This week on The Natural List podcast, Nutrition Business Journal’s Content and Insights Director Bill Giebler joins us to talk about the $75B supplement industry! Our host Adrienne Smith talks with Bill about the fastest growing categories, news that could greatly impact the industry, which delivery formats are topping the charts and the surprising shopper behavior of younger consumers.

Nutrition Business Journal is the “what, where and why” of the supplement industry; What are people buying, where are they buying it and why are they buying it. The newly released Supplement Business Report breaks down the “what” and “where,” making it one of the most valuable reports you can get your hands on this year.

Don’t miss out on this free preview of the data in the Supplement Business Report. Purchase the report now to plan your success in 2026 and beyond.

Thank you to our sponsors Om Mushroom Superfood and Bimbo Bakeries USA.

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In this episode:

• 0:07 – Welcome to our guest, Bill Giebler, Nutrition Business Journal content and insights director.
• 0:23 – Thank you to our sponsor Om Mushroom Superfood.
• 1:20 – Bill offers his take on the history behind the new potential bill, which would allow consumers to use FSA/HSA funds for supplements.
• 3:20 – The Supplement Business Report digs into “what” are people buying and “where” they are buying it.
• 4:50 – Bill shares the biggest takeaways that surprised him in this year’s report.
• 11:38 – Thank you to our sponsor Bimbo Bakeries USA.
• 12:28 – Adrienne and Bill discuss the supplement industry’s projected growth and its market opportunities.
• 12:48 – NBJ started tracking a new, growing category this year that sets the industry up for high future growth.
• 14:38 – What’s going on with the social commerce channel and purchasing?
• 15:31 – Bill talks about the fastest-growing channels for supplements. It might not be what you’re expecting!
• 16:24 – Going forward, Bill expects the Practitioner Channel to keep growing.
• 18:15 – Younger consumers are shopping in surprising places.
• 19:42 – Where is the industry heading with delivery formats?
• 20:52 – It’s a gummy world, we’re just living in it. (Plus the top three delivery formats.)
• 23:01 – Purchase the Supplement Business Report on NutritionBusinessJournal.com. Contact Cindy Van Schouwen at [email protected] with any questions!
• 23:49 – Bonus: Bill’s supplement routine!