Skip to content
The New Normal: Supplement Industry Growth Outpaces Pre-Pandemic Projections
Supplement Market Rebounds with 4.4% Growth
Hemp Special Report
Hemp Special Report
Hemp Special Report
Hemp Special Report
Hemp Special Report
Hemp Special Report

Hemp Special Report

What happened to hemp? The hemp and CBD category has undergone an accelerated maturation process in the past year, and it's easy to point the finger at a Covid-centric shift in consumer mindset as the culprit -- but this report reveals that the full story is much more complex and surprising.

In this Hemp Special Report, NBJ gives a realistic analysis and view into the trajectory of hemp, explaining why growth in this once chart-topping category stalled completely in 2020, with insight into the multiple factors driving change in the market.

With market sizing across four categories and six sales channels of Hemp CBD products, plus three years of longitudinal consumer survey data, plus data on CBD supplements by delivery format, find out whether hemp will find its way back to the forefront, or if it's ready to take its place among other specialty herbs and botanicals - and why.

40 Proprietary Data Charts

Categories: Supplements, Topicals, Pet, Food & Beverage 

6 Sales Channels Measured

$803M market showing a 2% decline

Table of Contents

Click through each chapter to see which data charts, companies and topics are featured.

Executive Overview

Consumer Survey

Sales Channels

Acknowledgements & Definitions

See what's behind our data

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"

Trusted by:


Featured in:

Washington Post
Consumer Reports
Fast Company
Yahoo Finance