Acquisitions in 2026 are proving to be all about health and wellness.Last week, Procter & Gamble announced its acquisition of supplement brand Thorne for $3.8 billion, part of a wave of high-profile acquisitions in the wellness space.
It’s another strong signal that large CPG conglomerates are increasingly seeking out science-backed, high-growth brands to add to their portfolios as consumer priorities shift toward longevity, functional health and the nutritional demands of the growing GLP-1 user base. The Thorne buyout is the latest high-profile supplement acquisition of 2026. Earlier this year, three-year-old gummy multivitamins startup Grüns was acquired by Unilever for an undisclosed figure.
The P&G deal comes after a series of ownership shifts for Thorne, including an IPO in 2021. Since then, the company, founded in 1984, was taken private by L Catterton in a deal valued at $680 million. According to Thorne, its annual revenue surpassed $500 million in 2025.
Mike Ross, PwC’s U.S. consumer markets deals leader, said that as consumer behavior shifts toward better-for-you products, large CPG conglomerates are adapting their portfolios by acquiring buzzy wellness brands.
“We’re seeing CPG companies becoming much more intentional about what belongs in their portfolios, and just as importantly what doesn’t,” Ross said. This is especially true as GLP-1 adoption and broader wellness behavior push demand toward high-protein, fiber-rich, hydration-focused and portion-controlled products.
