NFM 2015 Market Overview data charts and graphics

Natural Products stores 2014 sales by category

Natural products stores' 2014 sales by category
	Total sales (M)	% change from 2013	Category as % of total sales


Dairy	$3,516	10.3%	7.2%
Fruit & vegetables	$6,391	7.9%	13.0%
Breads & grains	$3,745	6.4%	7.6%
Meat, fish, poultry	$1,886	10.2%	3.8%
Beverages	$5,799	8.4%	11.8%
Snack foods	$2,764	12.0%	5.6%
Packaged/prepared foods	$3,636	8.4%	7.4%
Condiments	$1,211	9.4%	2.5%
Food TOTAL	$28,947	8.7%	59.0%
Supplements TOTAL	$13,506	6.1%	27.5%
Personal care
& other products TOTAL	$6,606	8.7%	13.5%
2014 TOTAL	$49,059	8.0%	100.0%
Adjusted 2013	$45,417

Natural products stores' 2014 sales by category, organic

Natural products stores' 2014 sales by category, organic
	Organic sales (M)	% change from 2013	% of cat. that is organic	% of total organic sales


Dairy	$2,364	11.2%	67%	16%
Fruit & vegetables	$4,922	7.6%	77%	32%
Breads & grains	$1,717	5.7%	46%	11%
Meat, fish, poultry	$456	5.9%	24%	3%
Beverages	$1,758	9.2%	30%	12%
Snack foods	$728	12.8%	26%	5%
Packaged/prepared foods	$1,449	6.7%	40%	10%
Condiments	$669	12.0%	55%	4%
Food TOTAL	$14,063	8.5%	49%	93%
Supplements TOTAL	$339	9.2%	3%	2%
Personal care
& other products TOTAL	$751	13.1%	11%	5%
2014 TOTAL	$15,153	8.7%	31%	100%

Natural products stores' supplement sales

Supplement sales
	Total sales (M)	% change from 2013
	Total sales (M)	% change from 2013
Vitamins	$4,843	3.4%
Minerals	$1,199	6.9%
Herbs/botanicals	$2,186	7.7%
Sports	$2,476	9.8%
Meal supplements	$419	12.6%
Specialty	$1,988	4.8%
Homeopathy	$395	6.1%
Total	$13,506	6.1%

Average sales per store

Average sales per store
	Total	Natural products stores	Health food stores	Supplement stores


Avg. sales 2014	$2.86 M	$5.15 M	$1.06 M	$633 K
Avg. overall net sales change	6.1%	7.0%	3.9%	4.8%
% of stores with sales increase	74%	81%	66%	72%
Avg. sales increase	8.6%	9.1%	8.1%	8.0%
% of stores with sales decrease	15%	10%	23%	17%
Avg. sales decrease	-5.2%	-3.6%	-6.0%	-5.6%
% of stores unchanged	10%	9%	11%	11%

Average sales by square footage

Average sales by square footage
Natural products stores	<=3,000 sq. ft. retail	3,001-6,000 sq. ft. retail	>6,000 sq. ft. retail
Natural products stores	<=3,000 sq. ft. retail	3,001-6,000 sq. ft. retail	>6,000 sq. ft. retail
Avg. sales 2014	$892 K	$3.56 M	$9.68 M
Avg. overall net sales change	6.3%	8.0%	7.1%
% of stores with sales increase	72%	88%	85%
Avg. sales increase	9.2%	9.3%	8.8%
% of stores with sales decrease	12%	6%	10%
Avg. sales decrease	-3.2%	-3.0%	-4.5%
% of stores unchanged	16%	6%	6%


Health food stores	<=2,000 sq. ft. retail	>2,000 sq. ft. retail
Health food stores	<=2,000 sq. ft. retail	>2,000 sq. ft. retail
Avg. sales 2014	$353 K	$1.79 M
Avg. overall net sales change	3.4%	4.4%
% of stores with sales increase	66%	65%
Avg. sales increase	6.8%	9.1%
% of stores with sales decrease	16%	29%
Avg. sales decrease	-6.8%	-5.6%
% of stores unchanged	18%	6%


