“Grocery and other mass channels had some slowing growth in supplements. That makes up the majority of our channel, so it really heavily affected that growth trend a little bit more than even the rise in ecommerce.”
— Claire Morton, Senior Analyst, Nutrition Business Journal
- U.S. dietary supplement sales grew 5.4%, reaching $43.4B—a slight drop-off from 2016.
- The brightest growth spot is herbs and botanicals: 19% market share, 8.5% growth, with adaptogenic herbs playing a big role.
- Collagen is the hot ingredient in the hair/skin/nails supplements category, continuing double-digit growth.
- Pill fatigue exists across all conditions and categories: a 14% increase in non-pill format market share since 2011, with gummies seeing exponential growth.
- In the next two years, surveyed supplement consumers expect to shop first in mass market, then e-commerce and grocery respectively.
This session—The Supplement Round Table: The State of the Supplement Industry—was recorded at Natural Products Expo East 2018. Click "download" to access the presentation slides.