Industry statistics · 2026
A curated, fully-sourced snapshot of where dietary-supplement and botanical-wellness demand actually sits in 2026 — the market size, who's buying, and the underserved older consumer driving it. Includes original data from our own 3,568-customer survey. Journalists and researchers: everything here is cited and free to use (how to cite).
The short version: Supplements are mainstream (75% of US adults take them), the botanical category is growing fast (~10% a year), and the clearest opportunity is the older consumer — who prioritises healthy aging yet is under-served by wellness spending. Our own survey of 3,568 customers is a first-party window into exactly that buyer: ~80% are 46 or older, and 41% reorder.
The most interesting numbers aren't about the market's size; they're about who it's ignoring.
Our first-party data confirms it. In our 2026 survey of 3,568 customers, about 80% were 46 or older — a research-minded, label-reading buyer that the youth-skewed supplement industry largely overlooks. Full dataset: the Blushwood Health Consumer Survey (n=3,568).
For context, our own reorder rate is 41% across 47 countries (survey of 3,568 customers) — a word-of-mouth pattern among older buyers rather than a subscription hard-sell.
The first-party figures on this page come from two independent 2026 Blushwood Health customer surveys (3,568 combined respondents). The full methodology and citation guidance live on the source page:
Cite our first-party figures as:
Blushwood Health customer survey (2026), n=3,568. Source: blushwood.health/pages/blushwood-health-consumer-survey-2026
External figures on this page belong to their original publishers (linked at each stat and in Sources below) — please cite them directly. Media enquiries: hello@blushwood.health · press kit.
Market-size figures are third-party projections from the named research firms; different firms use different methodologies, so figures vary by source. First-party figures reflect self-reported Blushwood Health customer survey responses; individual experiences vary. Last updated 18 August 2026.