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The New Normal: Supplement Industry Growth Outpaces Pre-Pandemic Projections
Supplement Market Rebounds with 4.4% Growth
Microbiome Report 2022
Microbiome Report 2022
Microbiome Report 2022
Microbiome Report 2022
Microbiome Report 2022
Microbiome Report 2022
Microbiome Report 2022
Microbiome Report 2022
Microbiome Report 2022
Microbiome Report 2022
Microbiome Report 2022
Microbiome Report 2022

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Microbiome Report 2022


Dietary supplements focused on the microbiome (pre-, post-, syn- and probiotics) have shown uneven growth in recent years, with probiotics falling far from the heights seen in the past decade. Meanwhile, food and beverage with gut health ingredients and claims continue to outpace the gut health supplements in dollars gained.

In 2021, combined sales of pre-, syn- and probiotics added $197 million in market size; in contrast to food and beverage markets that gained $736 million.

So where do the opportunities lie? Customer education. In this report's consumer research, just 25% of consumers say they consider themselves “knowledgeable” about gut and digestive health. The term "microbiome"' is  "very familiar" to less than a tenth of respondents, showing there's a lot of white space to inform current and future customers.

This first-ever NBJ Microbiome Report breaks down all of these questions with data, market insights and proprietary consumer research to build a tool for navigating the complexities of the food versus supplement dynamic and seeing where that dynamic will take the market next. The microbiome may not be short on unknowns, but brands not willing to wait for every answer will find plenty here to plot a way forward. 

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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

Market Sizing Charts 

Covering supplements and food & beverage

Company Profiles

Focused on microbiome products

Consumer Survey Responses

N=1124 collected June, 2022

Raw Data + PPT Slides

Sales, growth, and analysis across these product categories

Table of Contents

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

Download the Table of Contents

Executive Overview


Functional food and beverage



Consumer survey

Company profiles

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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