2025 Nutraceutical and Natural Product Industry Outlook: Insights from Nutritional Outlook’s Editorial Advisory Board
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Nutritional Outlook’s Editorial Advisory Board members highlight trends for the nutraceutical, natural product, and health and wellness industries in 2025.
What major market, industry, and/or consumer trends do you expect to see in 2025?
Judy Blatman
Judy Blatman Communications
Founder/President
The biggest trend question for me is economy-based and relates to whether consumers will view supplements in 2025 as a staple or as a luxury. As the perceived “bad” economy was thought to be one of two main reasons why a new administration was elected, it will be interesting to see how quickly grocery prices (and other concerns about the economy) can be turned around. Further, the impact that tariffs (if actually implemented) will have on prices, including for supplements, remains to be seen. If the current confidence in the new administration and its ability to extend that consumer confidence to the economy holds, then 2025 should be a strong year for supplements.
Scott Dicker
Market Insights Director
SPINS LLC
In 2025, I expect to see personalized nutrition finally come to be. At least more so than previous years promise. With more research being done on distinct demographic groups, and with consumers tracking their own health data through health technology and popular tests, consumers can now make decisions about how to change their intake routines, including supplement use. This will open up more trials as well as more routine integration in categories like sleep, cellular health, and active nutrition. I also expect the industry to see significant impacts from GLP-1’s ever increasing user base. While this will have a negative impact on traditional weight management categories (-13.5% YTD), I expect adjacent categories to see a significant bump. This includes; protein (bars, drinks (+9%YTD), powders (+3%YTD) as well as multivitamins (+1% YTD) which I think will have their best growth year in a long time.
John R. Endres, ND
Chief Scientific Officer
AIBMR Life Sciences Inc.
We continue to see interest in products that support a healthy immune system. While the COVID virus comes and goes periodically and with avian flu raising some concerns for humans, people understand the importance of maintaining as healthy an immune system as possible. This requires adequate sleep, a balanced diet with lots of fruits and vegetables and often a little extra help from dietary supplements and functional food ingredients. As GRAS and NDI Notification consultants, we are at the forefront of attaining FDA regulatory status for novel ingredients (either independent GRAS conclusions or regulatory submissions to FDA) with specific functions to support health in mind. We believe that the interest in these sorts of ingredients will continue to be of interest into 2025 just as they have been since the pandemic began in early 2020. Not surprisingly, common supplements to the diet continue to be vitamins C and D, the minerals zinc and magnesium, as well as botanicals such as elderberry and echinacea. Some of the novel ingredients that continue to gain market share and are expected to continue to grow in 2025 include a variety of “probiotic” organisms such as novel strains of Lactobacilli, Bifidobacteria, Bacillus spp., etc. all of which have benefits to the human microbiome, which plays a major role in immune system health. The number of FDA GRAS Notifications for myriad strains of microorganisms is expected to remain very strong in 2025.
David Foreman, RPh
Founder and President
Herbal Pharmacist
I believe that there will be a surge in the need for and the number of products specifically designed for women’s health across all stages of life. This means that we will need to do more research specifically with women and formulate finished products that fit into everyday lifestyles.
Kimberly Kawa, BSc
Client Insights Manager
SPINS LLC
In 2025, I foresee the pursuit of optimal health and the addressing of nutritional gaps with functional ingredients aligning with the integration of sustainable practices, such as organic and regenerative agriculture. This holistic strategy to promote health span and longevity through both personalized and collective efforts isn’t a new concept, but it is gaining more mainstream focus.
In the dietary supplement sector, brands featuring organic ingredients or those that are fully certified organic have experienced 1.8% growth, reaching $1.7 billion across the SPINS Natural Enhanced Channel and MULO Channel (powered by Circana) in the 52 weeks ending 12/1/2024. Notable growth in organic products is particularly evident in segments including protein (animal-based and plant-based), green foods (sea moss and moringa), as well as products supporting cognition (medicinal mushrooms), mood (ashwagandha), and digestion (prebiotic fiber and probiotic formulas).
Brands that have achieved third-party regenerative organic certification, such as Ancient Nutrition, Herb Pharm, and True Grace, are raising the standard for sustainable ingredient sourcing while reinforcing their commitment to environmental and health-conscious practices. These efforts highlight brands that meet consumer demand for transparency and sustainability in dietary supplements, and I believe this momentum will continue as brands shift their priorities to align with industry currents.
