David DeSouza , 2025-04-17 13:26:00
The scent of eucalyptus oil wafts through more households than ever. Herbal teas promising immunity boosts line mainstream grocery store shelves. Social media teems with influencers touting the benefits of ashwagandha, turmeric, or oil of oregano. Compared to 2019, 14 million more U.S. teens and adults now consume vitamins and supplements on a weekly basis, with the most dramatic growth among Gen Z, whose weekly use jumped from 42% to 53%. That surge began during the pandemic — but unlike other fleeting health trends, this one shows no signs of fading.
As more consumers turn to plants for healing, the question for healthcare leaders isn’t just whether it’s safe — it’s whether this trend marks a permanent shift in patient behavior. The self-medicating plant movement sits at the intersection of empowerment and misinformation. On one hand, it signals a growing desire for agency in personal health. On the other, it raises alarms about safety, oversight, and the risk of delayed care. As the line between wellness and medicine continues to blur, stakeholders across the healthcare ecosystem need to examine whether the trend is a threat — or an invitation to adapt.
What’s driving the turn to plants?
This surge in interest isn’t happening in a vacuum. It’s fueled by easier access to wellness content, a booming natural health market, and ongoing friction within the healthcare system. Consumers who face high deductibles, long wait times, or a sense of being unheard by their providers are increasingly exploring alternatives. And in some cases, especially among marginalized or underserved populations, those alternatives are rooted in long-standing cultural practices.
Younger generations, particularly Millennials and Gen Z, are helping normalize self-directed wellness. They’re digital natives, accustomed to researching symptoms and sourcing remedies from online communities. For them, a plant-based solution is often the first line of defense — not a last resort.
Public health on alert
But for public health experts, the rise in unsupervised herbal use comes with real concern. Essential oil misuse, for instance, has led to a spike in poison control calls. Some plant compounds can interact negatively with prescription medications, complicating treatment or reducing efficacy. And unlike pharmaceuticals, most supplements and herbal products lack robust FDA oversight, leading to inconsistent quality and purity.
Perhaps most troubling is the potential for delayed care. A consumer treating persistent fatigue with adaptogens might unknowingly be masking symptoms of a more serious condition. In these scenarios, what begins as self-care can morph into self-harm.
Why this might be the new normal
Despite these risks, plant-based self-medication is gaining permanence. Market forecasts back this up: the global herbal supplements market was valued at approximately $39.3 billion in 2023 and is projected to grow at a compound annual growth rate of 7.3% through 2030. That growth reflects not only consumer demand but also the normalization of herbal remedies within mainstream health and wellness culture.
At the same time, scientific interest in phytochemicals — plant-derived compounds with therapeutic potential — is accelerating, especially in oncology, neurology, and inflammation research. And digital tools continue to make DIY health management easier than ever. From symptom trackers to telehealth consults to AI-driven supplement recommendations, consumers have a growing arsenal of tech-enabled options that validate and support self-directed approaches.
Rather than a fringe movement, plant-based self-care is increasingly embedded in the broader wellness economy. The challenge now is figuring out how to guide it safely.
What the healthcare system can do
Healthcare institutions can’t afford to dismiss this shift as a passing fad. Instead, they need to engage it thoughtfully. That starts with education. Clinicians aren’t routinely trained in phytotherapy, leaving many unable to counsel patients effectively on the risks or benefits of herbal remedies. Integrating this knowledge into medical curricula could better prepare providers for these conversations.
Pharmaceutical companies are also paying attention, with renewed interest in plant-derived compounds for drug development. The pipeline for “green pharma” is slowly expanding, often with roots in traditional medicine.
Policymakers, however, are lagging behind. Regulatory frameworks haven’t kept pace with the supplement market’s rapid evolution. There’s a growing need for clearer labeling standards, more rigorous testing protocols, and greater transparency in the supply chain. Without it, consumers are left navigating a marketplace full of claims and few guarantees.
A path forward
The movement toward plant-based self-medication isn’t disappearing. If anything, it reflects a deeper cultural shift in how people define and pursue health. But this shift doesn’t have to be adversarial. With the right guardrails, education, and research, the healthcare system can help ensure that the trend toward self-care enhances public health rather than endangers it.
Photo: Pakhnyushchyy, Getty Images
David DeSouza is the President of Monterey Bay Herb Co., a bulk herbs company, whose mission is to be the go-to supplier for businesses that harness the power of botanicals for wellness.
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