Supplement Business Report 2026

Published May 01, 2026

Length 232 Pages

SKU # NUT21230014

Description

The 2026 Supplement Business Report is your essential resource for navigating an industry undergoing rapid transformation. Often referred to as the “bible of the industry,” NBJ’s flagship report delivers unmatched sales and growth data, paired with expert commentary that transforms raw numbers into actionable insights.

Inside, you'll find:

176 Market Sizing Charts: Comprehensive data on sales, growth and market share, 2021 to 2029e, with expert analysis to help you make sense of the numbers. Covers:
Ingredient Categories: Six key categories, from vitamins and minerals to herbs, botanicals and specialty ingredients
Delivery Formats: Pills to powders, gummies and liquids, by the numbers
Sales Channels: Analysis of six critical channels, including e-commerce, natural and specialty, mass market and practitioner sales—with TikTok Shop data included for the first time this year.
33 Company Profiles: Detailed descriptions of key players, including revenue metrics, new products, innovations, and NBJ’s expert take on each brand
Top 50 Companies Report: Showcasing the leading companies by U.S. dietary supplement sales from 2023-2025.

Executive overview: Top thoughts; Steady as she goes; Supplement industry market share by product category, 2025; Supplement industry sales and growth, 2021-2029e; Supplement industry sales by product category, 2021-2029e; Supplement industry growth by product category, 2021-2029e; Supplement industry market share by product category, 2021-2029e; Supplement industry added dollars by product category, 2021-2029e; Natural and organic products industry market share by channel, 2025; Natural and organic products industry sales vs. Supplement sales, 2021-2029e; Natural and organic products industry sales by channel, 2021-2029e; Natural and organic products industry growth by channel, 2021-2029e; Natural and organic products industry market share by channel, 2021-2029e; Supplement market share by channel, 2025; Supplement industry sales by channel, 2021-2029e; Supplement industry growth by channel, 2021-2029e; Supplement industry market share by channel, 2021-2029e; Supplement industry added dollars by channel, 2021-2029e; Read more
Vitamins: Top thoughts; The fundamentals; Vitamins growth vs. Total supplement growth, 2021-2029e; Vitamins sales and growth vs. Total supplement sales and growth, 2021-2029e; Vitamins sales and growth, 2021-2029e; Vitamins market share by product category, 2025; Vitamins sales by product category, 2021-2029e; Vitamins growth by product category, 2021-2029e; Vitamins market share by product category, 2021-2029e; Vitamins added dollars by product category, 2021-2029e; Vitamins market share by channel, 2025; Vitamins sales by channel, 2021-2029e; Vitamins growth by channel, 2021-2029e; Vitamins market share by channel, 2021-2029e; Vitamins added dollars by channel, 2021-2029e; Multivitamin sales and growth, 2021-2029e; Multivitamin market share by channel, 2025; Vitamin A sales and growth, 2021-2029e; Vitamin A market share by channel, 2025; B vitamin sales and growth, 2021-2029e; B vitamin market share by channel, 2025; Vitamin C sales and growth, 2021-2029e; Vitamin C market share by channel, 2025; Vitamin D sales and growth, 2021-2029e; Vitamin D market share by channel, 2025; Market manifestations; Ancient Nutrition Hair Growth Multi; NatureMade GLP-1 Companion Health Pack; MegaFood Whole Body Multi; Read more
Specialty: Top thoughts; Lots of knobs to turn; Specialty supplement growth vs. Total supplement growth, 2021-2029e; Specialty sales and growth vs. Total supplement sales and growth, 2021-2029e; Specialty supplement sales and growth, 2021-2029e; Specialty supplement market share by product category, 2025; Specialty sales by product category, 2021-2029e; Specialty growth by product category, 2021-2029e; Specialty market share by product category, 2021-2029e; Specialty added dollars by product category, 2021-2029e; Specialty market share by channel, 2025; Specialty sales by channel, 2021-2029e; Specialty growth by channel, 2021-2029e; Specialty market share by channel, 2021-2029e; Specialty added dollars by channel, 2021-2029e; Prebiotic sales and growth, 2021-2029e; Probiotic sales and growth, 2021-2029e; Synbiotic sales and growth, 2021-2029e; Pre-, pro- and synbiotic sales and growth, 2021-2029e; Pre-, pro- and synbiotic market share by channel, 2025; Fish and animal oil sales and growth, 2021-2029e; Fish and animal oil market share by channel, 2025; Collagen sales and growth, 2021-2029e; Collagen market share by channel, 2025; Melatonin sales and growth, 2021-2029e; Melatonin market share by channel, 2025; Market manifestations; Goli Renew NAD+ Gummies; Vital Nutrients GLP-1 Daily Support Fiber; Pendulum Metabolic Daily Probiotic; Read more
