WholeFoods Magazine's annual Natural Choice Awards (NCAs) have been recognizing the best that the industry has to offer for 22 years. The awards celebrate the brands and products that independent natural products retailers love in top-trending categories with the dietary supplement space, food and beverage market, personal, and pet care. For 2025, companies can now submit products to be voted on by natural products retailers. The deadline to submit all entries is Friday, January 3, 2025. 

In addition to the categories that have been covered in the NCAs for years (including bone & joint health, sleep/stress support, heart health, weight management and digestive care) this year the awards will include dedicated categories for women's health and men's health.

In the supplement category, one company will take home the "full line" award for its portfolio of products.
After voting concludes, the winners and runners up will be featured in the April 2024 issue, and awarded a handsome trophy. See last year's winners: 2024 Natural Choice Awards.

"Products are the lifeblood of our industry," said Heather Wainer, WholeFoods Magazine Publisher and Chief Business Officer. "To help our readers learn about new offerings and remind them of staples is such a valuable opportunity. For retailers, voting gives them a chance to recognize the brands that are making a positive difference in their stores and to their customers. To us, it is a privilege to learn from retailers about their favorites and to award each year's winners."

Enter your products for award consideration

Brands: To learn more and enter your products, review the submission form here.
Suppliers: Stay tuned for your turn to enter your branded ingredients for award consideration; submissions will open later in 2025. See the winners of the WholeFoods Magazine's inaugural Natural Choice Awards Ingredient Edition: here.