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The New Normal: Supplement Industry Growth Outpaces Pre-Pandemic Projections
Supplement Market Rebounds with 4.4% Growth
Delivery Format Report 2023
Executive Overview: Pills vs Non-pill sales
Gummies and chewables chapter preview
Action Items and Market Manifestations
Consumer Survey Data preview
Delivery Format Report 2023
Executive Overview: Pills vs Non-pill sales
Gummies and chewables chapter preview
Action Items and Market Manifestations
Consumer Survey Data preview

Click the top image for a full-screen preview of each page

Delivery Format Report 2023


The Delivery Format Report is the go-to resource for everything you need to know on long lasting trends within the industry. We examine the performance across 15 formats to identify the stand-out categories, what the hot trends are and which formats are tried and true.

After surveying 1,000 frequent dietary supplement users the results showed that 63% of users agreed that they seek out science backed supplements to ensure effectiveness. Consumers are doing their research, opting for items with less sugar and more overall benefits. The updated forecast supports that consumers are relying on this data when making their purchasing decisions.

Gummies were previously the star of the industry, is that still the case in our updated forecast? The growth for all formats has shifted, this is obvious as tablets and capsules rank 1st and 2nd, with gummies following in 3rd. Amongst the frequent supplement users surveyed, 47% agree that gummies were their go-to when starting supplements for the first time but overtime added pills into their supplement regimen. 

The Delivery Format Report is packed full with market sizing and consumer survey data, producing over 50 data chartsJoin us with the data backed commentary as we study the shift in growth across all formats, examine current trends and give a revised forecast. 

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Each chapter contains action items to bring the insights into your day-to-day

For the MarketerFor the Product DeveloperFor the CEO/Executive

Over 50 Data Charts

15 Delivery Formats

Consumer research from April 2023

Among 1,000 frequent supplement users

Raw Data + PPT Slides

Delivery Formats

Table of Contents

Click through each tab for an overview of each chapter and its data charts and survey questions.

Download the Table of Contents

Executive Overview

Tablets, softgels, capsules, vegetarian capsules and pill packs

Gummies and chewables


Shots and liquids

All others

Consumer survey

Related content

Acknowledgments and definitions

The NBJ model pulls from myriad data sources, outlined in our Methodology. Critical to our outputs are partnerships with SPINS, which powers our retail data and understanding, and ClearCut Analytics, 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


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."


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


"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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