Herbs and botanicals: Top thoughts; Growing nicely; Herbs and Botanicals growth vs. Total supplement growth, 2021-2029e; Single vs. Combination Herbs and Botanicals sales, 2021-2029e; Single vs. Combination Herbs and Botanicals growth, 2021-2029e; Single vs. Combination Herbs and Botanicals market share, 2021-2029e; Single vs. Combination Herbs and Botanicals supplement growth, 2021-2029e; Herbs and Botanicals sales and growth vs. Total supplement sales and growth, 2021-2029e; Herbs and Botanicals sales and growth, 2021-2029e; Herbs and Botanicals market share by channel, 2025; Herbs and Botanicals sales by channel, 2021-2029e; Herbs and Botanicals growth by channel, 2021-2029e; Herbs and Botanicals market share by channel, 2021-2029e; Herbs and Botanicals added dollars by channel, 2021-2029e; Ashwagandha sales and growth, 2021-2029e; Elderberry sales and growth, 2021-2029e; Hemp CBD sales and growth, 2021-2029e; Mushroom sales and growth, 2021-2029e; Turmeric sales and growth, 2021-2029e; Market manifestations; NuTrops Functional Nootropics Gummies; Bloom Nutrition Hormone Health Balance; Joyous ZenFocus; Read more
Sports nutrition: Top thoughts; Ceding the lead; Sports Nutrition growth vs. Total supplement growth, 2021-2029e; Sports Nutrition sales and growth vs. Total supplement sales and growth, 2021-2029e; Sports Nutrition sales and growth, 2021-2029e; Sports Nutrition market share by product category, 2025; Sports Nutrition sales by product category, 2021-2029e; Sports Nutrition growth by product category, 2021-2029e; Sports Nutrition market share by product category, 2021-2029e; Sports Nutrition added dollars by product category, 2021-2029e; Sports Nutrition market share by channel, 2025; Sports Nutrition sales by channel, 2021-2029e; Sports Nutrition growth by channel, 2021-2029e; Sports Nutrition market share by channel, 2021-2029e; Sports Nutrition added dollars by channel, 2020-2028e; Functional sports beverage sales and growth, 2021-2029e; Functional sports beverage market share by channel, 2025; Sports Nutrition pill and gummy sales and growth, 2021-2029e; Sports Nutrition pill and gummy market share by channel, 2025; Sports Nutrition powder sales and growth, 2021-2029e; Sports Nutrition powder market share by channel, 2025; Market manifestations; Easy Protein Shots; Clean Simple Eats Clear Protein Powder; Unbroken Real Time Recovery; Read more
Meal replacements: Top thoughts; Replacement theories; Meal Replacements growth vs. Total supplement growth, 2021-2029e; Meal Replacements sales and growth vs. Total supplement sales and growth, 2021-2029e; Meal Replacements sales and growth, 2021-2029e; Meal Replacements market share by channel, 2025; Meal Replacements sales by channel, 2021-2029e; Meal Replacements growth by channel, 2021-2029e; Meal Replacements market share by channel, 2021-2029e; Meal Replacements added dollars by channel, 2021-2029e; Market manifestations; Momentum; Happy Viking High-Protein Meal; Ora So Lean & So Clean
Minerals: Top thoughts; Magnesium; Minerals growth vs. Total supplement growth, 2021-2029e; Minerals sales vs. Total supplement sales, 2021-2029e; Minerals sales and growth, 2021-2029e; Minerals market share by product category, 2025; Minerals sales by product category, 2021-2029e; Minerals growth by product category, 2021-2029e; Minerals market share by product category, 2021-2029e; Minerals added dollars by product category, 2021-2029e; Minerals market share by channel, 2025; Minerals sales by channel, 2021-2029e; Minerals growth by channel, 2021-2029e; Minerals market share by channel, 2021-2029e; Minerals added dollars by channel, 2021-2029e; Calcium sales and growth, 2021-2029e; Calcium market share by channel, 2025; Magnesium sales and growth, 2021-2029e; Magnesium market share by channel, 2025; Iron sales and growth, 2021-2029e; Iron market share by channel, 2025; Selenium sales and growth, 2021-2029e; Selenium market share by channel, 2025; Zinc sales and growth, 2021-2029e; Zinc market share by channel, 2025; Market manifestations; Sports Research Magnesium L-Threonate; BodyBio ReMineralize Macro + Micro Minerals; Seeking Health Molybdenum
