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In Session

By the numbers: the state of the supplement industry

Get key data and discover the top six industry trends with Claire Morton, Nutrition Business Journal Senior Analyst, during this session at Natural Products Expo East 2018.

“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.

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