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Practitioner Channel Report 2026

How has the practitioner channel shifted over the past few years? What metrics do practitioners use to recommend supplements to patients? Answer these questions and more with the 2026 Practitioner Channel Report.

This meticulously researched and data-driven report unlocks a comprehensive understanding of the practitioner sales channel within the dynamic supplements industry. It delves into the nuances of the practitioner sales ecosystem, offering a strategic roadmap for investors and supplement providers to navigate and optimize their engagement with healthcare professionals.

The practitioner channel has evolved significantly, shifting from traditional in-office sales to gated online platforms like Fullscript and the growing presence of practitioner-focused brands on Amazon. In response, NBJ has redefined the channel to provide a more accurate representation of supplement sales, addressing client demands for clarity in this rapidly changing market. 

What You’ll Find in the Report:

  • Market Sizing and Growth Data: Detailed analysis of practitioner channel sales, including in-office, online dispensaries, and gym/wellness channels.
  • Survey Insights: Survey data from both practitioner and consumer populations, offering a comprehensive view of market motivations.
  • Omnichannel Strategies: Insights into the benefits, compromises and challenges of how practitioner-focused brands are leveraging ever-broadening channels to reach wider audiences.

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Table of Contents

Access more details for each chapter and its data charts and company profiles.

View the Table of Contents

12 Market Sizing charts

42 consumer survey charts

56 practitioner survey charts

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The NBJ model pulls from myriad data sources, outlined in the methodology at the end of this report. Critical to our outputs is our partnership with SPINS, which powers our retail data and understanding and whose Amazon data supports our e-commerce projections.

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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

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Testimonials

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."

Megafood

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

Owner/President

"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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