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Dietary supplements focused on the microbiome (pre-, post-, syn- and probiotics) have shown uneven growth in recent years, with probiotics falling far from the heights seen in the past decade. Meanwhile, food and beverage with gut health ingredients and claims continue to outpace the gut health supplements in dollars gained.

In 2021, combined sales of pre-, syn- and probiotics added $197 million in market size; in contrast to food and beverage markets that gained $736 million.

So where do the opportunities lie? Customer education. In this report's consumer research, just 25% of consumers say they consider themselves “knowledgeable” about gut and digestive health. The term "microbiome"' is  "very familiar" to less than a tenth of respondents, showing there's a lot of white space to inform current and future customers.

This first-ever NBJ Microbiome Report breaks down all of these questions with data, market insights and proprietary consumer research to build a tool for navigating the complexities of the food versus supplement dynamic and seeing where that dynamic will take the market next. The microbiome may not be short on unknowns, but brands not willing to wait for every answer will find plenty here to plot a way forward. 

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In the history of supplements and nutrition, we can’t imagine a more broadly shared comeback than the one we saw in 2021 for the sports nutrition and weight management categories examined in this report.

The overall comeback story takes the shape of incredible 21.6% growth in 2021, following the slowdown to 4.3% growth in 2020 attributed to gym and store closures. The mammoth hydration and energy beverage market first draws everyone's attention with jaw-dropping expansion, adding 8.5 billion dollars last year.

Zoom in further and the reversal stories of certain categories and channels are stunning:

• Bars and gels with a titanic turnaround from an 8.1% decline to 5% growth
• Natural and Specialty Retail swapping a 7.7% drop in sales in 2020 to a 3.7% gain the following year
• Weight management coming from a nearly 3% decline to 9.2% growth, it's highest in over a decade

In the 2022 Sports Nutrition and Weight Management Report you'll read insight and see sales data on sports with everything from weight management pills and endurance focused gels to pre-workout formulations and those ubiquitous protein powder tubs. We share 58 charts and highlight 16 companies in company profiles, describing what observers are calling out as the smartest strategies in sports nutrition and weight management.

There are over 120 pages of deep content in this report, and on every one of those pages we see some aspect of what we are confident is the biggest comeback in nutrition industry history. Those who are in the space, standing on the sidelines, or looking to understand just where this growth came from can enhance their understanding here.

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Collagen’s increasingly ubiquitous presence is a striking visual symbol of how this specialty supplement has gone mainstream. The way this ingredient shows up across nearly every format and channel, along with its incredible growth, inspired us to write the first collagen report. Inside you'll find market sizing for collagen supplements across channels and health conditions that you won’t find anywhere else.

Our consumer research from March 2022 surveyed 815 collagen users & 1,001 non-collagen users, and helps glean perspectives on buying habits, attitudes and preferences. In a market driven by efficacy, these findings will help smart business leaders identify new areas for consumer education that'll open the door to new customers. These strategies couldn't be more important as collagen matures as an ingredient.

Collagen was already on an upward swing in 2018-2019 with incredible growth rates over 32%, while 2020 saw it backing off significantly to 12.0%, possibly driven by pandemic-related immune focus. Growth has normalized but is still strong at 14.6% in 2021, with the market reaching $222 million. We expect it to remain steady by maintaining market share around hair, skin and nails; along with strong growth in general wellness and joint health. 

As so much of the collagen market has rapidly developed in the past few years, this deep-dive report lays out opportunities and smart strategies for brands who are already in the collagen space and highlights the white spaces for those looking to enter.

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Herbs and botanicals sales have once again surpassed the overall supplement industry, with growth at 9.7% and 7.5% respectively in 2021 with similar projections for 2022. Are you looking to learn more about what channels, health conditions, and behaviors are driving this expansion? 

Growth in this mainstay market has been outpacing the rest of the industry since 2013, reaching record-breaking heights in 2020 with a 17.3% growth rate bringing in over $11.2 billion dollars. The mainstreaming of herbs and botanicals continues to be a driving force with the most impressive growth coming from the mass market channel. 

The story goes beyond the aisles as consumer preferences show that delivery format can sometimes be just as important as claims and evidence. In this report, we pair the findings from a survey of herbs and botanical users with our market sizing to paint a complete picture of where each category is heading.

