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P&G Buys Thorne in $3.8bn Supplement Market Shake-Up

Procter & Gamble has agreed to acquire the supplement brand Thorne from L Catterton's Flagship Fund, in a deal announced on 4 August 2026. Thorne's own press release, issued through PR Newswire, confirmed the definitive agreement and said the transaction is expected to close later in 2026 subject to regulatory approvals and customary closing conditions. It did not disclose a price. The figure of $3.8 billion came separately from P&G chief executive Shailesh Jejurikar, speaking to CNBC, and was carried by Reuters. L Catterton, backed by LVMH, took Thorne private in 2023 in a deal reported at $680 million, meaning the sale represents a substantial return over roughly three years. Thorne, founded in 1984, sells largely through healthcare practitioners and joins a P&G health portfolio that already includes Metamucil, Align probiotics and New Chapter.

Why the vitamins aisle keeps changing hands

Paul Gama, chief executive of P&G Health Care, said in the announcement that "consumer interest in self-care, prevention, wellness, and personalized health continues to grow, and Thorne strengthens our position in premium wellness". Jejurikar told CNBC the price was "a good price for the growth rates they have" and "kind of in line with the industry benchmarks we've seen". Reuters also quoted market analyst Jay Woods describing the deal as "more strategic than anything", adding that it "keeps a competitor like Unilever out of the space for now". Supplements have become a consumer goods growth category rather than a health one.

What this means for your supplement routine

Consolidation rarely makes a category cheaper. When a premium brand is bought at a multiple that has to be justified, the pressure usually shows up in pricing, in tighter distribution, or in more marketing spend loaded onto the same bottle. Nothing about the capsules inside changes on the day a deal closes. It is a reasonable moment to check what you are paying per serving rather than per bottle, and to notice how much of a premium price is brand rather than formulation, across the full catalogue or any other retailer.

How Perqen members save

Perqen's model puts the margin in a membership rather than in the product price: £4.99 a month or £29.99 a year unlocks member pricing across 1,393 products from established brands. The membership page sets out where the break-even sits on a normal monthly order.

This article reports published news and research and is for information only. Food supplements are not a substitute for a varied diet or medical care, and no product mentioned is intended to diagnose, treat, cure or prevent any disease. Speak to your GP or pharmacist before changing what you take, especially if you are pregnant, breastfeeding, or taking prescribed medicines.

Sources

Originally reported by Reuters. This article has been reviewed by Dr Tosin.

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