NOW Foods

What NOW Foods does

NOW Foods is a U.S.-based, family- and employee-owned manufacturer of natural health products founded in 1968 and headquartered in Bloomingdale, Illinois. The company produces more than 1,400 SKUs spanning dietary supplements (vitamins, minerals, amino acids, herbs, probiotics), sports nutrition under the NOW Sports line, essential oils, natural foods (including BetterStevia, NOW Real Food, Living Now, Ellyndale Foods, and Give a Tea), beauty and personal care, and pet health products under NOW Pets. Manufacturing, packaging, and quality testing are conducted in-house at facilities that include an ISO 17025-accredited laboratory performing over 31,000 chemical and biological tests monthly and publishing comparative quality reports on competitor products sold on Amazon.

Revenue is generated predominantly through unit-priced direct-to-consumer e-commerce at nowfoods.com, supplemented by shelf placement at major retailers (Amazon, Walmart, Whole Foods Market, iHerb) and international distributors serving more than 60 countries. Customer segments are horizontal across health-conscious consumers, athletes and fitness enthusiasts, wellness-focused individuals, natural beauty consumers, and pet owners, supported by marketing channels that include registered-dietitian-led content, an ambassador program, email, and the firm's testing-transparency PR. Growth is being pursued through continued SKU expansion — averaging more than 50 new products annually and including gummy-format entries and longevity/cognitive launches (NMN, Alpha GPC) — alongside a 2023 transition to 100% post-consumer recycled packaging. Acquisitions, most recently SuperNutrition in 2019, are used selectively to augment the catalogue.

Name

NOW Foods

Legal name

NOW Foods

Website

https://nowfoods.com

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

501–1,000 employees

Short description

NOW Foods, a family- and employee-owned manufacturer founded in 1968 in Bloomingdale, Illinois, produces over 1,400 natural health SKUs spanning dietary supplements, sports nutrition, essential oils, natural foods, beauty products, and pet supplements, distributing via D2C e-commerce, Amazon, Walmart, Whole Foods, iHerb, and 60+ countries.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food Manufacturing (311), Dog and Cat Food Manufacturing (311111), Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Vitamins & Minerals (Single Nutrients) (CRADAGAB)

akta.pro secondary industries

Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE), Specialty & Functional Packaged Foods (Gluten-Free, Keto, Organic, Medical/Allergen-Friendly) (CRADAAAI), Functional Baby & Kids Foods Manufacturing (Fortified Infant/Toddler Foods, Kids Nutrition) (AFAKAJAJ), Manufacturing, Private Label & Co-Manufacturing for Animal Diets (HLAMAHAO)

Keywords

• Dietary supplements
• Natural health products
• Sports nutrition
• Essential oils
• Vitamins and minerals

Headquarters

HQ city

Bloomingdale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Dietary Supplements: Primary revenue stream encompassing vitamins, minerals, amino acids, herbs, botanicals, probiotics, and specialty supplements. Sold through direct e-commerce, retail channels, and international distribution.
2. Sports Nutrition: Protein powders, amino acids, pre-workout, recovery, and endurance products under the NOW Sports brand. Features Informed Sport certification for athlete safety.
3. Essential Oils: Pure essential oils, blends, aromatherapy products, and diffusers. Includes both consumer-facing products and professional-grade offerings.
4. Natural Foods: Organic foods, cooking oils, sweeteners, teas, snacks, grains, and specialty ingredients under brands like BetterStevia, NOW Real Food, and Give a Tea.
5. Beauty & Health: Facial care, body care, hair care, hygiene products, and beauty supplements. Includes the NOW Baby line for children's products.
6. Pet Health: Pet supplements and health products marketed under the NOW Pets brand, including joint health and immune support formulations.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

NOW Foods manufactures and distributes a portfolio of more than 1,400 natural health products, including vitamins, minerals, amino acids, herbs and botanicals, probiotics, sports nutrition supplements, essential oils, natural foods, personal care, and pet health items. The company sells these products directly through its own e-commerce site as well as through major retailers (Walmart, Whole Foods Market) and online marketplaces (Amazon, iHerb), while supporting manufacturing with an in-house ISO 17025 accredited testing laboratory.

