NAICS 456191 Quarterly Industry Report
Food (Health) Supplement Retailers
Comprehensive industry research for valuation professionals, business owners, buyers, and lenders
NAICS Code: 456191Sector: 45Updated: Q1 2026
About This Report
This NAICS 456191 industry report integrates data from the U.S. Census Bureau[4] retail trade statistics, the Bureau of Labor Statistics[5] employment data for health and personal care retail workers, and Small Business Administration[6] size standard tables. Fair Market Value researchers supplement these federal sources with FDA dietary supplement registration data and industry trade association reports to deliver quarterly updates. Each revision of the NAICS 456191 report captures changes in supplement retail employment, revenue patterns, and regulatory requirements.
Industry Definition & Overview
Food (Health) Supplement Retailers (NAICS 456191) encompasses establishments primarily engaged in retailing food supplement products, including vitamins, nutrition supplements, and body strengthening supplements. Health food stores, vitamin shops, and sports nutrition retailers that focus on supplement sales fall within this classification. GNC, The Vitamin Shoppe, and thousands of independent health food stores represent the range of operators in this sector.
The U.S. Census Bureau[4] draws a clear line between supplement retailers and pharmacies (456110), which handle prescription drugs, and grocery stores (445110), which sell organic and natural foods. Supplement retailers specialize in products regulated under the Dietary Supplement Health and Education Act (DSHEA), which establishes manufacturing, labeling, and marketing standards distinct from pharmaceutical regulations. Product categories span multivitamins, herbal extracts, protein powders, amino acids, probiotics, and specialty formulations targeting specific health conditions.
Store formats range from small boutique vitamin shops under 1,500 square feet to full-service health food stores exceeding 5,000 square feet with extensive product walls and knowledgeable staff. Customer education drives purchasing decisions in this category, making trained associates a competitive advantage for brick-and-mortar operators. E-commerce has intensified competition from online supplement retailers and direct-to-consumer brands, pushing physical stores toward personalized consultation models and loyalty programs to retain customers.
What's Included in This Industry
- Operating vitamin and mineral supplement retail stores
- Running health food supplement shops with broad product selections
- Selling sports nutrition products including protein powders and pre-workout formulas
- Retailing herbal supplements, botanical extracts, and homeopathic products
- Managing specialty supplement stores focused on weight management products
- Selling probiotics, digestive enzymes, and gut health supplements at retail
- Operating body building and fitness supplement retail locations
- Retailing essential oils, aromatherapy products, and natural wellness items
- Running organic and natural supplement retail boutiques
- Selling specialty dietary supplements for joint health, cognitive function, and immune support
NAICS Classification Hierarchy
| Level | Description | Code |
|---|---|---|
| Subsector | Health and Personal Care Retailers | 456 |
| Industry Group | Health and Personal Care Retailers | 4561 |
| NAICS Industry | Other Health and Personal Care Retailers | 45619 |
| National Industry | Food (Health) Supplement Retailers | 456191 |
Related NAICS Codes
| Code | Description | Relationship |
|---|---|---|
| 456110 | Pharmacies and Drug Retailers | Pharmacies carry vitamins and supplements alongside prescription drugs, competing with dedicated supplement retailers on mainstream product categories |
| 456199 | All Other Health and Personal Care Retailers | All other health and personal care retailers sell personal wellness products that overlap with supplement store offerings in health-adjacent categories |
| 311920 | Coffee and Tea Manufacturing | Coffee and tea manufacturing produces specialty teas and herbal beverage products that health supplement retailers stock alongside traditional supplement lines |
| 311340 | Nonchocolate Confectionery Manufacturing | Nonchocolate confectionery manufacturing produces nutritional bars and health-oriented snack products sold through supplement retail channels |
| 424490 | Other Grocery and Related Products Merchant Wholesalers | Other grocery product wholesalers distribute health food products and specialty supplements to retail stores through natural foods distribution networks |
| 445110 | Supermarkets and Other Grocery Retailers (except Convenience Retailers) | Supermarkets and grocery stores sell vitamins and supplements in dedicated health aisles, competing with specialized supplement retailers on price and convenience |
SBA Lending Summary
840
Total SBA Loans
$280.3M
Total Loan Volume
$334K
Average Loan Size
10 yrs
Average Loan Term
10.77%
Average Interest Rate
4,864
Jobs Supported
Source: SBA 7(a) Program Data, U.S. Small Business Administration — FY 2025[3]
Key Insight: The Small Business Administration[7] classifies businesses under NAICS 456191 as small if their average annual receipts do not exceed $22.5 million. Independent vitamin shops and health food supplement stores below this threshold qualify for federal contracting preferences and SBA lending programs. SBA 7(a) loans[8] provide financing for inventory purchases, store buildouts, and marketing investments. The SBA 504 program[9] supports real estate acquisition for owner-operated supplement retail locations.
