Over 150 Data Charts
30 Company Profiles
22 Health Conditions Tracked
Raw Data + PPT Slides
Sales, growth, and analysis across these health conditions
General health
Women’s health
Men’s health
Children’s health
Gastrointestinal health
Liver health
Heart health
Healthy aging
Bone health
Joint health
Healthy sleep
Brain health
Mood and mental health
Vision
Beauty from within
Cold, flu and immunity
Pre- and postnatal
Menopause
Sexual health
Weight Management
Table of Contents
Download the Table of ContentsExecutive Overview
- Key highlights and takeaways from the report.
- Market share of top conditions, 2022
- Supplement sales by condition, 2018-2022
- Supplement sales by condition, 2023e-2026e
- Supplement growth by condition, 2018-2022
- Supplement growth by condition, 2023e-2026e
- Supplement market share by condition, 2018-2022
- Supplement market share by condition, 2023e-2026e
Beauty from within
- Key highlights and takeaways from the report.
- Beauty from within vs. total supplement sales and growth, 2018-2026e
- Beauty from within supplement sales and growth, 2018-2026e
- Top 6 beauty from within supplement ingredients by market share, 2022
- Beauty from within supplement sales by ingredient, 2018-2026e
- Beauty from within supplement growth by ingredient, 2018-2026e
- Beauty from within supplement sales, growth and market share by channel, 2020-2022
- Great Lakes Wellness Quick Dissolve Daily Beauty Collagen Peptides
- NeoCell Hair, Skin & Nails Beauty Builder Gummies
- OxyCeutics Gut to Glow
Bone health
- Key highlights and takeaways from the report.
- Bone health vs. total supplement sales and growth, 2018-2026e
- Bone health supplement sales and growth, 2018-2026e
- Top 6 bone health supplement ingredients by market share, 2022
- Bone health supplement sales by ingredient, 2018-2026e
- Bone health supplement growth by ingredient, 2018-2026e
- Bone health supplement sales, growth and market share by channel, 2020-2022
- Life Extension Bone Strength Collagen Formula
- Vital Proteins Bioactive Collagen Complex Bone and Joint Support
- Twinlab D3 1000 + K2 Dots
Brain health
- Key highlights and takeaways from the report.
- Brain health vs. total supplement sales and growth, 2018-2026e
- Brain health supplement sales and growth, 2018-2026e
- Top 6 brain health supplement ingredients by market share, 2022
- Brain health supplement sales by ingredient, 2018-2026e
- Brain health supplement growth by ingredient, 2017-2025e
- Brain health supplement sales, growth and market share by channel, 2020-2022
- Banyan Botanicals Focus Liquid Extract
- NOW Foods Triple Strength Astaxanthin
- Organifi Focus
Cold, flu and immunity
- Key highlights and takeaways from the report.
- Cold, flu, and immunity vs. total supplement sales and growth, 2018-2026e
- Cold, flu, and immunity supplement sales and growth, 2018-2026e
- Top 6 cold, flu, and immunity supplement ingredients by market share, 2022
- Cold, flu, and immunity supplement sales by ingredient, 2018-2026e
- Cold, flu, and immunity supplement growth by ingredient, 2018-2026e
- Cold, flu, and immunity supplement sales, growth and market share by channel, 2020-2022
- Aurora Nutrascience Liposomal Vitamin C
- Emergen-C Orange Support Immunity C
- LifeSeasons Clinical Immunity Quick-Start
Gastrointestinal health
- Key highlights and takeaways from the report.
- Gastrointestinal health vs. total supplement sales and growth, 2018-2026e
- Gastrointestinal health supplement sales and growth, 2018-2026e
- Top 6 gastrointestinal health supplement ingredients by market share, 2022
- Gastrointestinal health supplement sales by ingredient, 2018-2026e
- Gastrointestinal health supplement growth by ingredient, 2018-2026e
- Gastrointestinal health supplement sales, growth and market share by channel, 2020-2022
- Pendulum Butyricum
- Goli Nutrition Pre + Post + Probiotics Gummies
- NBPure Mag07
Women’s general health
- Key highlights and takeaways from the report.
- Women’s health vs. total supplement sales and growth, 2018-2026e
- Women’s health supplement sales and growth, 2018-2026e
- Top 6 women’s health supplement ingredients by market share, 2022
- Women’s health supplement sales by ingredient, 2018-2026e
- Women’s health supplement growth by ingredient, 2018-2026e
- Women’s health supplement sales, growth and market share by channel, 2020-2022
- MaryRuth’s Women’s 40+ Multi Liposomal
- Renew Life Women’s Care Gummy
- 1MD Nutrition BiomeMD for Women
Men’s general health
- Key highlights and takeaways from the report.
