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2019 Supplement Business Report

2019 Supplement Business Report

Known as go-to source for data and insight on the supplement industry, the NBJ Supplement Business Report is now published in an optimized fit-for-purpose format designed to make must-know business intelligence easy to access and easy to act on. The design overhaul was based on feedback from the NBJ community and incorporated everything that the NBJ and New Hope team have learned from serving the industry.

New features include direct and detailed commentary matched to data charts, product picks that best demonstrate market opportunities and “action item” call-outs specific to pivotal business roles.

A selection of more than 100 data charts and graphs includes:
• US Natural and Organic Products Industry Sales by Product Category, 2007-2021e
• US Vitamin Sales and Growth, 2007-2021e
• US Mineral Growth by Product Category, 2007-2021e
• US Herb and Botanical Sales and Growth, 2007-2021e
• US Sports Nutrition Sales and Growth, 2007-2021e

Important insights crucial to product development and deployment include:
• Which ingredients are on the decline and which products show accelerating growth?
• Which product category is strongest in which channel?
• How does pending regulation affect the risk/reward balance for hemp and CBD products?
• Is synthetic biology a threat to the supplement industry?
• How do millennials view and use dietary supplements?
• How do consumers really feel about taking another pill?


Executive Overview
Top thoughts
A new normal, a new report format
$219 Billion Natural and Organic Products Industry by Product Category in 2018
Natural and Organic Products Industry Sales and Growth, 2014-2022e
$46 Billion Supplement Industry by Product Category in 2018
Supplement Industry Sales and Growth, 2014-2022e
Supplement Sales vs. Natural and Organic Products Industry Sales, 2014-2022e
Supplement Industry Sales by Product Category, 2014-2022e
Supplement Industry Growth by Product Category, 2014-2022e
Supplement Industry Market Share by Product Category, 2011-2021e
Channeling change
$219 Billion Natural and Organic Products Industry by Channel, 2018
Natural and Organic Products Industry Growth by Channel, 2014-2022e
Natural and Organic Products Industry Sales by Channel, 2014-2022e
Supplement Industry Growth by Channel, 2014-2022e
Supplement Sales by Channel, 2014-2022e
$46 Billion Supplement Sales by Channel in 2018
Blurring lines between supplements and functional foods
Supplement Sales by Delivery Format, 2014-2022e
Supplement vs. Functional Food and Beverage Sales and Growth, 2014-2022e
Supplement Growth by Delivery Format, 2014-2022e
Trends
Earning consumer trust
Market manifestations
The endocannabinoid system
Market manifestations
Nutrition meets convenience
Market manifestations
Vitamins & Minerals
Top thoughts
Vitamin vs. Total Supplement Growth, 2014-2022e
Nutrition message reaching new consumers
Vitamin vs. Total Supplement Sales and Growth, 2014-2022e
Vitamin Sales and Growth, 2014-2022e
Supp-scription: Vitamins perfect for e-commerce
$14 Billion Vitamin Sales by Channel in 2018
$6.2 Billion Multivitamin Sales by Channel in 2018
Vitamin Growth by Channel, 2014-2022e
Vitamin Sales by Channel, 2014-2022e
$570 Million Vitamin A Sales by Channel in 2018
$2.3 Billion B Vitamins Sales by Channel in 2018
$972 Million Vitamin D Sales by Channel in 2018
$1.3 Billion Vitamin C Sales by Channel in 2018
Different vitamins, different stories, different science
$14 Billion Vitamin Sales by Product Category in 2018
Vitamin Sales by Product Category, 2014-2022e
Vitamin Growth by Product Category, 2014-2022e
Vitamin Market Share by Product Category, 2014-2022e
