165 Market Sizing Charts & Graphs
40 Company Profiles
Category-by-category analysis with projections through 2025
List of Top 50 Companies by 2021 Supplement Sales
Raw Data + PPT Slides
Sales, growth, and analysis across 6 sales channels
Natural and Specialty Retail
Mass Market Retail
E-Commerce
Practitioner
MLM/Network Marketing
Mail Order, DRTV and Radio
Pill
Pill Pack
Powder
Quick Dissolve
Shot
Softgel
Vegicaps
All Others
NBJ’s annual report detailing the industry by category and sub-category
Vitamins
Minerals
Herbs & Botanicals
Sports Nutrition
Meal Supplements / Replacements
Specialty Supplements
Pill
Pill Pack
Powder
Quick Dissolve
Shot
Softgel
Vegicaps
All Others
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:
Shifting Shares: Except for 2020, when vitamins grabbed the top spot, herbs and botanicals have consistently been the fastest-growing category since early in the last decade. That growth is becoming increasingly evident in market share, with herbs and botanicals on track to claim 22.0% of the market in 2025, up from 18.6% in 2017. A close look reveals most of that gain in share was at the expense of vitamins, suggesting that herbs and botanicals have established a solid position in the mainstream.
- $272.14 Billion Natural and Organic Products Industry by Product Category, 2021
- Natural and Organic Products Industry Sales and Growth, 2017-2025e
- $59.91 Billion Supplement Industry by Product Category, 2021
- Supplement Industry Sales and Growth, Current vs. Pre-COVID, 2017-2025e
- Supplement Industry Sales and Growth, 2017-2025e
- Supplement Industry Sales and Growth, Current vs. Pre-COVID, 2017-2025e
- Natural and Organic Products Industry Sales vs. Supplement Sales, 2017-2025e
- Supplement Industry Sales by Product Category, 2017-2025e
- Supplement Industry Growth by Product Category, 2017-2025e
- Supplement Industry Added Dollars by Product Category, 2017-2025e
- Supplement Industry Market Share by Product Category, 2017-2025e
- $272.14 Billion Natural and Organic Products Industry by Channel, 2021
- Natural and Organic Products Industry Sales by Channel, 2017-2025e
- Natural and Organic Products Industry Growth by Channel, 2017-2025e
- Natural and Organic Products Industry Market Share by Channel, 2017-2025e
- $59.91 Billion Supplement Sales by Channel, 2021
- Supplement Industry Sales by Channel, 2017-2025e
- Supplement Industry Growth by Channel, 2017-2025e
- Supplement Industry Added Dollars by Channel, 2017-2025e
- Supplement Industry Market Share by Channel, 2017-2025e
Vitamins and Minerals
- Key highlights and takeaways from the report. For example:
Mass and Momentum: The vitamins market ended 2021 more than $5 billion larger than it was in 2017. For perspective, that’s the equivalent of adding nearly an entire meal supplement category in terms of market size. Even dropping back to modest 5.5% growth, the market added nearly a billion dollars in 2021. - Vitamin Growth vs. Total Supplement Growth, 2017- 2025e
- Vitamin Sales and Growth vs. Total Supplement Sales and Growth, 2017-2025e
- Vitamin Sales and Growth, 2017-2025e
- $18.7 Billion Vitamin Sales by Product Category, 2021
- Vitamin Sales by Product Category, 2017-2025e
- Vitamin Growth by Product Category, 2017-2025e
- Vitamin Added Dollars by Product Category, 2017-2025e
- Vitamin Market Share by Product Category, 2017-2025e
- $18.70 Billion Vitamin Sales by Channel, 2021
- Vitamin Sales by Channel, 2017-2025e
- Vitamin Growth by Channel, 2017-2025e
- Vitamin Added Dollars by Channel, 2017-2025e
- Vitamin Market Share by Channel, 2017-2025e
- Multivitamin Sales and Growth, 2017-2025e
- $8.57 Billion Multivitamin Sales by Channel, 2021
- Vitamin A Sales and Growth, 2017-2025e
- $626 Million Vitamin A Sales by Channel, 2021
- B Vitamins Sales Growth, 2017-2025e
- $2.65 Billion B Vitamins Sales by Channel, 2021
- Vitamin C Sales and Growth, 2017-2025e
- $1.94 Billion Vitamin C Sales by Channel, 2021
- Vitamin D Sales and Growth, 2017-2025e
- $1.67 Million Vitamin D Sales by Channel, 2021
- New Chapter Fermented C Complex
- True Grace Men’s 40+ Multi
- Hum Air Patrol
- Key highlights and takeaways from the report. For example:
Yay to z: Many observers could look at the falling fortunes of zinc and be ready to write the mineral off as flash in the pan(demic). That 2020 ultraspike of 168.3% was followed by a less spectacular 6.8% trajectory in 2021. We see declines coming this year and then onward through the forecast period. But to dwell on those declines is to miss the fact that zinc is a market transformed. In 2019, NBJ reported $120 million in sales. In 2025, after projected declines four years in a row, sales are still expected to be over two and a half times larger than they were pre-pandemic.
