We asked industry thought leaders with deep knowledge of marketplace dynamics to comment about critical business, regulatory, science, and market trends that warrant industry attention, and to anticipate key developments for the coming year. Their responses address a spectrum of matters, with common threads including state regulations, global supply chain planning, women’s health, and much more.

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Michael McGuffin, President, American Herbal Products Association (AHPA):  2024 has seen significant pressure on the industry from outside, at both the state and federal level, by critics of our industry that conflate safe, lawful dietary supplements with unlawful products designed and often mislabeled to mimic responsibly marketed dietary supplements. Looking to next year, it is critical that the entire industry work together to leverage the opportunities presented by the new administration and Congress — including the unique opportunity to emphasize the distinct role of dietary supplements in supporting health, setting them apart from products in other categories. AHPA has developed and will be promoting legislative language that will empower the U.S. Food and Drug Administration to enforce against marketers of drug-spiked products that masquerade as dietary supplements, to better protect consumers and preserve the integrity of our field. We will also pursue other longstanding legislative priorities that will let dietary supplement consumers take greater control of their own health.

There will be challenges for industry next year, too: longstanding state-level efforts to restrict access to dietary supplements may be energized by the shift in federal power. While all of these dynamics — differentiating legitimate dietary supplements, addressing illegal products, and pushing back against state restrictions — were already in effect over the past year, 2025 presents a critical moment for the industry to reinforce its commitment to safety, transparency, and consumer protection. Collaboration and proactive engagement from all stakeholders in the responsible dietary supplement community will be essential in navigating these challenging times.

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Duffy MacKay, Senior VP of Dietary Supplements, Consumer Healthcare Products Association (CHPA):  In 2010, FDA Commissioner Margaret A. Hamburg, MD, issued an open letter highlighting significant public health risks posed by products marketed as dietary supplements that contained the same active ingredients as FDA-approved drugs or compounds — such as synthetic steroids — which do not qualify as dietary ingredients.

FDA’s letter revealed that through product testing, the agency had found that dietary supplements containing hidden or misleading ingredients are often marketed for weight loss, sexual enhancement, and bodybuilding.

Five years later, in 2015, the New York State Attorney General led an investigation accusing retailers of selling fraudulent dietary supplements. This legal action was based on tests that purportedly revealed discrepancies between labeled ingredients and actual contents of the products. The action was unprecedented, targeting retailers rather than manufacturers, and was based on a method later criticized for lack of validity. The controversial 2013 study that originally sparked this investigation has since been retracted due to significant methodological flaws. However, the damage was already done, and retailers began to implement their own dietary supplement screening processes, marking a shift to what many have come to describe as “regulation by retail.”

Today, the legacy of regulation by retail remains complex. While these initiatives aimed to improve product quality, safety, and transparency, they have also introduced significant challenges for manufacturers given the varying patchwork of standards imposed by different retailers. Since each retailer demands its own set of requirements, manufacturers are constantly hosting audits and navigating different certification programs, which strains limited resources.

FDA continues to warn of the dangers of drug-spiked supplements, highlighting more than 400 products with hidden or harmful ingredients. But despite public alerts, online marketplaces have struggled to prevent these illegal products from reaching consumers. FDA states, “It is clear from the results of our decade of testing that retailers and distributors, including online marketplaces, do not effectively prevent these types of potentially harmful products from being sold to consumers.” Manufacturers, retailers, and regulators share concerns that these products pose risks to consumers and undermine confidence in legitimately marketed dietary supplements.

In response to ongoing concerns about fraudulent products from third-party sellers online, this year we saw Amazon take significant action, requiring supplement sellers to now provide evidence of product integrity through third-party testing, inspection, and certification (TIC) organizations. 

Amazon’s actions certainly align with FDA’s efforts to make it more difficult for bad actors to reach consumers where they shop, potentially setting a new standard for doing business. So, could the retailer’s updated seller policies — emphasizing meaningful testing, cGMP compliance, and platform exclusion for violators — be a game changer?  

As we approach 2025, 15 years after Dr. Hamburg’s letter to industry, it’s worth bringing attention to Amazon’s influence as a major marketplace, and how its influence could drive progress in eliminating dangerous and fraudulent supplements while reinforcing industry accountability and public health efforts.

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Steve Mister, President and CEO, Council for Responsible Nutrition (CRN):  The Dietary Supplement Health and Education Act (DSHEA) has been the cornerstone of the dietary supplement industry for nearly 30 years. When it was enacted, the industry was valued at $4 billion. Today, it exceeds $60 billion, with three out of four Americans using supplements and 91% viewing them as essential to their health, according to CRN surveys.

While DSHEA has been effective, the market and regulatory environment have evolved. E-commerce now accounts for nearly a quarter of supplement sales, AI drives ingredient innovation, and social media shapes consumer health decisions. These shifts necessitate updates to DSHEA to reflect the realities of today’s supplement industry.

Calling updates “DSHEA 2.0” or “DSHEA Reform” implies sweeping changes, which is unnecessary and counterproductive. The law’s core principles — consumer access to safe, affordable products and FDA authority to address safety concerns — remain solid. CRN’s approach focuses on technical refinements to enhance FDA enforcement, improve industry transparency, and align oversight with the market’s growth. These adjustments don’t dismantle DSHEA; they modernize it for today’s needs.

Policy changes require compromise. While the supplement industry has ideas for improvement, groups like the Center for Science in the Public Interest (CSPI) and the American Medical Association (AMA) have their own, often conflicting, agendas. Progress will depend on finding common ground.

The industry must prioritize achievable goals rather than attempting to push through a wish list of demands. Being pragmatic increases the likelihood of advancing meaningful revisions while protecting consumer trust.

The industry must address targeted concerns that hinder innovation and growth. For example, DSHEA’s drug preclusion clause prevents supplements from using ingredients already commercialized as drugs. Over time, this provision has unfairly favored pharmaceutical companies.

CRN proposes precise changes to level the playing field, such as requiring pharmaceutical companies to notify the supplement industry when filing Investigational New Drug (IND) applications. These changes protect supplement innovation without undermining consumer safety or FDA authority.

A unified industry voice is critical for effective advocacy. Divergent opinions weaken efforts to influence policymakers. Instead, trade associations and stakeholders must align around a concise set of priorities with broad support.

Collaboration among industry groups is essential to present a consistent, credible message to Congress. This unified approach will enhance trust and increase the chances of achieving shared goals. A new administration may offer opportunities for advancing integrative healthcare policies, including the role of supplements in preventative care. However, the industry must act strategically and consistently to make the most of these opportunities.

