Procter & Gamble (P&G) has announced its agreement to acquire premium dietary supplements company Thorne in a $3.8 billion deal, marking one of the consumer goods giant’s biggest moves in the fast-growing health and wellness market.
The acquisition, revealed by P&G CEO Shailesh Jejurikar during an interview on CNBC’s Squawk on the Street, is aimed at strengthening the company’s healthcare portfolio and accelerating its presence in the premium nutritional supplements segment.
“We are really happy with the asset itself. It’s a really well-run operation, and it’s been around for a long time,” Jejurikar said while discussing the acquisition.
Strategic Push into Health and Wellness
P&G has steadily expanded its healthcare business over the years through well-known brands including Metamucil, Align Probiotic, New Chapter vitamins, Oral-B, and Vicks. The addition of Thorne further reinforces the company’s long-term strategy of capitalizing on rising consumer demand for preventive healthcare and wellness products.
The acquisition comes as vitamins and nutritional supplements continue to gain popularity worldwide, with consumers increasingly seeking products that support immunity, sleep, energy, digestive health, and overall well-being.
About Thorne
Founded in 1984, Thorne has established itself as a premium science-backed supplement brand trusted by athletes, healthcare professionals, and health-conscious consumers.
The company went public in 2021 with a valuation of approximately $525 million before being taken private by investment firm L Catterton in 2023 through a deal valued at $680 million.
Thorne’s growth has accelerated significantly over the past few years. According to the company, its annual revenue surpassed $500 million in 2025, reflecting strong consumer demand and rapid expansion.
Among its popular products are:
- Magnesium Glycinate
- Ginseng Plus
- Performance and wellness supplements
- Personalized nutrition products
Earlier this year, Thorne CEO Colin Watts said the company has the potential to become a $1 billion brand within the next several years.
Younger Consumers Driving Growth
One of Thorne’s biggest strengths is its appeal among younger consumers.
The company says the majority of its revenue comes from customers under the age of 40, while its direct-to-consumer (DTC) business has experienced substantial growth in recent years.
This demographic aligns well with P&G’s broader objective of owning premium brands that resonate with younger shoppers who increasingly prioritize health, fitness, and preventive nutrition.
Industry Trends Fueling Demand
The supplements industry has witnessed rapid expansion as consumers increasingly invest in products aimed at improving overall health.
Demand has been supported by growing awareness around preventive healthcare, personalized nutrition, fitness lifestyles, and longevity.
In the United States, the “Make America Healthy Again” movement led by Health and Human Services Secretary Robert F. Kennedy Jr. has also drawn greater attention to vitamins and dietary supplements. Kennedy has publicly stated that he regularly takes numerous vitamins as part of his personal health routine.
P&G Joins Wave of Consumer Giants Buying Wellness Brands
P&G’s acquisition follows a broader trend among major consumer goods companies investing in fast-growing wellness businesses.
Earlier this year, Unilever acquired Grüns, a rapidly growing gummy supplement brand, highlighting increasing competition to capture a larger share of the premium nutrition market.
Large multinational companies are increasingly acquiring established wellness startups instead of building new brands from scratch, allowing them to quickly access loyal customer bases and high-growth product categories.
Healthcare Business Looking for Growth
Although Thorne will represent a relatively small portion of P&G’s overall business, the acquisition is strategically significant.
The company’s most recent quarterly results showed flat sales volume, while revenue came in below analysts’ expectations. Among its business divisions, healthcare recorded the weakest performance in terms of volume, making expansion in premium supplements an important growth opportunity.
By integrating Thorne into its healthcare portfolio, P&G aims to strengthen long-term growth while expanding its presence in one of the fastest-growing segments of the consumer health industry.
Market Reaction
Following the announcement, Procter & Gamble shares traded modestly higher, rising by less than 1% during Tuesday morning trading, as investors evaluated the strategic significance of the acquisition.
Outlook
The acquisition of Thorne underscores Procter & Gamble’s commitment to expanding beyond traditional household and personal care products into high-growth health and wellness categories.
With Thorne’s premium brand positioning, strong direct-to-consumer presence, and loyal customer base, P&G is betting that demand for science-backed nutritional supplements will remain a major driver of future consumer spending.
As the global wellness industry continues to expand, the deal positions Procter & Gamble to compete more aggressively in the premium supplements market while strengthening its healthcare business for long-term growth.
