A New Year offers an opportunity to reset, reflect, and prioritize. But the average New Year’s resolution lasts less than 4 months, according to a Forbes Health survey. Based on data collected from 1,000 U.S. adults who set a New Year’s resolution in 2023, only 6% stuck to it beyond the year.

What can the dietary supplement industry resolve to do in the year ahead to position the market for success and benefit consumers? Here’s a handful of resolutions for 2025 that companies can lean into …

Invest in R&D. The economy appears to be in positive territory and consumer sentiment is improving, according to SPINS’ 2025 Industry Update & Trends Predictions. With interest rates beginning to fall and capital flowing more freely, companies would be wise to invest in product research and innovation. Especially with younger consumers interested in health and wellness solutions, it’s paramount that brands earn trust by delivering products rooted in science and backed by compelling evidence.

Validate Product Integrity. Beyond the basics of cGMPs and ensuring the integrity of raw materials, there’s growing emphasis on contaminants like heavy metals, pesticides, and, increasingly, PFAs (forever chemicals). Getting a clear picture of what’s in your products is vital. At the same time, as testing of supplements on Amazon and other platforms from natural products company NOW has shown, what’s on the label isn’t always in the product. Verified label claims probably shouldn’t be a market differentiator, but they could be a strong baseline.

Get Personal. Brands can’t be everything to everyone. Segmentation is essential; especially today, as consumers increasingly want products tailored to their health needs. In fact, 69% of consumers value a personalized supplement regimen, with younger adults especially interested in supplements tailored to their precise needs, according to a recent consumer survey from the Council for Responsible Nutrition. SPINS also noted: “A renewed focus on critical ‘need states’ and nutritional traits by shoppers looking to better tailor their purchases to an individualized plan will help create niche yet lucrative opportunities across the (natural products) industry.”

Understand New Weight Loss Drugs. About 40% of U.S. adults are obese, according to the Centers for Disease Control and Prevention. Use of GLP-1 agonist drugs will continue to rise, emphasizing the need for everyone to manage their weight and blood sugar, as well as muscle health. “How brands shift, adapt, and evolve to cater to this opportunity will be critical,” according to SPINS. Catering to consumers taking weight loss drugs will be an increasingly competitive landscape. 

Support People in Need. The catastrophic wildfires in southern California and devastation from Hurricane Helene in Asheville, NC are among the latest examples of natural disasters impacting U.S. communities. How we respond to our neighbors in need says everything about who we are. Consider how you can make a difference.