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Supplement Business Report 2022: Meteoric growth & channel pivots are just the beginning
Supplement Business Report 2022: It's here!
2021 Condition Specific Report
2021 Condition Specific Report
2021 Condition Specific Report
2021 Condition Specific Report
2021 Condition Specific Report
2021 Condition Specific Report
2021 Condition Specific Report

2021 Condition Specific Report

What types of supplements are people buying, and why? The meteoric growth of the supplement industry in 2020 has been the focus of NBJ's analysis for over a year, but this is the first report to take a deep dive into WHY consumers have been reaching for more supplements than ever before.

The US Supplement market grew by over $7B in 2020, led by a 72.3% growth in immune health sales in a somewhat predictable move throughout the global pandemic. But while immune health took the spotlight, NBJ's analysis also focuses on which other conditions played supporting roles, such as brain health and mood support, and where we will continue to see growth in 2021, 2022 and beyond.

This report includes 31 company profiles and 158 charts covering 20 conditions such as children's health, healthy aging, beauty from within, heart health, diabetes, menopause, and, for the first time, weight management - and more. This report showcases which consumer concerns climbed in 2020, which conditions were left out of the sales surge, and what to watch as the market - and world - starts to normalize.

158 Charts & Graphs

31 Company Profiles

Market analysis for multiple conditions & projections through 2024

Raw Data + PPT Slides

Table of Contents

Click through each chapter for detailed list of data charts and survey questions.

Executive Overview

General Health

Gastrointestinal health

Healthy aging

Liver health

Heart health

Bone health

Joint health

Healthy sleep

Brain health

Mood and mental health


Beauty from within

Cold, flu and immunity

Pre- and postnatal


Sexual health

Weight Management

Company Profiles

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The NBJ model pulls from myriad data sources, outlined in our Methodology. Critical to our outputs are partnerships with SPINS, which powers our retail data and understanding, and ClearCut Analytics, whose Amazon data supports our e-commerce projections.

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Bill Giebler

Content & Insights Director

Rick Polito


Claire Morton Reynolds

Senior Industry Analyst

Cindy Van Schouwen

Business Dev Manager


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."


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


"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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