With inflation easing and pandemic-triggered volatility and supply chain issues in the rearview mirror, the future looks blissfully easy and uneventful for the natural products industry. After the crazy ups and downs of the past couple years, this slow, steady growth feels just fine.

Thanks largely to robust food and beverage sales, the industry is poised to reach $318.6 billion in sales this year and grow at a solid pace of roughly 5% per year through 2028, according to the newly released State of Natural Update: Four-Year Forecast from New Hope Network and Newtopia Now. Utilizing Nutrition Business Journal market sizing and forecast data, the State of Natural Update features growth estimates for the entire natural products industry, including food and beverages, supplements and natural living, through 2028.

Accounting for nearly three-quarters of overall industry sales, natural, organic and functional food and beverages—buoyed by strong fruit and vegetables and beverages sales—dominate the natural products market. Market share for natural and organic food and beverages is three times larger than supplements and seven times larger than natural living.

After several roller-coaster years during and immediately after the pandemic, supplement sales are projected to stabilize and mirror the overall market, growing by about 5% each year through 2028. Natural living, which includes both personal care and household products, is the category with the lowest sales but the fastest projected growth through 2028.

With more than 25 easy-to-understand charts and graphs, the State of Natural Update takes a deeper dive into what’s driving the overall market and its segments, as well as how they are performing in all the different sales channels.

For more insights on the state of the natural and organic products industry from 2024 through 2028, purchase the State of Natural Update: Four-Year Forecast.