121 Market Sizing Charts + 32 Company Revenue Charts
32 Company Profiles + 11 Companies To Watch
22 Health Conditions Tracked
Raw Data + PPT Slides
Sales, growth, and analysis across these health conditions
General health
Women’s health
Men’s health
Children’s health
Gastrointestinal health
Liver health
Heart health
Healthy aging
Bone health
Joint health
Healthy sleep
Brain health
Mood and mental health
Vision
Beauty from within
Cold, flu and immunity
Pre- and postnatal
Menopause
Sexual health
Weight Management
Table of Contents
Click through each tab for an overview of each chapter and its data charts and company profiles.
Download the Table of ContentsExecutive Overview
- Key highlights and takeaways from the report. For example:
Perspective Matters: For 2021, NBJ estimates sales of Cold/Flu/Immunity supplements declined by 4.2%, but even with that drop in sales the market is still a whopping $2.23 billion larger than it was before the pandemic. Projections call for a return to positive growth in 2023 and the market will again approach its pandemic-glory level in total sales in 2024.
- Market share of top conditions, 2021
- Supplement sales by condition, 2017-2021
- Supplements sales by condition, 2022e-2025e
- Supplement growth by condition, 2017-2021
- Supplement growth by condition, 2022e-2025e
- Supplement market share by condition, 2017-2021
- Supplement market share by condition, 2022e-2025e
General health
- Key highlights and takeaways from the report. For example:
A Deeper Bench: Multivitamins make up a far smaller share of the market in Women’s Health than we see for both men and children. A market more widely shared by a greater spectrum of ingredients means more for room for innovation, but it will happen in the sub-niches.
- Women’s health vs. total supplement sales and growth, 2017-2025e
- Women’s health supplement sales and growth, 2017-2025e
- Top 6 women’s health supplement ingredients by market share, 2021
- Women’s health supplement growth by ingredient, 2017-2025e
- Women’s health supplement sales by ingredient, 2017-2025e
- Women’s health supplement sales, growth and market share by channel, 2019-2021
- Winged Women’s Wellness Sleepy Gummies
- RenewLife Women’s Care Gummy
- You are the Anser! Women’s Daily Multi
- Key highlights and takeaways from the report. For example:
Multiple Choice: Men, who famously favor 3-in-1 products, are beginning to choose the specificity of men’s multivitamins for general health. The men’s multi market is now nearly a quarter billion dollars larger than it was pre-pandemic.
- Men’s health vs. total supplement sales and growth, 2017-2025e
- Men’s health supplement sales and growth, 2017-2025e
- Top 6 men’s health supplement ingredients by market share, 2021
- Men’s health supplement growth by ingredient, 2017-2015e
- Men’s health supplement sales by ingredient, 2017-2025e
- Men’s health supplement sales, growth and market share by channel, 2019-2021
- Ancient Nutrition SBO Probiotics Men’s
- One A Day Men’s Complete Multivitamin
- Wholesome Wellness Multivitamin for Men
- Key highlights and takeaways from the report. For example:
A Two-Act Show: Just because it’s so intuitive doesn’t mean it’s not remarkable that multivitamins and probiotics represent such a large chunk of the Children’s Health market. Put together, the two categories make up 82.0% of sales and, surprisingly, both had stronger growth in 2021 than the year before when the overall market soared.
- Children’s health vs. total supplement sales and growth, 2017-2025e
- Children’s health supplement sales and growth, 2017-2025e
- Top 6 children’s health supplement ingredients by market share, 2021
- Children’s health supplement growth by ingredient, 2017-2025e
- Children’s health supplement sales by ingredient, 2017-2025e
- Children’s health supplement sales, growth and market share by channel, 2019-2021
- Ritual Teen Multi for Him
- Mary Ruth’s Kids Liposomal
- ChildLife Essentials Probiotics with Colostrum
Gastrointestinal health
- Key highlights and takeaways from the report. For example:
Bugged Out: The Gastrointestinal Health category isn’t only probiotics, but probiotics, with its 58.9% market share, dwarfs the other ingredients. That’s why the change-in-fortunes for probiotics, growing more than three times faster in 2021 than pre-pandemic, has been so important for sales.
- Gastrointestinal health vs. total supplement sales and growth, 2017-2025e
- Gastrointestinal health supplement sales and growth, 2017-2025e
- Top 6 gastrointestinal health supplement ingredients by market share, 2021
- Gastrointestinal health supplements growth by ingredient, 2017-2025e
- Gastrointestinal health supplement sales by ingredient, 2017-2025e
- Gastrointestinal health supplement sales, growth and market share by channel, 2019-2021
- Gut Garden
- Mason Natural Ultra Digestive Enzymes
- Seed DS-01 Daily Synbiotic
Liver health
- Key highlights and takeaways from the report. For example:
Slivers and Slices: That milk thistle so heavily dominates the Liver Health and Detox market would not surprise anyone who took so much as a peek at the small stretch of shelf it inhabits in the supplements section, but when turmeric is added in, we are looking at 93.9% of the market. The rest of the pie is split into tiny slices, and innovators would need to take a hard look at the ROI before putting money into product development.