- Mineral Growth vs. Total Supplement Growth, 2017-2025e
- Mineral Sales and Growth vs. Total Supplement Sales 2017-2025e
- Mineral Sales and Growth, 2017-2025e
- $3.69 Billion Mineral Sales by Product Category, 2021
- Mineral Sales by Product Category, 2017-2025e
- Mineral Growth by Product Category, 2017-2025e
- Mineral Added Dollars by Product Category, 2017-2025e
- Mineral Market Share by Product Category,2017-2025e
- $3.69 Billion Mineral Sales by Channel, 2021
- Mineral Sales by Channel, 2017-2025e
- Mineral Growth by Channel, 2017-2025e
- Mineral Added Dollars by Channel, 2017-2025e
- Mineral Market Share by Channel, 2017-2025e
- Calcium Sales and Growth, 2017-2025e
- $1.13 Billion Calcium Sales by Channel, 2021
- Magnesium Sales and Growth, 2017-2025e
- $1.36 Billion Magnesium Sales by Channel, 2021
- Iron Sales and Growth, 2017-2025e
- $431 Million Iron Sales by Channel, 2021
- Selenium Sales and Growth, 2017-2025e
- $114 Million Selenium Sales by Channel, 2021
- Zinc Sales and Growth, 2017-2025e
- $343 Million Zinc Sales by Channel, 2021
- Mary Ruth’s Liquid Nighttime Multimineral
- AlgaeCal Plus
- MegaFood Blood Builder
Herbs and botanicals
- Key highlights and takeaways from the report. For example:
Plant-powered market share: For the past decade, herbs and botanicals have consistently been the fastestgrowing category in supplements, with increased mainstream appeal. As such, the category is gaining substantial market share. Now on track to claim 22.0% of the market in 2025, up from 18.6% in 2017, it’s the category to watch in the supplement pie.
- Herb and Botanical Growth vs. Total Supplement Growth, 2017-2025e
- Herb and Botanical Sales and Growth vs. Total Supplement Sales and Growth, 2017-2025e
- Herb and Botanical Sales and Growth, 2017-2025e
- $12.35 Billion Herb and Botanical Sales by Channel
- Herb and Botanical Sales by Channel, 2017-2025e
- Herb and Botanical Growth by Channel, 2017-2025e
- Herb and Botanical Added Dollars by Channel, 2017-2025e
- Ashwagandha Sales and Growth, 2017-2025e
- Hemp CBD Sales and Growth, 2017-2025e
- Mushroom Sales and Growth, 2017-2025e
- Turmeric Sales and Growth, 2017-2025e
- Plant People WonderDay Mushroom Gummies
- Four Sigmatic Focus Blend Mix
- Herb Pharm Herbs on the Go: Bed Time
- Herbalist & Alchemist David Winston’s Osteo Herb Capsules
- Great Lakes Wellness
- Apothekary Chill the F* Out
- Gaia Everyday Adaptogen
Sports nutrition
- Key highlights and takeaways from the report. For example:
Better than it sounds: At $3.16 billion, sports nutrition in the natural and specialty channel is second only to vitamins, but the 3.4% gain in 2021 lags well behind the category overall, which saw a 9.2% increase in sales. That channel figure is actually better than it sounds, though. In 2020, with standalone supplement stores like Vitamin Shoppe all but closed by lockdown, the natural and specialty chain saw a decline for sports nutrition sales of 6.2%. Accepting that, the 3.4% comeback in 2021 approaches a double-digit swing.
