Procter & Gamble to acquire supplements brand Thorne for .8 billion according to CEO
Procter & Gamble (P&G), a leading player in the consumer goods sector, is poised to enhance its health and wellness division through the acquisition of supplement brand Thorne for a substantial .8 billion. This strategic decision, set to be publicly announced shortly, reflects P&G’s commitment to expanding its portfolio in a market increasingly driven by consumer interest in health supplements.
Thorne, which has established itself as a prominent name in the supplement space, was founded in 1984 and went public in 2021 with a valuation of 5 million. Subsequently, in a private acquisition by investment firm L Catterton in 2023 valued at 0 million, the company has experienced impressive growth, surpassing annual revenues of 0 million in 2025.
CEO Shailesh Jejurikar of P&G expressed confidence in Thorne’s operational efficiency and market appeal, noting its reputation as a well-managed entity. This acquisition aligns with P&G’s existing healthcare brands, which include Metamucil, Align Probiotic, and New Chapter vitamins, suggesting a focused effort to leverage brand integration and market expansion.
The target demographic for Thorne primarily includes younger consumers under the age of 40, reflecting a shift in consumer behavior towards direct-to-consumer sales and a growing demand for health-related products. This trend has been bolstered by an increasing societal focus on wellness, further amplified by initiatives such as the “Make America Healthy Again” movement.
P&G’s acquisition of Thorne is part of a broader industry trend in which major consumer goods companies are seeking to invest in burgeoning health and wellness brands. In a similar vein, Unilever recently acquired Grüns, a company specializing in gummy supplements. This movement highlights the competitive landscape within the industry, as established corporations aim to capture the burgeoning market of health-conscious consumers.
Despite the promising trajectory of the health and wellness sector, recent reports indicate that P&G has faced challenges in maintaining volume growth in its healthcare segment, which was the slowest-performing area in its latest earnings quarter. As such, this acquisition not only bolsters P&G’s brand offerings but also serves as a strategic maneuver to reinvigorate its performance in a crucial market.
With shares of P&G showing slight upward movement amidst this news, the market will be observing closely how this acquisition will unfold and impact not only P&G’s bottom line but the health supplement industry as a whole.
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