2020 Supplement Business Report

2020 Supplement Business Report

The Supplement Business Report is NBJ's most highly-anticipated report of the year, and this data is more crucial than ever with our industry halfway through the most unpredictable year in the report's 25-year history. Gain valuable, exclusive insight into the 2019 supplement industry sales, growth, and trends, with more focus than ever on 2020 growth and beyond. NBJs analysis predicts overall supplement growth of 12.1% for 2020—the highest growth since 1997—with a correction to follow and, ultimately, a sustained $1.2 billion lift in years to come.

In this year’s NBJ Supplement Business Report, find the in-depth analysis that went into that assessment—juxtaposed, in each category, against pre-COVID estimates—category by category, channel by channel.

What you'll get:

275 pages (7 Chapters) of data insights and expert commentary
172 data charts paired with market-research insights and top-thought takeaways
Category-by-category analysis of pre-COVID predictions and how they’re expected to change
A list of 50 top companies, with estimated growth and revenue
45 profiles of leading companies
Dozens of role-specific action items and market manifestations calling out on-trend products
Excel document of raw data
Ready-to-use PowerPoint slides featuring data and charts from the report


Executive overview
Top thoughts
The era of the “unprecedented”
$230.2 Billion Natural and Organic Product Industry by Product Category, 2019
Natural and Organic Products Industry Sales and Growth, 2015-2023e
$49 Billion Supplement Industry by Product Category, 2019
Supplement Industry Sales and Growth, 2015-2023e
Supplement Industry Projections, Current vs. Pre-COVID, 2015-2023e
Supplement Sales vs. Natural and Organic Products Industry Sales, 2015-2023e
Supplement Industry Sales by Product Category, 2015-2023e
Supplement Industry Growth by Product Category, 2015-2023e
Stay-at-home ordering
Supplement Industry Market Share by Product Category, 2015-2023e
$230 Billion Natural and Organic Products Industry by Channel, 2019
Natural and Organic Products Industry Sales by Channel, 2015-2023e
Natural and Organic Products Industry Growth by Channel, 2015-2023e
$48 Billion Supplement Sales by Channel, 2019
Supplement Sales by Channel, 2015-2023e
Supplement Industry Growth by Channel, 2015-2023e
Supplement Industry Added Dollars by Channel, 2015-2023e
Changing formats
Supplement Sales by Delivery Format, 2015-2023e
Supplement Growth by Delivery Format, 2015-2023e
Supplement vs. Functional Food and Beverage Sales and Growth, 2015-2023e
Supplement vs. Functional Food and Beverage Sales and Growth, 2015-2023e
Read more
Trends: NEXT
Macro force: Earning consumer trust
Market manifestations
Sun God Medicinals
Natural Factors
Natural Grocers
Read more
Supplement Business Report © 2020 Informa newhope.com/nbj ii
Table of Contents
Trend: Sourcing responsibly
Market manifestations
Bext360
FairWild
RFI Ingredients
Read more
Macro force: The power of science
Market manifestations
Thorne
Sun Genomics
Indena
Read more
Vitamins and minerals
Top thoughts | Vitamins
Vitamin vs. Total Supplement Growth, 2015-2023e
The letter vitamins spell growth
Vitamin vs. Total Supplement Sales and Growth, 2015-2023e
Vitamin Sales and Growth, 2015-2023e
Vitamin Projections, Current vs. Pre-COVID, 2015-2023e
Channel shift and shake-up
$14.5 Billion Vitamin Sales by Channel, 2019
Vitamin Sales by Channel, 2015-2023e
Vitamin Growth by Channel, 2015-2023e
$6.5 Billion Multivitamin Sales by Channel, 2019
$581 Million Vitamin A Sales by Channel, 2019
$2.4 Billion B Vitamins Sales by Channel, 2019
$1.4 Billion Vitamin C Sales by Channel, 2019
$972 Million Vitamin D Sales by Channel, 2019
Red-letter days
$14.5 Billion Vitamin Sales by Product Category, 2019
Vitamin Sales by Product Category, 2015-2023e
Vitamin Growth by Product Category, 2015-2023e
Vitamin Market Share by Product Category, 2015-2023e
Multivitamin Sales and Growth, 2015-2023e
Vitamin A Sales and Growth, 2015-2023e
B Vitamins Sales and Growth, 2015-2023e
Vitamin C Sales and Growth, 2015-2023e
Supplement Business Report © 2020 Informa newhope.com/nbj iii
Table of Contents
Vitamin D Sales and Growth, 2015-2023e
Vitamin E Sales and Growth, 2015-2023e
Market manifestations
Alive! Teen Multi
Country Life Vegan Vitamin D3 Spray
Pure Encapsulations Liposomal Vitamin C
