158 Charts & Graphs
31 Company Profiles
Market analysis for multiple conditions & projections through 2024
Raw Data + PPT Slides
Table of Contents
Click through each chapter for detailed list of data charts and survey questions.
Executive Overview
- Key highlights and takeaways from the report. For example:
Market Maker: The cold/flu/ immunity market was the dominant storyline of 2020, rocketing the overall supplement market to historically high growth, but for 2021, NBJ sees immunity as a drag on industry growth.
- Market Share of Top Conditions, 2020
- Supplement Sales by Condition, 2016-2020
- Supplement Sales by Condition, 2021e-2024e
- Supplement Growth by Condition, 2016-2020
- Supplement Growth by Condition, 2021e-2024e
- Supplement Market Share by Condition, 2016-2020
- Supplement Market Share by Condition, 2021e-2024e
General Health
- Key highlights and takeaways from the report. For example:
Calcium Cracks: Calcium can’t catch a break. After flat or negative growth over the second half of the last decade and a decline in 2020, the mineral is projected to dip again in 2021, with no growth seen in the forecast period.
- Women’s Health vs. Total Supplement Sales and Growth, 2016-2024e
- Women’s Health Supplement Sales and Growth, 2016-2024e
- Top 6 Women’s Health Supplement Ingredients by Market Share, 2020
- Women’s Health Supplement Growth by Ingredient, 2016-2024e
- Women’s Health Supplement Sales by Ingredient, 2016-2024e
- Women’s Health Supplement Sales, Growth and Market Share by Channel, 2018-2020
- One A Day: Women’s Fruit Bites
- New Chapter Whole Food Women’s Multi
- Flora Ferritin+
- Key highlights and takeaways from the report. For example:
D Scale: Growth for vitamin D in men’s health was jaw-dropping in 2020, but that growth came from a very small base.
- Men’s Health vs. Total Supplement Sales and Growth, 2016-2024e
- Men’s Health Supplement Sales and Growth, 2016-2024e
- Top 6 Men’s Health Supplement Ingredients by Market Share, 2020
- Men’s Health Supplement Growth by Ingredient, 2016-2024e
- Men’s Health Supplement Sales by Ingredient, 2016-2024e
- Men’s Health Supplement Sales, Growth and Market Share by Channel, 2018-2020
- Ritual Essential Multivitamin for Men
- Ancient Nutrition Men’s Fermented Multi
- Vitafusion Men’s Organic Multi
- Key highlights and takeaways from the report. For example:
CHANNELED CHILDREN: The natural and specialty channels fell behind the direct-to-consumer channels in children’s supplements for the first time in 2020.
- Children’s Health vs. Total Supplement Sales and Growth, 2016-2024e
- Children’s Health Supplement Sales and Growth, 2016-2024e
- Top 6 Children’s Health Supplement Ingredients by Market Share, 2020
- Children’s Health Supplement Growth by Ingredient, 2016-2024e
- Children’s Health Supplement Sales by Ingredient, 2016-2024e
- Children’s Health Supplement Sales, Growth and Market Share by Channel, 2018-2020
- Healthy Directions Gut Soother
- Childlife Essentials Zinc Plus
- Flintstones Natural Fruit Bites
Gastrointestinal health
- Key highlights and takeaways from the report. For example:
Bug Out: The gastrointestinal supplements market is so heavily dominated by probiotics that the fortunes of the ingredient category hold sway over the fortunes of the condition category.
- Gastrointestinal Health vs. Total Supplement Sales and Growth, 2016-2024e
- Gastrointestinal Health Supplement Sales and Growth, 2016-2024e
- Top 6 GastrointestinalHealth Supplement Ingredients by Market Share, 2020
- Gastrointestina lHealth Supplement Growth by Ingredient, 2016-2024e
- Gastrointestinal Health Supplement Sales by Ingredient, 2016-2024e
- Gastrointestinal Health Supplement Sales, Growth and Market Share by Channel, 2018-2020
- Probulin Total Care
- Vega Hello Wellness: you’ve got guts
- Laird Superfood Activate Prebiotic Daily Greens
Healthy aging
- Key highlights and takeaways from the report. For example:
Now and When: Healthy aging might have seemed an odd fit for the existential barrage of 2020, when just getting through the day felt like a challenge, but growth was good at 8.9%, significantly more than double 2019’s rate.
