported by expanding product lines, practitioner training and consumer education.
For businesses and practitioners, the opportunity lies in combining traditional knowledge with robust evidence, transparent labelling and sustainable sourcing. For consumers, the post‑Covid rise of herbal and Ayurvedic medicines offers more tools for self‑care—provided they choose reputable products, stay informed about safety, and integrate these remedies thoughtfully alongside conventional medical advice.