Top thoughts | Minerals
Max mins
Mineral vs. Total Supplement Growth, 2015-2023e
Mineral vs. Total Supplement Sales and Growth, 2015-2023e
Mineral Sales and Growth, 2015-2023e
Mineral Projections, Current vs. Pre-COVID, 2015-2023e
Minerals by mail
$3.1 Billion Mineral Sales by Channel, 2019
Mineral Sales by Channel, 2015-2023e
Mineral Growth by Channel, 2015-2023e
$1.1 Billion Calcium Sales by Channel, 2019
$1.1 Billion Magnesium Sales by Channel, 2019
$412 Million Iron Sales by Channel, 2019
$99 Million Selenium Sales by Channel, 2019
Sawing zzzincs
$3.1 Billion Mineral Sales by Product Category, 2019
Mineral Sales by Product Category, 2015-2023e
Mineral Growth by Product Category, 2015-2023e
Mineral Market Share by Product Category, 2015-2023e
Calcium Sales and Growth, 2015-2023e
Magnesium Sales and Growth, 2015-2023e
Iron Sales and Growth, 2015-2023e
Selenium Sales and Growth, 2015-2023e
Zinc Sales and Growth, 2015-2023e
Market manifestations
Smartypants Adult Mineral Complete
Mercola Selenium + Zinc
Life Extension Lithium
Read more
Supplement Business Report © 2020 Informa newhope.com/nbj iv
Table of Contents
Herbs and botanicals
Top thoughts
Viral growth in botanicals
Herb and Botanical vs. Total Supplement Growth, 2015-2023e
Herb and Botanical Sales vs. Total Supplement Sales, 2015-2023e
Herb and Botanical Sales and Growth, 2015-2023e
Herb and Botanical Projections, Current vs. Pre-COVID, 2015-2023e
Growing apart
$9.6 Billion Herb and Botanical Sales by Channel, 2019
Herb and Botanical Sales by Channel, 2015-2023e
Herb and Botanical Growth by Channel, 2015-2023e
The right place with the right herb
Top Ten Herbs and Botanicals by 2019 Sales
Hemp-Based CBD Supplement Sales and Growth, 2017-2023e
Ayurvedic Herb Sales and Growth, 2015-2023e
Mushroom Supplement Sales and Growth, 2015-2023e
Elderberry Supplement Sales and Growth, 2015-2023e
Market manifestations
Vitafusion CBD Gummies
Himalaya
Nature’s Way Sambucus
Read more
Sports nutrition and meal supplements
Top thoughts
Sports Nutrition vs. Total Supplement Growth, 2015-2023e
Working through the new workouts
Sports Nutrition vs. Total Supplement Sales and Growth, 2015-2023e
Sports Nutrition Supplement Sales and Growth, 2015-2023e
Sports Nutrition Projections, Current vs. Pre-COVID, 2015-2023e
Sporting convenience
$7.0 Billion Sports Nutrition Supplement Sales by Channel, 2019
Sports Nutrition Supplement Sales by Channel, 2015-2023e
Sports Nutrition Supplement Growth by Channel, 2015-2023e
$7.0 Billion Sports Nutrition Supplement Sales by Product Category, 2019
Supplement Business Report © 2020 Informa newhope.com/nbj v
Table of Contents
Sports Nutrition Supplement Sales by Product Category, 2015-2023e
Sports Nutrition Supplement Growth by Product Category, 2015-2023e
Sports Nutrition Powder Sales and Growth, 2015-2023e
Sports Nutrition Pill Sales and Growth, 2015-2023e
Keeping the powder dry
Market manifestations
AthleticGreens
HumanN Beet Elite
Ghost protein
Shaking up growth
Meal Supplement vs. Total Supplement Growth, 2015-2023e
Meal Supplement vs. Total Supplement Sales and Growth, 2015-2023e
Meal time
Meal Supplement Sales and Growth, 2015-2023e
Meal Supplement Projections, Current vs. Pre-COVID, 2015-2023e
$5.6 Billion Meal Supplement Sales by Channel, 2019
Meal Supplement Sales by Channel, 2015-2023e
Meal Supplement Growth by Channel, 2015-2023e
Market manifestations
Iconic Protein
SlimFast Keto Meal Shake
Ensure Plant-Based Protein Nutrition Shake
Read more
Specialty supplements
Top thoughts
Specialty vs. Total Supplement Growth, 2015-2023e
A mix of ingredients poised to share consistent growth
Specialty vs. Total Supplement Sales and Growth, 2015-2023e
Specialty Supplement Sales and Growth, 2015-2023e
Specialty Supplement Projections, Current vs. Pre-COVID, 2015-2023e
A digital drift
$8.8 Billion Specialty Supplement Sales by Channel, 2019
Specialty Supplement Sales by Channel, 2015-2023e
Specialty Supplement Growth by Channel, 2015-2023e
$2.4 Billion Pre- and Probiotic Supplement Sales by Channel, 2019
$1.2 Billion Fish and Animal Oil Sales by Channel, 2019
$221 Million Collagen Supplement Sales by Channel, 2019
Supplement Business Report © 2020 Informa newhope.com/nbj vi
Table of Contents
Multiple ingredients, multiple solutions, multiple challenges
$8.8 Billion Specialty Supplement Sales by Product Category, 2019
Specialty Supplement Sales by Product Category, 2015-2023e
