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August 2025: Omnichannel Marketing Issue

The omnichannel era has arrived—and it’s redefining how supplement brands connect with consumers.

From e-commerce parity and TikTok Shop to practitioner platforms and big-box logistics, this issue explores the many ways brands are navigating an increasingly complex marketplace. It’s no longer just about “meeting consumers where they are”—it’s about mastering the tools, platforms, and partnerships that keep pace with shifting habits.

In this issue, NBJ unpacks what omnichannel really means today, spotlighting strategies for social selling, specialty e-tailers, practitioner growth, and retail tech. Packed with insights and analysis, it’s essential reading for anyone shaping supplement distribution and marketing strategies in 2025.

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Issue Features

Algorithm Angst

How supplment brands are mastering TikTok Shop's fast-moving, high-reward world of social selling.

Beyond Amazon

E-commerce microchannels and specialty platforms reshaping how consumers discover and buy supplements.

The Omnichannel Reality

Data-driven insights on channel parity, practitioner growth, and retail tech transforming supplement sales.

10 Proprietary Data Charts

See which data charts are included in this issue, from NBJ's proprietary model to unique combinations of secondary sources.

  • Supplement industry growth by channel, 2021-2025e
  • $69.28 billion supplement market share by channel, 2024
  • E-commerce channel sales and growth, 2020-2028e
  • Where supplement consumers primarily purchase products
  • Top social channels supplement consumers use to seek information
  • Where supplement consumers learn about products
  • Practitioner channel sales and growth, 2020-2028e
  • Hemp CBD sales and growth, 2020-2028e
  • Natural and Specialty channel sales and growth, 2020-2028e
  • Attributes most important to supplement consumers

What's the difference between an NBJ Issue and a Report?

NBJ Issues are monthly publications that cover industry-specific topics in a magazine-like format that is brief and actionable. Backed with proprietary NBJ data, NBJ Issues feature articles by NBJ editors and other industry authors, providing insights and commentary to keep you up to date on pressing matters.

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