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May 2025: Market Overview Issue

In the Market Overview Issue, Nutrition Business Journal takes a wide-angle view of the current supplement landscape, examining the rebound of core categories, the evolving policy environment, and the global forces testing the industry's resilience.

This issue explores how the supplement market is finding stability after years of disruption, but still faces complex challenges—including trade tensions, shifting regulatory priorities, and consumer uncertainty. From solid gains in legacy categories like vitamins to headline-making moves in Washington, NBJ provides the context and analysis needed to navigate this pivotal year.

Featured pieces include:

  • A look at how shifting tariffs and trade dynamics are impacting supply chains and ingredient costs
  • Insight into MAHA and what new federal leadership could mean for supplements and functional products
  • Data-backed commentary on where growth is happening—and where cracks are beginning to show

Whether you're focused on innovation, policy, or performance, the Market Overview Issue delivers the clarity and foresight to help you move forward with confidence.

NBJ

Issue Features

Shifting Tariffs

A look at how shifting tariffs and trade dynamics are impacting supply chains and ingredient costs

MAHA

Insight into MAHA and what new federal leadership could mean for supplements and functional products

Growth

Data-backed commentary on where growth is happening—and where cracks are beginning to show

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 sales and growth, 2020-2028e
  • Supplement industry market share by channel, 2024
  • Supplement industry market share by category, 2024
  • Supplement industry market share by country or region, 2024p
  • How U.S. consumers feel President Trump's priorities will impact the economy
  • Top categories consumers would cut back on during economic hardship
  • Top health conditions supplement consumers address
  • E-commerce sales and growth, 2020-2028e
  • Supplement ingredient consumers seek out most
  • Social channels consumers use to learn about supplements

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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