Body, heal thyself
Health and wellness have taken on new meaning—and a renewed importance—the past few years.
Think back to 2020, when doctors and scientists were racing to understand the novel coronavirus: how it was transmitted, how to care for those who were ill and how to protect against it. The general public was given a crash course on social distancing, contact tracing and microparticles. Public health guidance was frequently changing, and you’d thought you hit the jackpot if you could get your hands on N95 respirator masks or Lysol wipes.
[Read more: Capitalizing on homeopathy’s big break]
For several months, COVID-19 testing and treatment was limited while much of the nation was under lockdown. People were scared, and they started looking at what other products were on the shelves to keep them safe. Some people started turning to home remedies and other nonpharmacological interventions, in part because of the changing public health guidance, supply chain issues and even political ideology.
Thankfully, the worst is behind us, but the global pandemic has brought about lasting changes in drugstores and retail pharmacies.
“COVID, and the way our public health officials responded to COVID, gave consumers a push toward the natural space,” saidys Nate Jones, CEO and founder of Xlear.
Enter homeopathic medicine.
The field of homeopathy was developed by German physician Samuel Hahnemann in 1796. Homeopathy is based on two main principles. First, the belief that a substance that causes symptoms in a healthy person can be used in diluted form to treat symptoms and illnesses, also known as “like cures like.” Second, the more diluted the substance, the more potent and effective it is, also known as the “law of infinitesimals.”
[Read more: A return to nature]
- How Homeopathic Products Are Made
Homeopathic preparations are made through repeated dilution. Homeopathic products start with plants, minerals or animal products. These substances are first crushed and dissolved in a liquid, usually grain, alcohol or lactose. Homeopaths then dilute the preparation with more alcohol or lactose, either 1 part to 10 (written as “x”) or 1 part to 100 (written as “c”). Dilution is repeated until the final product is chemically indistinguishable from the dilutant. Homeopathic products are available in a wide range of forms, including tablets, gels, creams, liquid drops, tinctures and sugar pellets.
“The pandemic has heightened awareness around health and wellness, leading to increased demand for health-related products, especially homeopathic medicines,” said MaryEllen Tefft, vice president of sales FDM for Boiron USA.
“Traditionally, homeopathy was primarily embraced by those inclined toward alternative medicine, with purchase decisions often driven by word-of-mouth, personal experiences or recommendations from homeopaths, naturopaths, and other holistic or integrative medicine practitioners,” Tefft continued. “Today, a broader demographic, including those who previously relied solely on conventional medicine, is exploring homeopathy. Increased health awareness and a desire for better-for-you medicines have led more people to consider homeopathy a solution for various ailments.”
Millions of consumers are turning to homeopathy to help manage and relieve a variety of acute health conditions, such as colds, flus and allergies. Homeopathy is also used to help with pain relief, such as arthritis and muscle aches and soreness, as well as getting a restful (and non-habit-forming) night’s sleep. Parents are also turning to homeopathic remedies to help their young children who are struggling with teething, colic and gas.
“Homeopathic medicines…are tailored to the individual's specific symptoms and overall health condition, offering a more personalized approach to treatment,” Tefft said. “They are also perceived as holistic, which is aligned with consumers' growing preference for more natural health solutions.”
The recent movement away from synthetic, harmful or hard-to-pronounce ingredients toward more natural ingredients aligns with homeopathy’s roots. As a result, the homeopathic space has seen significant growth over the past few years. And that trend is only expected to continue.
In a 2023 report, market research firm Precedence Research predicted the global homeopathic products markets will grow from $11 billion USD in 2022 to $34.32 billion USD in 2032. Based on region, Europe accounted for 65% of revenue share in 2022, though the North American market is poised for growth.
Tefft said the growth of the homeopathic market can be attributed to several factors, including a growing number of consumers who are accepting, embracing or seeking out alternatives to traditional offerings.
“Consumers today are increasingly averse to products containing harmful chemicals, artificial additives and substances perceived as unhealthy,” she said. “Furthermore, there is a noticeable shift away from generic, one-size-fits-all medicines toward personalized and customized options like homeopathy, which cater more precisely to individual needs and preferences.”
Jones agrees. He also thinks that consumer confidence in conventional medicine has suffered as a result of the pandemic.
“I think there is a huge distrust of pharmaceuticals and health care, and it’s causing consumers to not blindly trust their physician,” Jones said. “They’re turning toward Dr. Google. They’re trying to understand their health and their symptoms before they go and see a physician because of everything that’s happened in the last five years.”
And, perhaps in a twist of irony, increased awareness and education of homeopathy are also resulting in more combinations of treatments. Thanks to the low risk of contraindications and side effects, homeopathic medicines can be used in conjunction with conventional pharmaceuticals and treatments. This is helping to fuel its popularity among consumers and expansion on retail shelves.
Tefft said she’s excited about the possibilities for drug stores and retail pharmacies to offer consumers more health options.
“As these products gain more prominence on shelves, there's an opportunity to raise public awareness and understanding of homeopathy's principles and benefits,” she said. “This integration could empower consumers to make informed choices, particularly as drug stores expand their focus on wellness and holistic health care alongside conventional treatments. With the increasing demand for more natural and personalized health solutions, drug stores can become vital centers for homeopathic medicines, fostering a more integrated approach to health care that meets diverse consumer preferences and needs.”
- Homeopathy Regulations
The U.S. Food and Drug Administration has not approved any products labeled as homeopathic.
“Products labeled as homeopathic and currently marketed in the U.S. have not been reviewed by the FDA for safety and effectiveness to diagnose, treat, cure, prevent or mitigate any diseases or conditions,” according to the FDA’s website. “Products that have not been evaluated for safety and effectiveness may harm consumers who choose to treat serious diseases or conditions with such products, and consumers may be foregoing treatment with a medical product that has been scientifically proven to be safe and effective.”
The agency issued a final guidance on homeopathic drug products on Dec. 6, 2022, that outlines its approach to prioritizing regulation, which is available at https://www.fda.gov/media/163755/download. As needed, the FDA will issue alerts, warnings and recalls if it has concerns about specific products, such as potential health risks or contamination. The FDA recommends consumers talk to their doctor or health care professional about safe and effective treatments for their disease or condition.
Homeopathic products are regulated under the Federal Food, Drug and Cosmetic Act of 1938 . For decades, these products were typically prepared by homeopathic physicians for individual patients. Nowadays, they are frequently mass manufactured and widely marketed as over the counter products.
The FD&C Act recognizes the Homeopathic Pharmacopeia of the United States as the official reference for the identification and quality standards of homeopathic starting materials and tinctures. The HPUS also describes manufacturing methods and standards for compliance with homeopathic products. The initials “HPUS” on the label of a drug product indicate the active ingredients are found in the official reference and assures the product conforms to those legal standards of strength, quality, purity and packaging.