Supplement stores	<=1,200 sq. ft. retail	>1,200 sq. ft. retail
Supplement stores	<=1,200 sq. ft. retail	>1,200 sq. ft. retail
Avg. sales 2014	$378 K	$862 K
Avg. overall net sales change	3.7%	5.6%
% of stores with sales increase	65%	78%
Avg. sales increase	6.9%	8.8%
% of stores with sales decrease	17%	19%
Avg. sales decrease	-4.4%	-6.6%
% of stores unchanged	17%	4%

Growth and competition

Growth and competition
	Total	Natural products store	Health food stores	Supplement stores
	Total	Natural products store	Health food stores	Supplement stores
2014
% that added onto one or more existing facilities in 2014	6%	6%	6%	2%
% that renovated/remodeled one or more of your existing facilities in 2014	16%	16%	20%	11%
% that added one or more locations through a new build or acquisition in 2014	5%	8%	2%	3%
% that closed one or more location(s) in 2014	4%	5%	2%	8%
None of the above	77%	75%	77%	83%
% indicating competitor opened store in their region in 2014	34%	31%	33%	44%
% indicating competitor closed store in their region in 2014	9%	11%	5%	11%
2015
% that plan to add onto one or more existing facilities in 2015	5%	8%	2%	2%
% that plan to renovate/remodel one or more of existing facilities in 2015	14%	17%	11%	11%
% that plan to add one or more locations through a new build or acquisition in 2015	8%	12%	6%	0%
% plan to close one or more location(s) in 2015	4%	3%	4%	8%
None of the above	74%	66%	79%	82%

Natural products stores
	<=3,000 sq. ft. retail	3,001-6,000 sq. ft. retail	>6,000 sq. ft. retail
2014
% that added onto one or more existing facilities in 2014	2%	5%	9%
% that renovated/remodeled one or more of your existing facilities in 2014	10%	8%	24%
% that added one or more locations through a new build or acquisition in 2014	2%	8%	12%
% that closed one or more location(s) in 2014	5%	3%	5%
None of the above	84%	81%	65%
% indicating competitor opened store in their region in 2014	11%	47%	40%
% indicating competitor closed store in their region in 2014	6%	14%	15%
2015
% that plan to add onto one or more existing facilities in 2015	10%	11%	6%
% that plan to renovate/remodel one or more of existing facilities in 2015	10%	19%	21%
% that plan to add one or more locations through a new build or acquisition in 2015	4%	3%	23%
% plan to close one or more location(s) in 2015	3%	3%	2%
None of the above	75%	73%	58%

Health food stores
	<=2,000 sq. ft. retail	>2,000 sq. ft. retail
2014
% that added onto one or more existing facilities in 2014	6%	7%
% that renovated/remodeled one or more of your existing facilities in 2014	16%	24%
% that added one or more locations through a new build or acquisition in 2014	2%	2%
% that closed one or more location(s) in 2014	1%	3%
None of the above	80%	75%
% indicating competitor opened store in their region in 2014	36%	31%
% indicating competitor closed store in their region in 2014	6%	3%
2015
% that plan to add onto one or more existing facilities in 2015	2%	2%
% that plan to renovate/remodel one or more of existing facilities in 2015	10%	12%
% that plan to add one or more locations through a new build or acquisition in 2015	6%	7%
% plan to close one or more location(s) in 2015	8%	2%
None of the above	78%	80%


Supplement stores
	<=1,200 sq. ft. retail	>1,200 sq. ft. retail
2014
% that added onto one or more existing facilities in 2014	0%	3%
% that renovated/remodeled one or more of your existing facilities in 2014	7%	14%
% that added one or more locations through a new build or acquisition in 2014	3%	3%
% that closed one or more location(s) in 2014	5%	11%
None of the above	90%	76%
% indicating competitor opened store in their region in 2014	46%	45%
% indicating competitor closed store in their region in 2014	10%	10%
2015
% that plan to add onto one or more existing facilities in 2015	0%	0%
% that plan to renovate/remodel one or more of existing facilities in 2015	7%	18%
% that plan to add one or more locations through a new build or acquisition in 2015	0%	0%
% plan to close one or more location(s) in 2015	3%	10%
None of the above	90%	75%

