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The State of Natural Report [Presale]
The State of Natural Report [Presale]

The State of Natural Report [Presale]


The State of Natural, related to Expo West's most popular conference session, reports on the overall natural and organic industry and the challenges and opportunities facing natural and organic CPG brands. This report features data and insights based on:

  • Market sizing and growth data for natural and organic products industry through 2023, with estimates for 2024, exploring the following categories:
    • Natural, organic and functional food and beverage
    • Supplements
    • Natural Living (Personal Care and Household)
  • Consumer research exploring attitudes and behaviors around new product discovery. Five surveys cover:
    • Natural and organic food and beverage products
    • Functional food and beverage products
    • Dietary supplements
    • Natural and organic personal care products (e.g., soaps, lotions, cosmetics, etc.)
    • Natural and organic household products (e.g., detergents, linens, household cleaner solutions, etc.) 

This New Hope Network report utilizes NBJ data to help you track the pulse of the natural products market.

    Release Date: 3/29/2024

    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

    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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    Featured in:

    Washington Post
    Consumer Reports
    Fast Company
    Yahoo Finance