- Sports Nutrition Supplement Growth vs. Total Supplement Growth, 2017-2025e
- Sports Nutrition Supplement Sales and Growth vs. Total Supplement Sales and Growth, 2017-2025e
- Sports Nutrition Supplement Sales and Growth, 2017-2025e
- $8.17 Billion Sports Nutrition Supplement Sales by Product Category, 2021
- Sports Nutrition Supplement Sales by Product Category, 2017-2025e
- Sports Nutrition Supplement Growth by Product Category, 2017-2025e
- Sports Nutrition Supplement Added Dollars by Product Category, 2017-2025e
- Sports Nutrition Supplement Market Share by Product Category, 2017-2025e
- Sports Nutrition Supplement Sales by Channel, 2017-2025e
- $8.17 Billion Sports Nutrition Supplement Sales by Channel, 2021
- Sports Nutrition Supplement Growth by Channel, 2017-2025e
- Sports Nutrition Supplement Added Dollars by Channel, 2017-2025e
- Sports Nutrition Pill Sales and Growth, 2017-2025e
- Sports Nutrition Pill Sales by Channel, 2021
- Sports Nutrition Supplement Market Share by Channel, 2017-2025e
- Functional Sports Beverage Sales and Growth, 2017-2025e
- Functional Sports Beverage Sales by Channel, 2021
- Sports Nutrition Powder Sales and Growth, 2017-2025e
- Sports Nutrition Powder Sales by Channel, 2017-2025e
- Ora Organic Renewable Energy Beet
- California Performance Company V-Whey
- Boost Original Nutritional Drink
Meal supplements
- Key highlights and takeaways from the report. For example:
On target (both of them): Meal supplements stands out among all the categories in this report as sticking so close to the pre-pandemic projections that it feels almost eerie, as though it got left out of the biggest health crisis of the last century. Before the pandemic, NBJ projected a $6.15 billion market, growing at 4.6%. We now estimate the 2021 market at $6.17 billion, growing at 4.3%
- Sports Nutrition Powder Sales by Channel, 2021
- Meal Supplement Growth vs. Total Supplement Growth, 2017-2025e
- Meal Supplement Sales and Growth vs. Total Supplement Sales and Growth, 2017-2025e
- Meal Supplement Sales and Growth, 2017-2025e
- $6.17 Billion Meal Supplement Sales by Channel, 2021
- Meal Supplement Sales by Channel, 2017-2025e
- Meal Supplement Growth by Channel, 2017-2025e
- Meal Supplement Added Dollars by Channel, 2017-2025e
- Meal Supplement Market Share by Channel, 2017-2025e
- Glucerna Hunger Smart shake
- Ample
- Kate Farms Standard 1.0
Specialty Supplements
- Key highlights and takeaways from the report. For example:
The pandemic sequel: When supplement sales exploded in 2020, riding high on interest in immunity, specialty ingredients like melatonin and probiotics got to share in that bounty. When sales retreated from historic highs, specialty supplements sales followed, but not as closely. In 2021, the ingredients in this category held on to more momentum than the industry overall.
- Specialty Supplement Growth vs. Total Supplement Growth, 2017 2025e
- Specialty Supplement vs. Total Supplement Sales and Growth, 2017-2025e
- Specialty Supplement Sales and Growth, 2017-2025e
- $10.83 Billion Specialty Supplement Sales by Product Category, 2021
- Specialty Supplement Sales by Product Category, 2017-2025e
- Specialty Supplement Sales by Product Category, 2017-2025e
- Specialty Supplement Growth by Product Category, 2017-2025e
- Specialty Supplement Added Dollars by Product Category, 2017-2025e
- Specialty Supplement Market Share by Product Category, 2017-2025e
- $10.83 Billion Specialty Supplement Sales by Channel, 2021
- Specialty Supplement Sales by Channel, 2017-2025e
- Specialty Supplement Growth by Channel, 2017-2025e
- Specialty Supplement Added Dollars by Channel, 2017-2025e
- Specialty Supplement Market Share by Channel, 2017-2025e
- Pre- Pro- and Synbiotic Sales and Growth, 2017-2025e
- Pre- Pro- and Synbiotic Sales by Channel, 2021
- Fish and Animal Oil Sales and Growth, 2017-2025e
- Fish and Animal Oil Sales by Channel, 2021
- Collagen Sales and Growth, 2017-2025e
- Collagen Sales by Channel, 2021
- Melatonin Sales and Growth, 2017-2025e
- Melatonin Sales by Channel, 2021
- Life Extension Super Ubiquinol CoQ10 with PQQ
- Nordic Naturals Algae Omega
- Seed Synbiotic Pre- and Probiotic
Sales Channels
- Key highlights and takeaways from the report. For example:
Tipping points: E-commerce was already a tidal wave sweeping over all other channels before the pandemic lockdowns accelerated the transition, but 2021 stands out in multiple categories. In NBJ projections, this is the last year people will spend more in natural and specialty than in e-commerce on both ingredients in the “specialty supplements” grouping and on herbs and botanicals. - Supplement Industry Sales by Channel, 2017-2025e
- $59.91 Billion Supplement Industry by Channel, 2021
- Supplement Industry Growth by Channel, 2017-2025e
- Supplement Industry Added Dollars by Channel, 2017-2025e
- Supplement Industry Market Share by Channel, 2017-2025e
- Natural and Specialty Retail Channel Supplement Sales and Growth, 2017-2025e
- Natural and Specialty Retail Channel Growth vs Total Supplement Growth, 2017-2025e
- Natural and Specialty Retail Channel Sales by Product Category, 2017-2025e
- Natural and Specialty Retail Channel Growth by Product Category, 2017-2025e
- Natural and Specialty Retail Channel Market Share by Product Category, 2017-2025e
- Preview: The pandemic falls somewhere short of a Tale of Two Cities moment for the natural and specialty channel...