Modernizing DSHEA is a necessary step to align with today’s supplement market. By focusing on technical adjustments, setting realistic goals, and uniting as an industry, we can strengthen the law’s foundation and build consumer trust. DSHEA has been a success story for three decades — now is the time to ensure it continues to serve the evolving needs of the industry and consumers.

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Karen Howard, CEO, Executive Director, Organic & Natural Health Association: Organic & Natural Health began our 10th Anniversary in 2024, as it always does, with our annual conference. Our current year-end review of the challenges and trends we experienced serves as the bellwether for planning for the 2025 conference. Our work in 2024 was and will continue to be focused on three areas: integrity (regulatory), access (business and market trends), and innovation (science).

Integrity. Thirty years of DSHEA affords a clear understanding of industry strengths and weaknesses. Our ability to manage the integrity of our products is of paramount importance as we continue to work to educate legislators and regulators on regulatory changes that will ensure shelves are stocked with quality, safe, and effective products. Ergo, our focus is on improved testing methodologies to reduce the sale of non-compliant products on the shelves of stores, like Amazon and TikTok. In addition, we will continue our multi-year effort to force transparency of ingredients and products derived using synthetic biology. As the proliferation of foods and dietary supplements created using GMO crops grows, so do our efforts to ensure consumers are not misled and labeling standards are adhered to. Each of these efforts has an enormous impact on the integrity of a global supply chain, a key topic for 2025 as we explore international B2B organic and regenerative best practices.

Access. The data infers that 80% of all Americans consume dietary supplements, yet health outcomes of minorities, women, and children are far from ideal. Children are exposed to a barrage of chemicals in their food and the environment from birth, with serious adverse health impact. Minority populations still suffer from nutrient deficiencies, including vitamin D. Our efforts to address the unique health needs of minority populations, women, and children are twofold. Politically, Organic & Natural Health will continue to pursue systemic change, like allowing SNAP benefits to cover vitamin D3. Collectively, My Health Alliance, representing more than 4.5 million people, and the SENPA’s independent retailers, is poised to take its combined issues to Capitol Hill for the expressed purpose of affecting change.

Innovation. We are nowhere without innovation. In 2024 we saw increased attention on mental health issues. We will continue to explore the relationship between body, soul, mind, and Mother Earth. Women’s healthcare issues afford enormous product development opportunities. They are unique. They require additional research and the creation of unique products. In addition, growth and support for Women in Nutraceuticals by Organic & Natural and others is meteoric. For us, this innovation reflects our deeply rooted commitment to both the community and the international family we all serve.  

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Loren Israelsen, Founder and President, United Natural Products Alliance (UNPA):  2024 will be remembered in the same league as 1994. Two years of massive change. The election of Donald Trump and the nomination of Robert F. Kennedy Jr. as Secretary of Health and Human Services has scrambled the eggs and opened a vigorous debate within the industry and the general public about how big food, big pharma, and big ag would fare under this administration. It is a time of peril for some but promise for others. Mr. Kennedy’s views regarding the value of organic and regenerative agriculture are well known, as is his support for a wide range of natural health practices and products. In my view, should Mr. Kennedy be confirmed by the Senate, this industry should fully engage to develop a corrective action plan for a number of persistent disagreements with the agency. It is important that all sides be heard. And, above all, the outcomes must both protect public health and safety but also advance the opportunities for dietary supplements and natural products to realize their full potential without unnecessary regulatory strictures.

The Supreme Court’s decision in Loper Bright to end the Chevron Doctrine of judicial deference to government agencies is also a game changer. Time will tell just how significant this turns out to be. There are already a number of cases going through the appeals process and, in some cases, ultimately to the Supreme Court, where the Loper Bright doctrine will be invoked — FDA-related cases included.

In the midst of all of this, FDA’s Human Foods Program went live on Oct. 1, 2024. Mr. Jim Jones has brought winds of change to the former CFSAN. He is a no-nonsense problem solver who listens and is action oriented. His priority, as we know, is food chemical safety, but a major overhaul of FDA’s GMP inspection process is also in the works. As described to me, this would be a fundamental re-think of the entire process, the goal of which is to be inclusive, with all stakeholders invited to discuss a far more efficient and transparent GMP inspection process. In short, FDA investigators and industry quality managers would sit side by side to receive this new GMP training. This is to be warmly welcomed.

The states v. DSHEA. For every action, there is an equal and opposite reaction. Should the new administration move quickly on a number of their campaign promises, there will be significant changes in many government agencies. What we have seen as growing state activism would likely become turbo-charged as those states who disagree with evolving federal policy will actively assert that the Dietary Supplement Health and Education Act does not exist in their states. That puts us back into food-additive land, among other things. Politics appear to be driving much of this.

China and the global supply chain. Talk of tariffs is in the air, and should vitamins and minerals be included in any new tariffs, this would be a significant economic hit to the average consumer, as food prices would rise. While the dietary supplement industry is a significant user of nutrients, we are not the biggest, by a long stretch. The price of beef, pork, and poultry would soon rise as would groceries, pet food, and a host of other products. Under the Trump 301 tariffs, vitamins were held at a zero-tariff rate. We will advocate aggressively that this policy should continue.

Finally, as this industry approaches $70 billion, we appear to be at low tide in terms of the many companies that enjoy the benefits of the hard work of nonprofits, trade associations, and other service providers that have made this industry what it is and continue to do so. As a percent of revenue, 2024 represents the smallest contribution by companies in support to this community of organizations. This is not sustainable, and executives and companies that are taking a free ride must engage immediately. 2025 will be an exceptionally dynamic, chaotic, and challenging year to manage changes in government policy, geopolitical relationships, strained supply chains, and a highly divided electorate. We already see signs that our industry is under greater scrutiny than ever. I am confident we can rise to the occasion, but it will require all hands on deck to realize the potential opportunities before us.

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Jim Emme, CEO, NOW Health Group:  NOW Health Group has been experiencing above average growth in this calendar year of 2024. Much of this growth has been domestic, while our international sales have been setting a strong pace in year over year sales growth. We are optimistic this pace will be steady in the coming months.

We have seen a much more improved supply chain in 2024. The availability of quality ingredients is at the best levels we have seen in many years, and costs have been stable for these components. 

Freight costs continue to be a challenge, for both incoming ingredients, and outbound shipments. These costs have put pressure on our ability to keep our wholesale prices stable in 2024. Transportation costs will likely continue to be a concern going into the beginning of 2025.

