Alternative Health Business

Learn about the Alternative Health Industry and find information on how to start your own Alternative Health Business. Don’t forget you can receive free or low-cost training and free professional business advice, from your local Small Business Development Center!

View our related business reports here: Health & Wellness Spa, Medical Practice Business, Home Health Care Services

Get an Alternative Health business plan template on our Business Plans page.

Alternative Health Business Forecast

The alternative health care industry continues to gain momentum as consumer preferences shift toward preventative care and natural wellness. Increasingly, individuals are looking beyond conventional treatments to support their overall well‑being. Although traditional medical care remains trusted and widely used, many people now seek greater autonomy over their health and are more interested in establishing lasting, holistic wellness practices. This shift is reflected in the growing popularity of adjacent sectors such as herbal remedies. For instance, U.S. herbal supplement sales have risen by 5.4 percent in recent years, signaling a clear increase in demand for natural solutions. Additionally, data from the National Cancer Institute shows a steady rise in the use of complementary and alternative medicine, suggesting greater consumer confidence in natural approaches to care.

However, even as the holistic wellness industry becomes more mainstream, not all services within the sector are experiencing equal levels of growth. For example, the NCHWA projects a significant shortage of chiropractors by 2038. This projection aligns with recent findings showing that only 14 percent of adults received chiropractic treatment within the past year. While the alternative health industry encompasses a wide variety of care options, this uneven growth is an important consideration for small business owners exploring opportunities in the field. As demand for alternative health care solutions evolves, small businesses should look for opportunities to fill service gaps or meaningfully improve upon traditional care methods.

Here are some additional business resources specific to the industry:

• Holistic Chamber of Commerce – Resources
• American Holistic Health Association (AHHA) – Wellness Resources
• National Business Association for Chiropractors (NBAC) – Resources
• American Chiropractic Association (ACA) – Marketing Resources
• American Acupuncture Council (AAC) – Practice Support

Alternative Health Overview & Trends

NAICS Code: 621399, 621310; SIC Code: 8049, 8041

Alternative health businesses are developing a stronger presence in the wellness industry as consumers become more engaged in managing their health. With 58% of individuals now placing higher importance on their overall well-being, the shift towards proactive holistic care is reshaping expectations across the industry.

This chiropractors summary is from First Research which also sells a full version of this report.

• “Practitioners in this industry provide diagnostic and therapeutic treatment of the neuromusculoskeletal systems, with a focus on manipulation and adjustment of the spinal column. No major companies dominate the industry.
• There are about 100,000 active chiropractors worldwide, according to the Chiropractic & Manual Therapies Journal. There are multiple accreditation organizations that certify chiropractic medicine is present globally, with organizations such as the World Federation of Chiropractic (WFC) present in 85 countries.
• The US chiropractic industry includes about 40,000 establishments (single-location companies and branches of multi-location companies), with combined annual revenue of about $13 billion.
• Competitive Landscape: Demand for chiropractic services is driven by demographics and by the overall acceptance of alternative medicine and chiropractic care. The profitability of individual companies depends on effective marketing and maximizing billable hours. Large companies have advantages in regional name recognition. Small companies can compete effectively by serving a small community or integrating the practice into a larger holistic health practice. The US industry is highly fragmented: the 50 largest firms generate less than 5% of revenue. Chiropractors compete with physical therapists and medical doctors, many of whom consider chiropractic treatments ineffective. In some markets, chiropractors may also compete with other alternative medicine providers, such as acupuncturists and massage therapists.”

Alternative Health Business Technology

Technology is an increasingly vital component of the alternative health industry. AI wearables and modern digital systems are improving accessibility and personalization, giving providers new ways to support long-term wellness. In addition, other practices such as chiropractic and acupuncture are also adopting tools that strengthen assessment and blend holistic methods with modern innovation. Here is more information on new technology additions to the alternative health industry:

• The Wearable Revolution: Transforming Health Care with AI-Driven Insights – AI wearables that support holistic wellness
• Advancing America’s holistic health – the role of tech in expanding access and improving outcomes
• Health Care Transformation and Growth – tech shifts supporting holistic services
• Using Technology to Improve Patient Care in Your Chiropractic Clinic – how modern systems strengthen patient engagement and improve treatment delivery
• Embracing the Future: How Artificial Intelligence Can Enhance Acupuncture Practice – emerging tech that blends traditional and modern methods

For additional information on technology, visit our AI for Small Business Guide.

Alternative Health Customer Demographics

Major customer segments for Alternative Healthcare Providers are reported by IBISWorld which offers a full version of their report for purchase here.

• The alternative healthcare market is divided by age groups that show different levels of interest in holistic and complementary services.
• Ages 18 to 44 account for 38.7% of the market and create the strongest demand. Many younger adults seek holistic options influenced by wellness culture and digital media, with growing interest in preventive care. Millennials earning higher incomes are participating in more membership plans and opting for ongoing visits.
• Adults 45 to 64 make up 29.2% of the market. This group often uses alternative care to support traditional treatment and manage long-term pain or stress. Adults in this group turn to alternative services when traditional medical routes prove unsuccessful.
• Interest begins to drop-in older groups. Adults 65 and over represent 20.9% of spending. Many rely on conventional medical care or have limited budgets and therefore use fewer alternative services.
• Children and teens account for 11.2% of the market. Interest among this group is rising as families and schools introduce mindfulness and other supportive wellness activities to treat concerns high in this age group, including anxiety.

Additional information on alternative health demographics can be found in a variety of trade associations and publications, including:

• NIH Complementary Health Approaches – National Center for Complementary and Integrative Health
• Why More Americans Are Turning to Holistic Health Care – RealClear Health
• Mind the Gap: Gen Zers are obsessed with wellness – McKinsey

Alternative Health Business Startup Costs

Establishing an alternative health business requires an understanding of the startup costs involved in order to develop a sound financial plan. Whether you’re purchasing an existing facility or selecting a site to build your own, there are many important costs to consider.

According to a cost breakdown reported by the Association of Accredited Naturopathic Medical Colleges (AANMC), naturopathic clinic related costs include:

“Overall Startup Costs

• Before we dive into the nitty gritty, starting a new naturopathic clinic may typically cost between $30,000 and $100,000, depending on the size, location, and services offered. Financing can be obtained through personal savings, loans, or investors. This is not your only option, however. New NDs may start out as associates in existing clinics or rent space in medical offices.

Equipment and Supplies

• Medical Equipment – ND offices may require specialized medical equipment such as thermometers, laboratory services, specialized therapeutic machines, IV setups, blood pressure monitors, and exam tables. Depending on your services, more specialized equipment may be needed, which can cost between $5,000 to $20,000. These tools are essential for diagnosing and treating patients effectively. Existing offices with this equipment will save on startup costs, and gently used medical equipment may also be an option to lower initial overhead.
• Office Setup – For your clinic, you’ll need office equipment like computers, phones, printers, and management software for appointments, charting and billing, which can cost between $2,000 and $10,000. Additionally, budget $2,000 to $7,000 for functional and comfortable furniture, including waiting room chairs, treatment tables, and office desks and chairs.
• Tips for Reducing Startup Costs: Choose second-hand furniture and equipment to reduce initial costs.”

Alternative Health Business Plans

The following are sample alternative health business plans for reference. For additional business plan samples, visit our Business Plans Guide.

• Chiropractic Clinic Business Plan – LivePlan
• Acupuncture Business Plan – Growthink
• Vitamin Shop Business Plan – TheFinanceResource
• Apothecary Business Plan – Profitable Venture

Alternative Health Business Associations

Trade associations often are excellent sources of information on an industry. Here are some relevant alternative health industry associations:

• United Natural Products Alliance (UNPA)
• Holistic Chamber of Commerce
• American Holistic Health Association (AHHA)
• The Association for Holistic Health
• American Association of Naturopathic Physicians (AANP)
• Association of Holistic and Complementary Practitioners (AHCP)
• Organic & Natural Health Association
• American Acupuncture Council (AAC)
• American Chiropractic Association (ACA)

Alternative Health Business Regulations

This section is intended to provide a brief overview of key regulations to consider when opening an alternative health business. Check with your state and municipality for rules and regulations that may impact the business in your area.

Most regulatory oversight occurs at the state level, particularly for licensed services such as acupuncture and chiropractic care. States establish licensing and operational requirements and frequently issue updates to support ongoing compliance.

• Dietary Supplements – U.S. Food & Drug
• General Wellness: Policy for Low Risk Devices – U.S. Food & Drug
• Health Products Compliance Guidance – Federal Trade Commission
• Nutrition Practice Laws – Holistic Council
• Acupuncture Requirements by State – American Academy of Medical Acupuncture
• Chiropractic Regulatory Boards – Federation of Chiropractic Licensing Boards

Alternative Health Business Publications & Resources

• Natural Awakenings
• Holistic Therapist Magazine
• Spirit of Change Magazine
• Holistic Magazine
• Natural Wellness Magazine
• Spirituality & Health Magazine

For resources to help market your alternative health start up, visit our Digital Marketing Guide, Social Media Marketing Guide, and our Website Design Guide.

Alternative Health Employment Trends

Understanding employment trends is important when opening an alternative health business and relies on a range of roles to operate effectively. These establishments depend on a variety of practitioners and support staff who keep services running smoothly and create a welcoming environment. The following are insights from the Bureau of Labor Statistics Occupational Outlook Handbook into chiropractors. A more specific breakdown of other alternative health occupations is available from the Bureau of Labor Statistics

• “Pay: The median annual wage for chiropractors was $79,000 in May 2024. The median wage is the wage at which half the workers in an occupation earned more than that amount and half earned less. The lowest 10 percent earned less than $44,780, and the highest 10% earned more than $149,990.
• Work Environment: Chiropractors typically work in office settings. They may need to stand for long periods and lift or turn patients.
• Job Outlook: Employment of chiropractors is projected to grow 10 percent from 2024 to 2034, much faster than the average for all occupations. About 2,800 openings for chiropractors are projected each year, on average, over the decade. Many of those openings are expected to result from the need to replace workers who transfer to different occupations or exit the labor force, such as to retire.”

Additional Small Business Resources

Already in business or thinking about starting your own small business? Check out our various small business resources:

• View more business reports here: Small Business Snapshots
• View small business help topics here: Small Business Information Center
• View industry-specific research here: Market Research Links
• View business plans samples here: Sample Business Plans

Remember, you can also receive free professional business advice and free or low-cost business training from your local Small Business Development Center!

Photo by Jesper Aggergaard on Unsplash