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E-commerce is growing at a rate double that of the supplements industry as a whole. See more in this latest installment of our twice-monthly data discussion from Nutrition Business Journal’s senior analyst.

Claire Morton, Senior Industry Analyst

February 1, 2018

1 Min Read
The Analyst’s Take: Online supplements sales see double-digit growth

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.


See more in NBJ's 2017 Global Supplement Business Report.

About the Author(s)

Claire Morton

Senior Industry Analyst, New Hope Network

Claire Morton is the senior industry analyst for New Hope Network’s Nutrition Business Journal. She manages NBJ’s data and insights to inform the industry on market trends and forecasts in natural and organic food and beverage, functional food and beverage, dietary supplements and personal care.

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