- Liver health and detox vs. total supplement sales and growth, 2017-2025e
- Liver health and detox supplements sales and growth,2017-2025e
- Top 6 liver health and detox supplement ingredients by market share, 2021
- Liver health and detox supplement growth by ingredient, 2017-2025e
- Liver health and detox supplement sales by ingredient, 2017-2025e
- Liver health and detox supplement sakes, growth and market share by channel, 2019-2021
- USANA Hepasil DTX
- Rejuvica VitaLiver
- Gaia Liver Cleanse
Heart health
- Key highlights and takeaways from the report. For example:
Echo Effect: There are ramifications of long COVID for the healthcare system and for the supplement industry, but there could be an opportunity for brands in the Heart Health space. Chest pains and palpitations have emerged as symptoms in some patients. Supplements undoubtedly have a part to play, if they play with the right claims language.
- Heart health vs. total supplement sales and growth, 2017-2025e
- Heart health supplement sales and growth, 2017-2025e
- Top 6 heart health and detox supplement ingredients by market share, 2021
- Heart health supplement growth by ingredient, 2017-2025e
- Heart health supplement sales by ingredient, 2017-2025e
- Heart health supplement sales, growth and market share by channel, 2019-2021
- Dr. Sinatra CardioSense Probiotic
- New Chapter Vegan Omega-3
- Puritan’s Pride Nighttime Circuleg
Healthy aging
- Key highlights and takeaways from the report. For example:
Fadding in and out: Resveratrol has been a controversial ingredient since it burst onto the scene in the late 1990s, but the ride has seen bump in recent years with conflicting findings fueling skepticism. In 2020, however, a rumored immunity benefit sparked a solid growth surge.
- Healthy aging vs. total supplement sales and growth
- Healthy aging supplements sales and growth, 2017-2025e
- Top 6 healthy aging supplement ingredients by market share, 2021
- Healthy aging supplement growth by ingredient, 2017-2025e
- Healthy aging supplement sales by ingredient, 2017-2025e
- Healthy aging supplement sales, growth and market share by channel, 2019-2021
- Nature’s Way Youthful You
- Cymbiotika D2+K2+CoQ10
- Thorne Resveracel
Bone health
- Key highlights and takeaways from the report. For example:
D-Version: Vitamin D was among the brightest stars in a very bright year for supplements as the pandemic turned attention to immunity. That was not the case in Bone Health. People apparently assumed they were getting plenty of D elsewhere, because sales dropped 19.9% in Bone Health in 2020 and only gained 1.1% in 2021. NBJ sees growth getting better, but not a lot better, in 2022 and 2023 before going all but flat in 2024.
- Bone health vs. total supplement sales and growth, 2017-2025e
- Bone health supplement sales and growth, 2017-2025e
- Top 6 bone health supplement ingredients by market share, 2021
- Bone health supplement growth by ingredient, 2017-2025e
- Bone health supplement sales by ingredient, 2017-2025e
- Bone health supplement sales, growth and market share by channel, 2019-2021
- Herbalist & Alchemist David Winston’s Osteo Herb Capsules
- YouTheory K2D3 capsules
- LifeSeasons Bone Densi-T Osteo Support
Joint health
- Key highlights and takeaways from the report. For example:
Sporting chance: Sports Nutrition products marketed with a joint health benefit are among the strongest-growing parts of the Joint Health market. There could be a lesson in that for brands selling products for bone health and perhaps other conditions.
- Joint health vs. total supplement sales and growth, 2017-2025e
- Joint health supplement sales and growth, 2017-2025e
- Top 6 joint health supplement ingredients by market share, 2021
- Joint health supplement growth by ingredient, 2017-2025e
- Joint health supplement sales by ingredient, 2017-2025e
- Joint health supplement sales, growth and market share by channel, 2019-2021
- Great Lakes Wellness Dissolve Collagen with Verisol
- Physicians Choice Joint Support Supplement
- Now BioCell Collagen Hydrolyzed Type II Veg Capsule
Healthy sleep
- Key highlights and takeaways from the report. For example:
Pillow Perspective: The Healthy Sleep market was already growing well, really well, before the pandemic showed up to boost growth to a 36.6% spike in 2020. Stepping back to look at the full gain is astounding. The market is now well over twice the size it was in 2017.