Douglas “Duffy” MacKay, ND
Senior Vice President, Dietary Supplements
Consumer Healthcare Products Association
In 2025, the use of dietary supplements to support individuals on GLP-1 weight loss medications is expected to grow, driven by greater awareness of the unique nutritional and wellness needs associated with these treatments. With the rising popularity of GLP-1 drugs for weight management, there is a growing market for dietary supplements that can support the effects of these drugs. Supplements that serve to support nutrient absorption, digestive health, and weight management—such as probiotics, fiber, and vitamins—are poised to see strong demand, and some dietary supplements are being investigated to enhance the body's endogenous GLP-1 production. This trend highlights the industry's adaptability and its efforts to meet increasing consumer needs to manage the physiological changes that occur with significant weight loss.
We also expect the debate around artificial colors and food additives to remain prominent in 2025, driven by consumer preferences for natural alternatives and increased attention from some of the incoming Administration’s nominations. As discussions about these ingredients become mainstream, demand for non-artificial options is expected to rise, prompting more companies to reformulate their products. Suppliers of natural alternatives should prepare for growing interest as this consumer shift accelerates. Additionally, awareness is growing around leaky gut syndrome, a condition where increased gut permeability may contribute to inflammation and digestive health issues. As consumers become more informed, interest in gut health products is expected to increase, creating opportunities for the supplement industry to offer solutions. Probiotics, L-glutamine, collagen peptides, and zinc are among the supplements likely to gain traction as consumers prioritize supporting a healthy gut barrier and overall digestive wellness.
Michael McGuffin
President
The American Herbal Products Association (AHPA)
First and foremost, we anticipate heightened attention to public health under the second Trump administration, driven by the president-elect’s headline-making appointments to lead the U.S. Department of Health and Human Services (HHS), Centers for Disease Control, and Food and Drug Administration (FDA). These selections will drive both direct and indirect attention to public health that will unquestionably impact the dietary supplement and natural products industries.
For consumers, this increased attention to public health will likely translate into higher demand for dietary supplements and natural products as people seek greater control over managing their wellbeing. I expect this shift to support additional growth and innovation in our community, particularly as consumers have continued to express interest in new ingredients and new uses and forms for longstanding ones. Fungi-derived ingredients have gained significant traction, and “sports nutrition” products have found broader acceptance in the active lifestyle marketspace. Growth comes with scrutiny, however; consumers will be on the receiving end of new narratives about natural products from every direction.
For industry, 2025 will bring changes from every direction: consumers, regulators, and advocates. In particular, greater attention on our market will place greater pressure and emphasis on public narratives of benefit and safety. As customers seek to place our products into context, companies will want to ensure they are on the right side of these narratives, not only about regulatory compliance but also regarding broader messages on what dietary supplement use represents. As a part of that process, I anticipate that ongoing public discussions regarding independent testing and certification programs will reach a new pitch.
Susan H. Mitmesser, PhD
Senior Vice President, Chief Science Officer
Pharmavite
The demand for high-quality, efficacious natural health and wellness products will continue to grow in 2025 as many consumers show heightened interest in incorporating a more holistic and proactive approach to health – I anticipate this being amplified with the new administration. We continue to see an increase in the shift from reactive to proactive health management, and the prioritization of self-care as it relates to consumers’ health and wellness. Vitamins and supplements can have a profound impact on public health by playing a critical role in helping people fill nutrient gaps, environmental factors, or specific health conditions.
Consumers are continuing to turn to Pharmavite’s brands on their health and wellness journeys, and through our extensive work with consumers, we’ve learned that, first and foremost, they’re looking for high-quality, efficacious offerings. These findings reaffirm Pharmavite’s commitment to delivering high-quality, science-backed vitamin and supplement solutions our consumers can trust, as well as our prioritization of investments like USP Verification to provide consumers with the peace of mind they deserve.
Irfan Qureshi, ND
Global Head of Product Development
Metagenics
I expect 2025 to be a significant year for growth and differentiation in several trending areas for dietary supplements and functional foods. This movement will lead to category disruption in several areas of focus.