Top SBA Lenders
| # | Lender | Loans | Volume | Avg Loan |
|---|---|---|---|---|
| 1 | Pathward National Association | 8 | $40.0M | $5.0M |
| 2 | Newtek Bank, National Association | 80 | $32.8M | $411K |
| 3 | Bank of Utah | 8 | $31.1M | $3.9M |
| 4 | U.S. Bank, National Association | 56 | $22.8M | $408K |
| 5 | Northeast Bank | 112 | $19.5M | $174K |
Frequently Asked Questions
Common questions about this industry.
What businesses fall under NAICS 456191?
NAICS 456191 covers vitamin shops, health food supplement stores, sports nutrition retailers, and other establishments primarily selling dietary supplements. Both physical stores and online-focused supplement retailers qualify when retail sales are the primary activity. The U.S. Census Bureau[4] provides the official classification criteria.
How is NAICS 456191 different from pharmacies and grocery stores?
Pharmacies (456110) dispense prescription medications and carry supplements as secondary products, while grocery stores (445110) sell food products with supplement aisles. NAICS 456191 covers retailers where supplement sales are the primary business. The Census Bureau[10] explains the distinctions within the health and personal care subsector.
What is the SBA size standard for supplement retailers?
The SBA classifies supplement retailers as small if average annual receipts do not exceed $22.5 million. Most independent vitamin shops and health food stores fall well below this threshold. Current size standards appear in the SBA table of size standards[6].
Which NAICS codes are most closely related to 456191?
Closely related codes include 456110 for pharmacies, 456199 for other health retailers, 445110 for grocery stores, and 424490 for specialty grocery wholesalers. Each interacts with supplement retailers through product overlap, supply chain relationships, or consumer competition.
What industries interact with health supplement retailers?
Pharmacies (456110) and grocery stores (445110) compete in supplement sales. Natural foods wholesalers (424490) supply inventory. Tea manufacturers (311920) produce wellness beverages carried by supplement stores. Beauty retailers (456120) overlap in collagen and beauty supplement categories.
What activities are included in NAICS 456191?
Included activities cover retailing vitamins, mineral supplements, herbal products, protein powders, sports nutrition items, probiotics, and specialty dietary supplements. Product consultation and customer education services provided alongside retail sales also qualify. The Census definition[4] lists the full scope.
Can health supplement store owners get SBA loans?
Supplement retailers with receipts below $22.5 million qualify for SBA 7(a) loans covering inventory, equipment, and working capital. The 504 program funds real estate purchases for store locations. Application details are available at the SBA funding programs page[11].
Where are health supplement retailers concentrated?
Supplement retailers cluster in health-conscious metropolitan areas, with high concentrations in California, Florida, New York, and Texas. College towns and fitness-oriented communities also support above-average densities of supplement stores. The Bureau of Labor Statistics[5] tracks employment patterns that reflect geographic distribution.
Sources & References
Government datasets and editorial sources used in this report.
- [1]U.S. Bureau of Labor Statistics, Quarterly Census of Employment and Wages bls.gov
- [2]U.S. Census Bureau, Economic Census census.gov
- [3]U.S. Small Business Administration, SBA 7(a) Loan Program Data data.sba.gov
- [4]U.S. Census Bureau census.gov
- [5]Bureau of Labor Statistics bls.gov
- [6]Small Business Administration sba.gov
- [7]Small Business Administration sba.gov
- [8]SBA 7(a) loans sba.gov
- [9]SBA 504 program sba.gov
- [10]Census Bureau census.gov
- [11]SBA funding programs page sba.gov
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