- Healthy Aging vs. Total Supplement Sales and Growth, 2016-2024e
- Healthy Aging Supplement Sales and Growth, 2016-2024e
- Top 6 Healthy Aging Supplement Ingredients by Market Share, 2020
- Healthy Aging Supplement Growth by Ingredient, 2016-2024e
- Healthy Aging Supplement Sales by Ingredient, 2016-2024e
- Healthy Aging Supplement Sales, Growth and Market Share by Channel, 2018-2020
- Rejuvant
- CUR-Q10
- Celltrient
Liver health
- Key highlights and takeaways from the report. For example:
Sized right: More than almost any other category, the liver detox market is dominated by a single ingredient: milk thistle. That means growth in the other ingredients can look phenomenal when the dollar change is not all that remarkable.
- Liver Health and Detox vs. Total Supplement Sales and Growth, 2016-2024e
- Liver Health and Detox Supplement Sales and Growth, 2016-2024e
- Top 6 Liver Health and Detox Supplement Ingredients by Market Share, 2020
- Liver Health and Detox Supplement Growth by Ingredient, 2016-2024e
- Liver Health and Detox Supplement Sales by Ingredient, 2016-2024e
- Liver Health and Detox Supplement Sales, Growth and Market Share by Channel, 2018-2020
- Puritan’s Pride: Milk Thistle Liver Complex
- Quicksilver Liver Sauce
- Organifi Liver Reset
Heart health
- Key highlights and takeaways from the report. For example:
Have A New Q: CoQ10 could use some good news. One of the few ingredients to see declining sales in 2020, it faces further decline in 2021 and barely reaches a positive trajectory in 2022.
- Heart Health vs. Total Supplement Sales and Growth, 2016-2024e
- Heart Health Supplement Sales and Growth, 2016-2024e
- Top 6 Heart Health Supplement Ingredients by Market Share, 2020
- Heart Health Supplement Growth by Ingredient, 2016-2024e
- Heart Health Supplement Sales by Ingredient, 2016-2024e
- Heart Health Supplement Sales, Growth and Market Share by Channel, 2018-2020
- Dr. Sinatra Omega Q Plus Max
- Kyolic OmegAGE
- Roman Heart Health
Bone health
- Key highlights and takeaways from the report. For example:
The Two Ms: Multivitamins and magnesium were the only ingredient categories to avoid sales decline in bone health in 2020, but multis look primed for a fall in 2021.
- Bone Health vs. Total Supplement Sales and Growth, 2016-2024e
- Bone Health Supplement Sales and Growth, 2016-2024e
- Top 6 Bone Health Supplement Ingredients by Market Share, 2020
- Bone Health Supplement Growth by Ingredient, 2016-2024e
- Bone Health Supplement Sales by Ingredient, 2016-2024e
- Bone Health Supplement Sales, Growth and Market Share by Channel, 2018-2020
- Life Extension Bone Restore Elite
- OsteoMD
- Enzymedica Vegan D3+K2
Joint health
- Key highlights and takeaways from the report. For example:
Brick and Mortal: A rough year for supplement-focused brick and mortar retail hit the joint health category hard. Natural and specialty retail, which includes stores like GNC, saw sales of joint health products decline by 8.0%.
- Joint Health vs. Total Supplement Sales and Growth, 2016-2024e
- Joint Health Supplement Sales and Growth, 2016-2024e
- Top 6 Joint Health Supplement Ingredients by Market Share, 2020
- Joint Health Supplement Growth by Ingredient, 2016-2024e
- Joint Health Supplement Sales by Ingredient, 2016-2024e
- Joint Health Supplement Sales, Growth and Market Share by Channel, 2018-2020
- Redd Remedies Joint Health Advanced
- Emerald UC-II Joint Formula
- Health Through Nutrition Freedom
Healthy sleep
- Key highlights and takeaways from the report. For example:
Imuni-ZZZs: The pandemic was a crash course in immunity science for millions of consumers, some number of whom doubtlessly learned how important sleep is for immune health.
- Healthy Sleep vs. Total Supplement Sales and Growth, 2016-2024e
- Healthy Sleep Supplement Sales and Growth, 2016-2024e
- Top 6 Healthy Sleep Supplement Ingredients by Market Share, 2020
- Healthy Sleep Supplement Growth by Ingredient, 2016-2024e
- Healthy Sleep Supplement Sales by Ingredient, 2016-2024e
- Healthy Sleep Supplement Sales, Growth and Market Share by Channel, 2018-2020
- Vital Proteins Vital performance Sleep Powder
- Quality of Life Restwelle
- CV Sciences Sleep
Brain health
- Key highlights and takeaways from the report. For example:
The Pandumbic: Isolation and routine were never ingredients for a brain health formulation. Millions of consumers are likely looking to shrug off the pandemic brain fog and the brands that connect with those consumers could do well.
