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The New Normal: Supplement Industry Growth Outpaces Pre-Pandemic Projections
Supplement Market Rebounds with 4.4% Growth
Sales Channel Report 2023
Sales Channel Report 2023
Sales Channel Report 2023
Sales Channel Report 2023
Sales Channel Report 2023
Sales Channel Report 2023
Sales Channel Report 2023
Sales Channel Report 2023

Sales Channel Report 2023


Back for the first time since pre-covid, the 2023 Sales Channel Report goes beyond supplements, covering the entire natural products industry

In the Sales Channel Report we found that e-commerce isn't the standout across the channel anymore. Mass market has taken the lead with unexpected growth at 7.6% and claiming the 2nd spot is Practitioner with growth of 5.8%. These results prove that brick and mortar channels and Mass Market retail still have plenty of life in them. But what is driving consumers back in store? 

What can you expect to find in this report?

  • Growth in e-commerce is slowing
  • Mass market + brick and mortar are experiencing an unexpected growth as consumers are returning
  • Price is influencing consumer shopping patterns
  • The practitioner channel is growing post-covid

The 2023 Sales Channel Report offers an update to how the market is performing post-covid. Immerse yourself in this report to study consumer shopping behavior, the shift across different sales channels and more.  

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Each chapter contains action items to bring the insights into your day-to-day

For the MarketerFor the Product DeveloperFor the CEO/Executive

E-commerce Update

The upwards trend on e-commerce is slowing 

A Return to Mass Market

We dive into the unexpected return to mass market shopping

Practitioner Growth

The practitioner channel has the 2nd largest growth umongst the channels.

Table of Contents

Click through each tab for an overview of each chapter and its data charts and survey questions.

Download the Table of Contents

Executive Overview

Natural and specialty retail



MLM/network marketing, mail order, direct TV and radio

Related Content

Acknowledgments and Definitions

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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Ecommerce model supported by

ClearCut Analytics

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 Model


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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