Where are independent natural products retailers seeing momentum—and where are they feeling pressure? With a deep dive into the data, we answer that question in our 48th Annual Retailer Survey. But beyond asking retailers to give us a look at their operations, we ask them for their personal insights—their reflections on the state of natural retail.
For many independents, longevity is a point of pride—and proof of resilience.
One retailer described operating a “tiny health food/supplement store in Charlotte—one of the last one standing,” noting that the business has served its community for 52 years.
At the same time, retailers acknowledge that survival requires adaptation. “Retail has really changed and I feel it is important to change with the times,” one respondent said. Another added, “Despite the media saying doom is coming, we continue on serving the public and things, overall, are very good.”
That sense of perseverance exists alongside mixed sales performance.
Some retailers report steady or improving results. “Sales have been consistently up the last three years,” one shared, while another reported: “We have been growing at 20–25% annually for the last four years, currently we are at 29% YOY YTD growth.” That retailer cited low occupancy costs, everyday low pricing through INFRA, and a clear purpose—“providing clean food at the most affordable prices possible”—as drivers of success.
Several retailers noted challenges, with one saying, “Sales are down and resistant to maintain any upswing.” Another said they are “not seeing the increase in sales we would hope to realize month over month.”
Across responses, pricing pressure and tariffs emerged as dominant concerns.
Retailers repeatedly cited rising costs, particularly for imported goods and raw materials. One told us: “The main thing on my mind at this moment is the tariff price increases,” noting that dried herbs, teas, and spices have risen sharply, with some products increasing by 20%.
Others echoed similar worries: “We remain concerned about the cost of goods going up, especially with tariffs going into effect,” and “Concern for pricing related to imported goods with the rapidly changing tariffs.”
Retailers emphasized that consumers are feeling the strain:
“Our customers are feeling the pressure in many different areas of their lives,” one respondent said, adding that “the general unease is growing in terms of the future of the economy in America.” Another noted that higher shipping costs have forced price increases at retail, while shoppers can “get things more conveniently online.”
Supply chain challenges continue to test operations.
Out-of-stocks, delayed orders, and sourcing issues were common themes. “Out of stocks have been awful for several years,” one long-time retailer shared, while another said “raw materials have been difficult to source in a timely manner” and product prices have “skyrocketed.” Tariffs were again cited as a contributing factor, with retailers reporting slowed or canceled supply orders.
Vendor and channel dynamics are top of mind.
Some survey respondents expressed frustration with distributor practices, rising wholesale prices, reduced discounts, and shrinking support for independents. Concerns were raised about manufacturers competing directly with retailers and distributors, particularly online. “I am sick of companies…underselling small retail stores on Amazon,” one retailer vented. Another put brands on notice: Retailers are increasingly avoiding products that are sold cheaply online.
Despite the pressures they face, independents remain committed to their role in the natural products ecosystem. Loyal customers, community ties, and a belief in the value of brick-and-mortar sustains them. As one retailer summed up, the biggest challenge right now is “uncertainty”—from tariffs to competition to shifting go-to-market models—but the determination to keep serving customers remains firmly in place. WF