A big area of opportunity revolves around supporting the needs of those using GLP-1 agonists. Whether natural options that potentiate GLP-1 effects or products and ingredients that can function as adjuncts addressing the ecosystem of needs that individuals using these medications have, this category is fueled for growth for companies that can pivot effectively to tap into this expanding market. Traditional players in the weight management and metabolic health supplement arena are primed for disruption and the use of GLP-1 agonists will continue to rise.
A second category that will continue to be front and center is women’s health. Beyond support for menopause, we will see a plethora of new offerings supporting women across all life stages. Additionally, products in cross-over categories will gain significant traction (stress, sleep, cognition, and digestion with a focus on women’s needs, for example). We’ll continue to see big players developing a variety of women’s focused products with nuanced benefits.
Stress and mood support is a category where significant growth will persist. Current events as well as our multi-tasking lifestyles will continue to feed this category as stress levels only continue to rise along with our need to find effective strategies to manage them. Old favorites like ashwagandha will play a big role as will adaptogens that have been less popular but have strong new science such as holy basil, Alpinia galanga and others.
Magnesium is a mineral that has gained significant market presence given its key role in metabolic health. This robust growth is poised to continue and will be fueled by more premium forms such as magnesium glycinate and magnesium glycerophosphate. As consumers continue to educate themselves on the key benefits of this mineral and a substantial number of people realize they aren’t getting enough through dietary means, forms with decreased side effects and enhanced utilization by the body will gain favor among consumers.
As GI health is so critical to health overall, the importance of the microbiome will continue to be at the forefront. While probiotics are category leaders in the space, 2025 promises to shine a light on several new postbiotics, as research continues to show that these inactivated bacterial strains promote significant health benefits. Moreover, the applicational flexibility associated with postbiotics is superior to probiotics given their increased stability across dosage formats.
Paula Simpson, BSc (Nutritional Sciences), RNCP, R. Herbalist
Founder
Nutribloom
Then and Now
In the past, consumers primarily used nutricosmetics with a narrow focus on anti-aging and skin health, particularly targeting oxidative stress through antioxidants. The marketing often emphasized these benefits, but there was limited clinical evidence and a lack of understanding of the mechanisms of action. Additionally, the appeal was largely Western-centric, with a focus on specific ingredients and formulations popular in those markets.
Today, consumer trends in beauty supplements have shifted significantly towards a holistic approach focused on lifestyle and longevity. There's a greater emphasis on the gut-skin-brain axis and how stress impacts overall wellness. People are increasingly interested in the microbiome, phytomedicine, and nutrigenomics, seeking precision-focused products backed by diagnostics. This shift comes with a rise in clinical evidence and a better understanding of mechanisms of action. Consumers are now looking for targeted claims that balance, soothe, and restore, blending both Eastern and Western practices to support their beauty and wellness goals.
The beauty supplement industry is evolving with a strong focus on lifestyle and longevity, especially regarding the gut-skin-brain axis and the effects of stress on overall well-being. This interconnectedness emphasizes the importance of the microbiome, phytomedicine, and nutrigenomics, alongside nutrition itself.
Along with this, a shift towards precision-focused approaches that use diagnostics to tailor solutions for individuals. There’s also a growing body of clinical evidence that supports the mechanisms behind these products, enhancing their credibility. There is a continued trend for both Eastern and Western traditions, aiming to soothe and restore the body and support our outer aesthetic. This balanced approach is marking a significant change in how we view beauty and wellness.
Gut to Skin
The gut-skin axis has evolved both from a clinical research and consumer awareness perspective. This is particularly true around the microbiome. When you think about the connectiveness between these two organs, both are vital for immune and neuroendocrine functions. They have high cell turnover and are lined with epithelial cells that engage with the external environment, enabling the immune system to differentiate between harmful and beneficial substances. Research shows a strong link between gut health and skin homeostasis, largely driven by the gut microbiota's role in immune modulation.
So, in respect the microbiome and gut-skin axis, I see expansion in consumer education/awareness on the topic but also see more specialized/advanced formulations coming to market to for targeted skin or hair health conditions with not only probiotics but also rising focus on the benefits of prebiotics and postbiotics for general and chronic skin conditions.
Hair Supplements continue to evolve….