Specialty Supplement Growth by Product Category, 2015-2023e
Prebiotic, Probiotic and Synbiotic Sales and Growth, 2016-2023e
Fish and Animal Oil Sales and Growth, 2015-2023e
Collagen Supplement Sales and Growth, 2015-2023e
Market manifestations
LifeBiome Gut Soother
Nordic Naturals Zero Sugar Melatonin Gummies
Quicksilver Nanoemulsified CoQ10
Read more
Sales channels
Top thoughts
$48 Billion Supplement Sales by Channel, 2019
$62 Billion Supplement Sales by Channel, 2023e
Digging fire lines
Natural and Specialty Retail Channel Supplement Sales and Growth, 2015-2023e
Natural and Specialty Retail Channel vs. Total Supplement Growth, 2015-2023e
Natural and Specialty Retail Channel Supplement Sales by Product Category, 2015-2023e
Cropping the view can’t change the big picture
Mass Market Retail Channel Supplement Sales and Growth, 2015-2023e
Mass Market Retail Channel vs. Total Supplement Growth, 2015-2023e
Mass Market Retail Channel Supplement Sales by Product Category, 2015-2023e
Mail Order, DRTV and Radio Channel Supplement Sales and Growth, 2015-2023e
Mail Order, DRTV and Radio vs. Total Supplement Growth, 2015-2023e
Mail Order, DRTV and Radio Sales by Product Category, 2015-2023e
MLM Network Marketing Channel Supplement Sales and Growth, 2015-2023e
MLM Network Marketing Channel vs. Total Supplement Growth, 2015-2023e
MLM Network Marketing Channel Sales by Product Category, 2015-2023e
Network marketing without a network
Practitioner Channel Supplement Sales and Growth, 2015-2023e
Practitioner Channel vs. Total Supplement Growth, 2015-2023e
Practitioner Channel Sales by Product Category, 2015-2023e
Out of practice
E-Commerce Channel Supplement Sales and Growth, 2015-2023e
Supplement Business Report © 2020 Informa newhope.com/nbj vii
Table of Contents
Digital domination
E-Commerce Channel vs. Total Supplement Growth, 2015-2023e
Read more
E-Commerce Channel Sales by Product Category, 2015-2023e
Company profiles
Top 50 Companies, by 2019 U.S. Dietary Supplement Sales
Abbott Nutrition
Adaptive Health (Healthy Directions)
Alticor (Amway)
Ancient Nutrition
Bausch + Lomb
Bayer
Care/of
Church & Dwight
Clorox
CV Sciences
Doctor’s Best
DSM
Gaia Herbs
Glanbia
GNC
GSK Consumer Healthcare
Herbalife Nutrition Ltd.
Himalaya
HUM Nutrition
International Vitamin Corporation
Iovate Health Sciences International Inc. (a division of Xiwang Foodstuffs Company Ltd.)
Jarrow Formulas
Johnson & Johnson (Zarbee’s)
Kikkoman
Supplement Business Report © 2020 Informa newhope.com/nbj viii
Table of Contents
Life Extension
Metagenics
Natural Factors
The Nature’s Bounty Co
Nestlé Health Sciences
Nordic Naturals
NOW Foods
Nu Skin Enterprises
Nutraceutical International Corporation
Nuun & Company Inc
Pharmavite
Procter & Gamble
RB
Scale Media
Schwabe Group
SmartyPants
Swanson
Unilever (Olly)
USANA
Vital Proteins
Wakunaga of America Company
Related Content
Executive overview
Pandemic potential
Inching closer to DSHEA 2.0 and the supplement industry’s third rails
China on the rise
Intentional change: Finding color in the white space
Reading the tech leaves
Getting personal
Supplement Business Report © 2020 Informa newhope.com/nbj ix
Table of Contents
Chews wisely
Algorithm and blues
Healthy living
Fiber folly
Consolidation fixation
2019 Deals of the Year
A “new normal” for supplements, and investors: Q&A with William Hood
Trends | Earning Trust
In Search of Goodness
Cross the T on transparency: Q&A with Robert Craven of Findaway Adventures
Trends | Sourcing
Block and tackle
The QR dilemma
Sustainable Supply: Q&A with NSF’s Nova Sayers
Trends | Science
White space science
Vitamins and minerals
A vitamin on the verge
Herbs and botanicals
Solution or problem
Roadmap for development
Sports nutrition and meal supplements
Chilled pills
Understanding women
Plant-based planet
Going the distance, and then some
Under the influence
Supplement Business Report © 2020 Informa newhope.com/nbj x
Table of Contents
Specialty supplements
My own private microbiome
Over the pill
Algae update
The global gut
Sales channels
The subscription prescription
Appointment with personalization
Personalized in aisle 9
Acknowledgments and definitions
Acknowledgments
Research methodology
Disclaimer
Copyright
Definitions
Product categories
Dietary supplements
Food and beverage
Natural and organic personal care
Other household products
Sales channels

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