- Men’s health vs. total supplement sales and growth, 2018-2026e
- Men’s health supplement sales and growth, 2018-2026e
- Top 6 men’s health supplement ingredients by market share, 2022
- Men’s health supplement sales by ingredient, 2018-2026e
- Men’s health supplement growth by ingredient, 2018-2026e
- Men’s health supplement sales, growth and market share by channel, 2020-2022
- Iwi Men’s Complete Multi
- Friska Men’s Daily
- Centrum MultiGummies Men
Children’s general health
- Key highlights and takeaways from the report.
- Children’s health vs. total supplement sales and growth, 2018-2026e
- Children’s health supplement sales and growth, 2018-2026e
- Top 6 children’s health supplement ingredients by market share, 2022
- Children’s health supplement sales by ingredient, 2018-2026e
- Children’s health supplement growth by ingredient, 2018-2026e
- Children’s health supplement sales, growth and market share by channel, 2020-2022
- Hiyahealth Kids Daily Essential
- Smartypants Teen Guy Formula
- Nordic Naturals Children’s DHA
Healthy aging
- Key highlights and takeaways from the report.
- Healthy aging vs. total supplement sales and growth, 2018-2026e
- Healthy aging supplement sales and growth, 2018-2026e
- Top 6 healthy aging supplement ingredients by market share, 2022
- Healthy aging supplement sales by ingredient, 2018-2026e
- Healthy aging supplement growth by ingredient, 2018-2026e
- Healthy aging supplement sales, growth and market share by channel, 2020-2022
- Natural Factors PQQ-10
- Quiksilver Bio-Age Reversal
- Pure Encapsulations ResCu-SR
Healthy sleep
- Key highlights and takeaways from the report.
- Healthy sleep vs. total supplement sales and growth, 2018-2026e
- Healthy sleep supplement sales and growth, 2018-2026e
- Top 6 healthy sleep supplement ingredients by market share, 2022
- Healthy sleep supplement sales by ingredient, 2018-2026e
- Healthy sleep supplement growth by ingredient, 2018-2026e
- Healthy sleep supplement sales, growth and market share by channel, 2020-2022
- Neuriva Relax+Sleep
- Nue Co Sleep+
- Sandland Sleep Set
Heart health
- Key highlights and takeaways from the report.
- Heart health vs. total supplement sales and growth, 2018-2026e
- Heart health supplement sales and growth, 2018-2026e
- Top 6 heart health supplement ingredients by market share, 2022
- Heart health supplement sales by ingredient, 2018-2026e
- Heart health supplement growth by ingredient, 2018-2026e
- Heart health supplement sales, growth and market share by channel, 2020-2022
- HumanN SuperBeets Heart Chews
- Cardio Miracle
- Thorne Heart Health Complex
Liver health and detox
- Key highlights and takeaways from the report.
- Liver health and detox vs. total supplement sales and growth, 2018-2026e
- Liver health and detox supplement sales and growth, 2018-2026e
- Top 6 liver health and detox supplement ingredients by market share, 2022
- Liver health and detox supplement sales by ingredient, 2018-2026e
- Liver health and detox supplement growth by ingredient, 2018-2026e
- Liver health and detox supplement sales, growth and market share by channel, 2020-2022
- Gaia Herbs Liver Cleanse
- Myrkl
- Sol Healthy Live
Joint health
- Key highlights and takeaways from the report.
- Joint health vs. total supplement sales and growth, 2018-2026e
- Joint health supplement sales and growth, 2018-2026e
- Top 6 joint health supplement ingredients by market share, 2022
- Joint health supplement sales by ingredient, 2018-2026e
- Joint health supplement growth by ingredient, 2018-2026e
- Joint health supplement sales, growth and market share by channel, 2020-2022
- Jarrow Formulas SAMe 400
- GNC Tamaflex Fast Acting
- Irwin Naturals CBD + Joint Health
Menopause
- Key highlights and takeaways from the report.