Vitamin A Sales and Growth, 2014-2022e
Multivitamin Sales and Growth, 2014-2022e
Vitamin C Sales and Growth, 2014-2022e
B Vitamins Sales and Growth, 2014-2022e
Market manifestations
Vitamin D Sales and Growth, 2014-2022e
How long can magnesium carry minerals?
Mineral vs. Total Supplement Growth, 2014-2022e
Mineral Sales and Growth, 2014-2022e
Mineral vs. Total Supplement Sales and Growth, 2014-2022e
Minerals struggle for strength across channels
$3.0 Billion Mineral Sales by Channel in 2018
$1.1 Billion Calcium Sales by Channel in 2018
Mineral Sales by Channel, 2014-2022e
Mineral Growth by Channel, 2014-2022e
$1.0 Billion Magnesium Sales by Channel in 2018
$408 Million Iron Sales by Channel in 2018
$93 Million Selenium Sales by Channel in 2018
Calcium stumbles, magnesium soars
$3.0 Billion Mineral Sales by Product Category in 2018
Mineral Sales by Product Category, 2014-2022e
Mineral Growth by Product Category, 2014-2022e
Mineral Market Share by Product Category, 2014-2022e
Magnesium Sales and Growth, 2014-2022e
Calcium Sales and Growth, 2014-2022e
Iron Sales and Growth, 2014-2022e
Selenium Sales and Growth, 2014-2022e
Market manifestations
Herbs & Botanicals
Top thoughts
Herbs and Botanical vs. Total Supplement Growth, 2014-2022e
Converging trends bring herbs and botanicals to the fore
Herbs and Botanical Sales vs. Total Supplement Sales, 2014-2022e
Herbs and Botanical Sales and Growth, 2014-2022e
Herbs & botanicals: A champ across channels
$8.8 Billion Herb and Botanical Sales by Channel in 2018
Herbs and Botanical Sales by Channel, 2014-2022e
Herbs and Botanical Growth by Channel 2014-2022e
Herbs and botanicals not lacking for star ingredients
Top Ten Herbs & Botanicals by 2018 Sales
Top Nine Herbs & Botanicals by 2018 Growth
Turmeric Sales and Growth, 2014-2022e
Hemp CBD Sales and Growth, 2017-2022e
Market manifestations
Sports Nutrition and Meal Supplements
Top thoughts
Sports nutrition adapts to slower growth in bigger market
Sports Nutrition vs. Total Supplement Growth, 2014-2022e
Sports Nutrition vs. Total Supplement Sales and Growth, 2014-2022e
Sports Nutrition Supplement Sales and Growth, 2014-2022e
Omnichannel churn
$6.6 Billion Sports Nutrition Supplement Sales by Channel in 2018
Sports Nutrition Supplement Sales by Channel, 2014-2022e
Sports Nutrition Supplement Growth by Channel, 2014-2022e
Ready-to-drink, ready to grow
$6.6 Billion Sports Nutrition Supplement Sales by Product Category in 2018
Functional Sports Beverage Sales and Growth, 2014-2022e
Sports Nutrition Supplement Growth by Product Category, 2014-2022e
Sports Nutrition Supplement Sales by Product Category, 2014-2022e
Sports Nutrition Powders and Formulas Sales and Growth, 2014-2022e
Sports Nutrition Pills Sales and Growth, 2014-2022e
Market manifestations
Shaking up the shake in meal supplements
Meal Supplement vs. Total Supplement Sales Growth, 2014-2022e
Meal Supplement Sales and Growth, 2014-2022e
Meal Supplement vs. Total Supplement Sales, 2014-2022e
The meal deal: E-commerce still small in meal supplements
$5.4 Billion Meal Supplement Sales by Channel in 2018
Meal Supplement Sales by Channel, 2014-2022e
Meal Supplement Growth by Channel, 2014-2022e
Market manifestations
Specialty supplements, not-so-special growth
Specialty Supplements
Top thoughts
Specialty vs. Total Supplement Sales, 2014-2022e
Specialty vs. Total Supplement Sales Growth, 2014-2022e
Growth of specialty supplements lags in brick and mortar
Specialty Supplement Sales and Growth, 2014-2022e
$8.2 Billion Specialty Supplement Sales by Channel in 2018
Specialty Supplement Growth by Channel, 2014-2022e
Specialty Supplement Sales by Channel, 2014-2022e
$2.1 Billion Probiotic Sales by Channel in 2018
$1.2 Billion Fish and Animal Oil Sales by Channel in 2018
