Wellness M&A is accelerating as large CPG companies target high-growth, science-backed brands positioned around supplements, longevity and GLP-1-driven nutrition needs. Here's what you need to know:
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P&G acquired Thorne for $3.8 billion, after Thorne surpassed $500 million in annual revenue in 2025. The supplement brand was previously taken private by L Catterton in a $680 million deal.
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Unilever acquired three-year-old supplement startup Grüns in 2026, reinforcing demand for fast-growing wellness brands with strong consumer traction.
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GLP-1 penetration doubled in the U.S. over 18 months, according to PwC. About 80% of current users and 74% of former users say they assemble their own wellness routines using multiple products.
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Large CPG companies are prioritizing supplements, longevity, protein, fiber and hydration products, while divesting brands that no longer match shifting health and wellness demand.
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Strong e-commerce presence, retail distribution, first-party consumer data and direct customer relationships are becoming key M&A assets, especially as AI, social commerce and subscriptions increasingly influence product discovery and purchasing.
The Data Behind Recently Acquired Wellness Brands
See DTC and TikTok Shop data on health brands Grüns and Thorne.
Grüns
Grüns makes daily nutrition simple with plant-based gummies supporting gut health, energy, and immunity.
DTC Stats
Charm Growth Score: 91.46
Charm Success Score: 99.8
Fastest-Growing Channel: Facebook
TikTok Shop Stats
U.S. TikTok Shop sales February 1, 2026 - July 31, 2026
Total Revenue: $1.0M
Total Items Sold: 46.2K
Total Video Views: 19.1M
Top Product: Grüns Superfood Greens Gummies ($224.3K)
Thorne
Clinically backed supplements and daily essentials, developed through research and rigorous testing to support personal health and overall well-being.
DTC Stats
Charm Growth Score: 73.73
Charm Success Score: 87.6
Fastest-Growing Channel: Facebook
TikTok Shop Stats
U.S. TikTok Shop sales February 1, 2026 - July 31, 2026
Total Revenue: $80.3K
Total Items Sold: 2.0K
Total Video Views: 7.4M
Top Product: Thorne Micronized Creatine Monohydrate Powder ($38.0K)
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