Young Consumers Craze for Health Supplements! P&G Acquires Thorne for $3.8 Billion to Capture Health Market Opportunity

Procter & Gamble (PG-US) has agreed to acquire nutritional supplement brand Thorne for $3.8 billion, expanding its health and wellness business footprint and aiming to attract health-conscious, premium-brand-preferring younger consumers. The announcement drove P&G's stock price up 1.2% on Tuesday (April 4).

P&G CEO Shailesh Jejurikar confirmed the deal during an interview on CNBC's 'Squawk on the Street,' stating that Thorne operates well and has a long history, expressing strong satisfaction with the asset. P&G previously competed with UK-based consumer healthcare firm Haleon and Unilever for Thorne, and now appears poised to win the acquisition battle.

Founded in 1984, Thorne offers a wide range of scientifically backed nutritional supplements, including creatine and prenatal vitamins. When it went public at the end of 2021, the company was valued at approximately $525 million. In 2023, L Catterton—a private equity firm backed by luxury group LVMH—acquired and took Thorne private for $680 million. P&G’s proposed $3.8 billion price tag means the company’s valuation has increased more than fivefold in less than three years.

Thorne’s revenue surpassed $500 million in 2025 and is projected to reach $650 million in 2026. CEO Colin Watts previously stated that Thorne has the potential to become a billion-dollar annual revenue brand in the coming years. Currently, the majority of its revenue comes from consumers under 40, and direct-to-consumer (DTC) sales are growing rapidly.

P&G already owns supplement brands such as Metamucil, Align Probiotic, and New Chapter, which are grouped under its healthcare division alongside Oral-B and Vicks. While Thorne represents only a small portion of P&G’s overall product portfolio, it is expected to help increase the company’s share of premium health brands and address stagnation in its core businesses.

P&G’s most recent quarter saw flat volume sales and revenue below expectations, with the healthcare segment performing worst on a volume basis. Emarketer analyst Rachel Wolff noted that while consumers are reducing spending on essentials like detergents and diapers, they are increasing expenditure on health products like supplements—this acquisition clearly reflects the strongest current demand area.

According to Grand View Research, the global nutritional supplements market was valued at approximately $210 billion last year and is projected to exceed $430 billion by 2033. As core consumer goods growth slows, major players like P&G and Unilever (UL-US) are turning to acquisitions to enter the rapidly expanding health and wellness market.