- Brain Health vs. Total Supplement Sales and Growth, 2016-2024e
- Brain Health Supplement Sales and Growth, 2016-2024e
- Top 6 Brain Health Supplement Ingredients by Market Share, 2020
- Brain Health Supplement Growth by Ingredient, 2016-2024e
- Brain Health Supplement Sales by Ingredient, 2016-2024e
- Brain Health Supplement Sales, Growth and Market Share by Channel, 2018-2020
- BrainMD: Neuro C
- Natural Stacks MAGTECH
- IWI brain
Mood and mental health
- Key highlights and takeaways from the report. For example:
Hemp and Gone: If ever there were a year for hemp CBD to do well in the mood and mental health market, it was 2020. That didn’t happen. Growth swung from wildly positive 77.2% in 2019 to a sales decline of 2.6% in 2020.
- Mood and Mental Health vs. Total Supplement Sales and Growth, 2016-2024e
- Mood and Mental Health Supplement Sales and Growth, 2016-2024e
- Top 6 Mood and Mental Health Supplement Ingredients by Market Share, 2020
- Mood and Mental Health Supplement Growth by Ingredient, 2016-2024e
- Mood and Mental Health Supplement Sales by Ingredient, 2016-2024e
- Mood and Mental Health Supplement Sales, Growth and Market Share by Channel, 2018-2020
- Natural Vitality Calm Gummies
- Himalaya: Hello
- KOS: kiss your blues away
Vision
- Key highlights and takeaways from the report. For example:
Blue Light Special: Screen time was an issue long before the pandemic threw everybody into back-to-back video conference calls, but the pandemic upped the ante for awareness of the risk of blue light in a way eye health brands could never have done on their own.
- Vision vs. Total Supplement Sales and Growth, 2016-2024e
- Vision Supplement Sales and Growth, 2016-2024e
- Top 6 Vision Supplement Ingredients by Market Share, 2020
- Vision Supplement Growth by Ingredient, 2016-2024e
- Vision Supplement Sales by Ingredient, 2016-2024e
- Vision Supplement Sales, Growth and Market Share by Channel, 2018-2024e
- Quantum Health Digital Blue Eye Health
- EyePromise Screen Shield Pro
- Twinlab Ocuguard Blutein Performance
Beauty from within
- Key highlights and takeaways from the report. For example:
Close Up and Personal: It turns out that maybe we weren’t ready for our close-up. In a good year for shut-ins, Zoom anxiety may be part of what drove solid growth for beauty-from-within supplements.
- Beauty from Within vs. Total Supplement Sales and Growth, 2016-2024e
- Beauty from Within Supplement Sales and Growth, 2016-2024e
- Top 6 Beauty from Within Supplement Ingredients by Market Share, 2020
- Beauty from Within Supplement Growth by Ingredient, 2016-2024e
- Beauty from Within Supplement Sales by Ingredient, 2016-2024e
- Beauty from Within Supplement Sales, Growth and Market Share by Channel, 2018-2020
- Nature Made Sleep and Recover
- Skinesa Skin Probiotic from Skinesa
- Winged Glow up
Cold, flu and immunity
- Key highlights and takeaways from the report. For example:
Off the Charts: Growth of 72.3% may never be seen again in a category of this size, but speaking of size, get used to that $5.9 billion figure from 2020. With declines and slow growth predicted, it’s roughly where we expect the cold/flu/immunity market to be in 2024 too.
- Cold, Flu and Immunity vs. Total Supplement Sales and Growth, 2016-2024e
- Cold, Flu and Immunity Supplement Sales and Growth, 2016-2024e
- Top 6 Cold, Flu and Immunity Supplement Ingredients by Market Share, 2020
- Cold, Flu and Immunity Supplement Growth by Ingredient, 2016-2024e
- Cold, Flu and Immunity Supplement Sales by Ingredient, 2016-2024e
- Cold, Flu and Immunity Supplement Sales, Growth and Market Share by Channel, 2018-2020
- Pure Encaps: Liquid D
- NB Zinc up liquid
- Nordic Naturals Zinc glycinate
Pre- and postnatal
- Key highlights and takeaways from the report. For example:
Boom Goes Bust: Early in the pandemic, the popular theory was that all the couples stuck at home with no social outlets would wind up with a gift nine months later. That didn’t happen. Births declined in 2020.