Like the roadmap for skin, hair focused supplements are evolving from “general” health formulations and claims to more advanced and targeted hair and scalp conditions, and this can also include age, lifecycle, and gender specific formulations to support hair health. Bidirectional topical and ingestible products will continue to evolve.
Brian Tanzer, MS
Director, Scientific & Regulatory Affairs
The Vitamin Shoppe Inc.
The GLP-1 trend will continue in 2025. More and more people are turning to these medications to help them with their weight loss goals. What we might start to see as more people use them for a longer period of time are the potential side effects associated with long term use. Those of us in the nutrition field and specifically the dietary supplement industry like to believe that people can lose weight by reducing their food intake, increasing physical activity, getting adequate sleep and learning how to manage stress. While this might be the case for most people, many just cannot achieve meaningful weight loss through lifestyle changes alone. That said our industry can still play an important role in helping those people using GLP-1 medications to meet their nutrient requirements through proper supplementation. At The Vitamin Shoppe we pride ourselves on education and we created a program to educate consumers about how to make sure they meet their nutrient requirements while taking a GLP-1 medication. In addition we are launching a line of supplements under the brand Whole Health Rx that includes a multivitamin and protein supplement designed for those taking these medications. Our industry is well positioned to offer healthy options to help those trying to achieve their weight loss goals on their way to improved overall health and wellness.
John E. Villafranco
Partner
Kelley Drye & Warren LLP
As the nutraceutical industry evolves, crucial shifts in consumer priorities and market dynamics are shaping the future of health and wellness. Consumer behavior in 2024 marked a significant shift toward "natural" and "herbal" health products, reflecting a growing consumer preference for holistic remedies over pharmaceuticals. This trend is expected to persist and gain momentum through 2025. Additionally, we anticipate increased technology adoption, with e-commerce platforms continuing to thrive and expand their reach. Key trends we foresee in 2025 include the following:
- Personalized Health Technology: We expect there to be an increase in consumer demand for supplements tailored to genetic profiles, lifestyles, and health goals, driven by advancements in AI and wearable health tech. We can expect this trend to be particularly prominent in women’s wellness, aligning with their unique health needs and cycles.
- Digital Integration: E-commerce will likely continue to expand, and we expect that businesses will lean into utilization of AI-driven personalized recommendations.
- Natural Weight Loss: Toward the end of 2024, numerous dietary supplements emerged attempting to compete with GLP-1 products like Ozempic and Wegovy. This trend is expected to continue well into 2025, driven by consumer interest in achieving weight loss through more holistic approaches.
- Proactive Health Focus: As consumers focus on achieving overall wellness, products targeting longevity, immune health, sleep, and mental well-being will dominate as consumers shift from reactive to proactive health management.
- Emerging Ingredients: Interest in new botanicals, adaptogens, and nootropics will grow along with the consumer desire for more natural alternatives to pharmaceuticals and medical procedures.
- Sustainability: Consumers are prioritizing eco-friendly packaging and responsibly sourced ingredients. We expect companies to invest in carbon-neutral operations and transparent supply chains to gain a competitive edge.
What do you anticipate will be the biggest challenges for nutraceutical and natural product companies in 2025?
John E. Villafranco
Partner
Kelley Drye & Warren LLP
Companies will certainly face challenges in 2025, particularly with political changes and differing regulatory scrutiny on the horizon. We anticipate market saturation in certain wellness categories, such as weight loss, immune health, and sleep, which will drive companies to differentiate themselves through innovation, whether by introducing new ingredients or employing advanced marketing strategies. Customers are scrutinizing ingredients and substantiation more closely than ever, so companies must ensure their claims are accurate and avoid spreading misinformation about their ingredients or products to protect their brand reputation.
Irfan Qureshi, ND
Global Head of Product Development
Metagenics
Several challenges that the industry is currently experiencing will persist in 2025. Chief among them is the proliferation of poor-quality products on retail platforms such as Amazon and others. Continued efforts at the industry level to stay ahead of counterfeit and poor-quality products, as well as those marketed as supplements but truly are not, will be paramount. These products give the industry a bad name, decrease consumer trust in the effectiveness of supplements because they don’t work or, worse yet, lead to adverse effects on people’s health because they are unsafe. Getting these products off the market must continue to be an industry priority.