$161 Million Collagen Sales by Channel in 2018
Diverse challenges, shifting trajectories
$7.6 Billion Specialty Supplement Sales by Product Category in 2018
Specialty Supplement Growth by Product Category, 2018-2022e
Specialty Supplement Sales by Product Category, 2018-2022e
Prebiotic vs. Probiotic vs. Synbiotic Sales and Growth, 2016-2020E
Fish and Animal Oil Sales and Growth, 2014-2022e
Collagen Sales and Growth, 2014-2022e
Market manifestations
Sales Channels
Top thoughts
$46 Billion Supplement Industry by Channel in 2018
Natural and specialty retail still carries the industry
Natural and Specialty Channel Supplement Sales and Growth, 2014-2022e
Natural and Specialty Channel vs.Total Supplement Growth, 2014-2022e
Natural and Specialty Channel Sales by Product Category, 2014-2022e
Mass market faces engagement challenge
Mass Market Channel Supplement Sales and Growth, 2014-2022e
Mass Market Channel Sales by Product Category, 2014-2022e
Mass Market Channel vs.Total Supplement Growth, 2014-2022e
Getting direct with consumers
Mail Order, DRTV, Radio Channel Supplement Sales and Growth, 2014-2022e
Mail Order, DRTV, Radio Channel vs.Total Supplement Growth, 2014-2022e
Mail Order, DRTV, Radio Channel Sales by Product Category, 2014-2022e
MLM Network Marketing Channel Supplement Sales and Growth, 2014-2022e
MLM Network Marketing Channel Sales by Product Category, 2014-2022e
MLM Network Marketing Channel vs.Total Supplement Growth, 2014-2022e
Practitioner channel anchors on relationships, leans into technology
Practitioner Channel Supplement Sales and Growth, 2014-2022e
Practitioner Channel Sales by Product Category, 2014-2022e
Practitioner Channel vs.Total Supplement Growth, 2014-2022e
Supplements a great match for e-commerce
E-Commerce Channel Supplement Sales and Growth, 2014-2022e
E-Commerce Channel Sales by Product Category, 2014-2022e
E-Commerce Channel vs.Total Supplement Growth, 2014-2022e
Company Profiles
Top 50 U.S. Dietary Supplement Companies by 2018 Supplement Sales
Abbott Laboratories
Adaptive Health (Healthy Directions)
Amway
Atrium Innovations
Bausch + Lomb
Bayer
Care/Of
Church & Dwight
CV Sciences
Danone North America
DoTERRA
Dr. Willmar Schwabe Pharmaceuticals
DSM
Gaia Herbs
Glanbia
GNC
Herbalife
International Vitamin Corporation
Iovate
Jarrow Formulas
Juice PLUS+
Kikkoman
Life Extension
Metagenics
Natural Alternatives International
Natural Factors
The Nature’s Bounty Co
Nordic Naturals
NOW Foods
Nu Skin Enterprises
Olly
Pfizer
Pharmavite
Procter & Gamble
Reckitt Benckiser
Shaklee
SmartyPants
Standard Process
Swanson
Twinlab
Zarbee’s Naturals
Related Content
Times have changed, the market has changed, DSHEA can too
New ideas for an old law
Historic highs
Personalized profits
Of data and doctors
Needs improvement
Trade war blues
Channel dynamics across many borders
Traveling the great ingredient road
Smart speaker smarts
Brand on the run
Snark attack
The imperative to grow and innovate
Dosage do’s and don’ts
Drinking ourselves to sleep
Oil crisis
Diligence in the details
In convenience
To the letter
Where are the workers?
Subtext on the subcontinent
Inherent and transparent
Direct HIIT
The keto shell game
A caffeine crash?
Clean sweep
CBD evangelism trumps evidence (so far)
In search of the best SNPs
Ready player one
Boning up on capital
Beyond probiotics
Gut smart
Amazon in the flesh
Mid-size mayhem
From screen to store
The omnichannel imperative
Supplement Business Report © 2019 Informa newhope.com/nbj ix
Acknowledgments & Definitions
Acknowledgments
Research methodology
Disclaimer
Copyright
Definitions
Product categories
Dietary supplements
Food & beverage
Natural & organic personal care
Other household products
Sales channels

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