
Supplement Business Report 2023
Description
Supplement Business Report 2023
One of NBJ’s most looked forward to times of the year is the release of our annual Supplement Business Report and the launch for the 2023 update is no different. Commentary across the industry has been consistent with observations supporting that the market is normalizing post covid. The decline in some categories is expected, what’s unexpected is the increase across channels not predicted to have the level of growth we're seeing.
The 2023 Supplement Business Report is packed full with over 150 charts, a top 50 company list, and data backed commentary that’ll give you an understanding of how the industry has developed in the past year and forecasting where it's heading through 2026.
What are our biggest takeaways?
Even with the post-covid market normalizing, it is still more lucrative than we expected it to be in 2019.
E-commerce is stalling in growth, and we’ve seen an unexpected increase across other channels as a result.
Over the past few years, NBJ has tracked the largest and lowest growth swings ever across the industry.
Top 50 company list
Pick up where the Supplement Market Economy Update Report left off with the 2023 Supplement Business Report.
Table of Contents
- Executive overview
- Top thoughts
- Moving targets and adjusted expectations
- $61.06 Billion supplement industry by product category, 2022
- Supplement industry sales and growth, 2018-2026e
- Supplement industry sales and growth, current vs. Pre-COVID, 2018-2024e
- Supplement industry sales and growth, current vs. Pre-COVID, 2018-2024e
- Natural and organic products industry sales vs. Supplement sales, 2018-2026e
- Supplement industry sales by product category, 2018-2026e
- Supplement industry growth by product category, 2018-2026e
- Channeling change
- Supplement industry added dollars by product category, 2018-2026e
- Supplement industry market share by product category, 2018-2026e
- $288.17 Billion natural and organic products industry by channel, 2022
- Natural and organic products industry sales by channel, 2018-2026e
- Natural and organic products industry growth by channel, 2018-2026e
- Natural and organic products industry market share by channel, 2018-2026e
- $61.06 Billion supplement sales by channel, 2022
- Supplement industry sales by channel, 2018-2026e
- Supplement industry growth by channel, 2018-2026e
- Supplement industry added dollars by channel, 2018-2026e
- Supplement industry market share by channel, 2018-2026e
- Read more
- Vitamins
- Top thoughts
- The bigger they fall
- Vitamin growth vs. Total supplement growth, 2018-2026e
- Vitamin sales and growth vs. Total supplement sales and growth, 2018-2026e
- Vitamin sales and growth, 2018-2026e
- $18.2 Billion vitamin sales by product category, 2022
- Vitamin sales by product category, 2018-2026e
- Vitamin growth by product category, 2018-2026e
- Vitamin added dollars by product category, 2018-2026e
- Vitamin market share by product category, 2018-2026e
- Vitamin sales by channel, 2018-2026e
- Vitamin growth by channel, 2018-2026e
- Vitamin added dollars by channel, 2018-2026e
- Vitamin market share by channel, 2018-2026e
- Multivitamin sales and growth, 2018-2026e
- Looking for growth
- $8.23 Billion multivitamin sales by channel, 2022
- Vitamin A sales and growth, 2018-2026e
- $615 Million vitamin A sales by channel, 2022
- B vitamins sales and growth, 2018-2026e
- $2.63 Billion B vitamins sales by channel, 2022
- Vitamin C sales and growth, 2018-2026e
- $1.79 Billion vitamin C sales by channel, 2022
- Vitamin D sales and growth, 2018-2026e
- $1.65 Million vitamin D sales by channel, 2022
- Market manifestations: Vitamins
- Shaklee Essential MultiV Drink
- Aurora Nutrascience Liposomal Vitamin C
- Twinlab D3 1000 + K2 Dots
- Read more
- Minerals
- Top thoughts
- Not so far to fall
- Mineral growth vs. Total supplement growth, 2018-2026e
- Mineral sales vs. Total supplement sales, 2018-2026e
- Mineral sales and growth, 2018-2026e
- $3.76 Billion mineral sales by product category, 2022
- Mineral sales by product category, 2018-2026e
- Mineral growth by product category, 2018-2026e
- Mineral added dollars by product category, 2018-2026e
- Mineral market share by product category, 2018-2026e
- Channel guided
- $3.76 Billion mineral sales by channel, 2022
- Mineral sales by channel, 2018-2026e
- Mineral growth by channel, 2018-2026e
- Mineral added dollars by channel, 2018-2026e
- Mineral market share by channel, 2018-2026e
- Calcium sales and growth, 2018-2026e
- $1.12 Billion calcium sales by channel, 2022
- Magnesium sales and growth, 2018-2026e
- $1.44 Billion magnesium sales by channel, 2022
- Iron sales and growth, 2018-2026e
- $438 Million iron sales by channel, 2022