New challenges for 2025 will include the impact of regulatory changes at the federal level as well as the impact of higher tariffs imposed on raw materials sourced from other countries. Hopefully, companies have already developed strategies to get ahead of these anticipated changes and have a game plan to navigate the potential hurdles associated with the new presidential administration.
A further challenge is the continued adoption of AI and related technologies. Like other industries, we are bound to see greater adoption of AI related tools in the nutrition and dietary supplement space. Whether it be in the field of sales and marketing, formulation and product development, procurement, manufacturing, or regulatory affairs, the use of AI will continue to expand leading to a significant disruption in how business is conducted. For companies that are ahead of the curve with respect to these technologies, a true opportunity for differentiation exists. Forward thinking companies will be the ones that emerge as the most successful. It behooves us as an industry to embrace new technologies as the standard for doing business in an increasingly digital age.
Susan Hazels Mitmesser, PhD
Vice President, Science and Technology
Pharmavite LLC
Everything we put in, and on, our bodies has the potential to impact the microbiome. Add that to the fact that everyone’s microbiome is unique and influenced by genetics, environment, lifestyle, and all the other stressors in our lives. This complicates human clinical trials and is likely the reason some trials show an impact of an intervention on the microbiome and others do not.
As research emerges and scientists and clinicians interpret microbiome data, staying true to the evidence in the complex microbiome environment will continue to be a challenge in 2025. While technical capabilities are improving and cost is decreasing, the intersubject and intrasubject variability of microbiome data needs to be interpreted with caution. Considerations of study design include important confounding factors, and different laboratory methods and their resulting gene products and metabolites can lead to misinterpretation if not careful.
Michael McGuffin
President
American Herbal Products Association
Nutraceutical and natural product companies will face a confluence of significant challenges in 2025, many with their roots in longstanding national challenges: supply chain vulnerabilities, economic uncertainty, environmental disasters, and shifting geopolitical dynamics. In particular, President-elect Donald Trump’s promised tariff hikes, especially on imports from China, are expected to place additional strain on much of our community.
Compounding these global challenges is the growing patchwork of state-level legislation. Recent attention at this level has primarily focused on bills aiming to restrict access to weight loss and muscle-building dietary supplements, but we believe that restriction laws aimed at other ingredients and additives used by our industry are likely to emerge in this period of heightened sensitivity. Such laws, often promoted under the aegis of consumer protection, risk creating an incoherent patchwork of conflicting interstate requirements. This inconsistency threatens to disrupt interstate commerce, increase compliance costs, and sow confusion among manufacturers, retailers, and, ultimately, consumers, who will be given purported reasons to distrust our products.
Douglas “Duffy” MacKay, ND
Senior Vice President, Dietary Supplements
Consumer Healthcare Products Association
One of the significant challenges for dietary supplement companies in 2025 will be addressing the proliferation of counterfeit and gray market products sold through e-commerce platforms. These unauthorized products can undermine consumer trust and brand reputation, as they often fail to meet quality standards, posing potential health risks. Ensuring consumers realize the full benefits of dietary supplements will require robust brand protection strategies and consumer education efforts. Enhancing consumer awareness about the importance of purchasing from reputable sources will be crucial in protecting both the brand and consumer health. This multifaceted approach will help maintain the integrity of the industry and ensure that consumers continue to benefit from high-quality, safe dietary supplements.
We also anticipate industry to continue facing ongoing challenges from state-level legislative efforts to impose age restrictions on certain products for individuals under 18. These bills, often targeting supplements marketed for weight management, energy, or muscle building, could create a patchwork of regulations, complicating compliance for companies and potentially limiting consumer access. As these proposals gain traction, industry must remain vigilant in advocating for science-based policies and educating lawmakers on the safety and benefits of responsible supplement use.
Additionally, DSHEA’s 30th anniversary last October serves as a continued reminder of the need to modernize current regulations to ensure a federal framework that meets the needs of today’s marketplace and strengthens industry positions against a patchwork of state laws. One component that has been discussed by lawmakers for decades is mandatory product listing (MPL). If MPL was required for supplements, consumers, lawmakers, and responsible manufacturers could benefit. And while MPL is a good first step, CHPA supports a more comprehensive approach that cracks down on illegal activity and better protects consumers.