- Healthy sleep vs. total supplement sales and growth, 2017-2025e
- Healthy sleep supplement sales and growth, 2017-2025e
- Top 6 healthy sleep supplement ingredients by market share, 2021
- Healthy sleep supplement growth by ingredient, 2017-2025e
- Healthy sleep supplement sales by ingredient, 2017-2025e
- Healthy sleep supplement sales, growth and market share by channel, 2019-2021e
- Herb Pharm Herbs on the Go: Bed Time
- Fruily Melatonin Sleep Gummies
- Fruily Melatonin Sleep Gummies
Brain health
- Key highlights and takeaways from the report. For example:
Heads up: An important part of the comeback story for omega-3s, following a questionable study in 2013 purporting a prostate cancer link, has been built around cognitive health. That fish and animal oils took a 6.9% dive in brain health in 2021 could be troubling news.
- Brain health vs. total supplement sales and growth, 2017-2025e
- Brain health supplement sales and growth, 2017-2025e
- Top 6 brain health supplement ingredients by market share, 2021
- Brain health supplement growth by ingredient, 2017-2025e
- Brain health supplement sales by ingredient, 2017-2025e
- Brain health supplement sales, growth and market share by channel, 2019-2021e
- Four Sigmatic Focus Blend Mix
- Mantra Labs Rise
- Nordic Omega Focus
Mood and mental health
- Key highlights and takeaways from the report. For example:
Uncertainty in CBD: In 2020, when the Mood and Mental Health supplement markets saw remarkable growth of 29.4%, CBD, famous for its alleged antistress benefits, actually saw sales declines. That slump continues into 2021 with growth in Hemp CBD for mood and mental health declining 11.3%, and remaining in a 4–5 point decline each year forecasted.
- Mood and mental health vs. total supplement sales and growth, 2017-2025e
- Mood and mental health supplement sales and growth, 2017-2025e
- Top 6 mood and mental health supplement ingredients by market share, 2021
- Mood and mental health supplement growth by ingredient, 2017-2025e
- Mood and mental health supplement sales by ingredient, 2017-2025e
- Mood and mental health supplement sales, growth and market share by channel, 2019-2021e
- Apothekary Chill the F* Out
- Country Life Gut Connection Mood & Stress Balance Bundle
- Fx Exhale
Vision
- Key highlights and takeaways from the report. For example:
Making Eyes: In 2020, when the rest of the supplement industry pulled off an astounding 14.5% gain, the Healthy Vision market did it one better. Or one tenth better, growing at 14.6%. Whether it was Zoom calls or the general wake-up call on nutrition being important for health, it wasn’t altogether surprising. The condition category grew at 14.3% the year before.
- Vision health vs. total supplement sales and growth, 2017-2025e
- Vision health supplement sales and growth, 2017-2025e
- Top 6 vision health supplement ingredients by market share, 2021
- Vision health supplement growth by ingredient, 2017-2025e
- Vision health supplement sales by ingredient, 2017-2025e
- Vision health supplement sales, growth and market share by channel, 2019-2021e
- Doctor’s Best
- Zhou Screen Eyes gummy
- Swanson Age-Related Eye Support
Beauty from within
- Key highlights and takeaways from the report. For example:
Collagen Callout: In the middle of the last decade, collagen looked like the out-of-nowhere star of the supplement industry, but it was still a small market. Now approaching nearly twice the size it was in 2016, it still clocked 15.4% growth in 2021 in the Beauty from Within market.
- Beauty from within vs. total supplement sales and growth, 2017-2025e
- Beauty from within supplement sales and growth, 2017-2025e
- Top 6 beauty from within supplement ingredients by market share, 2021
- Beauty from within supplement growth by ingredient, 2017-2025e
- Beauty from within supplement sales by ingredient, 2017-2025e
- Beauty from within supplement sales, growth and market share by channel, 2019-2021e
- Nature’s Bounty Hair Skin and Nails
- Persona Beauty from Within packs at Target
Cold, flu and immunity
- Key highlights and takeaways from the report. For example:
Multi Mayhem: The common wisdom in 2020, when the market for multis with immunity claims expanded by 139.7%, was that multivitamins might be key to making immunity a yearround proposition. That didn’t happen. A category that grew by $758 million in 2020 lost roughly half that in 2021.
