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A collaboration with Nutrition Business Journal, the 2015 NFM Market Overview reports 2014 sales statistics from 340 respondents who answered questions about their operations.

May 12, 2015

40 Min Read
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

 

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

 

 

 

 

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

 

 

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

 

 

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

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

 

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

 

 

 

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

 

 

 

 

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

 

 

 

 

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

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

 

 

 

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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