Nutrition Business Journal

Did you know gut health influences more than just digestion? From mood and stress levels to heart and skin health, consumers are connecting the dots—and the market is booming. Join us on March 26 as New Hope Network Nutrition Business Journal's Bill Giebler and Rick Polito break down the latest consumer trends, sales insights and product opportunities shaping the gut health revolution. ? Whether you're in product development, marketing or strategy, this session is your chance to stay ahead in a growing category. ? RSVP now to reserve your spot and discover what’s next in gut health! #NBJLive #GutHealth #WellnessTrends #HealthSupplements #ConsumerInsights NBJ Summit

Big shoutout to Christian Irwin for authoring his first NBJ Analyst Take! ???? We're thrilled to feature his work, and look forward to future takes from him. Check out his insights from the NBJ Gut Health Report below ??

All dietary supplements are ingested. That’s a regulatory requirement, and, as such, the gastrointestinal system is the gateway to nutritional health for all targeted health conditions, not just digestive ones. Paired with the growing awareness of the microbiome and growing number of gut axes, gastrointestinal health is increasingly viewed as a fulcrum of health—even before we consider the impact of a vast universe of bacterial collaborators (or challengers) known as the microbiome. As the gastrointestinal system plays a crucial role in determining whether a supplement delivers on its intended benefits, no condition can be addressed without cooperation of the gut. The stomach, small intestine and their associated microbiomes all serve as the gatekeepers of absorption, metabolism and bioavailability—all of which can make or break the effectiveness of a well-tested formula. If a supplement is only as effective as the body's ability to digest, absorb and utilize it, gastrointestinal health quickly begins to look like the most important of the 22 conditions that NBJ tracks. And that’s not far off. At $4.18 billion in 2024 sales, the condition comes in at number five in the NBJ model, with one of the four leaders being the non-condition of “general health.” Still, there is significant white space in this market. In a 2025 survey conducted for our Gut Health Report, 39% of respondents claimed they are not actively addressing their gut health. A parallel survey found that a stunning 44% of respondents are unaware of probiotics, the top ingredient in the gastrointestinal health category. The opportunity for brands to educate potential consumers on the benefits of prioritizing gut health is notable. And the flipside of that opportunity is the 61% of consumers who are addressing gut health, with most of them doing so to support overall health, not specific to digestive discomfort. These so-called gut optimizers are primarily seeking improvements in immunity, hair, skin, and nails, weight management, and mood as a byproduct of a healthy gut. It’s clear that consumers are looking to the gut as an avenue to improve their overall health, and this is a growing market—over half of gut optimizers became aware of their gut health in the last two years. Furthermore, 61% of gut optimizers use supplements, and a whopping 88% claim to notice a difference in their health from gut supplements. It gets better when we compare those conditions consumers sought to improve with those conditions that have improved. Notably, more than one-third claim improved immunity, and 16% and 15% claim improved heart health and improved mood and mental health, respectively. The gut isn’t everything. But it comes close. Gastrointestinal health, already one of the cornerstones of the dietary supplement industry, is poised to grow. Get the data behind these insights and more in the Gut Health Report, coming out tomorrow ?? https://lnkd.in/ghz-TAjZ

Grateful for the thoughtful engagement from Elan Sudberg on this important NBJ issue! ?? Your insights help drive meaningful conversations in our industry. Check out the full issue here: https://lnkd.in/gYkFZiTW

?? NBJ Live: Sexual Health Supplements – A Category Coming of Age ?? The sexual health supplement market is evolving beyond male performance enhancers into a mainstream wellness movement. Consumers are prioritizing hormonal balance, reproductive health and overall well-being, creating massive opportunities for brands that meet this demand. ?? Join NBJ industry analyst Erika Rommel Craft and senior editor Robyn Lawrence as they unpack insights from NBJ’s first-ever Sexual and Reproductive Health Report and explore: ? Emerging consumer trends driving market growth ? Sales data and category insights for men’s, women’s and non-gendered supplements ? How companies can tap into this booming industry ??? Wed, Feb. 12th, 9:30-10am MT #NBJLive #SexualHealth #SupplementTrends #WellnessIndustry #HealthAndWellness #ReproductiveHealth NBJ Summit New Hope Network

