Mass market retail set to become largest channel for supplements

The birthplace of the supplement industry—the Natural and Specialty channel, which includes both natural retailers and standalone supplement shops—is losing its standing as the largest channel for supplement sales. E-commerce soared during the early pandemic, and then those new consumers flocked to mass market. In the next two years, the three biggest channels in the supplement industry will be as close as they’ll ever be to parity. Gain a deeper understanding of where the industry stands and where it's going with the 2024 Supplement Business Report.