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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