The regulatory environment in our industry has been active in 2024, in what is the 30th anniversary of the passing of the of the Dietary Supplement Health and Education Act (DSHEA) in October of 1994. There has been a reorganization of the FDA this year, including changes in the reporting structure of the Office of Dietary Supplements (ODSP). The long term effects of this reporting change are yet to be seen. There has been a reluctance by the ODSP to enforce against many product violations that in their view do not have a safety risk to consumers. This has been true for the substandard product brands that have been found being sold on Amazon since NOW began its testing program in 2017. The ODSP has indicated they will likely not enforce based on the testing of companies like NOW, unless these tests show a serious safety risk to consumers. This “sit on the sideline” approach by the agency is a risk to consumer trust and could result in negative effects on sales to consumers. We at NOW believe there is a risk to consumers when a supplement product is prescribed by a doctor or practitioner to a patient, and the patient purchases one of these substandard products. The patient would fail to get the ingredient that their practitioner prescribed if the substandard product does not contain the amount of active ingredient listed on the product label.

There is another threat to consumer choice at the state regulatory level: weight loss product laws like the one that took effect in the state of New York in 2024. The New York law states that no product deemed to be a weight loss product can be sold to any consumer that is under 18 years of age. This law has been onerous to both brick and mortar and online retailers to meet the challenge of confirming the age of the purchaser of these products, resulting in some choosing to not ship these items to New York state. Other states have had similar bills introduced in 2024, which means more states could further restrict the choices for consumers.

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Karen E. Todd, Vice President of Global Brand Marketing, Kyowa Hakko USA:  We have witnessed a remarkable shift in consumer attitudes toward scientifically vetted branded ingredients compared to generics. Today’s consumers are more informed, engaged, and intentional in their health decisions than ever before. With the influx of information readily available, they are demanding transparency and seeking out products that prioritize quality and research-backed efficacy.

This trend has elevated the role of branded ingredients in the supplement industry, as consumers increasingly recognize the value that scientific rigor and third-party validation bring to the table. Branded ingredients that carry the weight of clinical studies and safety data offer a level of trust that generic alternatives often lack. As a result, consumers now look for these markers of credibility and are willing to invest in products that feature scientifically vetted ingredients, even if it comes at a higher price.

At Kyowa Hakko, we see this as a pivotal moment for the industry. The growing preference for branded ingredients that are backed by science not only pushes us to innovate but also underscores the responsibility we have to provide transparent, clinically tested solutions that empower consumers to make confident, informed choices. In today’s marketplace, the value of branded ingredients extends beyond the formula itself — it’s about delivering trust and assurance to consumers who are prioritizing their health with intention and discernment.

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Shaheen Majeed, Global CEO & Managing Director, Sabinsa Corporation:  Pesticide Testing in Global Markets: Regulatory concerns around pesticide testing are growing, especially in international markets. The standards for testing can vary significantly from lab to lab, with differences in both proficiency and the scope of pesticide lists being tested. When selecting a lab, it’s essential to dig deeper into their testing methodologies and capabilities to ensure comprehensive, accurate results. If you’re selling products internationally, it’s crucial to understand the specific pesticide testing requirements for each country. Make sure your lab is compliant with local regulations, or validate your in-house testing methods to meet international standards and safeguard your business.

Promoting Diversity in Clinical Research: The call for studies focused on local populations is gaining momentum. With the industry following Sabinsa’s lead in conducting clinical trials on safety and efficacy, it’s time to expand research to better target specific regional benefits. Given the wide variation in diets and health conditions globally, it’s critical to conduct studies that address these regional differences. There’s also a growing need for more diverse representation in clinical research, particularly in terms of age and gender. Sabinsa’s sponsorship of Women In Nutraceuticals is a step in the right direction, as it promotes research on women, who have long been underrepresented in studies. It’s important to broaden the scope beyond the traditional target demographic. For example, Sabinsa recently conducted a study on the safety and efficacy of our beetroot extract, Sabeet, in individuals over 60 — highlighting the value of studying
diverse populations.

Supply Chain Challenges and Proactive Planning: Managing the supply chain has never been more challenging. With global uncertainties — ranging from geopolitical conflicts and trade restrictions to extreme weather events and shifting government policies — companies must anticipate the unexpected. This means maintaining higher inventory levels and planning ahead. In this environment, strengthening relationships between suppliers and customers is essential. Open, frequent communication on forecasting is crucial. Relying solely on price-driven decisions or waiting until the last minute to place orders is increasingly risky, given the volatility of today’s world. The best-managed companies we partner with are involving us earlier in the forecasting process, ensuring they have the materials they need on time and without disruption.

Novel Ingredient Approval: Gaining approval for new herbal ingredients in dietary supplements has become increasingly complex, with regulators now requiring more robust clinical data to support health claims. This is especially true for novel botanicals and new formulations entering the EU market. Expect a rise in pre-market approval or notification requirements for certain herbal ingredients, as regulators demand more safety data and stronger clinical evidence to back their use in products.

Smart Packaging and Delivery Systems: Innovations like nanotechnology, liposomal delivery, and slow-release capsules are enhancing the bioavailability and efficacy of herbal supplements. Additionally, “smart” packaging — featuring QR codes and tracking for freshness and authenticity — is gaining traction. Companies will increasingly invest in advanced delivery systems to boost absorption and effectiveness. The adoption of “smart” packaging offering real-time data and improved user engagement is also expected to expand.

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Ellen Schutt, Managing Director, GOED (Global Organization for EPA and DHA Omega-3s):  For the EPA and DHA omega-3 industry, 2024 was a year that focused on two key issues, fish oil supply and an emerging contaminant regulation in Europe. In terms of the former, all eyes were on the Peruvian anchovy fishery, the largest supply source of oil for omega-3 supplements. The fishery had major supply issues in 2023, with one of two fishing seasons canceled and the second producing only a very small amount of fish oil. In 2024 the fishery rebounded soundly, with the first season — completed in July — having a record harvest and a production of an estimated 90,000 tons of fish oil.

The second season, ongoing now, has a very high quota — the third largest in decades for a second season — although early reports are that the oil yield is a bit low (meaning the fish are not as fat as they were earlier this year). Despite supply challenges and the resulting high prices, omega-3 demand continued to grow in 2024 and while the supply situation in Peru is in a better place than it was a year ago, it’s important to note that for the future resilience of the omega-3 industry, manufacturers and marketers need to consider alternative sources of EPA and DHA and continue to make plans for long term industry growth and stability.

