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The New Normal: Supplement Industry Growth Outpaces Pre-Pandemic Projections
Supplement Market Rebounds with 4.4% Growth
Condition Specific Report 2023
Market share of top conditions
Supplement growth by condition
Heart health product developer action items
Beauty from within sales and growth
Condition Specific Report 2023
Market share of top conditions
Supplement growth by condition
Heart health product developer action items
Beauty from within sales and growth

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Condition Specific Report 2023


What types of supplements are people buying, and why? Get the Condition Specific Report to study the driving factors behind how categories are performing.

This report includes 30 company profiles and over 150 charts covering 22 conditions such as brain health, healthy aging, beauty from within, heart health, diabetes, menopause, weight management - and more. This report showcases which consumer concerns will drive growth through 2026. So, what are some of our biggest takeaways?

  • Brain health offers a bright future with increased traction in younger audiences looking for focus and cognition support
  • As the fastest-growing condition, weight management is both a bright spot and a warning sign
  • Children’s health continues to perform amongst other categories
  • Even in the midst of a decline, immune health is $1.5 billion larger than pre-pandemic numbers

While our keystone Supplement Business Report provides a full look at the industry by category, this report outlines the market from the view of individual health conditions. This 'why' is essential for understanding the long-term trends that have staying power and what driving forces are behind them. We supply the data that makes it easier for you to build connections between headlines, behaviors, and sales.

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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 150 Data Charts

30 Company Profiles

22 Health Conditions Tracked

Raw Data + PPT Slides

Sales, growth, and analysis across these health conditions

Table of Contents

Download the Table of Contents

Executive Overview

Beauty from within

Bone health

Brain health

Cold, flu and immunity

Gastrointestinal health

Women’s general health

Men’s general health

Children’s general health

Healthy aging

Healthy sleep

Heart health

Liver health and detox

Joint health


Mood and mental health

Pre- and postnatal health

Sexual health

Eye health

Weight management

Company profiles

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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Ecommerce model supported by

ClearCut Analytics

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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