As part of Nutraceuticals World’s 2026 State of the Industry review, Eric Anderson, Managing Director of NXT USA, considers the industry’s renewed focus on credible, evidence-backed innovation. He points to women-led product development, next-generation formulations rooted in biological mechanisms, and the company’s “Four Pillars of Validation” framework as signs that nutraceuticals are moving beyond hype toward measurable, consumer-proven results.

Finally — the industry is beginning to innovate again. We’re coming out of the Covid desert. What’s driving all this innovation? Let me count the ways.

For one, there’s women’s health issues. Women got tired of being mansplained that their products were just “pink it and shrink it” versions of men’s products. So they started their own companies and started developing their own products that they know will work for their bodies and their concerns. What’s really interesting is wholly new products are coming out of these innovation pipelines.

Part of this innovation is derived from biological nuance: Women want to solve problems that traditional supplement categories weren’t built to address. “Hormone balance” and “cortisol gut” didn’t really exist before Covid. These concepts have entered the mainstream vocabulary, expanding these women-centric health categories beyond their respective historical definitions.

The Ayurvedic herb shatavari and beyond-biotic gut solutions are nestling nicely into these nuanced niches.

Science is catching up. Formulators are now building SKUs around the why (mechanism of action) rather than just the what (symptom relief). This marks a shift toward next-generation, mechanism-driven formulations that reflect a deeper understanding of the body’s interconnected systems. Formulators should be demanding ingredients with clinical evidence that can translate into tangible benefits and repeat purchase behavior.

That said, one thing I would like to see in our industry is that we finally shed the reputation as snake oil salesman — and Todd, stop telling me that snake oil is high in omega-3s! The point is, especially when we look at TikTok sensations, we deserve that moniker. Apple cider vinegar? Berberine? CBD?

As long as we offer products that are not clinically validated, that are not delivering the benefits listed on the label, and certainly when they are not even delivering on the quantity of ingredients listed on the label (as NOW just demonstrated yet again when it found all 21 online St. John’s wort products it tested failed to meet potency claims), why are we surprised that consumers look at us with skepticism?

Studies need to be powered for statistical evidence and comprehensive in scope so that bold claims can be absolutely validated and confidently marketed by supplement brands. High-quality ingredient science means more than just subject questionnaires. Top-shelf study designs also need physician confirmation, biomarker testing, and real-world tests that demonstrate through and through that finished product supplements really can change lives.

At NXT USA, we call this comprehensive approach the Four Pillars of Validation. This framework turns good studies into great ones, and good claims into claims that can build a supplement brand.

While we put a trademark on that concept, nobody has a lock on this type of comprehensive nutrition science study design. Anyone can do it. Indeed, everyone should do it.

Repeated, rigorous science validates claims, powers brands, and gives consumers confidence that what they’re buying will actually work.

The future of nutraceuticals lies at the intersection where validated science meets human relevance, and where brands don’t just sell wellness, but prove it.