The second issue that warranted industry attention in 2024 was a proposed EU regulation that would set a maximum level of MOAH, a particular mineral oil hydrocarbon that is potentially carcinogenic. The proposed MOAH limit was 2 mg/kg and industries throughout the food and beverage category would have been impacted by this very low requirement. Detecting the presence of MOAH in an omega-3 oil is often hindered by other natural compounds that resemble MOAH and available testing methods were not sophisticated enough to quantify the levels present. GOED and many of its members investigated the situation in great detail and wrote a letter to the European Commission outlining our concerns. The European Commission has subsequently increased the proposed maximum limit to 10 mg/kg beginning in 2026 and 5 mg/kg in 2030. While this new level still needs to be voted on by the member states and European Parliament, GOED is hopeful that this will be passed. In the meantime, testing protocols have been evolving to better quantify MOAH and member companies throughout the supply chain are researching technology improvements and mitigation strategies to further improve oil quality.

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Elyse Lovett, Founder, Lovett Marketing & Advertising:  Women’s Health is becoming a category that is front and center for innovative ingredients and new product development. Over the past 5 years we have seen more products that are marketed specifically for women in a more personalized approach. Now we are seeing ingredients and new products come to life that are geared toward specific stages of a woman’s life. I think the biggest growth we are going to see is specifically for pre-, menopausal, and post-menopausal products. Women are feeling more comfortable speaking about the major symptoms that affect their day-to-day life during menopause, such as hot flashes, night sweats, sleeplessness, fatigue, and weight gain. For women entering these stages there is an increased emphasis on ingredients that address these symptoms such as shatavari root, ashwagandha, L-theanine, soy isoflavones, black cohosh, red clover extract, rhodiola rosea, and so many more.

Ingredients like shatavari root and ashwagandha are highly regarded in traditional medicine for their adaptogenic properties to help manage stress, reduce hot flashes and night sweats, and maintain hormonal balance. The amino acid L-theanine promotes relaxation, calming, and better sleep, addressing anxiety-driven menopause symptoms.

Women and Active Nutrition: We have seen a shift from a sports nutrition category to an active nutrition/active lifestyle category where female consumers are more informed about their health and fitness needs and in conjunction are seeking products that support their performance, recovery, and overall wellness goals. Women’s needs are front and center for product development and inspiring brands to create formulas that cater to the unique demands of females at every stage of life. The industry has recognized the shift and innovation is focusing on benefits for females that support recovery, endurance, hormonal balance, mental clarity, and immune health. Product developers are taking a more comprehensive approach and addressing the full spectrum of active nutrition needs for women at each stage of life from early adulthood, through menopause, and beyond.

In both menopause-focused and active lifestyle categories the demand for a more holistic and personalized approach to women’s health is gearing the industry up for new clinically studied ingredients with solid substantiated benefits to create killer new products. We are coming into a new era where female consumers can access products that support both immediate goals and long-term wellness at every stage of life. I personally can’t wait to try them all myself.

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Sheldon Baker, CEO, Baker Dillon Group:  A large number of consumers have purchased a fitness wearable at some point. While wearable devices such as watches have been popular for years, today, there are new modalities powered by breakthrough technologies ushering in a new era for biomonitoring and wearable devices. Wearable biometric rings, for example, are now equipped with sensors providing consumers with insights about their sleep quality through paired mobile apps. Continuous glucose monitors, which can be applied to the back of a user’s arm, provide insights about the user’s blood sugar levels, which may be interpreted by a nutritionist who can offer personalized health guidance.

Wearables makers and health product and service providers in areas such as nutrition, fitness, and sleep could explore partnerships that try to make the data collected through such devices actionable, which could drive greater behavioral changes among consumers.

For example, a consumer interested in managing stress levels might wear a device that tracks spikes in cortisol. Companies could then use this data (with consumer approval) to make personalized recommendations for products that may be related to wellness, fitness, and mindfulness exercises.

I believe the use of wearable devices will continue to grow, particularly as companies track a wider range of health indicators. I have talked with many health professionals and most advocate wearables.

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Rend Al-Mondhiry, Partner, Amin, Wasserman, Gurnani:  Over the past 12 months, we’ve seen a notable increase in states delving into regulatory topics that arguably are better suited for FDA to address — not just because of the agency’s expertise, but also in the interest of uniformity across states. New York’s law restricting sales of weight loss and muscle-building supplements to minors seems to have gotten most of the attention, but last year California passed a law that bans Red Dye 3, potassium bromate, and brominated vegetable oil starting in January 2027. This past September, California’s Governor signed a bill banning six food dyes in food served at public schools (effective Dec. 31, 2027). Although FDA is developing what it calls an “enhanced systematic process for post-market assessment of chemicals in food” that would identify and prioritize safety reviews for “food chemicals” currently in the market, for some consumer advocates, states, and other stakeholders, this was too little, too late.

Other states are eyeing laws similar to New York and California’s, and as we move into a potentially less regulated environment under the new presidential administration, we’ll likely see states doubling down on efforts to restrict certain ingredients or products when states kick off their legislative sessions in the early part of 2025. States can and will move fast if they perceive a federal regulatory void. There are many areas of federal food, supplement, and cosmetic law where states are not preempted from taking action to protect their residents. Requirements or restrictions on ingredients, or certain aspects of labeling, are likely targets, so it’s crucial for companies to prepare for a potential patchwork of state requirements. And note there’s already one emerging for packaging, with states beyond California, Colorado, Maine, Minnesota, New Jersey, Oregon, and Washington seeking to impose initiatives to reduce waste and promote more sustainable packaging. While we’re all interested in what happens next at FDA, FTC, and USDA, companies must be watchful and prepared for state actions affecting the industry in the coming year — this means being ready to modify compliance practices and being fluid and flexible as circumstances change. Risk tolerance may also need to be assessed on a state-by-state basis.

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Asa Waldstein, Principal, Supplement Advisory Group:  Looking at the past can help predict future regulatory enforcement. There has been no FDA enforcement of claims made on TikTok, and FTC’s enforcement has been limited to a few cases in which notable influencers did not disclose material connections. I expect this minimal enforcement to ramp up over the next year. Also, I predict more FDA biomarker enforcement, which up until this point has only involved heart disease-related statements like “reduces LDL.” This big question is “Will FDA also target GLP-1 statements?” I suspect we will see this appear in some supplement warning letters, but only when higher-risk statements like “prevents obesity” and cringeworthy “nature’s Ozempic” phrases are present.

