Natural channel sales grew 3.1 percent in 2017, with 30 percent of stores experiencing average sales declines of -6.4 percent. Supplement store fared worse than average; 39 percent of stores that are 1,200 square feet or larger reported declines, and 35 percent of stores less than 1,200 square feet reported year-over-year drops.

Natural retailers, however, remain positive about the state of supplement sales at bricks and mortar. The category grew 3.7 percent, representing 27.9 percent of natural channel sales.