- Menopause vs. total supplement sales and growth, 2018-2026e
- Menopause supplement sales and growth, 2018-2026e
- Top 6 menopause supplement ingredients by market share, 2022
- Menopause supplement sales by ingredient, 2018-2026e
- Menopause supplement growth by ingredient, 2018-2026e
- Menopause supplement sales, growth and market share by channel, 2020-2022
- Wile Perimenopause Support
- Happy Healthy Hippie Go With The Flow
- Equelle Menopause Symptom Relief
Mood and mental health
- Key highlights and takeaways from the report.
- Mood and mental health vs. total supplement sales and growth, 2018-2026e
- Mood and mental health supplement sales and growth, 2018-2026e
- Top 6 mood and mental health supplement ingredients by market share, 2022
- Mood and mental health supplement sales by ingredient, 2018-2026e
- Mood and mental health supplement growth by ingredient, 2018-2026e
- Mood and mental health supplement sales, growth and market share by channel, 2020-2022
- Roman Stress Relief
- Arrae Calm
- First Person Golden Hour
Pre- and postnatal health
- Key highlights and takeaways from the report.
- Pre- and postnatal vs. total supplement sales and growth, 2018-2026e
- Pre- and postnatal supplement sales and growth, 2018-2026e
- Top 6 pre- and postnatal supplement ingredients by market share, 2022
- Pre- and postnatal supplement sales by ingredient, 2018-2026e
- Pre- and postnatal supplement growth by ingredient, 2018-2026e
- Pre- and postnatal supplement sales, growth and market share by channel, 2020-2022
- HUM Womb Service
- The Honest Co. Love the Bump Prenatal Once Daily
- Nutrafol Postpartum Hair Growth Nutraceutical
Sexual health
- Key highlights and takeaways from the report.
- Sexual health vs. total supplement sales and growth, 2018-2026e
- Sexual health supplement sales and growth, 2018-2026e
- Top 6 sexual health supplement ingredients by market share, 2022
- Sexual health supplement sales by ingredient, 2018-2026e
- Sexual health supplement growth by ingredient, 2018-2026e
- Sexual health supplement sales, growth and market share by channel, 2020-2022
- Biochem TEST
- Ancient Nutrition Male Performance
- Pharmactive Liboost
Eye health
- Key highlights and takeaways from the report.
- Vision health vs. total supplement sales and growth, 2018-2026e
- Vision health supplement sales and growth, 2018-2026e
- Top 6 vision health supplement ingredients by market share, 2022
- Vision health supplement sales by ingredient, 2018-2026e
- Vision health supplement growth by ingredient, 2018-2026e
- Vision health supplement sales, growth and market share by channel, 2020-2022
- Bausch + Lomb Ocuvite Adult 50+
- OmniActive Lutemax 2020
- Designs for Health OcuForce Blue
Weight management
- Key highlights and takeaways from the report.
- Weight management vs. total supplement sales and growth, 2018-2026e
- Weight management supplement sales and growth, 2018-2026e
- Top 6 weight management supplement ingredients by market share, 2022
- Weight management supplement sales by ingredient, 2018-2026e
- Weight management supplement growth by ingredient, 2018-2026e
- Weight management supplement sales, growth and market share by channel, 2020-2022
- Hydroxycut Weight Loss +Women
- Glucerna Hunger Smart Shake
- Mdrive Lean
Company profiles
- Abbott Nutrition
- Adaptive Health
- Alticor (Amway)
- Ancient Nutrition
- Bausch + Lomb
- Bayer
- Better Being Co.
- Church & Dwight
- Clorox
- DSM
- Gaia Herbs
- Glanbia
- Gryphon Investors (Metagenics)
- HUM Nutrition
- Iovate Health Sciences International Inc. (a division of Xiwang Foodstuffs Company Ltd)
- Johnson & Johnson (incl. Zarbee’s)
- Kikkoman (incl. Country Life, Allergy Research Group)
- Life Extension
- Life Seasons
- Nestlé Health Science
- Nordic Naturals
- NOW Health Group
- Pharmavite
- Physician's Choice
- Procter & Gamble
- Reckitt
- Ritual
- Schwabe Group
- Swanson
- Unilever
Related content
- Home work
- Innovation unleashed
- A clinic on every corner
- Shrooms still booming
- Quantity in search of quality
- Long COVID in the long term
- Going viral
- Microbiome market is skin deep
- K2 on the brain
- In the mood
- Adolescence adjusted
- The return of the miracle drug
- Order in the disorder
Acknowledgments and definitions
- Acknowledgments
- Research methodology
- Copyright
- Definitions
58 Exclusive Data Charts
1,917 active U.S. practitioners - surveyed October 2023
275 practitioner visitors who directly purchased supplements within the past year - surveyed July 2023
Raw Data + PPT Slides
Table of Contents
Click through each chapter for detailed list of data charts and survey questions.
