Supplement brand Thorne is on track to reach $650M in sales this year, and its CEO says it’s all thanks to young adults. The market for minerals, vitamins, and supplements reached $125B in 2025, and is projected to grow by 11% by 2027, in part to the “Make America Healthy Again” movement and young consumers looking to optimize their health. As personalized daily wellness appeals heavily to Gen Z and Millennial shoppers, 60% of Thorne’s revenue comes from under 40-year-olds. About half of those young customers are subscribers to the brand, not just one off buyers. Though subscription plans reportedly tend to push away Gen Z shoppers, Thorne has managed to win over consumers with benefits like free shipping and discounts on refills. YPulse has reported on dozens of trendy wellness routines before, and Thorne’s supplement success could indicate that this more structured approach to self-optimization is going to stick around, in contrast to the “do whatever feels good” mindset of a few years ago. (CNBC)
📈 YPulse reported: Health & Fitness Report
