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2019 Sales Channel Report

2019 Sales Channel Report

In an omnichannel continuum that includes same-day delivery, cashierless grab-and-go stores, curbside pickup, meal kits, mobile ordering, self-scanning carts, smart home integration, pop-up stores, voice-directed shopping and whatever tomorrow brings, we could say it’s never been easier to buy. And it’s never been easier to be confused. The question is who is actually confused: the buyers or the brands?

The demands of marketing require brand managers to know who’s buying, how they’re buying and how much they are paying across multiple channels while simultaneously analyzing that mound of data to see where those shoppers overlap. With that analysis in hand, they can then try to devise a plan that choreographs the brand presence across those channels to deliver an experience that matches the brand promise and identity.

That’s obviously no small task, but the next step—seeing what everybody else is doing—may be even harder. That’s where the NBJ Sales Channel Report comes in. Designed to package the best available data on what’s selling where and how that dynamic is being reshuffled, the Report can help marketers, product developers and executives plan around where to focus efforts to take advantage of all those seamless transactions the consumer has come to expect.

To stay on top of the game, or even ahead of it, it’s important to know that natural living is the smallest natural products category in e-commerce, but the fastest-growing. It’s important to know that supplements represent nearly half of all natural product sales online and is still growing at 18.4 percent, ahead of the overall percentage of natural products online, 18.2 percent.

It might be important to know that at 7.9 percent, the practitioner channel is the second fastest-growing channel for supplements, but with 5.3 percent growth in natural and organic food and beverage, the channel (which, notably includes fitness clubs) could prove broader than many assume. That kind of business intelligence, broken down by product category and channel, is matched with commentary and analysis, takeaways targeted to business roles and “star player” company call-outs in a new report format for NBJ designed to deliver the best data and actionable insight in an easy-andquick-to-use format.

All that confusion, with channels and product categories buffeted by the never-static demands of the omnichannel era, requires the best tool to apply to the challenge. The NBJ Sales Channel Report is designed to be that tool. Omnichannel made it easy for consumers to buy. NBJ helps make it easy to sell to them.


Executive Overview
Top thoughts
All channels on deck
Natural and Organic Product Sales by Channel, 2014-2022E
$219 Billion Natural and Organic Products Industry by Channel, 2018
Natural and Organic Product Growth by Channel, 2014-2022E
Natural and Organic Product Market Share by Channel, 2014-2022E
Brick and mortar vs click and order: innovation on top of innovation
Brick and Mortar vs. DTC Sales and Growth, 2014-2022E
All’s well in food and beverage, maybe
Natural, Organic and Functional Food and Beverage Sales by Channel, 2014-2022E
Natural, Organic and Functional Food and Beverage Market Share by Channel, 2014-2022E
Natural, Organic and Functional Food and Beverage Growth by Channel, 2014-2022E
Supplements: channel turbulence
Supplement Sales by Channel, 2014-2022E
Supplement Market Share by Channel, 2014-2022E
Supplement Growth by Channel, 2014-2022E
Natural living, virtual shopping
Natural Living Sales by Channel, 2014-2022E
Natural Living Market Share by Channel, 2014-2022E
Natural Living Growth by Channel, 2014-2022E
Next Trends
Holistic health and wellbeing
Cultural Force: Holistic Health and Wellbeing
Empowered communities
Cultural Force: Empowered Communities
Modern life
Cultural Force: Modern Life
Natural & Specialty Retail
Top thoughts
Natural & Specialty Retail Sales and Growth, 2014-2022e
$58 Billion Natural & Specialty Retail Channel by Product Category, 2018
Buffeted by mass and e-commerce, natural and specialty retailers look for differentiators—
like hemp CBD—as an answer
Natural Living Sales and Growth, 2014-2022e
Supplement Sales and Growth, 2014-2022e
Natural, Organic and Functional Food and Beverage Sales and Growth, 2014-2022e
Mass Market
Top thoughts
Mass Market Retail Sales and Growth, 2014-2022E
$130 Billion Mass Market Retail Channel by Product Category, 2018
Bright lights, big aisles, big ideas
Natural Living Sales and Growth, 2014-2022E
Supplement Sales and Growth, 2014-2022E
Natural, Organic & Functional Food & Beverage Sales And Growth, 2014-2022E
E-commerce
Top thoughts
E-Commerce Sales And Growth, 2014-2022E
$8.4 Billion E-Commerce Channel by Product Category, 2018
E-commerce: online outlets not immune to omnichannel dynamics
Natural Living Sales and Growth, 2014-2022E
Supplement Sales and Growth, 2014-2022E
Natural, Organic & Functional Food & Beverage Sales and Growth, 2014-2022E
Practitioner
Top thoughts
Practitioner Sales and Growth, 2014-2022E
$6.1 Billion Practitioner Channel by Product Category, 2018
Doctors go digital
Natural Living Sales and Growth, 2014-2022E
Supplement Sales and Growth, 2014-2022E
Natural, Organic & Functional Food & Beverage Sales and Growth, 2014-2022E
MLM/Network Marketing, Mail Order, DRTV and Radio
Top thoughts
Mlm Network Marketing Sales and Growth, 2014-2022E
Not forgotten: MLM, direct mail, TV/radio channels face challenges unique to their niche
$11.8 Billion MLM Network Marketing Channel by Product Category, 2018
Natural Living Sales and Growth, 2014-2022E
Supplement Sales and Growth, 2014-2022E
Natural, Organic & Functional Food & Beverage Sales and Growth, 2014-2022E
Mail Order, DRTV and Radio Sales and Growth, 2014-2022E
$4.8 Billion Mail Order, DRTV and Radio Channel by Product Category, 2018
Natural Living Sales and Growth, 2014-2022E
Supplement Sales and Growth, 2014-2022E
Natural, Organic & Functional Food & Beverage Sales and Growth, 2014-2022E
Company Profiles
Abbott Laboratories
Amway
Atrium Innovations
Bayer
Care/Of
CV Sciences
DoTERRA
Glanbia
GNC
Herbalife
The Nature’s Bounty Co
NOW Foods
Olly
Pfizer
Pharmavite
Reckitt Benckiser
Dr. Willmar Schwabe Pharmaceuticals
SmartyPants
Swanson
Zarbee’s Naturals
Related Content
Amazon in the flesh
From screen to store
Channel dynamics across many borders
The English channel
Omnichannel overload
Natural & Specialty Retailers
Midsize mayhem
How can a smaller natural food store compete when price does matter?
GNC finds a partner
Natural retailers gaining ground on internet sales
Representing independents’ past, present and future
A symbiotic spiral and a crisis of codependence
91
Mass Market
In convenience
Digital retail
E-commerce
Upwardly mobile
Smart speaker smarts
Beauty-from-within catches on in China
Practitioner
Of data and doctors
Kit to be tried
MLM
Analysts said Herbalife Nutrition posted strong quarter
Nu Skin, USANA increase 2018 revenue projections after positive first quarter
Acknowledgments & Definitions
Acknowledgments
Research Methodology
Disclaimer
Copyright
Definitions
Product Categories
Dietary Supplements
Food and Beverage
Natural & Organic Personal Care
Other Household Products
Sales Channels

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