David Foreman, RPh
Founder and President
Herbal Pharmacist
The biggest challenges for 2025 will most likely revolve around the political landscape and how the incoming administration treats industry. Between regulatory changes, added tariffs, and other factors, there can be a significantly impact on the supply chain and added cost to the end consumer. Companies must be proactive rather than reactive to the current and future political environment.
Scott Dicker
Market Insights Director
SPINS
I think the potential challenges are as large as the potential opportunities. All of the major challenges that I see for this year are unrelated to consumer demand. I think potential tariffs could have major impacts of both cost and availability or ingredients and products which may see brands shift to Ayurvedic herbs (a trend we are already seeing). The other major challenges are things like Amazon’s policies around testing as well as consumer confidence in what they buy on Amazon actually having the ingredient that they think they are buying. This challenge continues to be maybe the largest opportunity for other retailers, especially natural and specialty one to really promote their products and gatekeeping assurances. Lastly, laws around sports nutrition and weight management products threaten to stop growth in the states that they passed in. All of these things combined have the potential for major obstacles for the nutraceutical industry.
Judy Blatman
Founder and President
Judy Blatman Communications LLC
Aside from the economy (including tariffs), which could be the biggest test of all, getting consumers to pay attention to the supplement industry’s products will be a challenge for marketers in this industry. First, based on the first Trump administration, where the news cycle was filled with Trump trumping Trump in media stories on the daily, leaving little space for any news or feature stories not based on politics, should we anticipate the same this time around? Perhaps not to the same extent or in the same way, as the new administration appears to have more well-defined objectives and a clearer path to getting there.
The point, though, is that this incoming administration has some big fish it wants to fry, therefore, breaking through with editorial content and marketing messages from a small (but popular) supplement industry will require some skillful public relations and marketing strategies and non-traditional, out-of-the-box tactics. Breaking through is not the only challenge, where to break through is another. There is already a wide swath of people who have sworn off mainstream media and have exited social media, leaving a vacuum for where to best spread the message. This is not an unsolvable problem, just one that needs attention and consideration.
With respect to the incoming presidential administration and changes in the control of Congress, in what ways are these changes encouraging and/or discouraging for industry?
Judy Blatman
Founder and President
Judy Blatman Communications LLC
New administrations always bring new challenges, but in retrospect, the changes brought about by elections-past were not nearly as potentially game-changing as this one may be. Starting with President Trump’s nominee for the Secretary of Health & Human Services, Robert F. Kennedy, Jr., if confirmed, will likely bring encouraging as well as potentially discouraging changes for the supplement industry. On the positive side, Kennedy appears to embrace dietary supplements for health and may be open to innovation, but what is unknown is how his declaration for cracking down on food additives, seed oils, and pesticides and more could sweep in a whole bunch of regulation that could impact the supplement industry and possibly ban some specific supplement products.
Another consideration is this: the dietary supplement industry is firmly planted as mainstream at this point, with a broad consumer-base. On the other hand, as Kennedy tries to implement his stated policies that are not particularly popular nor mainstream (e.g., his anti-vaccine stance, removing fluoride from drinking water, etc.) will those who don’t embrace his more “out-there” positions question whether supplements fall into that category too with the result being the industry losing some mainstream customers.
The common wisdom is that with a Republican administration—one that carries all three branches—there will be a hands-off approach, less regulation that could lead to more innovation for companies and fewer restrictions. On the other hand, lack of current regulation enforcement could lead to a backlash down the road, with even more regulation introduced when the majorities flip, which if history is any indication, they will at some point. Instead, could this be the chance for industry leaders to finally open up (and modernize) DSHEA, to get to DSHEA 2.0 (or maybe leapfrog to 5.0), a law that would recognize the growth of the industry, the increased consumer interest in the products, a way to strengthen consumer safety while striking a balance between consumer protection and industry innovation, and perhaps a more appropriate framework for botanicals?
Scott Dicker
Market Insights Director
SPINS
There will be more spotlight on this industry than anytime in recent years.There is a lot to be encouraged about as many in the incoming administration are very supportive of the industry. This leads to big opportunities as far as regulation and further mainstreaming and possibly more incorporation into preventative health protocols. I am a bit concerned that in our very polarized times, big support from one side can lead to a backlash from a set of consumers as well. We see this played out in certain food/beverage categories to a small degree. For example, backlash when Cracker Barrel started selling plant-based meat. So, I think it’s possible you could see more of a push of common negative narratives against the nutraceutical industry (unregulated, unproven, etc.).
