The U.S. Complementary and Alternative Medicine (CAM) market has been growing steadily since 2003. Consisting of herbal and homeopathic remedies, purchases in the market are driven by consumers seeking alternatives to conventional medicine to maintain health and wellbeing. The benefits of CAM are many-all natural medicines with no harmful side effects that do not counteract any other drugs. Yet research on CAM needs to become more rigorous to continue illustrating efficacy in the eyes of Americans.

The U.S. Complementary and Alternative Medicine (CAM) market has been growing steadily since 2003. Consisting of herbal and homeopathic remedies, purchases in the market are driven by consumers seeking alternatives to conventional medicine to maintain health and wellbeing. The benefits of CAM are many-all natural medicines with no harmful side effects that do not counteract any other drugs. Yet research on CAM needs to become more rigorous to continue illustrating efficacy in the eyes of Americans.

This report explores why Mintel expects sales of CAM to continue to grow, especially in light of ever increasing fears of side effects and negative long term effects of conventional pharmaceuticals. Going "au naturel" has been strongly affecting the food and beverage market, and is helping to pave the way for CAM to carve out more shelf space in traditional supermarket aisles and in consumers' medicine cabinets alike. This report offers an in depth discussion of:

Factors driving sales of CAM, including the aging of America and how living longer brings with it a host of chronic diseases with related symptoms to be addressed

The role of race and ethnicity in use of CAM-along with a portrait of CAM users

Opportunities for marketers seize upon to expand the use and acceptance of CAM

A review of successful CAM companies, and their brand qualities, along with a look at the competitive environment in which they operate

The entrance of CAM into mainstream retail channels and its acceptance in mainstream medicine