Outlook on the Nutraceuticals Sector for 2024-2025
We sought insights from industry experts deeply versed in marketplace dynamics to discuss significant trends and developments expected in the business, regulatory, science, and market sectors for the upcoming year. Their insights span a range of issues, notably state regulations, global supply chain strategies, and women’s health.
Michael McGuffin, President of the American Herbal Products Association (AHPA), noted that 2024 brought considerable external pressures on the industry at both state and federal levels. Critics often confuse safe, legal dietary supplements with illegal products. For 2025, McGuffin emphasizes the importance of industry unity to capitalize on new legislative opportunities that distinguish dietary supplements from other categories. AHPA plans to promote new legislative language to empower the FDA to act against illegal products masquerading as dietary supplements, enhancing consumer protection and industry integrity.
Duffy MacKay, Senior VP of Dietary Supplements at the Consumer Healthcare Products Association (CHPA), reflects on the FDA’s ongoing challenges with products marketed as dietary supplements that contain active drug ingredients. This issue, highlighted by FDA Commissioner Margaret A. Hamburg in 2010, continues to pose significant public health risks. The industry faces ongoing challenges with fraudulent products, particularly from third-party online sellers, despite efforts like Amazon’s new requirements for supplement sellers to prove product integrity.
Steve Mister, President and CEO of the Council for Responsible Nutrition (CRN), discusses the Dietary Supplement Health and Education Act (DSHEA), which has been pivotal for the industry since its inception nearly 30 years ago. As the industry has grown to over $60 billion, CRN advocates for “DSHEA 2.0” or “DSHEA Reform” to refine and modernize the act without undermining its core principles. This includes enhancing FDA enforcement and improving transparency to align with the industry’s growth.
Karen Howard, CEO and Executive Director of the Organic & Natural Health Association, highlights the organization’s focus on integrity, access, and innovation in regulatory, business, and scientific areas. The association is committed to improving testing methodologies and transparency, particularly concerning products developed using synthetic biology.
Loren Israelsen, President of the United Natural Products Alliance (UNPA), discusses the significant changes expected in 2025, including potential impacts from political shifts and regulatory changes. He emphasizes the importance of industry engagement to navigate these changes effectively.
Jim Emme, CEO of NOW Health Group, reports strong growth in 2024, both domestically and internationally. He notes ongoing challenges with freight costs and regulatory environments, emphasizing the need for proactive industry engagement to address these issues.
These insights collectively underscore a critical period of opportunity and challenge for the industry, highlighting the need for collaboration, innovation, and proactive engagement to navigate the evolving landscape.