Obviously, the proposed tariffs would have a major impact. See my response above for that.
It’s more uncertainty than anything else. Everyone, including myself making predictions are extremely speculative as that’s all we can do at this point.
David Foreman, RPh
Founder and President
Herbal Pharmacist
While from a distance, the changes appear to be discouraging, I feel that they can be encouraging, too. The changes in government offer the industry the opportunity to play a more active role in the future of our industry.
Douglas “Duffy” MacKay, ND
Senior Vice President, Dietary Supplements
Consumer Healthcare Products Association
While it’s still too early to predict what the incoming Administration’s policy agenda will specifically focus on, previous statements made by Robert F. Kennedy Jr. and other nominees appear to indicate nutrition will be prioritized as a key public health priority that also includes supplementation. We’re pleased to see an initial recognition of the important role supplementation plays in optimizing overall health, and CHPA will remain focused on prioritizing the essential role consumer healthcare products play in our nation’s public health. For supplements to continue contributing to a healthier America, a strong science-based regulatory framework is necessary to increase transparency, improve product quality, incentivize innovation, and protect consumers. CHPA looks forward to working with the incoming Administration and Congress to modernize the regulatory framework overseeing dietary supplements.
Michael McGuffin
President
American Herbal Products Association
The incoming administration and a Republican-controlled Congress present an opportunity to resolve longstanding challenges facing our community and provide all stakeholders with a greater confidence about dietary supplements. As our industry faces scrutiny on multiple levels, it’s especially important for enforcement to draw a clear line between good faith participants and scofflaws. As such, we’re encouraging adoption of legislation that would create a new “prohibited act” under section 301 of the Federal Food, Drug and Cosmetic Act (FDCA). AHPA believes that the addition of such a new prohibited act, carefully tailored to give regulators only the authority they need, would give the agency greater power to enforce against marketers of drug-spiked products that masquerade as dietary supplements – without threatening access to existing, lawful, and beneficial supplements.
AHPA is committed to engaging with public health leadership within the incoming administration in support of our mission to ensure access to safe, high-quality dietary supplements and other herbal products. As consumers search for a path forward in an uncertain time, AHPA will engage with public officials, with third party stakeholders, and with our colleagues throughout the trade to illuminate the way.
Susan Hazels Mitmesser, PhD
Vice President, Science and Technology
Pharmavite LLC
Dietary supplements are not pharmaceuticals and should not be treated as such. The new administration will bring a new and interesting perspective on how dietary supplements and functional foods fit into the American diet and proactive healthcare.
Irfan Qureshi, ND
Global Head of Product Development
Metagenics
The full impact of the new presidential administration on the industry remains to be seen; however, the shifts in philosophy could have significant ramifications. This may lead to substantial changes and even disruptions to our current way of doing business. For the industry at large, there are likely to be positives as well as negatives.
For one, the regulatory climate is bound to change. Enforcement priorities at the federal level could be significantly different than they have been in the past. If federal enforcement is relaxed, it will be crucial to see how states react. Will key states step up their oversight and enforcement activity? This will present challenges for companies doing business across the country as the end result of increased state versus federal action is a big unknown but may result in competing laws and inconsistency in enforcement.
Another big factor could be increased tariffs on imported goods. As a significant part of the raw material supply chain is reliant on sourcing goods from overseas, costs are likely to rise and supply challenges may result. The implications of this for finished goods prices could be adverse. Could increasing retail prices of higher quality supplements price out many consumers who rely on these products on a regular basis? Will it force consumers to choose products with inferior quality? These are just some of the potential downsides of increased raw material costs.
On the other hand, there are several players within the new administration that have expressed a positive point of view on the impact of dietary supplements for human health. If these individuals have an increased influence over health policy at the federal level, it’s possible that dietary supplements could gain needed legitimacy as true adjunct health measures along with pharmaceuticals and other therapies. This could have a substantial effect on the industry overall by amplifying consumer interest and sales growth as well as increasing research interest into the validity of supplements for promoting wellbeing.