Download the Table of ContentsThe Practitioner Channel
- Preview: In supplements, the Practitioner channel finished 2020 as one of only two sales channels to see sales growth slow. But like all stressed systems, the practitioner professions adapted.
- Supplement industry sales by channel, 2022
- Practitioner channel supplement sales and growth, 2018-2026e
- Practitioner channel vs. total supplement sales and growth, 2018-2026e
- U.S. practitioner supplement channel sales by product category, 2022
- Total supplement industry sales by product category, 2022
- Practitioner supplement sales by product category, 2018-2026e
- Practitioner supplement growth by product category, 2018-2026e
- Practitioner supplement market share by product category, 2018-2026e
- U.S. practitioner channel supplement sales by condition, 2019
- U.S. practitioner channel supplement sales by condition, 2022
- U.S. practitioner channel supplement sales by practitioner type, 2019
- U.S. practitioner channel supplement sales by practitioner type, 2022
- Universe of U.S. practitioner channel supplement companies in 2022
Practitioner Survey
- Offering of virtual visits
- Virtual visits as percentage of total visits
- Percent of practitioners seeing 80% or more of their patients via telehealth, by practitioner type
- How virtual visits changed since pre-COVID (2019)
- Practitioner satisfaction with virtual visits
- Usage of at-home testing kits
- Types of at-home testing that practitioners actively recommend to patients
- Practitioner uses for at-home testing data
- Importance of revenue from dietary supplement sales
- Percentage of practitioners who feel the revenue from supplement sales is essential to their business, by practitioner type
- Supplement sales as percent of total practice revenue
- Leading hypotheses on why patients don’t make repeat purchases
- How practitioners sell supplements to patients
- Opinion on previously exclusive practitioner supplement brands now being sold through direct-to-consumer online
- Opinion on previously exclusive practitioner supplement brands now being sold through direct-to-consumer online, by top practitioner types
- What convinced practitioners to begin selling supplements
- Factors that are “very or extremely important” to practitioners when selling or recommending supplements
- Brand features that encourage practitioners to sell or recommend products to patients
- Where practitioners get their information about supplements
Consumer Survey
- Criteria for supplement usage
- Practitioners visited in the past year
- Practitioners visited in the past year, by age group
- Who typically initiates conversations about supplements?
- Stated supplement knowledge among daily users
- Frequency of doctor, nurse or nurse practitioner mentioning/recommending supplements when discussing patient’s health goals
- Percentage of respondents who take supplements recommended by practitioner
- Where respondents learn about supplements
- Where respondents learn about supplements, by age group
- Respondent knowledge of supplements
- Difference in male and female supplement knowledge
- Respondent knowledge of supplements, by age group
- Interest in ways of working with practitioners to guide supplement use
- Have you ever done an at-home test from a company like 23AndMe or Ancestry?
Appendix: Practitioner survey
- Top conditions for which practitioners recommend supplements
- 2023 practitioner supplement sales compared to 2022
- 2023 sales compared to pre-COVID levels (2019)
- Top supplement recommenders
- Percent of practitioners that dispense supplements, by practitioner type
- Practitioner estimate of repeat patient supplement purchases
- What could improve the safety, efficacy and quality of dietary supplements
- Practitioner types
- Practitioner relationship with supplements
- Practitioner business model types
- Do you believe DSHEA is adequate to ensure the safety, efficacy, and quality of dietary supplements?
Company Profiles
- Estimated U.S. retail supplement sales, regardless of channel. $mil.
- Designs for Health
- Fullscript (Natural Partners, Emerson Ecologics)
- Metagenics (Gryphon Investors)
- Nestlé Health Science (Atrium Innovations, Pure Encapsulations, Douglas Labs, Genestra)
- Ortho Molecular Products
- Standard Process
- Thorne HealthTech (L Catterton)
- Xymogen (WholeScripts)
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.
Powered by
Ecommerce model supported by
Our unique methodology tells you
- what people are buying
- where they're buying it
- why they're buying it
Learn how this multi-input data model provides a comprehensive view of the industry and delivers the most accurate forecasts
Explore Our Unique ModelTestimonials
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"
Trusted by:
Featured in:
