Among the socio-demographic and economic factors that may have contributed, directly or indirectly, to the growth of the market for herbal, homeopathic and aromatherapy products are:

· continuing pressure on the NHS, which has led to the encouragement of self-medication, and a greater awareness of the shortcomings of conventional medicine, especially for common, persistent ailments.

· increased stress and tension resulting from the recent economic recession and its after-effects has led more people to turn to alternative remedies, many of which are targeted at stress-related conditions.

· the UK population is ageing, benefiting the many alternative remedies which are suitable for age-related conditions - on the other hand, many of the most enthusiastic users of alternative remedies are young - a population group which is falling in numbers.

· the growing middle-class population is more likely than their parents were to question health advice from conventional sources, and are more confident about seeking their own solutions for health problems.

A growing number of conventional medical practitioners are becoming interested in alternative medical therapies - although there is still a lingering scepticism among the medical profession about whether such remedies can work.

The continuing interest in all things alternative, especially among the young, encompasses a holistic (or 'whole person') approach to medicine, in which the use of alternative remedies plays an important part.

The legislative position regarding alternative remedies is complicated. Following the 1968 Medicines Act, herbal medicines were reviewed thoroughly by the MCA, a process which only ended in 1991; as a result of this, those which were able to prove their 'quality, safety and efficacy' were granted Product Licences, while others were allowed to continue on sale only if they made no medical claims. Homeopathic remedies have only just begun to be reviewed, mainly because of difficulties in comparing them with conventional medicines. In 1994, a simplified Registration Scheme for homeopathic remedies was introduced. Aromatherapy oils and products exist in something of a grey area as far as legislation is concerned, being currently regarded as neither medicinal nor cosmetic by the government, but simply as 'consumer products'.

In terms of distribution, the specialist health food retail sector, traditionally the province of alternative remedies, is gradually losing out both to the pharmaceutical sector and, more recently, to multiple groceries.

The market for alternative medicines is growing in both Europe and the USA. The lack of pan-European standards for such remedies is gradually being addressed by the EU; in the US, regulations governing the marketing of such products tends to be somewhat less restrictive than in the UK.

Herbal tranquillisers and insomnia remedies are among the most heavily-promoted types of herbal remedies.

Exclusive research conducted for MAPS in conjunction with this report, showed that two thirds of adults had bought or used some form of aromatherapy, herbal or homeopathic product, and just under one in ten had consulted a practitioner specialising in aromatherapy, homeopathy or herbalism. More than half had positive attitudes to alternative remedies, agreeing that they can be more effective than conventional medicine, andor that they are less likely to cause side effects. Around one in five were more negative about them, considering them to be usually ineffective, andor to be possibly dangerous.

The market for aromatherapy products has grown more quickly than that for the other complementary remedies covered in this report, but from a relatively small base, with sales more than doubling between 1992 and 1997, from around £5 million, to £11.8 million.

According to the research conducted for this report, 55 percent of adults (including nearly seven in ten women, and four in ten men) had bought or used any product that had an 'aromatherapy' tag - this includes bath products, which may not fall strictly within the definition laid down by professional bodies, and which were used by 43 percent of the survey sample.

A total of three in ten had bought or used aromatherapy massage oils - there is a strong bias towards the younger age groups in this case. Just under three in ten had bought or used aromatherapy oils for burning, etc. The consumer profile for these products is young and upmarket, with nearly four in ten under 35 year olds, and over a third of ABs, having bought them. Just under one in ten of all adults had consulted an aromatherapist.

The supplier structure is fragmented, consisting of a large number of small suppliers, plus several of the larger companies who have a major presence in other alternative remedy sectors, who also have their own aromatherapy ranges.

The market for aromatherapy products is expected to continue to grow in the near , future, although at a less rapid rate than previously, with aromatherapy products continuing to move more into the mainstream, and further from the alternative fringes.

Growing consumer confidence in herbal remedies, together with an increase in self-medication, and a heightened awareness of the negative effects of some conventional medicines, has led to a steady rise in sales of herbal remedies, with the market estimated to be worth £25.5 million in 1996.

Just under three in ten adults have bought andor used herbal remedies at some time, with a bias towards the older age groups. In addition, nearly six in ten of those taking part in the survey said that, although they had not used herbal remedies, they would do so if the need arose. Taken together with the proportion who had actually used these types of product, this amounts to a very strong endorsement for the principal of herbal medicine.

A total of 9 percent of respondents have consulted a herbalist, with women, and those in the AB and C1 socio-economic groups, being the most likely to have done so.

The three main suppliers of herbal remedies are Potters, G.R. Lane and Gerard House, although there are a large number of smaller, specialist suppliers; Boots produces its own range of herbal tablets for a number of conditions.

Market growth for herbal remedies is expected to continue into the next century, with sales expected to reach nearly £40 million by 2002. However, continuing uncertainties over the legislative position of herbal remedies make it difficult to predict what will happen to the large numbers of unlicensed products, which are not included in these market figures.

As with other complementary remedies, sales of homeopathic remedies have grown strongly during the 1990s, and now stand at £19.2 million, compared with £11.1 million in 1992.

A total of 28 percent of respondents in the research conducted for this report said that they had bought or used homeopathic remedies for themselves or other family members. There is a strong upmarket bias in the usage of such products, with four in ten Abs having done so - and a slightly higher proportion of parents than of non-parents use homeopathic remedies, a reversal of the situation with herbal remedies.

More than half of all respondents say that, although they have not used herbal remedies, they would do so if necessary, giving a total (with those who have actually used them) of 82 percent who are sympathetic to their usage.

Those in the 55-64 age group are the most likely to have consulted a homeopathic practitioner, with 13 percent having done so, compared with 13 percent of adults as a whole.

The market leader in homeopathic remedies is A. Nelson, with Weleda and Seven Seas also having a strong presence.

The market for OTC (over-the-counter) homeopathic remedies is expected to grow at a steady rate, with the growing respectability of homeopathy among conventional medical practitioners tending its own respectability to OTC homeopathic preparation.