- Pre- and Postnatal vs. Total Supplement Sales and Growth, 2016-2024e
- Pre- and Postnatal Supplement Sales and Growth, 2016-2024e
- Top 6 Pre- and Postnatal Health Supplement Ingredients by Market Share, 2020
- Pre- and Postnatal Health Supplement Growth by Ingredient, 2016-2024e
- Pre- and Postnatal Health Supplement Sales by Ingredient, 2016-2024e
- Pre- and Postnatal Supplement Sales, Growth and Market Share by Channel, 2018-2020
- Rainbow Light Prenatal Daily Duo: Prenatal One + DHA
- Smartypants Organics Prenatal Formula
- Premama Postnatal
Menopause
- Key highlights and takeaways from the report. For example:
Immune to Menopause: At first glance, it’s hard to explain declining sales in menopause supplements in 2020—women did not stop aging into the market—but a closer look at the data provides a possible explanation: a sales decline in multivitamins for menopause, with women likely meeting their vitamin supplementation needs with other products, likely from the immunity shelf.
- Menopause vs. Total Supplement Sales and Growth, 2016-2024e
- Menopause Supplement Sales and Growth, 2016-2024e
- Top 6 Menopause Supplement Ingredients by Market Share, 2020
- Menopause Supplement Growth by Ingredient, 2016-2024e
- Menopause Supplement Sales by Ingredient, 2016-2024e
- Menopause Supplement Sales, Growth and Market Share by Channel, 2018-2020
- Thorne Meta-Balance
- Natural Factors WomenSense Black Cohosh
- Bonafide Relizen
Sexual health
- Key highlights and takeaways from the report. For example:
Ginsung: Declining sales in ginseng for sexual health are nothing new, but the fact that the projected sales curve remains negative through the forecast period suggests the market is more doomed than ever.
- Sexual Health vs. Total Supplement Sales and Growth, 2016-2024e
- Sexual Health Supplement Sales and Growth, 2016-2024e
- Top 6 Sexual Health Supplement Ingredients by Market Share, 2020
- Sexual Health Supplement Growth by Ingredient, 2016-2024e
- Sexual Health Supplement Sales by Ingredient, 2016-2024e
- Sexual Health Supplement Sales, Growth and Market Share by Channel, 2018-2020
- Organic India Essential Male Healthy Sexual Function
- Rae Wellness In The Mood
- Olly Lovin’ Libido
Weight Management
- Key highlights and takeaways from the report. For example:
The COVID Huh?: Maybe it was the sweatpants that made it easy to ignore the weight gain, but despite Americans packing on the pounds in 2020, fewer of them turned to supplements for help.
- Weight Management vs. Total Supplement Sales and Growth, 2016-2024e
- Weight Management Supplement Sales and Growth, 2016-2024e
- Top 6 Weight Management Supplement Ingredients by Market Share, 2020
- Weight Management Supplement Growth by Ingredient, 2016-2024e
- Weight Management Supplement Sales by Ingredient, 2016-2024e
- Weight Management Supplement Sales, Growth and Market Share by Channel, 2018-2020
- BiotiQuest Sugarshift
- Naturade Veganslim
- Persona Weight Loss Premium Daily Vitamin Packs
Company Profiles
- Adaptive Health (Healthy Directions)
- Ancient Nutrition
- Bausch + Lomb
- Bayer
- Clorox
- CV Sciences
- DSM
- Fungi Perfecti (Host Defense)
- Gaia Herbs
- Glanbia
- GSK Consumer Healthcare
- Herbalife Nutrition Ltd
- Himalaya
- HUM Nutrition
- Iovate Health Sciences International Inc. (a division of Xiwang Foodstuffs Company Ltd.)
- Johnson & Johnson (incl. Zarbee’s)
- LifeSeasons
- Metagenics
- Nestlé
- New Mountain Capitol (incl. Jarrow Formulas, Natrol)
- Nu Skin Enterprises
- Nutraceutical International Corporation
- Pharmavite
- Plant People
- Procter & Gamble
- Reckitt
- Scale Media
- Schwabe Group
- Threshold Enterprises
- Unilever
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