- Cold, flu, and immunity vs. total supplement sales and growth, 2017-2025e
- Cold, flu, and immunity supplement sales and growth, 2017-2025e
- Top 6 cold, flu, and immunity supplement ingredients by market share, 2021
- Cold, flu, and immunity supplement growth by ingredient, 2017-2025e
- Cold, flu, and immunity supplement sales by ingredient, 2017-2025e
- Cold, flu, and immunity supplement sales, growth and market share by channel, 2019-2021e
- MegaFood Daily Immune
- BioKult Boosted
- Olly Immunity + Electrolytes Powder
Pre- and postnatal
- Key highlights and takeaways from the report. For example:
Bust to Boomlet: Early in the pandemic lockdown, there was a wink-and-joke suggestion that we were nine months from a baby boom—all those partners trapped at home, right? That turned out not to be the case, and negative growth for pre- and postnatal was the result. It’s hard to call the 5.0% growth for 2021 a “spike,” but it’s a 7.8% upward swing from 2020.
- Pre- and postnatal vs. total supplement sales and growth, 2017-2025e
- Pre- and postnatal supplement sales and growth, 2017-2025e
- Top 6 pre- and postnatal supplement ingredients by market share, 2021
- Pre- and postnatal growth by ingredient, 2017-2025e
- Pre- and postnatal supplement sales by ingredient, 2017-2025e
- Pre- and postnatal supplement sales, growth and market share by channel, 2019-2021e
- Best Nest Wellness Mama Bird Postnatal
- Sakara The Foundation Prenatal
- Modern Fertility Prenatal Multivitamin
Menopause
- Key highlights and takeaways from the report. For example:
Root down: Black cohosh root was never a big market, but since it began its decline in 2014, it hasn’t stopped. By 2025, the black cohosh root for menopause market will be 38.8% smaller than it was in 2017.
- Menopause vs. total supplement sales and growth, 2017-2025e
- Menopause supplement sales and growth, 2017-2025e
- Top 6 menopause supplement ingredients by market share, 2021
- Menopause supplement growth by ingredient, 2017-2025e
- Menopause supplement sales by ingredient, 2017-2025e
- Menopause supplement sales, growth and market share by channel, 2019-2021e
- Metagenics Estrovera
- Bonafide Relizen
- meno Menopause
Sexual Health
- Key highlights and takeaways from the report. For example:
Singled Out: That combination herb formulations are the vast majority of the market and also are also leading for growth makes it clear that the age of the single-ingredient sexual health product is over.
- Sexual health vs. total supplement sales and growth, 2017-2025e
- Sexual health supplement sales and growth, 2017-2025e
- Top 6 sexual health supplement ingredients by market share, 2021
- Sexual health supplement growth by ingredient, 2017-2025e
- Sexual health supplement sales by ingredient, 2017-2025e
- Sexual health supplement sales, growth and market share by channel, 2019-2021e
- Ovaterra VIVO Sexual Health for Women
- Promescent VitaFLUX Nitric Oxide Supplement
- Allergy Research Group Libido Pro Female
Weight Management
- Key highlights and takeaways from the report. For example:
Scale Shock: That 2021 was the best sales growth for Weight Management in years wouldn’t be a shock to anybody who has a bathroom scale. The “COVID 10” was a conservative guess, and people are looking to shed it as fast as they can.
- Weight management vs. total supplement sales and growth, 2017-2025e
- Weight management supplement sales and growth, 2017-2025e
- Top 6 weight management supplement ingredients by market share, 2021
- Weight management supplement growth by ingredient, 2017-2025e
- Weight management supplement sales by ingredient, 2017-2025e
- Weight management supplement sales, growth and market share by channel, 2019-2021e
- Olly Metabolism Gummy Rings
- Glucerna Hunger Smart Shake
- PhenQ
Company profiles
- Top 50 Companies by 2021 U.S. Dietary Supplement Sales
- Abbott Nutrition
- Adaptive Health
- Alticor (Amway)
- Bausch + Lomb
- Bayer
- Better Being Co
- Church & Dwight
- Clorox
- DSM
- Gaia Herbs
- Glanbia
- Gryphon Investors (Metagenics)
- HUM Nutrition
- Iovate Health Sciences International Inc. (a division of Xiwang Foodstuffs Company Ltd)
- Johnson & Johnson (incl. Zarbee’s)
- Kikkoman (incl. Country Life, Allergy Research Group)
- Life Extension
- Life Seasons
- Nestlé Health Science
- Nordic Naturals
- NOW Foods
- Pharmavite
- Physician's Choice
- Procter & Gamble
- Reckitt
- Ritual
- Schwabe Group
- Swanson Health
- Unilever
- USANA
- Vytalogy Wellness (incl. Jarrow Formulas, Natrol)
- 11 emerging brands to watch
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.
Powered by

Ecommerce model supported by

Learn More About NBJ
Methodology
Explore our unique modelMeet the Team
See who's behind our dataTestimonials
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"
Trusted by:





Featured in:




