The article discusses the marketing aspects of the formation and development of the market of non-wood forest products (wild plants) in the Russian Federation. Based on the analysis of official data and expert estimates, it is shown that with biological reserves of wild plants exceeding 13 million tons (more than 7 million tons of them can be harvested without harm to the environment), the current development of the market does not exceed 5% of its economic potential, estimated at 1.5 trillion rubles annually. The key marketing barriers hindering the development of the market have been identified. They are: lack of reliable information about the quality and origin of goods for the end user; fragmentation and instability of supply; insufficient development of sales channels and logistics infrastructure; and lack of recognizable brands and quality standards. Based on the analysis of consumer behavior, the strategic directions of the marketing development of the non-wood forest products market are substantiated. They include the digitalization of sales channels, the creation of specialized marketplaces, the formation of regional forest brands and the development of a system of voluntary product certification.