The specialty natural and organic products market in the United States reached $110.75 billion in 2024, adding a record $7.137 billion in sales and growing at 6.89%—outpacing conventional groceries by nearly two percentage points. :antCitation[]{citations=”2572add4-e46e-4250-8e87-c22b9b06f4ab”} The market has maintained strong growth driven by rising health consciousness, an aging population, increasing prevalence of lifestyle-related conditions, and a growing focus on preventive healthcare. :antCitation[]{citations=”4b410f8e-a1e7-4ccc-b502-3cd021a537ba”} This signals great opportunities for brands offering natural, anti-aging, and wellness products.
The specialty health channel provides a unique market to high-quality nutraceutical and cosmeceutical manufacturers. It is a market where quality and wellness take precedence over price. Over 70% of consumers now prefer natural and plant-based ingredients over synthetic alternatives Business Research Insights, and customers seeking proactive approaches to well-being and alternatives to traditional treatment have significantly contributed to the growth and evolution of this market. FactMR For many of our clients, this channel represents a rare opportunity to define their brand in the U.S. market.
The U.S. anti-aging market alone reached $20.21 billion in 2024 and is projected to reach $39.6 billion by 2034 Towards Healthcare, while the U.S. dietary supplements market was estimated at $63.92 billion in 2024 and is projected to reach $124.22 billion by 2033. Grand View Research The aging U.S. population significantly impacts the market—the number of Americans aged 65 and older is expected to grow from 58 million in 2022 to 82 million by 2050, representing 23% of the total population. Grand View Research
NPI’s sales team specializes in introducing and developing products through health and wellness channels. Our success working with major brands and big-name celebrities and athletes gives us unique clout when launching products in this retail channel.
Contact the NPI team today to find out how we can help you be successful in the Specialty Health markets.
The specialty health channel provides a unique market to high-quality nutraceutical and cosmeceutical manufacturers. It is a market where quality and wellness take precedence over price. Over 70% of consumers now prefer natural and plant-based ingredients over synthetic alternatives Business Research Insights, and customers seeking proactive approaches to well-being and alternatives to traditional treatment have significantly contributed to the growth and evolution of this market. FactMR For many of our clients, this channel represents a rare opportunity to define their brand in the U.S. market.
The U.S. anti-aging market alone reached $20.21 billion in 2024 and is projected to reach $39.6 billion by 2034 Towards Healthcare, while the U.S. dietary supplements market was estimated at $63.92 billion in 2024 and is projected to reach $124.22 billion by 2033. Grand View Research The aging U.S. population significantly impacts the market—the number of Americans aged 65 and older is expected to grow from 58 million in 2022 to 82 million by 2050, representing 23% of the total population. Grand View Research
NPI’s sales team specializes in introducing and developing products through health and wellness channels. Our success working with major brands and big-name celebrities and athletes gives us unique clout when launching products in this retail channel.
Contact the NPI team today to find out how we can help you be successful in the Specialty Health markets.
