There’s a staggering amount of “content” in the world today, and trust is at a premium. Whether you picked up our magazine for the first time at a tradeshow or you’re a long-time reader intent on keeping up with the latest trends in the dietary supplement industry, we appreciate your interest and attention.

To review top business challenges and dynamics in today’s evolving and competitive market, we’ve tapped a legion of experts. You can read their comments in full here.

For many, 2025 was a year of turbulence and also transformation. The market has expanded in key categories as consumers continue to prioritize their health, but progress has come amid historic uncertainty. Supply chain disruptions, shifting tariffs, state-level activism, and emerging technologies have forced the industry to adapt quickly.

The tariff rollercoaster dominated much of the business conversation. Rapid, unpredictable rate changes have left many companies scrambling to keep up. Those that planned and invested in inventory, secured long-term contracts, or otherwise reinforced their supply networks were best positioned to weather the volatility. But expect more uncertainty ahead.

Industry leaders have been warning that tariffs and trade battles expose deeper vulnerabilities in sourcing. Essential nutrients like vitamin D and folic acid are largely produced in China, leaving the U.S. susceptible to export restrictions and geopolitical shifts. Strategic reserves of critical nutrients should be a key public health priority.

While tariffs have largely framed the business landscape, state legislation is reshaping regulation. Dozens of measures related to ingredient safety, age restriction, and labeling have challenged decades of federal preemption under the Dietary Supplement Health and Education Act.

The new Trump Administration’s Make America Healthy Again (MAHA) agenda has created both opportunities and confusion. Industry optimism about a policy pivot toward prevention has met bureaucratic turbulence, staffing reductions, and mixed signals from HHS and FDA. The resulting uncertainty has reinforced a familiar edict: self-regulation, responsible advocacy, and voluntary transparency are hallmarks of a mature industry that can define its own best practices.

Meanwhile, science and technology are rewriting the product-development playbook. Artificial intelligence and decentralized clinical trials are democratizing research, allowing companies to generate real-world evidence at increased speed and scale. This emphasis on proof comes at a critical junction, as consumers demand results they can see and feel.

Innovation must keep pace. Companies that lead with science, transparency, and trust will be better positioned to redefine the future of health and nutrition.