- Practitioner Channel Supplement Sales and Growth, 2017-2025e
- Practitioner Channel Growth vs Total Supplement Growth, 2017-2025e
- Practitioner Channel Sales by Product Category, 2017-2025e
- Practitioner Channel Growth by Product Category, 2017-2025e
- Practitioner Channel Market Share by Product Category, 2017-2025e
- Mass Market Retail Channel Supplement Sales and Growth, 2017-2025e
- Mass Market Retail Channel Growth vs Total Supplement Growth, 2017-2025e
- Mass Market Retail Channel Sales by Product Category, 2017-2025e
- Mass Market Retail Channel Supplement Growth by Product Category, 2017-2025e
- Mass Market Retail Channel Market Share by Product Category, 2017-2025e
- MLM/Network Marketing Channel Supplement Sales and Growth, 2017-2025e
- MLM/Network Marketing Channel Growth vs Total Supplement Growth, 2017-2025e
- MLM/Network Marketing Channel Sales by Product Category, 2017-2025e
- MLM/Network Marketing Channel Growth by Product Category, 2017-2025e
- MLM/Network Marketing Channel Growth by Product Category, 2017-2025e
- Mail Order, DRTV and Radio Channel Supplement Sales and Growth, 2017-2025e
- Mail Order, DRTV and Radio Channel Growth vs Total Supplement Growth, 2017-2025e
- Mail Order, DRTV and Radio Channel Sales by Product Category, 2017-2025e
- Mail Order, DRTV and Radio Channel Growth by Product Category, 2017-2025e
- Mail Order, DRTV and Radio Channel Market Share by Product Category, 2017-2025e
- E-Commerce Channel Supplement Sales and Growth, 2017-2025e
- E-Commerce Channel Growth vs Total Supplement Growth, 2017-2025e
- E-Commerce Channel Sales by Product Category, 2017-2025e
- E-Commerce Channel Growth by Product Category, 2017-2025e
- E-Commerce Channel Market Share by Product Category, 2017-2025e
Company profiles
- Chart: Top 50 Companies by 2021 U.S. Dietary Supplement Sales
- Abbott Nutrition
- Adaptive Health (Healthy Directions)
- Alticor (Amway)
- Arizona Nutritional Supplements
- Bausch + Lomb
- Bayer
- BeachBody (Shakeology)
- Better Nutritionals
- Bodybuilding.com
- Church & Dwight
- Clorox
- Church & Dwight
- Designs for Health
- DoTERRA
- DSM (i-Health, Culturelle)
- Emerson Ecologics
- Glanbia
- GNC
- Golden Hippo
- Goli
- Great Health Works
- Gryphon Investors (Metagenics)
- GSK Consumer Healthcare
- Herbalife Nutrition Ltd.
- International Vitamin Corporation
- Iovate Health Sciences International Inc.
- Isagenix
- "Johnson & Johnson (incl.Zarbee's)"
- Kikkoman (incl. Country Life, Allergy Research Group)
- Life Extension
- Natural Factors
- Nestlé Health Science
- Nordic Naturals
- NOW Foods
- Pharmavite
- Physician's Choice
- Procter & Gamble
- Reckitt
- Santa Cruz Nutritional
- Schwabe Group
- Shaklee
- SportsResearch
- Standard Process
- Swanson Health
- Unilever
- Vitacost.com
- Vitaquest International
- Vytalogy Wellness (incl. Jarrow, Natrol)
- WM Partners (Vega)
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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