Inside the Herbs and Botanicals Special Report, you'll find data you can't get anywhere else like Hemp/CBD sales and growth by delivery format and Mushroom sales and growth by category (reishi, chaga, cordyceps, formulas, etc). What ingredient will steal the spotlight from turmeric and ashwagandha? Which health condition will surpass immunity? Find out with this report and give your team an edge in this highly competitive market. 

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Understand the dynamics behind which supplements are selling where around the world.

Global supplement sales grew 6.7% to $168.96 billion last year. 2022 isn’t looking like the market correction that might typically follow strong back-to-back years, with NBJ forecasting $176.17 billion for this year. This report's commentary and analysis incorporates views across regional GDPs and impacts of inflation following the COVID-boom.

The best growth for 2022 will be seen in Latin America, Africa and the Middle East, with Latin America standing out as a large and important market. The biggest post-pandemic corrections are expected in the US, Europe and Mexico. The global market, obviously, is a conglomeration of many markets, each facing a different selection of forces - from war to inflation to recession.

In the Global Supplement Business Report, we bring each region's current events into the commentary and provide a guidebook for any business looking to expand in a global market that's on target to approach $200 billion by 2025.

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Are you seeing anecdotal trends in your consumer habits, but haven't been able to back them up with market data? Well, that's where NBJ comes in. 

The "average" supplement consumer isn't who they used to be; they are more complex, varied, diverse, and forward-thinking than ever. On top of that, consumer health satisfaction has dropped by 13% since 2017, building momentum and bringing a wave of new consumers into the supplement aisles. So how do you create strategies that will be as dynamic as your fast-changing target market?

NBJ's first-ever Changing Consumer Special Report has done your market research for you by surveying 1,000 U.S. consumers census balanced on age, income, gender, region, race, and ethnicity—with 350 additional Hispanic, Black, and Asian consumers surveyed to support diversity and inclusion analysis and goals. This report highlights the trajectory of the US supplement consumer and provides the data you need to support consumers' evolving definitions and attitudes about health and supplement use, based on age and consumer category. 

In short: this report is your 2022 consumer market research, done and delivered. 

Understanding consumers and their ever-changing buying patterns can be a difficult process to navigate - that’s where we come in. NEXT and NBJ worked together to build the Trends & Innovation report that features unique data and analysis that quantify the hard-to-quantify inputs. Throughout this report you’ll be provided with predictive insights in the natural products industry to help you build a more resilient brand.

Explore 35 trends that have been identified and analyzed through a trend-ranking model synthesizing three major inputs which combine: 

• Consumer attitudes
• Consumer behaviors
• Innovation activity seen at Natural Products Expo West.

The multi-faceted analysis takes a look at trend such as Eat More Plants, Plant-based Ethics, Healthy Fats, Reducing Waste, Regenerative Agriculture, Brain Health, and so many more. This isn't your typical trend report as these multiple sources provide an empirical method to see which trends will resonate further into the future. We also provide dozens of product examples to help inspire your next steps.

Interested in diving even deeper into the mind of the consumer? Add the Ways of Eating report for a more in depth analysis into this topic. 

Smart brands are wondering: What motivates eaters in 2022? What key nutritional categories and habits are consumers gravitating toward (or avoiding)? How does this differ by gender and generation and how has it changed over recent years?

The all new Ways of Eating Report, a research partnership between NBJ and NEXT Data & Insights, is here to answer these questions and more. To do so, we performed a robust survey of more than 2,500 US residents (nationally representative across key demographics) to find out the beliefs and behaviors behind why we eat what we eat… and when we do it. We look at nutrients, dietary regimens and lifestyle components for what people do to stay healthy, and we compare key data points to a similar survey performed in 2013 to see how these drivers have change over the last decade.

There isn’t a single major diet that people are embracing today. Rather, they’re picking and choosing to eat elements of many diets for their health. People are customizing their diets to suit their personal needs. Yesterday's marketing strategies of relying on customers being "all in" on keto or paleo are gone; nuance and personalization are in.

Find out what consumers needs are NOT being met by the market by knowing what influences their diet and health. We break down our findings by generation, gender, and lifestyle so you can narrow in on your ideal customers today and plan for tomorrow.