The U.S. dietary supplement market is approaching $70 billion, according to estimates from Nutrition Business Journal. The market grew over 5% in 2024 as consumers continue to supplement their diets with everything from protein powders and electrolytes to melatonin and fiber — and gummies for every indication under the sun.

Following the annual Natural Products Expo West trade show in Anaheim, CA, it’s apparent that companies are categorically buying into the GLP-1 phenomenon. Brands are offering companion/support products to help users manage side effects like digestive issues, for example, while positioning other products as alternatives to the popular weight loss medication.

There are certainly a variety of avenues available to engage consumers taking GLP-1 drugs with health ingredients and natural products. Fundamentally, experts have suggested that addressing nutrient depletion can make a meaningful difference.

“I predict we’ll see the best year for multivitamins in a long time as people look to fill nutrient gaps,” said Scott Dicker, senior director of market insights at SPINS, during a presentation on the state of supplements at Expo West.

Getting back to basics for a group of consumers that is focused on improving their health — at least in theory under the supervision of a medical practitioner — sounds like a win-win scenario. In some ways, the GLP-1 boom feels like a new chapter for the dietary supplement industry. But it will be important not to over-promise or underdeliver on consumer expectations.

As a baseball fan, I always get excited for the start of a new season. Recently, I watched and read about new “torpedo” baseball bats designed by a former MIT physicist to put more mass (wood) into the barrel (“sweet spot”), and the results so far seem impressive for hitters, and demoralizing for pitchers.

For a sport that has been notoriously rigid and reluctant to change, entrenched in its own history and rules, the adoption of analytics has slowly but inevitably led its leadership to face the music. Engagement was down, complaints about the slow pace were up; and so with a series of rule changes — and lots of testing, trial, and error — perhaps baseball is on better footing.

Meanwhile, efforts to cut waste from the federal government under President Trump are reaching fever pitch. The Department of Health and Human Services (HHS) announced in March that it would cut 10,000 full-time employees as part of a major restructuring plan. How these deep cuts, along with sweeping tariffs designed to upend global trade, will affect business in the supplement industry remains hazy. It’s certainly a whole new ballgame, but who wins and who loses is so far less clear.