Nutricost
Nutricost is a privately held, direct-to-consumer nutritional supplements brand based in Vineyard, Utah, selling 615+ products across 20+ categories through its own e-commerce site, wholesale channel, and the iHerb marketplace, competing on price-value versus premium supplement incumbents.
- Company typePrivate
- Founded2012
- HeadquartersOrem, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
Nutricost firmographics
Firmographics- Name
- Nutricost
- Legal name
- Nutricost
- Website
- https://nutricost.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Nutricost is a privately held, direct-to-consumer nutritional supplements brand based in Vineyard, Utah, selling 615+ products across 20+ categories through its own e-commerce site, wholesale channel, and the iHerb marketplace, competing on price-value versus premium supplement incumbents.
- Ownership category
- akta.pro rank
Nutricost industry classification
Industry- Product category
- Nutritional Supplements
- NAICS
- Food (Health) Supplement Retailers (456191), Grocery and Related Product Merchant Wholesalers (4244)
- SIC
- Food And Kindred Products (2000), Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- Health Food & Supplement Stores (CRAHAEAC)
- akta.pro secondary industries
- Natural, Organic & Health Foods Wholesale Distribution (CRAOAAAK), Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)
Keywords
Where Nutricost is headquartered
LocationHeadquarters
- HQ city
- Orem
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Nutricost business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: Revenue generated through direct-to-consumer sales of nutritional supplements and health products via their e-commerce website. Products are sold as one-time purchases with no subscription model mentioned. Includes international sales through marketplace partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing - not publicly disclosed |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Nutricost product offering
Product offeringCore offering
Nutricost manufactures and sells its own branded nutritional supplements — including vitamins, minerals, sports nutrition (pre/intra/post-workout), protein powders, amino acids, creatine, herbs and botanicals, keto, kids, and essential oils — directly to consumers via its Shopify-based e-commerce website and to international customers through the iHerb marketplace, with a wholesale channel for resellers. The company emphasizes pure ingredients, no unnecessary fillers, Creapure-certified creatine, transparent labeling, a 60-day money-back guarantee, and free continental U.S. shipping on orders over $59.
Product overview
Nutricost is a direct-to-consumer nutritional supplements company offering a broad portfolio of over 615 health and wellness products across 20+ distinct categories. The company operates as a single brand with multiple product lines: the core Performance Collection (17 products) for sports nutrition, the General Health Collection (129 products) for everyday wellness, a Vitamins Collection (47 products), a Pantry Collection (34 products) for food-based supplements, and Nutricost Kids (5 products) for pediatric health. Notable individual products include Nutricost Pre-Workout, Nutricost Clear Whey Protein, Nutricost Creatine Monohydrate (Creapure®) Powder, and Nutricost Fenugreek Capsules. The company sells directly to consumers via its e-commerce platform and through retailers like iHerb, with a wholesale program for resellers. All products are backed by a 60-day money-back guarantee.
Differentiator
Problem solved
Functional benefit
Brands
- Nutricost Kids: Product line focused on children's health supplements
- Nutricost Performance
Products and services
- Nutricost Pre-Workout Pre-workout supplement designed to enhance athletic performance, energy, and focus during workouts.
- Nutricost Clear Whey Protein Whey protein isolate supplement marketed as a clear, light alternative to traditional protein shakes.
- Nutricost Creatine Monohydrate (Creapure®) Powder Creatine monohydrate powder using Creapure brand ingredient, designed to support muscle strength, power, and recovery.
- Nutricost Creatine-300g Creatine supplement in 300g packaging for muscle performance support.
- Nutricost Fenugreek Capsules Fenugreek herbal supplement marketed as a best seller within the herbs and botanicals range.
- Performance Collection Curated line of 17 sports nutrition and workout supplements covering pre-workout, intra-workout, and post-workout products.
- General Health Collection Comprehensive line of 129 general health and wellness supplements spanning everyday nutritional support categories.
- Vitamins Collection Line of 47 vitamin supplements covering various nutritional needs.
- Pantry Collection Collection of 34 pantry and food-based nutritional products sold under the Nutricost brand.
- Nutricost Kids Dedicated product line of 5 health supplements formulated specifically for children.
- Best Sellers Collection Curated collection of 615 top-selling nutritional supplements aggregated across all categories on nutricost.com.
- Amino Acids Collection Amino acid supplements including essential and non-essential amino acids for muscle support and recovery.
- Cognitive Health Collection Supplements designed to support brain function, memory, and mental clarity.
- Heart Health Collection Cardiovascular health supplements and support products.
- Immune Support Collection Supplements designed to support and strengthen the immune system.
- Keto Collection Supplements formulated for ketogenic and low-carb diet support.
