It’s no surprise that the internet continues to be the strongest growing channel in the supplements market. Online supplements sales reached $2.8 billion in 2016, and the channel has a 10-year CAGR of 14 percent, compared with the brick-and-mortar CAGR of 8.5 percent.

With consistent double-digit growth over the last 10 years and forecast over the next five, online sales are expected to reach 9 percent of total supplements market share by 2021, up from just 2.8 percent in 2006. The internet has provided huge opportunity for both legacy brands and startups alike. An increasing number of companies are now launching directly to consumers through either their own e-commerce platform or through retailers such as Amazon.