Delivery formats: Top thoughts; Gateway gummies; Supplement market share by delivery format, 2025; Supplement sales by delivery format, 2021-2029e; Supplement growth by delivery format, 2021-2029e; Supplement market share by delivery format, 2021-2029e; Supplement added dollars by delivery format, 2021-2029e; Gummy format sales and growth, 2021-2029e; Powder format sales and growth, 2021-2029e; Softgel format sales and growth, 2021-2029e; Liquid format sales and growth, 2021-2029e; Capsule format sales and growth, 2021-2029e; Tablet format sales and growth, 2021-2029e; Market manifestations; Herbaland YumBiotic easy-melt powder stick; Plant People Wonder Hydrate Gummies; Banyan Botanicals Adrenal Nourish Tablets; Read more
Sales channels: Top thoughts; Checkout observations; Supplement industry market share by channel, 2025; Supplement industry sales by channel, 2021-2029e; Supplement industry growth by channel, 2021-2029e; Supplement industry added dollars by channel, 2021-2029e; Supplement industry market share by channel, 2021-2029e; Natural and Specialty channel sales and growth, 2021-2029e; Natural and Specialty channel growth vs. Total supplement growth, 2021-2029e; Natural and Specialty channel sales by product category, 2021-2029e; Natural and Specialty channel growth by product category, 2021-2029e; Natural and Specialty channel market share by product category, 2021-2029e; Mass Market channel sales and growth, 2021-2029e; Mass Market channel growth vs. Total supplement growth, 2021-2029e; Mass Market channel sales by product category, 2021-2029e; Mass Market channel growth by product category, 2021-2029e; Mass Market channel market share by product category, 2021-2029e; MLM/Network Marketing channel sales and growth, 2021-2029e; MLM/Network Marketing channel growth vs. Total supplement growth, 2021-2029e; MLM/Network Marketing channel sales by product category, 2021-2029e; MLM/Network Marketing channel growth by product category, 2021-2029e; MLM/Network Marketing channel market share by product category, 2021-2029e; Mail Order, DRTV and Radio channel sales and growth, 2021-2029e; Mail Order, DRTV and Radio channel growth vs. Total supplement growth, 2021-2029e; Mail Order, DRTV and Radio channel sales by product category, 2021-2029e; Mail Order, DRTV and Radio channel growth by product category, 2021-2029e; Mail Order, DRTV and Radio channel market share by product category, 2020-2028e; Practitioner channel sales and growth, 2021-2029e; Practitioner channel growth vs. Total supplement growth, 2021-2029e; Practitioner channel sales by product category, 2021-2029e; Practitioner channel growth by product category, 2021-2029e; Practitioner channel market share by product category, 2021-2029e; E-commerce channel sales and growth, 2021-2029e; E-commerce channel growth vs. Total supplement growth, 2021-2029e; E-commerce channel sales by product category, 2021-2029e; E-commerce channel growth by product category, 2021-2029e; E-commerce channel market share by product category, 2021-2029e; Read more
Company profiles: Top 50 companies by 2025 U.S. dietary supplement sales; Abbott Nutrition; Alticor (Amway); Bausch Health Companies (Bausch + Lomb); Bayer; Better Being Co.; Church & Dwight; Country Life (Lion Equity Partners); Designs for Health; DSM-Firmenich; Gaia Herbs; Glanbia; Goli Nutrition; Haleon (formerly GSK); Herbalife Nutrition; Iovate Health Sciences International; Life Extension; MaryRuth Organics; Metagenics (Gryphon Investors); Natural Factors; Nestlé Health Science; Nordic Naturals; NOW Health Group; Pharmavite (Otsuka); Physician’s Choice; Procter & Gamble; Reckitt; Schwabe Group; Sports Research; Swanson (Swander Pace Capital); Thorne HealthTech (L Catterton); Unilever; USANA Health Sciences; Vytalogy Wellness (New Mountain Capital); Wellful (Kainos Capital)
Related content: Executive overview; What about those tariffs?; The AI effect; The GLP-1 revolution; Vitamins; Vitamin shot happy hour; Specialty; A cognitive question; Clearing the path to ‘Probiotics 2.0’; Herbs and botanicals; CBD on the shelf; Sports nutrition; Cortisol conundrum; Smart sports; Brain pump; Delivery format; Gumming it down; Sales channels; Follow the money; Beyond Amazon?; The big shift
Acknowledgments and definitions: Acknowledgments; Research methodology; Copyright; Definitions

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