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2021 Supplement Business Report
2021 Supplement Business Report
2021 Supplement Business Report
2021 Supplement Business Report
2021 Supplement Business Report
2021 Supplement Business Report
2021 Supplement Business Report

2021 Supplement Business Report

Following a historic year of growth in the supplement industry, the 2021 edition of NBJ's keystone report tackles the question on everyone’s mind: Where do we go from here?

The industry’s meteoric 14.5% growth rate was led by vitamin sales, which had been fairly flat for the past ten years, but spiked to 24% growth in 2020. Additionally, in an industry that has traditionally relied on brick and mortar sales, e-commerce was thrust into the spotlight with 16.7% of purchases made online in 2020, up from just 10.2% in 2019. NBJ estimates that nearly a quarter of all supplement sales will be made online by 2024.

These are just a few of the hot topics from the past year. But the 2021 Supplement Business Report doesn’t just analyze the meteoric growth of 2020. More importantly, this report takes a realistic look at why growth looks the way it does in the years to come, and dives deep into what you need to know to plan ahead.

What will the new normal look like as we analyze growth in categories that are now $10B larger than they were a year ago? Will we see a whiplash effect, and if so, how can you prepare? Is what you’re seeing in your own business consistent with larger market trends?

As the supplement industry continues to change before our eyes, the 2021 Supplement Business Report is the best way to find out what to expect, and is a must-read for everyone from interns to CEOs.

174 Charts & Graphs

39 Top Company Profiles + 10 Up-and-coming Companies to Watch 

Category-by-category analysis with projections through 2024

List of Top 50 Companies by 2020 Supplement Sales

Raw Data + PPT Slides

This is the training manual for the nutrition industry.
And after 2020, everyone needs a refresher course.

Table of Contents

Click through each chapter for detailed list of data charts and featured companies.

Executive Overview

Vitamins and minerals

Herbs and botanicals

Sports nutrition and meal supplements

Specialty supplements

Sales channels

Company Profiles

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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See who's behind our data

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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Featured in:

Washington Post
Consumer Reports
Fast Company
Yahoo Finance