Thorne's Sales Surge to $650M as Gen Z Drives Supplement Market Growth

Thorne, a 42-year-old supplement brand, is projected to achieve $650 million in annual revenue in 2026, driven by the health-conscious preferences of Gen Z and millennial consumers. The company, which was taken private by L Catterton in 2023, has maintained a compound annual growth rate of over 30% since the acquisition. Between 2022 and 2025, Thorne's revenue more than doubled from $229 million to over $500 million, according to company filings and internal data. The brand's direct-to-consumer sales have surged by 63%, with the number of direct shoppers increasing from around 4 million at the end of 2023 to approximately 7 million. CEO Colin Watts, formerly of The Vitamin Shoppe, emphasized the company's focus on streamlining operations and clearly defining its target consumer base. He expressed confidence that Thorne will become a billion-dollar brand within the next few years. The supplement market in the U.S. reached $125 billion in 2025 and is expected to grow by 11% by 2027, according to AlixPartners. This growth is fueled by the 'Make America Healthy Again' movement and a shift in consumer priorities toward proactive health management. Major retailers like Walmart, Target, and Amazon, as well as consumer product companies like Nestlé, are capitalizing on the rising demand for vitamins, minerals, and supplements. The market is undergoing a generational shift, with younger consumers prioritizing performance, personalization, and daily wellness over traditional preventative health approaches. About 60% of Thorne's revenue comes from shoppers under 40, who spend 1.5 times more on wellness than their parents. Despite a general aversion to subscriptions among younger consumers, approximately half of Thorne's under-40 customers are subscribers. The company addresses subscription concerns by maintaining consistent pricing and offering incentives such as free shipping and a 10% discount on refill orders. Subscribers can choose delivery intervals ranging from every two weeks to every four months, with additional savings for those subscribing to three or more products.