Procter & Gamble announced plans to acquire supplement maker Thorne for $3.8 billion, according to comments made by P&G CEO Shailesh Jejurikar on CNBC. The transaction represents the consumer goods company’s latest effort to strengthen its health and wellness division at a time when interest in nutritional supplements continues to grow among consumers.
Thorne was established in 1984 and experienced significant ownership transitions in recent years. The company initially completed a public listing in late 2021 at a $525 million valuation before investment firm L Catterton took it private in 2023 for approximately $680 million. The company has demonstrated strong financial performance, with annual revenues exceeding $500 million in 2025. Thorne’s customer base skews younger, with the majority of revenue derived from shoppers under age 40, and the brand has benefited from rising direct-to-consumer sales.
P&G’s acquisition strategy reflects broader industry trends in the supplements and vitamins sector. The consumer health market has experienced notable expansion as shoppers increasingly turn to nutritional products for various health objectives. The wider cultural interest in wellness topics has created opportunities for premium supplement brands to capture market share. P&G already maintains a portfolio of established supplement brands including Metamucil, Align Probiotic, and New Chapter vitamins, all operating within the company’s healthcare division alongside other consumer health products.
The deal signals P&G’s commitment to acquiring brands that resonate with younger demographic groups despite recent challenges in the company’s overall performance. In its most recent quarterly results, P&G reported flat volume metrics and healthcare segment weakness by volume. Other major consumer companies have pursued similar acquisition strategies, with Unilever completing a purchase of supplement brand Grüns earlier in the year. P&G shares showed minimal movement in trading following the announcement.
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