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Fueling Performance, Shaping Wellness: The Latest Trends in Sports Nutrition & Weight Management
The latest data: Sports Nutrition & Weight Management
Changing Consumer Special Report
Changing Consumer Special Report
Changing Consumer Special Report
Changing Consumer Special Report
Changing Consumer Special Report

Changing Consumer Special Report


Are you seeing anecdotal trends in your consumer habits, but haven't been able to back them up with market data? Well, that's where NBJ comes in. 

The "average" supplement consumer isn't who they used to be; they are more complex, varied, diverse, and forward-thinking than ever. On top of that, consumer health satisfaction has dropped by 13% since 2017, building momentum and bringing a wave of new consumers into the supplement aisles. So how do you create strategies that will be as dynamic as your fast-changing target market?

NBJ's first-ever Changing Consumer Special Report has done your market research for you by surveying 1,000 U.S. consumers census balanced on age, income, gender, region, race, and ethnicity—with 350 additional Hispanic, Black, and Asian consumers surveyed to support diversity and inclusion analysis and goals. This report highlights the trajectory of the US supplement consumer and provides the data you need to support consumers' evolving definitions and attitudes about health and supplement use, based on age and consumer category. 

In short: this report is your 2022 consumer market research, done and delivered. 

57 Proprietary Charts & Graphs

June 2021 U.S. Consumer Research

Profiles Of The Redefined Supplement User

Raw Data + PPT Slides

Consumer survey conducted in partnership with:


This report features data from survey-based consumer research conducted in June 2021, which included an additional 350 interviews among Black, Hispanic and Asian consumers to support diversity and inclusion in the analysis and polls.

Table of Contents

Click through each chapter for detailed list of data charts, survey questions and key takeaways

Executive Overview

Defining health

By the generations

Consumer segments

Sales channels

Related content

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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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