- Protein Collection Protein supplements including whey isolate powders and other ready-to-use protein products.
- Sports Nutrition Collection Sports and athletic performance supplements including pre-workout, intra-workout, and post-workout products.
- Women's Health Collection Health supplements formulated specifically for women's nutritional needs.
- Men's Health Collection Health supplements formulated specifically for men's nutritional needs.
- Essential Oils Collection Pure essential oils for aromatherapy and wellness applications.
Quantifiable outcome
- Thousands of 5-star customer reviews
Companies that use Nutricost
Customer profileNamed customers3 records
Segments6 records
Ideal customer profiles3 records
Nutricost technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Nutricost partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- iHerbminorInternational distribution partnership through iHerb marketplace. Nutricost products are available for purchase on iHerb, expanding their reach to international customers who may have difficulty ordering directly from the US website.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Nutricost competitors and assessment
Company assessmentDirect peers
- BulkSupplements: Direct peer: value-positioned supplement brand selling bulk ingredients and finished supplements via DTC e-commerce with a similar affordability + clean-label proposition.
- NOW Foods: Direct peer: large independent supplement brand offering a similarly broad catalog (vitamins, sports nutrition, herbs) at competitive price points across DTC, wholesale, and marketplace channels.
- Cellucor (C4): Direct peer: performance/sports nutrition brand competing in pre-workout, protein, and creatine categories with strong DTC presence and similar audience overlap on Nutricost Performance.
- AG1 (Athletic Greens): Direct peer: DTC supplement leader in the same online channel; AG1's subscription model and premium positioning contrast with Nutricost's value positioning, but they compete for the same health-conscious consumer wallet.
- Life Extension: Direct peer: DTC supplement brand with broad catalog spanning vitamins, antioxidants, cognitive health, and longevity (NMN overlaps with Nutricost's NMN offering), with a similar mid-market price-value orientation.
- Olly (Unilever): Direct peer: mass-market DTC vitamin/supplement brand selling through e-commerce and retail with comparable target segments (women's health, kids, sleep, immunity) and similar sub-brand/franchise structure.
- Klean Athlete: Direct peer: NSF-certified sports nutrition brand targeting competitive athletes with creatine, protein, and recovery supplements, overlapping Nutricost's Performance line with a premium-credibility angle.
Broad incumbents
- Optimum Nutrition: Broad incumbent: legacy sports nutrition brand (Gold Standard Whey) with overlapping product categories (protein, creatine, pre-workout), though typically priced at a premium and distributed heavily through retail and gym channels.
- GNC: Broad incumbent: legacy mass-market supplement retailer with comparable category breadth across vitamins, sports nutrition, and herbs; competes for the same price-sensitive supplement buyer via retail and DTC.
Emerging players
- Thorne: Emerging player: practitioner-grade supplement brand with growing DTC footprint; overlaps in vitamins, cognitive health, NMN/longevity, and women's health, but positioned at a price premium Nutricost undercuts.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights6 records
Customer concentration
Nutricost social profiles
Digital presenceNutricost financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nutricost leadership team
Management profileNumber of profiles
Nutricost funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nutricost M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Nutricost
What does Nutricost do?
Nutricost manufactures and sells its own branded nutritional supplements — including vitamins, minerals, sports nutrition (pre/intra/post-workout), protein powders, amino acids, creatine, herbs and botanicals, keto, kids, and essential oils — directly to consumers via its Shopify-based e-commerce website and to international customers through the iHerb marketplace, with a wholesale channel for resellers. The company emphasizes pure ingredients, no unnecessary fillers, Creapure-certified creatine, transparent labeling, a 60-day money-back guarantee, and free continental U.S. shipping on orders over $59.
Is Nutricost a public or private company?
Nutricost is a private company. It is classified as unknown and is currently operating.
When was Nutricost founded?
Nutricost was founded in 2012. It employs 101 to 250 people.
Where is Nutricost based?
Nutricost is headquartered in Orem, United States, in the North America region.
How does Nutricost make money?
One revenue line is on record: direct Product Sales.
Who are Nutricost's main competitors?
Direct peers on record are BulkSupplements, NOW Foods, Cellucor (C4), AG1 (Athletic Greens), Life Extension, Olly (Unilever) and Klean Athlete. Broad incumbents are Optimum Nutrition and GNC. Thorne is listed as an emerging player.
Does Nutricost have an API?
No public API is recorded for Nutricost.
What industry is Nutricost in?
Nutricost's product category is Nutritional Supplements. Its primary akta.pro industry code is CRAHAEAC, Health Food & Supplement Stores, with a secondary code of CRAOAAAK, Natural, Organic & Health Foods Wholesale Distribution. Its NAICS code is 456191 and its SIC code is 2000.