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2018 Supplement Business Report

2018 Supplement Business Report

With an overall sales growth slowdown in the supplement market, it’s easy to look at the bright spots, even if the size of these standout ingredient markets isn’t large enough to boost sales growth overall. Collagen is on fire, growing at 30 percent, but it hasn’t broken the $100 million barrier yet, coming in at $98 million. Mushrooms had another strong year at 10.1 percent growth, but it’s still among the smaller corners of the industry at $46 million.

In the filtered light of expectations and assumptions, it’s easy to see those bright spots as brighter than they are.

Yes, sales are slower, but not significantly slower. It’s also a bigger and more complicated market with an increasingly intricate set of channels and consumers hopping from one to the next. That makes both predicting changes and reacting to them very difficult.

With 334 pages, 38 company profiles and 111 charts and graphs the 2018 Supplement Business Report gives you confidence in the data used to make sound business decisions for your brand.


Supplement Business Report
1.0 Executive Overview
1.1 Executive Summary: Clear skies, mostly
U.S. Natural and Organic Products Industry Sales and Growth, 2007-2021e
1.2 Thinking outside the pill
$206 Billion U.S. Natural and Organic Products Industry by Channel in 2017
U.S. Natural and Organic Products Industry Sales by Channel, 2007-2021e
U.S. Natural and Organic Products Industry Growth by Channel, 2007-2021e
1.3 Never mind the trade wars
$206 Billion U.S. Natural and Organic Products Industry by Product Category in 2017
U.S. Natural and Organic Products Industry Sales by Product Category, 2007-2021e
U.S. Natural and Organic Products Industry Growth by Product Category, 2007-2021e
U.S. Supplement Sales vs. Natural and Organic Products Industry Sales, 2007-2021e
U.S. Supplement Industry Sales and Growth, 2007-2021e
$43 Billion U.S. Supplement Industry by Product Category in 2017
1.4 Difficult to enter, impossible to ignore
U.S. Supplement Industry Sales by Product Category, 2007-2021e
U.S. Supplement Industry Growth by Product Category, 2007-2021e
1.5 Eurothrash
U.S. Supplement Industry Market Share by Product Category, 2011-2021e
U.S. Supplement Sales by Channel, 2007-2021e
1.6 Matters of trust
Consumer Trust in the supplement Industry is Down
1.7 Lab results
U.S. Supplement Industry Growth by Channel, 2007-2021e
1.8 Confidence-building exercises
1.9 Kit to be tried
1.10 Q&A with Dr. James Greenblatt
2.0 Vitamins and Minerals
2.1 Intro: Staying healthy
U.S. Vitamin vs. Total Supplement Sales Growth, 2007-2021e
2.2 The case for nutrition
U.S. Vitamin vs. Total Supplement Sales and Growth, 2007-2021e
U.S. Vitamin Sales and Growth, 2007-2021e
$13.3 Billion U.S. Vitamin Sales by Product Category in 2017
U.S. Vitamin Sales by Product Category, 2007-2021e
U.S. Vitamin Growth by Product Category, 2007-2021e
U.S. Vitamin Market Share by Product Category, 2007-2021e
2.3 Staking claims
$12.8 Billion U.S. Vitamin Sales by Channel in 2017
U.S. Vitamin Sales by Channel, 2007-2021e
U.S. Multivitamin Sales and Growth, 2007-2021e
$546 Million Vitamin A Sales by Channel in 2017
2.4 Potent argument
U.S. Vitamin A Sales and Growth, 2007-2021e
$2.3 Billion B Vitamins Sales by Channel in 2017
2.5 The extraction distraction
U.S. B Vitamins Sales and Growth, 2007-2021e
$1.2 Billion Vitamin C Sales by Channel in 2017
U.S. Vitamin C Sales and Growth, 2007-2021e
2.6 A blockbuster on the verge?
$936 Million Vitamin D Sales by Channel in 2017
U.S. Vitamin D Sales and Growth, 2007-2021e
U.S. Mineral vs. Total Supplement Sales Growth, 2007-2021e
U.S. Mineral vs. Total Supplement Sales 2007-2021e
2.7 Using smart marketing and a studied awareness of Amazon
U.S. Mineral Sales and Growth, 2007-2021e
$2.9 Billion U.S. Mineral Sales by Product Category in 2017
