Seven magnificent supplement trends manifested on the show floor at Natural Products Expo West.

Todd Runestad, Content Director,

March 25, 2024

7 Slides

The $63 billion dietary supplements industry is “really strong,” according to Nutrition Business Journal’s content and insights director Bill Giebler, who told a packed house at Natural Products Expo West that supplements sales are trending to the tune of about $2 billion higher than NBJ predicted it would be at this time before Covid hit. “We expect an additional $13 billion in sales between now and 2026.”

Ecommerce is driving a lot of sales feeding dietary supplement sales — online sales grew almost 9% last year, compared to 5.1% growth in the mass market but a nearly flat 0.6% growth in the natural channel. That story is indicative that “consumers are still seeking out the more affordable options.”

Apart from the channel story, a number of other stories played out at the Expo West show floor. Click through this slide show gallery for insights.

About the Author(s)

Todd Runestad

Content Director,, Natural Products Insider

Todd Runestad has been writing on nutrition science news since 1997. He is content director for and Natural Products Insider digital magazines. Other incarnations: supplements editor for, Delicious Living!, and Natural Foods Merchandiser. Former editor-in-chief of Functional Ingredients magazine and still covers raw material innovations and ingredient science.

Connect with me here on LinkedIn.


Todd writes about nutrition science news such as this story on mitochondrial nutrients, innovative ingredients such as this story about 12 trendy new ingredient launches from SupplySide West 2023, and is a judge for the NEXTY awards honoring innovation, integrity and inspiration in natural products including his specialty — dietary supplements. He extensively covered the rise and rise and rise and fall of cannabis hemp CBD. He helps produce in-person events at SupplySide West and SupplySide East trade shows and conferences, including the wildly popular Ingredient Idol game show, as well as Natural Products Expo West and Natural Products Expo East and the NBJ Summit. He was a board member for the Hemp Industries Association.

Education / Past Lives

In previous lives Todd was on the other side of nature from natural products — natural history — as managing editor at the Denver Museum of Nature & Science. He's sojourned to Burning Man and Mount Everest. He graduated many moons ago from the State University of New York College at Oneonta.


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