172 Charts
45 Company Profiles
275 Pages
Raw Data + PPT Slides
Table of Contents
Click through each chapter to see which data charts and companies are featured.
Executive Overview
- Key highlights and takeaways from the report. For example:
Staggering Spikes: Reports of immunity supplement sales shooting up by several hundred percent could make overall industry growth of 12.1% in 2020 look conservative, but that 12.1% is remarkably higher than the best years NBJ has ever tracked (7.5% in 2012 and 2013).
- $230.2 Billion Natural and Organic Product Industry by Product Category, 2019
- Natural and Organic Products Industry Sales and Growth, 2015-2023e
- 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
- $230.2 Billion Natural and Organic Product Industry by Product Category, 2019
- Natural and Organic Products Industry Sales and Growth, 2015-2023e
- 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
- 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
Trends: NEXT
- Tucked into the broader “empowering communities” cultural force, this macro force encompasses five trends essential to trust
- Sun God Medicinals
- Natural Factors
- Natural Grocers
- For traceability and transparency to work for a brand, the brand must employ sourcing it is proud to reveal—and this often means
building a corporate ethos around such principles
- Bext360
- FairWild
- RFI Ingredients
- Science is foundational to safe and efficacious supplements. For brands and ingredient suppliers, it means not just formulating
according to sound science, but investing in and communicating that science to its customers.
- Thorne
- Sun Genomics
- Indena
Vitamins and Minerals
- Vitamin vs. Total Supplement Growth, 2015-2023e
- $230.2 Billion Natural and Organic Product Industry by Product Category, 2019
- Natural and Organic Products Industry Sales and Growth, 2015-2023e
- Vitamin Projections, Current vs. Pre-COVID, 2015-2023e
- $14.5 Billion Vitamin Sales by Channel, 2019
- Natural and Organic Products Industry Sales and Growth, 2015-2023e
- Supplement Industry Sales and Growth, 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
- $230.2 Billion Natural and Organic Product Industry by Product Category, 2019
- Natural and Organic Products Industry Sales and Growth, 2015-2023e
- Vitamin Projections, Current vs. Pre-COVID, 2015-2023e
- Alive! Teen Multi
- Country Life Vegan Vitamin D3 Spray
- Pure Encapsulations Liposomal Vitamin C
- Key highlights and takeaways from the chapter
- 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
- $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
- $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
- Smartypants Adult Mineral Complete
- Mercola Selenium + Zinc
- Life Extension Lithium
Herbs and Botanicals
- Key highlights and takeaways from the chapter
- 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
- $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
- 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
- Vitafusion CBD Gummies
- Himalaya
- Nature’s Way Sambucus
Sports Nutrition and Meal Supplements
- Key highlights and takeaways from the chapter
- 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
- $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
- 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
- Sports nutrition supplements has long been a powders game. In 2019, powders were the overwhelmingly dominant format, with 81.4% market share.
- AthleticGreens
- HumanN Beet Elite
- Ghost protein
- Meal Supplement vs. Total Supplement Growth, 2015-2023e
- Meal Supplement vs. Total Supplement Sales and Growth, 2015-2023e
- 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
- Iconic Protein
- SlimFast Keto Meal Shake
- Ensure Plant-Based Protein Nutrition Shake
Specialty Supplements
- Specialty vs. Total Supplement Growth, 2015-2023e
- 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
- $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
- $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
- LifeBiome Gut Soother
- Nordic Naturals Zero Sugar Melatonin Gummies
- Quicksilver Nanoemulsified CoQ10
Sales Channels
- Specialty vs. Total Supplement Growth, 2015-2023e
- 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
- 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
- E-Commerce Channel Supplement Sales and Growth, 2015-2023e
- 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
- E-Commerce Channel vs. Total Supplement Growth, 2015-2023e
- E-Commerce Channel Sales by Product Category, 2015-2023e
Company Profiles
- 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
- Life Extension
- Metagenics
- Natural Factors
- The Nature’s Bounty Co
- Nestlé Health Sciences
- Nordic Naturals
- 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
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Methodology
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Bill Giebler
Content & Insights Director
Rick Polito
Editor-In-Chief
Claire Morton Reynolds
Senior Industry Analyst
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Business Dev Manager
Testimonials
Gaia Herbs
Director, Brand Strategy
"As a brand and product development leader in the natural products industry, I have always relied on NBJ as valuable and primary sources for credible industry data and actionable insights on emerging trends."
Megafood
Director of Marketing
"NBJ Reports are used by our Exec Team, Brand/Mktg/Sales leaders to support data-based decision making and gives us industry and competitive insights."
Native Botanicals
Owner/President
"The data and information vividly reflects the trends, challenges, regulatory impacts we have experienced as we have grown into the ‘adult-hood’ of an industry we are today"
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