2.8 A millennial, organic, digital-first supplements start-up
U.S. Mineral Sales by Product Category, 2007-2021e
U.S. Mineral Growth by Product Category, 2007-2021e
U.S. Mineral Market Share by Product Category, 2007-2021e
$2.9 Billion U.S. Mineral Sales by Channel in 2017
2.9 NBJ Education Award: GrassRoots Health and the Organic and
Natural Health Association
U.S. Mineral Sales by Channel, 2007-2021e
$1.2 Billion U.S. Calcium Sales by Channel in 2017
U.S. Calcium Sales and Growth, 2007-2021e
$917 Million U.S. Magnesium Sales by Channel in 2017
2.10 Diets with a dark side
U.S. Magnesium Sales and Growth, 2007-2021e
$401 Million U.S. Iron Sales by Channel in 2017
U.S. Iron Sales and Growth, 2007-2021e
2.11 I’m OK, you’re OK2
$87 Million U.S. Selenium Sales by Channel in 2017
U.S. Selenium Sales and Growth, 2007-2021e
2.12 Vitamin D and Calcium: The Batman and Robin of Healthy Bones
2.13 Researchers: People on nondairy diets should compensate for possible
low iodine intake
3.0 Herbs and Botanicals
3.1 Intro: Growing herbal medicine
3.2 Crafting the wild
U.S. Herb and Botanical vs. Total Supplement Sales Growth, 2007-2021e
3.3 Blockchain or Bust
U.S. Herb and Botanical Sales vs. Total Supplement Sales, 2007-2021e
3.4 Is bioavailability oversold?
U.S. Herb and Botanical Sales and Growth, 2007-2021e
3.5 Zombie ingredients
$8.1 Billion U.S. Herb and Botanical Sales by Channel in 2017
3.6 Ancient principles, modern profits
U.S. Herb and Botanical Sales by Channel, 2007-2021e
3.7 The wild wild south
U.S. Herb and Botanical Growth by Channel 2007-2021e
3.8 The promise and peril of CBD
3.9 ’Shroom to grow
3.10 Setting the standard with a commitment to farmers and ingredient integrity
3.11 Q&A with Thomas Brendler of PlantaPhile
4.0 Sports Nutrition and Meal Supplements
4.1 Intro: A sportin’ life
U.S. Sports Nutrition vs. Total Supplement Sales Growth, 2007-2021e
4.2 The new age of metabolism-boosters
U.S. Sports Nutrition vs. Total Supplement Sales, 2007-2021e
U.S. Sports Nutrition Sales and Growth, 2007-2021e
4.3 Nutrition smart sports
$6.1 Billion U.S. Sports Nutrition Sales by Product Category in 2017
U.S. Sports Nutrition Growth by Product Category, 2007-2021e
U.S. Sports Nutrition Sales by Product Category, 2007-2021e
4.4 Sports tech grows up
$6.1 Billion U.S. Sports Nutrition Sales by Channel in 2017
U.S. Sports Nutrition Sales by Channel, 2007-2021e
U.S. Sports Nutrition Growth by Channel, 2007-2021e
4.5 Bottle caps
U.S. Functional Sports Beverage Sales and Growth, 2007-2021e
U.S. Sports Nutrition Pills Sales and Growth, 2007-2021e
4.6 The Tom Brady effect
U.S. Sports Nutrition Powders and Formulas Sales and Growth, 2007-2021e
U.S. Meal Supplements vs. Total Supplement Sales Growth, 2007-2021e
4.7 Will MusclePharm find salvation in the Country Life?
U.S. Meal Supplements vs. Total Supplement Sales, 2007-2021e
U.S. Meal Supplement Sales and Growth, 2007-2021e
$4.8 Billion U.S. Meal Supplement Sales by Channel in 2017
U.S. Meal Supplement Growth by Channel, 2007-2021e
U.S. Meal Supplement Sales by Channel, 2007-2021e
4.8 Q&A with Euromonitor’s Matthew Oster
5.0 Specialty Supplements
5.1 Intro: Bright, shiny and stellar
U.S. Specialty Supplements vs. Total Supplement Sales Growth, 2007-2021e
5.2 More than just skin deep
U.S. Specialty Supplements vs. Total Supplement Sales, 2007-2021e
5.3 The alphas of omegas
U.S. Specialty Supplement Sales and Growth, 2007-2021e
$7.6 Billion U.S. Specialty Supplement Sales by Product Category in 2017
5.4 Gut check
U.S. Specialty Supplement Sales by Product Category, 2007-2017
U.S. Specialty Supplement Sales by Product Category, 2018-2021e
5.5 Heal the body and the head will thrive
U.S. Specialty Supplement Growth by Product Category, 2007-2017
U.S. Specialty Supplement Growth by Product Category, 2018-2021e
$7.9 Billion U.S. Specialty Supplement Sales by Channel in 2017
5.6 The dilution solution
U.S. Specialty Supplement Growth by Channel, 2007-2021e