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Len Monheit, Executive Director, Global Prebiotic Association; and CEO, Industry Transparency Center:  From a science standpoint, our industry has to be cautious but yet aware and opportunistic of the role we can and ought to play when it comes to the GLP-1 agonist phase (craze) as a complementary and nutrition support vehicle in all phases of GLP-1 drug use. We’ll be under close scrutiny as we do this and that’s why the Global Prebiotic Association (GPA) has formed a task force in which we’ll develop guidelines and best practices specifically for the prebiotic category. Prebiotics can play an important nutritional support role and arguably could be even more important than GLP-1 drug use. Staying with the prebiotic category, we’re excited to see increasing value and commitment to the NutraStrong “Prebiotic Verified” program at both ingredient and brand levels. GPA supports the program which elevates efficacious products and validated ingredients. From a category standpoint, we’d expect all things microbiome (including pre-, pro- syn- and postbiotics) to be of continued interest — and the concept of a healthy microbiome promoting overall resilience we think will increasingly resonate with consumers and an emerging base of science will support this, taking it well beyond immunity and digestion. This increasingly includes skin health, cognitive function, blood sugar regulation, and inflammation management.

From our Industry Transparency Center lens, we know that stress and mental wellness is a dominant concern, skewing younger and female, with a solid body of evidence supporting the gut-brain connection as a role player here. We expect continued research to add to the space.

We also see “energy” emerging as a major concern, and that’s interesting because it’s splitting into two directions: physical (supporting mitochondrial function) and mental energy (maintaining healthy NT production) — both addressable by our industry. That brings us to the concept we call “Active Aging.” What began as the anti-aging category morphed into healthy aging and has now truly moved beyond that. There’s a juncture where aging meets active nutrition, with ties to “healthspan,” the idea that what’s really key is the “length of time that the person is healthy — not just alive” (Merriam-Webster). In the overall discussion of Active Aging, a prime pillar is Active Nutrition — being more mindful and purposeful about nutrition, being deliberate about food choices that ultimately help influence longevity (e.g., adequate protein intake, diverse vegetable intake, fermented foods).

On the business side, with the very recent U.S. election results, there is new uncertainty in global trade and markets which will pressure supply chains in a manner similar to COVID-19 as companies seek redundancy and repatriation in addition to the fear of tariffs since so many of our industry’s raw materials are imported.

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Jacqueline Jacques, ND, FTOS, Wellness Industry Expert and Consultant, Naturopathic Doctor, and Fellow of the Obesity Society:  More consumers saying “show me the science.” As a larger part of the population seeks alternatives for pharmaceuticals, they increasingly want evidence that they are putting their money into products that will deliver. This should drive companies on the one hand to make more investments in clinical research, but also will create unique challenges when it comes to marketing, education, and claims.

Fast-acting anything. Consumers increasingly are asking for products that they can feel and that act quickly — for energy (not just caffeine), sleep, mood, attention, gut health, and more. We are already seeing savvy ingredient companies focus studies more on short-term benefits, but I think this is also driving innovation in ingredient science and delivery systems.

The quest for the next ashwagandha. Once upon a time there was ginseng, and if you said the word adaptogen people gave blank stares. But today, ashwagandha is a word that most people can say (and spell) and they are looking for what is next. Rhodiola? Shatavari? Cordyceps? Holy Basil?

The increasing presence of African botanicals. I was in South Africa earlier this year and wow. There is so much that just has not made it to major botanical markets. Sure, we have some: hoodia, sceletium, rooibos — but have you heard of Myrothamnus and do you know the difference between Aloe Ferox and Aloe Vera? The Southern African Botanical Products Association was recently formed and held its first major symposium; I expect to see a lot of innovation coming from this region soon.

More use of pharmaceutical methodologies to advance both discovery and science in natural products. From decentralized clinical trials to the use of sophisticated computational methods and in silico predictions, these methods used for drug discovery and repurposing are showing up as valuable tools for both validating existing uses of natural compounds, unveiling new ones, and proving efficacy.

Next generation biotics. I think we are finally seeing prebiotics shine as a category with great sources, great science, and versatile applications. Postbiotics are on the rise as they are progressively showing powerful benefits outside the gut for mood, metabolic health, and more. I believe we will also see an increased focus on human derived biotics, though I expect some interesting regulatory questions and challenges to arise as this space grows.

More blurred lines in healthcare/wellness. The ability to treat your individual self as a clinical proving ground, with connected devices (rings, bands, scales, continuous glucose monitors, etc.), more access by consumers to sophisticated lab testing, click-and-choose telehealth options — this is really changing how consumers shop for drugs, foods, supplements, and health services. I suspect in our industry this will create even more demand for science (see my first comment) but also transparency and opportunities for education.

Weight Loss Maintenance. Ok, this might be on my list because I am always advocating for it, but it also might finally be the right moment. I know a lot of companies are talking about support for people on GLP-1 agonist drugs, but we really need support for people who stop GLP-1 drugs to give them tools to keep their weight off. Weight loss maintenance is one of the biggest challenges for anyone who has lost weight by any means. This is a place our industry can shine with metabolic support, meal replacements, products that promote glycemic control, help with satiety, and improve muscle health. I want to see companies putting out programs and kits for weight loss maintenance. Let’s go!

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Wilson Lau, CEO, Nuherbs:  The next 12 months will be driven by how and what policies the president-elect will implement based on his campaign promises.

Will he increase tariffs as promised? If so, by the full amount promised, or less than that? When will the official date of the increase be, and how much notice will the industry have? I think our industry may be underestimating the impact of the tariffs, which they should not. Because a lot of the ingredients imported from China are currently tariffed at the low end, unlike the botanicals that we import at a 25% tariff rate, brands have not experienced the significant effect botanicals importers have. Consider how it will impact cash flow if for every dollar that you buy, you have to pay 60% at the time of import.

Even more importantly, if the way to manage cash flow is to reduce inventory, what does it mean for contract manufacturers that employ just in time inventory relying on ingredient suppliers to have ample inventory? Buying and bringing more inventory in now, ahead of the new administration, only buys us time, but can’t be the strategy to bring us through an extended period of tariffs. Eventually the tariffs will fully work their way through the system. Some brands will choose the unfortunate tactic of reducing quality to minimize price raises (a short-term solution that undermines consumer loyalty), while others will need to raise prices higher and try to explain the reason to their customers. Either way, we face a difficult period.

What will his immigration policy be? Will he really deport millions of people, some of them naturalized? If so, how will that impact the labor pool broadly, not just in our industry, but all the adjacent industries that are essential to us? An example that directly impacts us is farm labor. The agricultural workforce is primarily immigrants; if it is reduced, fewer crops will be harvested, and prices will rise. We saw that in the pandemic lockdown, but this could well be more extreme.

This political uncertainty is juxtaposed with increased climate change-driven extreme weather events that impact us worldwide, from floods to droughts, and from wildfires to earthquakes. And we’re likely to see increased conflict and more war, which can also bring unpredictable disruption.