As consumers embrace traditional remedies for intimate wellness, combination herbal formulas and ancient adaptogens are reshaping the sexual health category, NBJ report finds... Modern humans are turning to ancient wisdom for their most intimate health needs. As consumers become increasingly proactive about optimizing their sexual, reproductive and hormonal health, they’re embracing the time-honored traditions of??Ayurveda and Traditional Chinese Medicine (TCM) along with a treasure trove of plant-based supplements. This marriage of old and new is evident in forward-thinking fertility clinics, where TCM now partners with IVF treatments, backed by studies showing Chinese herbs may improve success rates. Meanwhile, Ayurvedic powerhouses like ashwagandha and shatavari are capturing hearts—and market share—with their impressive effects on stamina and libido. The love affair between humans and herbal medicine dates back to our hunter-gatherer ancestors, who first discovered these botanical aphrodisiacs thousands of years ago. Today’s consumers are rekindling this relationship, but with modern scientific backing. NBJ market sizing estimates in the recently published Sexual and Reproductive Health Report?show that the market for sexual health supplements is dominated by combination herbal formulas, followed by maca, ashwagandha and mushrooms. Combination herbal formulas are the clear stars of the show in the sexual health category, outshining single ingredients thanks to their ability to address multiple concerns simultaneously. In the men’s market, these formulas are performing spectacularly, outselling their nearest rival, maca, by a factor of seven, while enjoying ~10% annual growth in the women’s market. The supporting cast is equally impressive. Maca, an Ayurvedic staple, is having its spotlight moment among men seeking improved erectile function and women managing menopause symptoms. Ashwagandha continues to prove its worth scientifically, emerging as a versatile performer in everything from hormone balance to libido enhancement. Meanwhile, TCM’s darlings—functional mushrooms—are poised for a dramatic entrance, projected to see a fivefold market share increase in the sexual health category. This convergence of ancient wisdom and modern science presents a golden opportunity for supplement brands, which can capitalize by developing innovative formulations that honor traditional knowledge while incorporating contemporary scientific validation. The key lies in presenting these time-tested ingredients in ways that resonate with today’s health-conscious consumers while maintaining the authenticity and efficacy that have sustained these remedies for millenia. This nugget of wisdom was written by NBJ's Senior Editor Robyn Lawrence, check out the data behind this Analyst Take in the Sexual and Reproductive Health Report ?? https://lnkd.in/gg26J_F7

Here at NBJ, we track what people are buying, where they're buying it, and why. Since 1996, NBJ has been the trusted thought leaders in the nutrition industry, offering unparalleled analysis and reporting on the natural and organic products space. ?? Our methodology combines 8 data inputs—from public and private POS data to in-depth consumer surveys and interviews—to deliver insights on supplements, functional foods and beverages, and natural/organic household and personal care products. Click here for the full run-down of our methodology ??https://lnkd.in/gvq8Geb5 With nearly three decades of experience, we're here to empower your business with the knowledge you need to thrive in the natural products market. ?? Let's shape the future of nutrition together. #NutritionBusinessJournal #NutritionIndustry #Insights #Supplements #OrganicProducts #Methodology

Redefining sexual wellness: A new era for women’s health in the supplement industry By Erika Rommel Craft The dietary supplement market continues to thrive as consumers increasingly seek targeted solutions for their health needs. Among the fastest-growing yet underserved areas is women’s sexual and reproductive health, a category with significant potential for innovation. Recent survey data sheds light on the challenges women face and the gaps in available products, presenting a unique opportunity for brands to meet these needs and lead the way in improving women’s wellness. Women face a wide range of sexual and reproductive health challenges. NBJ fielded a survey in November 2024 to try to better understand gender-specific consumer concerns. According to the survey, top female concerns include pleasure enhancement (34%), low libido (32%), anxiety about sexual performance (26%), menstrual irregularities (24%) and hormonal imbalances (19%). Despite these needs, the market remains underdeveloped. These gaps reveal an opportunity for brands to develop products that prioritize women’s sexual wellness. Dietary supplements are integral to women’s health routines. About 32% of women addressing sexual or reproductive health concerns turn to supplements, alongside exercise (66%) and personal care products (50%). The sexual wellness category has historically been dominated by male-focused performance products. In 2019, these products accounted for approximately 63.4% of the $1 billion sexual health supplement market. While male-specific supplements still hold the majority share in 2024, they are not the fastest-growing segment. Female-focused sexual health supplements are outpacing their male counterparts, with a growth rate of 7.7%, compared to 6.3%. Given the complexity of female anatomy and the increased likelihood of reproductive health concerns over a lifetime, the rising demand for female-focused products reflects an essential shift in addressing previously unmet needs in this market. To learn more about this underdeveloped market, get NBJ’s Sexual and Reproductive Health Report, available now. ?? https://lnkd.in/gg26J_F7

New Omega-3 Consumer Insights ?? Did you know that one in three supplement users rank omega-3s in their top three products? Yet, more than 50% of consumers don’t know the correct sources of EPA + DHA omega-3s.??? To better understand the US supplement consumer’s attitudes and behaviors related to omega-3 supplements, GOED teamed up with?Nutrition Business Journal?for an in-depth market research survey. The survey revealed: -Generational differences in omega-3 supplement use -Ranking of omega-3s among other supplements -Understanding of the difference between EPA, DHA and ALA -Variations in health concerns across gender and generational lines -Importance of issues like flavor or aftertaste as barriers to consumption -Factors influencing brand-switching The full report and raw data are available for purchase:?https://lnkd.in/e68cb9eW GOED Leadership and Plus Level members can download the report for free. Base Level members get a $200 discount. Please reach out to Chris Gearheart for any inquiries.?

Introducing the Sexual and Reproductive Health Report ?? Explore Nutrition Business Journal's first-ever comprehensive analysis of the sexual and reproductive health supplement market. This report highlights the evolution of the category to a more holistic view of sexual health and what role hormones play. Key Highlights of the Report: ?? Market Growth & Trends: 50 market sizing charts track sales across key channels (mass market, natural, specialty, and e-commerce). ?? Consumer Insights: 47 charts uncover attitudes, purchasing behaviors, and preferences. ?? Product Development Insights: A Top 10 Ingredients List to guide your product strategy. Gain the insights you need to stay ahead of the curve in this fast-growing category: https://utm.io/uhWC1 #SexualHealth #ReproductiveHealth #Menopause #Prenatal #Postnatal #Hormones #HealthTrends #MarketInsights #NBJReports