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The State of Natural Report
The State of Natural Report
The State of Natural Report
The State of Natural Report
The State of Natural Report
The State of Natural Report
The State of Natural Report
The State of Natural Report
The State of Natural Report
The State of Natural Report
The State of Natural Report
The State of Natural Report

The State of Natural Report


The State of Natural, related to Expo West's most popular conference session, reports on the overall natural and organic industry and the challenges and opportunities facing natural and organic CPG brands. This report features data and insights based on:

  • Market sizing and growth data for natural and organic products industry through 2023, with estimates for 2024, exploring the following categories:
    • Natural, organic and functional food and beverage
    • Supplements
    • Natural Living (Personal Care and Household)
  • Consumer research exploring attitudes and behaviors around new product discovery. Five surveys cover:
    • Natural and organic food and beverage products
    • Functional food and beverage products
    • Dietary supplements
    • Natural and organic personal care products (e.g., soaps, lotions, cosmetics, etc.)
    • Natural and organic household products (e.g., detergents, linens, household cleaner solutions, etc.) 

This New Hope Network report utilizes NBJ data to help you track the pulse of the natural products market.

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

72 Proprietary Data Charts

Four consumer surveys of 1,000+ users from February 2024

15 Products Highlighted within Key Trends

Expert Analysis and Commentary

Table of Contents

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

Download the Table of Contents

Executive Overview

Food & beverage


Natural living

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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Washington Post
Consumer Reports
Fast Company
Yahoo Finance