We are all planning against a moving target, so without the certainty that the businesses need, all we can do is plan for what we deduce will happen. Given all the variables, it makes sense to plan for worst-case scenarios.

Businesses that can pivot quickly to align to the changing landscape and make decisions quickly will be the ones that you want to work with, especially in the coming years. No crystal ball is perfect, but we all can control how we adjust to economic, regulatory, legal, climate, and political landscapes as they change.

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Heather Granato, President, Nutrachievement Inc.; President, Women In Nutraceuticals (WIN):  It’s probably fair to say that 2024 was the year that women’s health really broke out of the box. Whether it was Gen X women going into menopause and demanding natural, efficacious solutions, or the demand for gender-balanced clinical trial populations to ensure we assess the efficacy of our products in a representative population, not a week seemed to pass without an article, product launch, or clinical study that focused on the possibilities of developing solutions for women. From the trade shows to the store shelves, ingredients and products to support women’s health needs (and not just menopause and fertility) were on the rise.

At the same time, there was data released around women in the workforce and in leadership that should make us pause to reflect on our own business strategy. New data from the U.S. Chamber of Commerce reports fewer women are participating in the labor force than before the pandemic; it cites issues including higher child care costs and the continued salary pay gap as contributing forces. Further, the latest data from McKinsey saw a decrease in corporate investment in gender equity programming, as well as a decline in the number of women in executive leadership. These are issues that Women In Nutraceuticals (WIN) hopes to highlight and address through the coming year.

In fact, these two shifts could pose a great opportunity for the nutraceutical industry. As women continue to make up the majority of supplement purchasers, and are increasingly leaning in to STEM career and research opportunities, why shouldn’t companies actively incorporate more diversity among their teams — from the C-suite into the product development lab and beyond? More gender balanced teams are more innovative, and companies with a greater representation of female leadership have more robust earnings.

The nutraceutical industry has the chance to drive innovation through diversity — diversity of thought, of experience, of gender, of age. As we progress toward precision wellness and the concept of personalized nutrition, it will take new voices throughout our organizations and our industry to challenge preconceptions and lead us to develop truly efficacious products for the consumers we serve.

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Elan Sudberg, CEO, Alkemist Labs:  One of the most impactful developments in our industry in 2024 was changes in supplement seller requirements on Amazon. In response to increased pressure from some of our industry champions and inaction from our FDA, Amazon was misled into creating a subversive plan to make the industry jump through additional, ineffective, and costly hoops so Amazon doesn’t have to do quality control work. This also benefited the behemoth lab corporation, that has outright said they are either buying or crushing the independent labs, by giving them access to test methods and client lists of their targets. I’m not a fan. 1 star. “Would not recommend.”

My hope for 2025 is that Amazon will find its way and ditch the TICs for a more effective program where they establish a list of accredited labs that can test their digital shelves and submit CofAs on behalf of their clients and finally clean up aisle 483. We will see …

Next on my list is less well-known but a doozie. A decade ago an aspiring governor, now disgraced former attorney general decided to semi-rewrite our cGMPs and force a “new to our scene” technology (DNA testing) down our already well-regulated throats. After a decade of defending itself, BMC Medicine retracted its 2013 article on DNA testing when evidence of data fabrication was revealed. This is the tech the industry was forced to use. We were told to “trust the science” long before that phrase backfired at the tail end of the Covid lockdowns. We were called Luddites if we challenged this new tech. And just like that, it’s gone as if it never was. I think this is a beautiful lesson on why we as an industry need to always challenge the science and more importantly, welcome the challenges rather than vilify those who have the gumption to do so.

Lastly, politics. It’s a heavy subject for all of us. Our emotions range from dread and misery to excitement and hopefulness. I, for one, am excited and hopeful. While the results are not what I wanted, if Robert F. Kennedy Jr.’s new boss lets him “go wild on health,” our industry may finally have the new support and new champion it needs. 

Fortune and privilege fell upon me last year when I attended an RFK Jr. rally at a private estate in Ojai. He and I chatted briefly about how our industry needs him as a champion. He said that he loves our industry, takes our products, and his people planned to get involved with ours.

Since the rally, I have been connecting RFK Jr.’s people with some industry leaders to create a list of the issues we want RFK to combat. The list includes but is not limited to Tariffs, HSA, DSHEA, drug preclusion, homeopathic medicine, and a more friendly FDA. This is just a start. I am super excited and hopeful that we will be more empowered to increase global access to safe and effective natural medicines to Make America Healthy Again.

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Suzanne Shelton, Founder, The Shelton Group:  Some common themes over the past year I have observed in working with my clients, which are suppliers, brands, and the industry’s top indie testing lab, include climate change-related disruption and lack of concrete action by FDA to regulate the industry’s products. Regarding the former challenge, we’re just seeing the beginning of escalating disruption from extreme weather related to climate change. For the latter, it looks like FDA is finally digging into accurate labeling for fungi and fungi parts (yay!), but still not interested in the egregious product mislabeling and quality problems among the opportunistic brands sold on Amazon (boo!). And Amazon’s most recent attempt at quality gatekeeping makes no sense unless it was designed to squash independent and smaller labs. Geez Louise, Amazon, just get the established advocates for industry best practices in a room and talk it through if you want something that will actually be effective at quality gatekeeping without wreaking havoc.

Going forward, we are going to see a lot of disruption and uncertainty. Companies are already stockpiling ingredients, packaging, and other materials they rely upon that are sourced from China in anticipation of the extreme tariffs promised by the president-elect. I would imagine that some fairly intense discussions started immediately after the election about when and how much to raise prices to accommodate this increase in costs of materials not available anywhere else. Some companies may opt to lower quality standards to limit price increases, which would be unfortunate for consumers receiving lesser health benefits. If the promised deportations take place, agriculture will take a huge hit; labor shortages would impact availability of raw materials. If environmental protections are rolled back as also promised, aside from the obvious acceleration of climate change, it will be essential for our industry to do more rigorous contaminant testing.

To end on a brighter note, Women In Nutraceuticals (WIN) continues to grow and has implemented many programs that will benefit the entire industry, including mentorship, tools for expanding nutraceutical research on female populations, and entrepreneurship. If you are not a member yet and your company is not a sponsor, I suggest you rectify that oversight today: www.womeninnutraceuticals.org.

