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Supplement Business Report 2026

The 2026 Supplement Business Report is your essential resource for navigating an industry undergoing rapid transformation. Often referred to as the “bible of the industry,” NBJ’s flagship report delivers unmatched sales and growth data, paired with expert commentary that transforms raw numbers into actionable insights.

Inside, you'll find:

  • 176 Market Sizing Charts: Comprehensive data on sales, growth and market share, 2021 to 2029e, with expert analysis to help you make sense of the numbers. Covers:
    • Ingredient Categories: Six key categories, from vitamins and minerals to herbs, botanicals and specialty ingredients
    • Delivery Formats: Pills to powders, gummies and liquids, by the numbers
    • Sales Channels: Analysis of six critical channels, including e-commerce, natural and specialty, mass market and practitioner sales—with TikTok Shop data included for the first time this year.
  • 33 Company Profiles: Detailed descriptions of key players, including revenue metrics, new products, innovations, and NBJ’s expert take on each brand
  • Top 50 Companies Report:  Showcasing the leading companies by U.S. dietary supplement sales from 2023-2025.

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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

176 Market Sizing charts

33 Company Profiles

Top 50 Companies Report

This report also highlights market manifestations, showing how trending products are appearing in the market and reflecting the industry’s most dynamic areas.

This is the report the industry waits for every year—extremely comprehensive, highly actionable, and designed to be your go-to reference all year long. Don’t miss your chance to access the insights that will keep you ahead of the curve.

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

Explore Our Unique Model

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Meet the Team

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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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