U.S. Specialty Supplement Sales by Channel, 2007-2021e
$2.1 Billion U.S. Probiotic Sales by Channel in 2017
5.7 To hack the human brain
U.S. Probiotic Sales and Growth, 2007-2021e
5.8 Down time
$1.2 Billion U.S. Fish and Animal Oil Sales by Channel in 2017
U.S. Fish and Animal Oil Sales and Growth, 2007-2021e
5.9 Making a big merger into a big success
$98 Million US Collagen Sales by Channel in 2017
5.10 It’s alive!
U.S. Collagen Sales and Growth, 2016-2021e
5.11 Immunity update
5.12 Sharing the science
6.0 Channels
6.1 Intro: A plan for all channels
$43 Billion Supplement Industry by Channel in 2017
U.S. Natural and Specialty Channel Supplement Sales and Growth, 2007-2021e
6.2 The road to retail
U.S. Natural and Specialty Channel vs Total Supplement Growth, 2007-2021e
U.S. Natural and Specialty Channel Sales by Product Category, 2007-2021e
6.3 Almighty Amazon
U.S. Mass Market Channel Supplement Sales and Growth, 2007-2021e
U.S. Mass Market Channel vs Total Supplement Growth, 2007-2021e
U.S. Mass Market Channel Sales by Product Category, 2007-2021e
6.4 Mass effect
U.S. MLM and Network Marketing Channel Supplement Sales and Growth, 2007-2021e
6.5 Small stores, big changes
U.S. MLM and Network Marketing Channel vs Total Supplement Growth, 2007-2021e
U.S. MLM and Network Marketing Channel Sales by Product Category, 2007-2021e
U.S. Practitioner Channel Supplement Sales and Growth, 2007-2021e
6.6 Just for clicks
U.S. Practitioner Channel vs Total Supplement Growth, 2007-2021e
U.S. Practitioner Channel Sales by Product Category, 2007-2021e
U.S. Mail Order, DRTV, Radio Channel Supplement Sales and Growth, 2007-2021e
U.S. Mail Order, DRTV, Radio Channel vs Total Supplement Growth, 2007-2021e
6.7 Cleaned out in aisle 9
U.S. Mail Order, DRTV, Radio Channel Sales by Product Category, 2007-2021e
U.S. E-Commerce Supplement Sales and Growth, 2007-2021e
U.S. E-Commerce Supplement vs Total Supplement Growth, 2007-2021e
6.8 CBD at retail: Risks vs rewards
U.S. E-Commerce Supplement Sales by Product Category, 2007-2021e
6.9 Click or mortar? The future of grocery shopping
7.0 Company Profiles
Top 50 U.S. Dietary Supplement Companies, 2017
7.1 Abbott Laboratories (Ensure, EAS)
7.2 Alticor (Amway, Nutrilite)
7.3 Atrium (Pure Encapsulations, Douglas Laboratories, Genestra Brands)
7.4 Basic Research/Zoller Labs (Zantrex, Relacore, Leptopril, etc.)
7.5 Bayer (One A Day, Flintstones, Phillips)
7.6 Church & Dwight (Vitafusion, L’il Critters, PB8, Accuflora)
7.7 DanoneWave (Vega)
7.8 Direct Digital (Healthy Directions)
7.9 doTERRA International, LLC
7.10 Forever Living
7.11 GNC (General Nutrition Centers)
7.12 Glanbia (Optimum Nutrition, ThinkThin, Amazing Grass)
7.13 Herbalife International
7.14 International Vitamin Corporation (IVC, Perrigo)
7.15 Iovate (Hydroxycut, MuscleTech)
7.16 Kikkoman (Country Life, Allergy Research Group)
7.17 Koninklijke, DSM N.V.
7.18 Life Extension
7.19 Metagenics
7.20 Natural Alternatives International
7.21 Natural Factors Nutritional Products
7.22 NBTY (Nature’s Bounty, Rexall Sundown, Puritan’s Pride)
7.23 Nordic Naturals
7.24 NOW Foods
7.25 Nu Skin Enterprises (Pharmanex)
7.26 NutraNext (Natural Vitality, Sedona Pro, Rainbow Light)
7.27 Olly Nutrition
7.28 Pfizer (Centrum, Alacer)
7.29 Pharmavite (Nature Made, Innate Response, MegaFood)
7.30 Procter & Gamble (Metamucil, New Chapter)
7.31 Reckitt Benckiser
7.32 Schwabe NA (Nature’s Way, Enzymatic Therapy, Integrative Therapeutics, Wellesse)
7.33 Shaklee
7.34 SmartyPants Vitamins
7.35 Standard Process
7.36 Swanson Health
7.37 Twinlab Consolidated Holdings Inc. (Reserveage, New Vitality)
7.38 Valeant (Bausch + Lomb)
8.0 Acknowledgments and Definitions
8.1 Acknowledgments
8.2 Research Methodology
8.3 Disclaimer
8.4 Copyright
8.5 Definitions
8.6 Product Categories
8.7 Dietary Supplements
8.8 Food and Beverage
8.9 Natural & Organic Personal Care
8.10 Other Household Products
8.11 Sales Channels

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