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Jeff Chen, MD, MBA, CEO and Co-Founder, Radicle Science:  In the second half of 2024, SPINS highlighted a crucial truth: the future of the VMS industry hinges on its ability to keep up with shifting consumer demands and the integration of bold, new technologies, trends, and ideas. With consumers more informed and health-conscious than ever, innovation isn’t optional — it’s essential. Add to that the unrelenting focus on women’s health, science-backed formulations, and precision wellness, and we find ourselves at a fascinating crossroads. The opportunity is immense, but so is the challenge. How can we meet each consumer exactly where they are? And how can we, as an industry, bridge real-world needs and cutting-edge science to create supplements that make a tangible difference outside of the lab and in the consumers’ lives?

Case in point: when it comes to prescription drugs for critical health issues (like antibiotics for infections) studies show that compliance hovers dismally between 40-60%. Supplements for subclinical health issues, without the supervision of a healthcare provider, may see even less compliance. We often dismiss the lack of efficacy of supplements as a simple issue of low adherence. But what if the answer isn’t trying to reshape consumer behavior? Not only do traditional clinical trials often study non-representative populations, they also study highly artificial usage patterns and settings that don’t resemble the experience of the consumers who will be ultimately using the product. What if, instead, we embraced the opportunity to develop products and validate them in clinical trials that approximate real-world conditions?

For brands, using ingredients that can substantiate claims can certainly help with acquisition of new customers. But the brands need the product to deliver on its promise, in the real world, in order for their consumers to repeat purchase. In general, it’s 5x cheaper for a brand to get a repeat purchase than a new purchase. 

Imagine validating supplements in decentralized trials with a clear understanding of how people actually use them — skipped doses, the impact of their environment, life interruptions, and all. By designing clinical trials for reality, we could create products that work effectively, and perfectly, within the imperfect patterns of everyday life. This approach doesn’t just acknowledge human behavior; it respects it, making this industry’s solutions more impactful for the people who need them.

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Pelin Thorogood, Co-Founder and Executive Chairwoman, Radicle Science:  The 2024 McKinsey Future of Wellness Report spotlights an emerging shift in the $1.8 trillion global health and wellness market. Consumers are increasingly moving away from “health washing” and emphasizing “Efficacy and Scientific Credibility” as the top factors when choosing wellness products. Additionally, personalization continues to gain traction, with nearly one in five U.S. consumers — and one in three millennials — favoring wellness products tailored to their individual needs. This demand signals a clear message: consumers want wellness products that not only work but work specifically for their unique bodies and conditions.

In a world where personalized wellness is increasingly a consumer priority, products formulated for an “average person” simply don’t make sense anymore. After all, designing for a statistical average is like aiming for a target that doesn’t even exist. Everyone’s health profile is different, shaped by unique factors like demographics, epigenetics, life stage, and lifestyle and environment. To move forward, we need vast, diverse health data gathered from large-scale, real-world clinical trials — meaningful data collected from large groups of people on how a health intervention actually performs, outside the narrow and often artificial confines of the research setting, and in the reality of our everyday lives. Only with this type of rigorous, real-world evidence can we truly ensure that wellness products are tailored to meet the needs of real people, not an abstract “average.” I believe this evolution toward precise, effective, and truly individualized wellness is not a fleeting trend but a necessary advance for the industry.

We all realize that the stakes are higher than ever as we head into 2025. The landscape is shifting fast, and these changes are set to disrupt our industry in unprecedented ways. We stand on the cusp of potential regulatory transformations, including shifts driven by a new presidency, Senate changes, and significant initiatives like the FDA’s Human Foods Program. Additionally, with Robert F. Kennedy Jr.’s increasing influence and his calls for FDA reform, the landscape of regulatory oversight could be reshaped dramatically. These shifts present both challenges and opportunities, and the industry must be prepared to adapt quickly. Now more than ever, we must stay committed to delivering science-backed, evidence-based solutions that consumers can trust to support their health, fulfilling their demand for efficacy and reliability as the ultimate arbiters of value.

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Steve Fink, Vice President of Marketing, PLT Health Solutions:  We have entered into an era with a new level of need for innovation. We’ve talked about that need for years, but with new consumers, new channels, new attitudes and new technology, innovation isn’t just a market orientation anymore — it’s our product. A 2022 report by McKinsey stated that by 2026, more than 50% of global revenues would come from products and services that didn’t exist in 2022. In the natural products business, this trend may be even more pronounced. At the 2024 NBJ Summit, Nutrition Business Journal reported that 38% of supplement consumers started taking supplements within the last two years. To understand how this trend will accelerate, the same survey showed that 56% of Gen Z (20-28 years old) started with supplements during the same 2-year period.

At the same time, what innovation means has changed. Speed to market is still an important issue, but how we get to market and what we are when we arrive is different. In today’s health and wellness market, we know these things: consumers read labels, they do the research, they value the promise of branded ingredients in their health and wellness products, and they want fast-acting, experiential, step-change solutions from delightful delivery systems.

The role of ingredients as part of the innovation process has also changed. Proof of identity, traceability, quality control, sustainability and scientifically substantiated efficacy are no longer just nice to have — they are must-haves. An ingredient that doesn’t meet standards for quality, scientific support, sustainability or compelling messaging isn’t a solution at all. These types of drawbacks tie up resources, slow down product development and disappoint consumers.

Differentiate Different is a PLT initiative that focuses on helping our customers innovate. It activates a synergistic range of resources that PLT has put in place to empower disruptive, experiential consumer product development, including gold standard clinical science, unique ingredient and formulation concepts, compelling consumer product messaging, and regulatory and sustainability expertise.

Differentiate Different means that behind every ingredient solution at PLT is a narrative that our customers can leverage with consumers. We aim to build the pillars of that narrative from the ground up. We dig into origin stories, evolution and quality of the science, and tie in our ingredients’ wider benefits such as ingredient identity, sustainability, purity, and quality so that by including us, our customers’ products stand out and disrupt the market.

2024 was the year of the beverage in the natural products industry. Health consciousness is driving wild innovation in the beverage sector — from wellness shots and RTDs to creative mocktails in stores and bars. Increasingly, consumers are looking for experience they can feel and demonstrable results. To do this, we’ll need highly innovative beverage friendly ingredients backed by solid clinical science.

In the past, functional beverages have included vitamins and minerals as primary components. Today, consumers are demanding more function from their functional beverages. What has been lacking, however, are ingredients that are backed by solid clinical science that don’t affect organoleptics and, at the same time, are easy to formulate. All that is changing now. PLT Health Solutions offers a growing portfolio of neutral tasting, water-dispersible and “beverage friendly” ingredients with gold-standard clinical scientific support. These are available for a broad range of applications — from sports nutrition and weight management to healthy aging for joints and skin.