Profit and expense

Profit & expense
	Total	Natural product stores	Health food stores	Supplement stores
	Total	Natural product stores	Health food stores	Supplement stores
Avg. revenue	$2.86 M	$5.15 M	$1.06 M	$633 K
Cost of goods sold	68%	67%	69%	68%
Storewide gross profit margin	32%	33%	31%	32%

Natural products stores
	<=3,000 sq. ft. retail	3,001-6,000 sq. ft. retail	>6,000 sq. ft. retail
	<=3,000 sq. ft. retail	3,001-6,000 sq. ft. retail	>6,000 sq. ft. retail
Avg. revenue	$892 K	$3.56 M	$9.68 M
Cost of goods sold	70%	66%	65%
Storewide gross profit margin	30%	34%	35%

Health food stores
	<=2,000 sq. ft. retail	>2,000 sq. ft. retail
	<=2,000 sq. ft. retail	>2,000 sq. ft. retail
Avg. revenue	$353 K	$1.79 M
Cost of goods sold	73%	67%
Storewide gross profit margin	27%	33%

Supplement stores
	<=1,200 sq. ft. retail	>1,200 sq. ft. retail
	<=1,200 sq. ft. retail	>1,200 sq. ft. retail
Avg. revenue	$378 K	$862 K
Cost of goods sold	66%	68%
Storewide gross profit margin	34%	32%

Regional independent growth

Regional independent growth
Region	Sales (B)	% change from 2013	% of total
New England	$2.19	7.7%	8%
Middle Atlantic	$3.25	5.6%	12%
South Atlantic	$3.59	6.3%	13%
East South Central	$1.30	8.9%	5%
West South Central	$3.54	4.1%	13%
East North Central	$2.33	6.0%	9%
West North Central	$2.23	8.4%	8%
Mountain	$2.34	4.4%	9%
Pacific	$6.41	6.2%	24%
Total	$27.17	6.1%	100%


Universe of stores
Independents &	Store size	No. of stores	Nutrition sales (M) **	% of sales
small chains	Store size	No. of stores	Nutrition sales (M) **	% of sales
Natural products store	<=3,000 sq. ft.	1,408	$1,592	3.2%
Natural products store	3,001-6,000 sq. ft.	1,181	$3,803	7.8%
Natural food supermarket	>6,000 sq. ft.	2,082	$13,718	28.0%
Health food store	<=2,000 sq. ft.	1,942	$1,273	2.6%
Health food store	>2,000 sq. ft.	1,980	$4,647	9.5%
Supplement store	<=1,200 sq. ft.	1,021	$706	1.4%
Supplement store	>1,200 sq. ft.	1,153	$1,436	2.9%
Total independents		10,767	$27,175	55.4%

Whole Foods Market		387	$14,144	28.8%
GNC		6,638	$1,823	3.7%
Vitamin World (NBTY)		403	$223	0.5%
Vitamin Shoppe		711	$1,074	2.2%
Natural Grocers by Vitamin Cottage		91	$546	1.1%
Sprouts Farmers Market		191	$2,197	4.5%
The Fresh Market		169	$875	1.8%
Other*		16,486	$1,002	2.0%
Total independents & specialty		35,843	$49,059	100%

Business statistics

Business statistics
	Total	Natural products stores	Health food stores	Supplement stores


