Procter & Gamble is acquiring supplement maker Thorne for $3.8 billion to expand its health and wellness division, which has been its worst-performing segment by volume. The deal aims to attract younger consumers, who make up the majority of Thorne's customer base. Thorne, founded in 1984, saw its annual revenue surpass $500 million in 2025. The acquisition reflects a broader trend of consumer giants buying into the growing supplement market.
Thorne acquisition details
- ▪The acquisition was announced on August 4, 2026, by P&G CEO Shailesh Jejurikar on CNBC's "Squawk on the Street."
- ▪Procter & Gamble is acquiring supplement maker Thorne for $3.8 billion
Thorne company background
- ▪The majority of Thorne's revenue is generated by shoppers under the age of 40
- ▪Thorne's annual revenue surpassed $500 million in 2025
- ▪Thorne went public in late 2021 with a $525 million valuation and was taken private by L Catterton in 2023 for $680 million
P&G healthcare division expansion
- ▪The deal reflects Procter & Gamble's goal of owning premium brands that appeal to younger consumers
- ▪Procter & Gamble's healthcare division includes brands such as Metamucil, Align Probiotic, New Chapter vitamins, Oral-B, and Vicks
- ▪The acquisition is part of Procter & Gamble's strategy to grow its health and wellness division
Supplement market trends
- ▪The "Make America Healthy Again" movement, led by HHS Secretary Robert F. Kennedy Jr., has promoted the use of supplements
- ▪The popularity of vitamins and supplements has grown as consumers use them for health goals like improving sleep and energy
P&G financial performance
- ▪Procter & Gamble's healthcare segment was the company's worst-performing division by volume in its latest quarter
- ▪In Procter & Gamble's most recent quarter, its sales volume was flat, resulting in lower-than-expected revenue
- ▪Procter & Gamble's shares traded up less than 1% on the morning of August 4, 2026
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