- Selenium sales and growth, 2018-2026e
- $117 Million selenium sales by channel, 2022
- Zinc sales and growth, 2018-2026e
- $341 Million zinc sales by channel, 2022
- Market manifestations: Minerals
- NBPure Mag07
- Thorne Trace Minerals
- Hammer Nutrition Endurolytes Fizz
- Herbs and botanicals
- Top thoughts
- Skidding into the turn
- Herb and botanical growth vs. Total supplement growth, 2018-2026e
- Single vs. Combination herb and botanical sales, 2018-2026e
- Single vs. Combination herb and botanical growth, 2018-2026e
- Single vs. Combination herb and botanical market share, 2018-2026e
- Herb and botanical sales and growth vs. Total supplement sales and growth, 2018-2026e
- Herb and botanical sales and growth, 2018-2026e
- Digital downslope
- $12.1 Billion herb and botanical sales by channel, 2022
- Herb and botanical sales by channel, 2018-2026e
- Herb and botanical growth by channel, 2018-2026e
- Herb and botanical added dollars by channel, 2018-2026e
- Herb and botanical market share by channel, 2018-2026e
- Ashwagandha sales and growth, 2018-2026e
- Elderberry sales and growth, 2018-2026e
- Hemp CBD sales and growth, 2018-2026e
- Mushroom sales and growth, 2018-2026e
- Turmeric sales and growth, 2018-2026e
- Market manifestations: Herbs and botanicals
- First Person
- Athletic Greens
- Sempera Organics
- Banyan Botanicals Focus
- Garden of Life mykind Organics Extra-Strength Turmeric Tablets
- humanN SuperBeets Heart Chews
- Read more
- Sports nutrition and meal supplements
- Top thoughts
- Back in action
- Sports nutrition supplement growth vs. Total supplement growth, 2018-2026e
- Sports nutrition supplement sales and growth vs. Total supplement sales and growth, 2018-2026e
- Sports nutrition supplement sales and growth, 2018-2026e
- Sports nutrition in the sales channels, the bitter and the sweet
- $8.96 Billion sports nutrition supplement sales by product category, 2022
- Sports nutrition supplement sales by product category, 2018-2026e
- Sports nutrition supplement growth by product category, 2018-2026e
- Sports nutrition supplement added dollars by product category, 2018-2026e
- Sports nutrition supplement market share by product category, 2018-2026e
- $8.96 Billion sports nutrition supplement sales by channel, 2022
- Sports nutrition supplement sales by channel, 2018-2026e
- Sports nutrition supplement growth by channel, 2018-2026e
- Sports nutrition supplement added dollars by channel, 2018-2026e
- Sports nutrition supplement market share by channel, 2018-2026e
- Functional sports beverage sales and growth, 2018-2026e
- Functional sports beverage sales by channel, 2022
- Sports nutrition pill sales and growth, 2018-2026e
- Sports nutrition pill sales by channel, 2022
- Sports nutrition powder sales and growth, 2018-2026e
- Sports nutrition powder sales by channel, 2022
- Market manifestations: Sports nutrition
- Zhou Nutrition Plant Complete
- Equate Plant-based Protein Supplement
- Olly Recover Gummy Rings
- Shaking up the shakes
- Meal supplement growth vs. Total supplement growth, 2018-2026e
- Meal supplement sales and growth vs. Total supplement sales and growth, 2018-2026e
- Meal supplement sales and growth, 2018-2026e
- Meal supplement, a story of aisles
- $6.39 Billion meal supplement sales by channel, 2022
- Meal supplement sales by channel, 2018-2026e
- Meal supplement growth by channel, 2018-2026e
- Meal supplement added dollars by channel, 2018-2026e
- Meal supplement market share by channel, 2018-2026e
- Market manifestations: Meal supplements
- Celebrate Chicken Soup Protein Powder
- Ka’Chava
- ProLon Fasting Shake
- Read more
- Specialty supplements
- Top thoughts
- Plots, setting, story
- Specialty supplement growth vs. Total supplement growth, 2018-2026e
- Specialty supplement vs. Total supplement sales and growth, 2018-2026e
- Specialty supplement sales and growth, 2018-2026e
- Shopping by specialty
- $11.58 Billion specialty supplement sales by product category, 2022
- Specialty supplement sales by product category, 2018-2026e
- Specialty supplement growth by product category, 2018-2026e
- Specialty supplement added dollars by product category, 2018-2026e
- Specialty supplement market share by product category, 2018-2026e
- $11.57 Billion specialty supplement sales by channel, 2022
- Specialty supplement sales by channel, 2018-2026e
- Specialty supplement growth by channel, 2018-2026e
- Specialty supplement market share by channel, 2018-2026e
- Specialty supplement added dollars by channel, 2018-2026e
- Pre- Pro- and Synbiotic sales and growth, 2018-2026e
- Pre- Pro- and Synbiotic sales by channel, 2022
- Fish and animal oil sales and growth, 2018-2026e
- Fish and animal oil sales by channel, 2022
- Collagen sales and growth, 2018-2026e
