What’s Selling: February 2023

Find out the latest sales trends across your region and more.

Inflation, growth of food sales or growth of market basket or consumer price index concept. Shopping basket with foods and coin stacks. 3d illustration

What’s Selling is a monthly review of the best-selling products determined from unit sales at six natural products stores rotated from a base of selected stores. The intention is to provide indications of sales trends.

Midwest: New Vitality Health Foods, Orland Park, IL  (1,800 SF)

SUPPLEMENTS: Great Lakes Hydrolyzed Beef Collagen
Solaray SharpMind
Renew Life IntestiNew

FOOD: Gillian’s Croutons
Against the Grain Pizza
Bella Lucia Pizzelles

 BEVERAGES: Essence pH Water
Alkazone Water
George’s Aloe Water

HABA: NOW Foods Vitamin C & Manuka Honey Gel Cleanser
NOW Foods Toner
Desert Essence Shea Butter Lip Balm

Northeast: Food For Thought, Hastings on Hudson, NY (1,200 SF)

SUPPLEMENTS: New Chapter Bone Strength
NuLeaf Naturals CBD
New Chapter One Daily 55+ Multivitamin

FOOD: Bragg Apple Cider Vinegar
Once Again Gourmet Nut Butter (all varieties)
Lakewood Organic Pure Cranberry Juice

BEVERAGES: Iceland Natural Springs Water
Mountain Valley Water
Amy & Brian Coconut Waters

HABA: Shikai Shampoos
Nea Naturals Cleansing Oils
Herbatint Natural Hair Colors

UP & COMING: NuLeaf Naturals CBD Gummies
Simple Mills Crackers (all varieties)
Woodstock Frozen Fruit (full line)

Southeast: Rebecca’s Natural Food, Charlottesville, VA (3,300 SF)

SUPPLEMENTS: Great Lakes Collagen
Life Extension Bio Quercetin
Garden of Life Probio Daily Women

FOOD: Bakefully Yours Grain-Free Paleo Brownie
Force of Nature Regeneratively Focused Meats
River Oak Bone Broth Stock Packs

BEVERAGES: Olipop Dr. Goodwin
Harmless Harvest Coconut Smoothies
Pop & Bottle Matcha Almond Milk Latte

HABA: Gio Hand Sanitizer Wipes
Sappo Hill Oatmeal Bar Soap
Vital Body Therapeutics CBD Cream Extra Strength

UP & COMING: Homestead Oven Gluten-Free Sourdough Bread
Meat Crafters Duck Prosciutto
Butcher’s Bone Broth Organic Chicken Bone Broth

West: Wealth of Health, Idaho Falls, ID (6,000 SF)

SUPPLEMENTS: Terry Naturally Extra Strength Curamin
Solaray Mega Quercetin
Life Seasons NeuroQ

FOOD: Bob’s Red Mill (full line)
Enjoy Life Chocolate Chips
Katz Gluten-Free Donuts (all varieties)

BEVERAGES: Zevia (full line)
Kevita (full line)
Dynamic Beet Juice

HABA: Life-flo Super Vitamin E Oil
Source Naturals Progesterone Cream
Andalou Naturals Argan Shampoo

UP & COMING: Life Seasons Elderberry Gummies
Solaray NAC
Terry Naturally Vitamin D3 Chewable

Southwest: Vitamins Plus, Lubbock, TX (2,900 SF)

SUPPLEMENTS: The Cultured Coconut probiotics
Solaray Berberine
Nutribiotic Vitamin C + D3 & Zinc

FOOD: Skinny Mixes Syrups (all varieties)
Siete Foods Chips (full line)
Boom Chicka Pop Popcorn (all varieties)

HABA: Reviva High Potency Collagen Serum
Thyme Out (full line)
Mrs. Meyer’s Soaps (all varieties)

BEVERAGES: Celsius (full line)
Bang Energy (full line)
Ghost Energy (full line)

UP & COMING: Ryse Supplements (full line)
The Cultured Coconut (full line)
Glaxon (full line)

Trending Spotlight:


Quercetin supplements had the strongest sales growth in the natural channel in 2021, according to the American Botanical Council (ABC) 2021 Herb Market Report. It makes regular appearances in What’s Selling, with products from brands such as Solaray, Life Extension, and Natural Factors being called out as major movers. This month, quercetin ranks as a top seller in the West and Southeast regions. And in WholeFoods 44th Annual Retailer Survey in 2022, one retailer told us, “We’ve seen big shifts in what our top sellers are. Of course it’s the immune SKUsÑquercetin, zinc, vitamin C, vitamin D.” Stocking a reputable brand is key, as quality control testing by NOW uncovered brands featured on Amazon with misrepresented ingredients and dosages for quercetin.