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The fastest-growing category in the supplement industry? The Herbs & Botanicals report has the answer.
> Herbs & Botanicals outpace industry growth
2022 Delivery Format Report
2022 Delivery Format Report
2022 Delivery Format Report
2022 Delivery Format Report
2022 Delivery Format Report
2022 Delivery Format Report
2022 Delivery Format Report
2022 Delivery Format Report

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2022 Delivery Format Report


Browse the aisles of your local retailer, ecommerce store, or natural products trade show, and you'll notice jars of pills are no longer as ubiquitous as in years past. Pills appeared at least as recently as 1500 BC when the first references appeared in Egypt. Pills only slipped behind non-pill format supplements by NBJ estimates in 2019. Who could say 3,600 years of leading the market isn’t a good track record?

Gummies are the star of the industry right now, with booming 74.9% growth in 2021 and moving into the single largest non-pill market share at 21.3%. These “candyceuticals” span across conditions, from sleep to sports, and we expect the gummy market to be four times larger than it was in 2016, reaching $16.76 Billion by 2024.

Non-pill formats project the strongest growth, and in our first Delivery Format Report we cover market sizing, sales and growth across: Chewable, Effervescent, Gummy, Liquid, Lollipop, Lozenge, Pill, Pill Pack, Powder, Quick Dissolve, Shot, SoftGel, VegiCaps, and all other delivery formats.

NBJ also surveyed 1,005 regular supplement users in January 2022 to give you a deeper perspective on the attitudes driving this change. With a quick glance at consumer research, it’s possible to form a rushed conclusion that the age of the pill is over for supplements and that we'll soon be chewing our way through an all-gummies supplement market. But there's more to the story about how personal and generational preferences will shape the supplement aisles of tomorrow.

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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


44 Proprietary Charts & Graphs

14 Delivery Formats

Consumer research from January 2022 

 Among 1,005 regular supplement users

Raw Data + PPT Slides

Delivery Formats

Table of Contents

Click through each chapter for detailed list of data charts and survey questions.

Executive Overview

Pills, Softgels, Vegetarian capsules and Pill Packs

Gummies and Chewables


Shots and liquids

All others

Consumer survey

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


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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