Differentiator

Problem solved

Functional benefit

Brands

• NOW Real Food: Natural food products brand featuring sweeteners, dried fruits, grains, nuts, seeds, snacks, teas, and culinary oils.
• BetterStevia
• Give a Tea
• Living Now
• Ellyndale Foods
• NOW Sports
• Kid Vits
• BerryDophilus
• ElderMune

Products and services

• Dietary Supplements (Vitamins, Minerals, Amino Acids, Herbs & Botanicals, Probiotics, Omega Fatty Acids) Broad line of nutritional supplements covering vitamins, minerals, amino acids, herbal and botanical extracts, probiotics, and omega fatty acids, sold to general health-conscious consumers for daily wellness, immune support, bone/joint health, heart health, cognitive function, and digestive support.
• NOW Sports Nutrition Line Protein powders, amino acids, pre-workout, recovery, and endurance products under the NOW Sports brand with Informed Sport certification for athlete safety, targeting recreational and competitive athletes as well as fitness consumers.
• Essential Oils and Aromatherapy Pure essential oils, blends, and aromatherapy products for consumer and professional use, marketed for stress relief, mood, and wellness support.
• Natural Foods (NOW Real Food, BetterStevia, Give a Tea, Living Now, Ellyndale Foods) Organic foods, cooking oils, sweeteners, teas, snacks, grains, and specialty ingredients sold under sub-brands BetterStevia, NOW Real Food, Give a Tea, Living Now, and Ellyndale Foods for health-conscious consumers.
• Beauty & Personal Care (including NOW Baby) Facial care, body care, hair care, hygiene products, beauty supplements, and NOW Baby children's products for consumers seeking clean-label, cruelty-free, and vegan personal care.
• NOW Pets Pet Health Supplements Pet supplements and health products marketed under the NOW Pets brand, including joint health and immune support formulations for dogs, cats, and other companion animals.
• Betaine HCl & Ox Bile Capsules 120-count digestive health supplement combining betaine HCl and ox bile to support digestion and nutrient absorption.
• Alpha GPC Double Strength 600 mg Veg Capsules Double-strength Alpha GPC 600 mg cognitive health supplement in 60 veg capsules.
• NMN 250 mg Veg Capsules NMN (nicotinamide mononucleotide) 250 mg anti-aging and cellular health supplement in 60 veg capsules.
• Vitamin D3 Gummies 90-count chewable Vitamin D3 gummies formulated to support bone and immune health.
• Vitamin C Gummies Chewable Vitamin C gummies formulated for immune support in a gummy format.

Quantifiable outcome

• 76% of surveyed Americans report taking supplements daily, with 44% increased usage in 2025
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Post-Consumer Recycled (PCR) Resin SupplierscoreOthers · 1 January 2023NOW Foods transitioned to 100% post-consumer recycled resin for supplement bottles in 2023 as part of sustainability initiatives. Partnership involves suppliers of PCR materials that meet quality standards for product packaging.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Nature Made: Mass-market vitamin brand owned by Pharmavite (a major CPG manufacturer), with deeper penetration in drug, grocery, and club channels. Represents the larger incumbent NOW competes with at mass-market price points.
• Herbalife: Global nutrition company spanning weight management, sports nutrition, and wellness supplements sold through a multi-level distribution model. Comparable international scale (90+ markets) and sports-nutrition product overlap with NOW Sports.

Direct peers

• Nature's Way: Mass-market dietary supplement manufacturer with a similarly broad portfolio of vitamins, herbs, and probiotics sold across grocery, mass, and natural channels. Most comparable peer in category breadth, channel mix, and value positioning.
• Solgar: Premium vitamin and supplement manufacturer operating since 1947, similarly sold in health-food, mass, and international channels. Closely mirrors NOW's vitamin-centric portfolio with comparable quality-led positioning.
• Thorne: Premium supplement brand focused on NSF-certified testing and practitioner-grade quality. Direct competitor in cognitive, performance, and personalized supplement categories that NOW is actively expanding into via NMN and Alpha GPC launches.
• Life Extension: Premium supplements brand with emphasis on quality testing and clinical-grade formulations. Competes head-to-head with NOW in the anti-aging and cognitive health supplement categories where Life Extension is a recognized category leader.
• Jarrow Formulas: Independent specialty supplement manufacturer with comparable testing focus and broad product range across probiotics, amino acids, and specialty nutrients. Similar mid-market positioning with strong natural-channel retail presence.
• Garden of Life: Certified-organic and Non-GMO supplement and nutrition brand owned by Nestlé Health Science. Directly comparable to NOW's natural foods, sports, and kids' sub-brands with similar 'clean label' positioning across mass and natural channels.
• Standard Process: Whole-food and herbal supplement manufacturer with vertically integrated cultivation and manufacturing, similar to NOW's vertically integrated model. Competes in the practitioner and premium natural supplement category with comparable quality-testing investment.
• MegaFood: Whole-food vitamin and mineral supplement brand with strong D2C and natural-channel presence. Competes directly with NOW's NOW Real Food and vitamin lines on quality, transparency, and clean-label positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/nowfoods
• YouTubeyoutube.com/user/nowfoods
• Facebookfacebook.com/nowfoodsofficial
• Instagraminstagram.com/nowfoodsofficial
• Pinterestpinterest.com/nowfoods
• LinkedInlinkedin.com/company/now-foods

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NOW Foods