Average # of natural products stores under same ownership	1.6	1.7	1.6	1.4
Average square feet (retail only)	2,999	4,972	2,240	1,139
Average annual sales per RETAIL square foot	$955	$1,035	$474	$556
Average # of years store has been open	28.1	28.9	28.9	24.2
Average wholesale inventory value	$142,565	$211,483	$111,284	$86,025
Average number of SKUs	6,256	9,086	5,608	2,810
Average sales allocation
USDA Certified Organic (70% organic or more)	42%	51%	38%	29%
Natural products	50%	42%	53%	66%
Conventional products	6%	6%	6%	5%
Other	2%	1%	3%	2%
% sales Non-GMO certified	31%	33%	33%	23%
% offering private label products	53%	60%	47%	45%
Food	18%	28%	11%	2%
Supplements	42%	44%	40%	42%
Personal care	8%	10%	7%	2%
Customers
Average # weekday	192	390	98	40
Average # weekend	213	429	109	48
Average sale per customer, weekday	$36	$31	$38	$44
Average sale per customers, weekend	$41	$35	$44	$50
Employees
Average # of full-time employees	18	32	8	3
Average # of part-time employees -
15-30 hours	10	17	6	2
Average # of part-time employees -
<15 hours	2	3	1	0

Natural products stores
	<=3,000 sq. ft. retail	3,001-6,000 sq. ft. retail	>6,000 sq. ft. retail
	<=3,000 sq. ft. retail	3,001-6,000 sq. ft. retail	>6,000 sq. ft. retail
Average # of natural products stores under same ownership	1.1	1.6	2.2
Average square feet (retail only)	1,691	4,305	13,697
Average annual sales per RETAIL square foot	$528	$828	$707
Average # of years store has been open	23.2	28.9	33.3
Average wholesale inventory value	$104,591	$190,010	$500,301
Average number of SKUs	4,701	11,418	17,294
Average sales allocation
USDA Certified Organic (70% organic or more)	52%	54%	46%
Natural products	42%	40%	44%
Conventional products	5%	4%	9%
Other	1%	2%	1%
% sales Non-GMO certified	33%	33%	33%
% offering private label products	29%	69%	79%
Food	10%	17%	50%
Supplements	14%	57%	62%
Personal care	2%	9%	17%
Customers
Average # weekday	128	348	1,038
Average # weekend	134	405	1,139
Average sale per customer, weekday	$30	$30	$33
Average sale per customers, weekend	$36	$33	$36
Employees
Average # of full-time employees	5	17	62
Average # of part-time employees - 15-30 hours	5	12	30
Average # of part-time employees - <15 hours	3	1	3


Health food stores
	<=2,000	>2,000
	sq. ft. retail	sq. ft. retail
Average # of natural products stores under same ownership	1.3	2
Average square feet (retail only)	1,389	5,175
Average annual sales per RETAIL square foot	$254	$345
Average # of years store has been open	26	31.1
Average wholesale inventory value	$84,263	$208,369
Average number of SKUs	4,637	10,789
Average sales allocation
USDA Certified Organic (70% organic or more)	35%	41%
Natural products	53%	53%
Conventional products	8%	4%
Other	4%	2%
% sales Non-GMO certified	26%	38%
% offering private label products	30%	61%
Food	9%	14%
Supplements	21%	56%
Personal care	6%	7%
Customers
Average # weekday	55	228
Average # weekend	58	260
Average sale per customer, weekday	$39	$36
Average sale per customers, weekend	$45	$43
Employees
Average # of full-time employees	3	12
Average # of part-time employees - 15-30 hours	3	8
Average # of part-time employees - <15 hours	0	1


Supplement stores
	<=1,200	>1,200
	sq. ft. retail	sq. ft. retail
Average # of natural products stores under same ownership	1.5	1.2
Average square feet (retail only)	952	2,102
Average annual sales per RETAIL square foot	$397	$410
Average # of years store has been open	23.8	24.8
Average wholesale inventory value	$65,333	$154,964
Average number of SKUs	2,638	4,783
Average sales allocation
USDA Certified Organic (70% organic or more)	27%	30%
Natural products	67%	66%
Conventional products	6%	4%
Other	4%	0%
% sales Non-GMO certified	20%	26%
% offering private label products	48%	43%
Food	0%	4%
Supplements	43%	43%
Personal care	0%	4%
Customers
Average # weekday	41	67
Average # weekend	47	73
Average sale per customer, weekday	$46	$43
Average sale per customers, weekend	$52	$50
Employees
Average # of full-time employees	2	4
Average # of part-time employees - 15-30 hours	2	2
Average # of part-time employees - <15 hours	0	0

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