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Ron Martin, Vice President, Nutrients Division, Kaneka North America:  The nutritional supplement market continues to evolve as consumer needs and preferences change. To address these changes, Kaneka Nutrients is focusing on research, expanding education and marketing to consumers and Health Care Providers (HCP), and introducing new varied delivery formats.

Kaneka Nutrients is committed to advancing the research of Kaneka Ubiquinol. For many years, health benefit claims focused on heart health. We have recently expanded our portfolio of claims to include healthy aging and preconception, and will soon introduce claims for supporting wellbeing during menopause. These new claims are a testament to our commitment to scientific research, including clinical studies. We are excited to continue to partner with brands to promote these health benefits to consumers.

Education and Marketing: Kaneka has seen the savviness of consumers grow year after year. Simply showcasing our ingredients alongside their features and benefits is no longer enough. Consumers are looking for the science behind products, and are educating themselves on how that science benefits their specific needs. Because consumers want products and ingredients that are backed by science, as a manufacturer, we are proud to showcase the wealth of clinical studies demonstrating the benefits of Kaneka Ubiquinol and Kaneka Q10. No other CoQ10 or ubiquinol on the market today has been as extensively studied as Kaneka Q10 and Kaneka Ubiquinol.

Our marketing also extends to HCPs. We know some consumers make decisions about which supplements to take based on their HCP’s advice. That’s why Kaneka ensures that HCPs receive education on Kaneka Ubiquinol and Kaneka Q10, so they are up-to-date on the latest information regarding products that their patients can benefit from and rely upon.

Kaneka Ubiquinol, the active antioxidant form of CoQ10, is unstable in unprotected environments and historically needed to be manufactured in softgels to protect it from oxidizing. In response to evolving market demands, the Kaneka Nutrients research team has been pioneering innovative delivery formats for Kaneka Ubiquinol supplements beyond traditional softgels.

New delivery systems, including fast-melt powder formats designed for convenient and appealing consumption, effectively address the challenge of delivering significant nutrient loads that would be impractical in conventional softgel or capsule formats. This provides opportunities for a range of effective formulations in the areas of preconception health and healthy aging. We’ve also created a cap-within-cap format that combines Kaneka Ubiquinol with our Cardio Probiotic KABP strains.

A particularly standout advancement has been the development of a liquid-center Ubiquinol gummy. Given that gummies emerged as the leading supplement delivery format in 2022 and have maintained their position among the top three formats since then, this breakthrough in Kaneka Ubiquinol gummy technology represents a significant advancement. These new formats create opportunities for our partners to combine other ingredients with Kaneka Ubiquinol for unique combinations. 

Kaneka’s continuing focus on research, education and new technologies provides brand holders innovative ways to reach new consumers outside of the traditional Ubiquinol softgels on the market today.

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Bill Chioffi, COO, Nammex:  The influence of the recent U.S. election on the dietary supplement and functional food and beverage channels has been immediate and broad. Donald Trump’s promise of increasing tariffs on Chinese imports from 20% to 100%, and doing so immediately upon taking office, has many manufacturers stockpiling materials in anticipation of increased prices. Commodities such as vitamin C and vitamin D are completely controlled by Chinese manufacturing, in addition to a majority of bottles, caps, labels, seals, and machinery. Unfortunately, with an increase in tariffs, price increases are inevitable and will be passed along to, and felt the most by, the U.S. consumer. Internally, Nammex has decades of experience in adapting to fluctuation in supply and demand of functional mushrooms and is well prepared with ample supply of USDA customs cleared, Certified Organic mushroom extracts in Los Angeles, CA. Yearly visits to the farms and manufacturing sites we work with in China are invaluable for swiftly adapting to these kinds of changes.

Nammex has weighed in regularly on the market trend in functional mushrooms explosive growth as well as the continuation of mislabeling resulting in adulterated products. Nammex filed a Citizen Petition in June of 2023 asking the FDA that Fungal Organism parts be fully recognized as distinct from the already required “plant parts” in 21CRF111. In addition, Nammex asked that any solid cereal grain substrate be disclosed when a product is made from the vegetative portion of the fungal organism referred to as mycelium fermented grain, many of which are incorrectly marketed as a mushroom. The petition is garnering questions from the administration and they have delayed a response for further review.

Nammex has been working on analytical methods for mushroom quality analysis for the last two decades. We recently released our internal HPTLC Method for Identity of Mushrooms as a contribution to collaborative science in the industry to reach consensus on mushroom testing methods. This new functional mushroom method enhances quality control by differentiating between authentic mushroom and mycelium fermented grain products, and provides insights into composition and quality differences between commercially available fungi products.

The climate crisis hit the U.S. again, with much of western North Carolina devastated by a Category 4 hurricane in September. This area has a high concentration of people in the herb trade. The trade associations have rallied support, including free herbal clinics which have been organized by the Appalachian Herb Collective. Many communities surrounding Asheville, including the city itself, are without potable water as of Nov. 12. The media at large has favored other coverage, yet the region continues to heal and gain support from the natural products community. This support is of great encouragement as we head into some fairly unpredictable times.

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Sébastien Bornet, VP Global Sales & Marketing, Horphag Research:  Research and educated consumers continue to drive market trends, particularly in the global brain health market. The desire to support cognitive wellness and functions has resulted in a growing need for supplements that are widely available, easy-to-take, and made from natural ingredients. There’s more research and innovation in the category which has made it more accessible to a wider range of consumers. With a surge in demand and continuous product innovations, we expect this market to experience substantial growth in the coming year.

Products with evidence-based ingredients that support the basic building blocks are in good position in a market where more educated consumers are driving growth. Our flagship ingredient, Pycnogenol French maritime pine bark extract, provides a unique offering for consumers as it not only supports cognitive health but also offers extensive natural health benefits for the entire body.

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Simo Echchafai, Senior VP, Human Health Ingredients, North America, Aker BioMarine:  2024 was an interesting time for the omega-3 industry and an exciting growth year for Aker BioMarine. When the marine omega-3 category was facing supply challenges, which limited the availability of traditional fish oil, there was a great emphasis on the need for alternative options. While krill oil remains the flagship ingredient at Aker BioMarine, we saw an opportunity to embark on a new adventure and launched FloraMarine, the highest, natural concentration of DHA omega-3 oil on the market.

With our pulse on the marine omega-3 market and sights on the future, we continue to look at what’s next for both krill and algae oil. Over the next few years, we expect krill oil to steadily grow, driven by a surge in consumer awareness around solutions that support healthy aging. More and more people are recognizing how krill oil is essential for whole body health and vitality, but it’s not just about the older generations. Younger consumers are increasingly focused on preventative health solutions, aiming to safeguard their “healthspan,” the portion of their lives spent without disease or disability.