- Collagen sales by channel, 2022
- Melatonin sales and growth, 2018-2026e
- Melatonin sales by channel, 2022
- Market manifestations: Specialty supplements
- Fatty15
- Renew Life Womens Care Gummy
- Jarrow Formulas SAMe 400
- Read more
- Sales channels
- Top thoughts
- Warning signs come due
- $61.05 Billion supplement industry by channel, 2022
- Supplement industry sales by channel, 2018-2026e
- Supplement industry growth by channel, 2018-2026e
- Supplement industry added dollars by channel, 2018-2026e
- Supplement industry market share by channel, 2018-2026e
- Natural and specialty retail channel supplement sales and growth, 2018-2026e
- Natural and specialty retail channel growth vs. Total supplement growth, 2018-2026e
- Natural and specialty retail channel market share by product category, 2018-2026e
- Natural and specialty retail channel sales by product category, 2018-2026e
- Natural and specialty retail channel growth by product category, 2018-2026e
- Mass on the move
- Mass market retail channel supplement sales and growth, 2018-2026e
- Mass market retail channel growth vs. Total supplement growth, 2018-2026e
- Mass market retail channel sales by product category, 2018-2026e
- Mass market retail channel growth by product category, 2018-2026e
- Mass market retail channel market share by product category, 2018-2026e
- Networking negatives
- MLM.Network marketing channel supplement sales and growth, 2018-2026e
- MLM.Network marketing channel growth vs. Total supplement growth, 2018-2026e
- MLM.Network marketing channel sales by product category, 2018-2026e
- MLM.Network marketing channel growth by product category, 2018-2026e
- MLM.Network marketing channel market share by product category, 2018-2026e
- Mail order, DRTV and radio channel supplement sales and growth, 2018-2026e
- Mail order, DRTV and radio channel growth vs. Total supplement growth, 2018-2026e
- Mail order, DRTV and radio channel sales by product category, 2018-2026e
- Mail order, DRTV and radio channel growth by product category, 2018-2026e
- Mail order, DRTV and radio channel market share by product category, 2018-2026e
- Back in form
- Practitioner channel supplement sales and growth, 2018-2026e
- Practitioner channel growth vs. Total supplement growth, 2018-2026e
- Practitioner channel sales by product category, 2018-2026e
- Practitioner channel growth by product category, 2018-2026e
- Practitioner channel market share by product category, 2018-2026e
- Juggernot
- E-Commerce channel supplement sales and growth, 2018-2026e
- E-Commerce channel growth vs. Total supplement growth, 2018-2026e
- E-Commerce channel sales by product category, 2018-2026e
- E-Commerce channel growth by product category, 2018-2026e
- E-Commerce channel market share by product category, 2018-2026e
- Read more
- Company profiles
- Top 50 companies by 2022 U.S. dietary supplement sales
- Abbott Nutrition
- Adaptive Health
- Alticor (Amway)
- Ancient Nutrition
- Bausch + Lomb
- Bayer
- Better Being Co
- Church & Dwight
- Clorox
- Doctor’s Best
- DSM
- Gaia Herbs
- Glanbia
- GNC
- Goli Nutrition
- Gryphon Investors (Metagenics)
- Haleon (formerly GSK)
- Herbalife Nutrition
- HUM Nutrition
- HumanN
- International Vitamin Corporation
- Iovate Health Sciences International
- Irwin Naturals
- Johnson & Johnson (incl. Zarbee’s)
- Kikkoman (incl. Country Life, Allergy Research Group)
- Life Extension
- MaryRuth Organics
- Natural Factors
- Nestlé Health Science
- NetWell Nutrition
- Nordic Naturals
- NOW Health Group
- Nu Skin Enterprises
- Pharmavite
- Physician’s Choice
- Procter & Gamble
- Reckitt
- Ritual
- Schwabe Group
- Sports Research
- Swanson
- Thorne HealthTech (Thorne Research Inc.)
- Unilever
- USANA
- Vytalogy Wellness (incl. Jarrow Formulas, Natrol)
- Related Content
- Executive overview
- From scrambling to scrambled
- Innovation unleashed
- Packing it up
- Home work
- No ‘Plan B’
- Going viral
- Russian supplement business seen shifting to Asian suppliers
- By women, for women
- Optimize or prevent?
- Source of contention
- Vitamins and minerals
- K2 on the brain
- Herbs and botanicals
- Shrooms still booming
- Hemp hesitation
- Sports nutrition and meal supplements
- The last macro standing
- T time
- The return of the miracle drug
- Fast tracking
- Order in the disorder
- Specialty supplements
- In the mood
- Microbiome’s golden years
- Gut instincts
- Microbiome market is skin deep
- Sales channels
- The producer perspective
- Coexist
- Hip to be there
- Joining the club
- Direct sellers search for new footing
- A matter of trust
- Acknowledgments and definitions
- Acknowledgments
- Research methodology
- Copyright
- Definitions
Pricing
Currency Rates
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