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Herbs & Botanicals 2020 market data: 17.3% growth & $11.2 billion. Find experts insights on 'why'.
Herbs & Botanicals: $11.2B & up 17.3% in 2020
Personalized Nutrition Special Report
Personalized Nutrition Special Report
Personalized Nutrition Special Report
Personalized Nutrition Special Report
Personalized Nutrition Special Report

Personalized Nutrition Special Report

Is Personalized Nutrition the key to the future of the supplement industry?

From monograms to makeup, consumers want custom – and when it comes to supplements, the benefits of the Personalized Nutrition approach go beyond feeling special. In 2020, supplement sales driven by personalized nutrition grew 35% to $375M, and NBJ’s market analysis suggests that there is still plenty of time to get in on the ground level of this emerging category that could be the key to the future of supplements – and the future of personal health.

New for 2021: Exclusive consumer and manufacturer surveys that give insight into when Personalized Nutrition will reach a tipping point, highlight consumer barriers to entry, reveal concerns about cost, and much more.

Where digital health meets the supplement industry, Personalized Nutrition is making headlines in innovation, formulation, e-commerce, and even M&A. NBJ is the only market research publication tracking the Personalized Nutrition category in this way, and this report contains proprietary consumer research that confirms extremely strong potential in this category. This report is a must-read for the next generation of supplement consumers, entrepreneurs, manufacturers and investors alike.

42 Charts & Graphs

Consumer Survey from February 2021

16 Company Profiles

Raw Data + PPT Slides

The Personalized Nutrition Continuum

The Personalized Nutrition Continuum

Table of Contents

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

Executive Overview

Personalization by testing type

Consumer Survey

Company Profiles

From the Experts

The Personalized Nutrition Universe

As we see it now, “personalized nutrition,” as a matter of commerce, means both the sales of dietary supplements through a personalized model, and the revenue from the testing methods—whether from the same or a different entity—that drive those supplement sales, directly and indirectly, with nutrition recommendations.

The Personalized Nutrition Universe

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"

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