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The New Normal: Supplement Industry Growth Outpaces Pre-Pandemic Projections
Supplement Market Rebounds with 4.4% Growth
Supplement Business Report
Supplement Business Report 2024
Supplement Business Report 2024
Supplement Business Report 2024
Supplement Business Report 2024
Supplement Business Report 2024
Supplement Business Report
Supplement Business Report 2024
Supplement Business Report 2024
Supplement Business Report 2024
Supplement Business Report 2024
Supplement Business Report 2024

Supplement Business Report 2024


With 160 data charts exploring every aspect of the industry, the 2024 Supplement Business Report leaves no stone unturned to capture the complexity of the supplement market.

Category Dynamics: Explore the following six categories (vitamins, minerals, herbs and botanicals (e.g., combination formulas, single herbs), sports nutrition (e.g., powders, RTDs), meal supplements, and specialty supplements (e.g., collagen, probiotics, omega-3s, CoQ10) that make up the supplement industry. Dive into Sports Nutrition’s success as the fastest-growing category, closely followed by Specialty Ingredients.

Delivery Format Trends: Explore the diverse array of delivery formats shaping the supplement market. Track trends across 15 delivery formats, from capsules to powders, gummies to beverages, and see how these delivery formats perform in each sales channel. The rising popularity of hydration and energy drinks highly contributed to Sports Nutrition’s success as a category.

Sales Channel Parity: Discover why E-commerce has surged back to the top as the fastest-growing sales channel, surpassing Mass Market Retail. With 36 in-depth company profiles and a Top 50 Company List at your fingertips, you'll gain a comprehensive understanding of how industry leaders are navigating this shifting terrain.

If you're ready to elevate your understanding of the industry, anticipate future developments, and make informed decisions, the 2024 Supplement Business Report is your ultimate companion. Don't just observe the market – lead it. Get your copy today and embark on a journey to success.

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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

Over 150 Data Charts

30 Company Profiles

22 Health Conditions Tracked

Raw Data + PPT Slides

Sales, growth, and analysis across these health conditions

Table of Contents

Download the Table of Contents

Executive Overview

Beauty from within

Bone health

Brain health

Cold, flu and immunity

Gastrointestinal health

Women’s general health

Men’s general health

Children’s general health

Healthy aging

Healthy sleep

Heart health

Liver health and detox

Joint health


Mood and mental health

Pre- and postnatal health

Sexual health

Eye health

Weight management

Company profiles

Related content

Acknowledgments and definitions

160 Market Sizing Data Charts & Graphs

36 Company Profiles +
8 New Companies to Watch

Top 50 Companies
by US Supplement Sales

Raw Data + PPT Slides

Sales, growth, and analysis across 6 sales channels

NBJ’s annual report detailing the industry by category and sub-category

Table of Contents

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

Download the Table of Contents

Executive Overview



Herbs and botanicals

Sports nutrition

Meal replacements

Specialty supplements

Delivery formats

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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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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