As part of Nutraceuticals World’s 2026 State of the Industry review, Terese Mansell, Vice President, Nutrients Division, Kaneka North America reviwed accelerating market growth, new regulatory pressures, and scientific advances in cognition, gut health, and longevity.

Over the past year, the U.S. dietary supplement industry has experienced significant shifts across market dynamics, regulatory frameworks, scientific innovation, and consumer behavior — all of which warrant close attention.

From a market perspective, the industry saw robust growth, reaching approximately $64 billion in 2024, with projections suggesting it could nearly double by 2033. This expansion is largely driven by increased consumer focus on longevity, preventive health, personalized nutrition, and the rise of categories like sports nutrition, hydration, and superfoods. Notably, hydration supplements alone saw a year-over-year growth of over 50%, signaling a strong consumer pivot toward functional wellness products.

On the scientific front, there’s been a surge in interest around cognitive health and gut microbiome support. Ingredients that support  brain and eye health are creating strong interest, while ingredients that offer stress and immunity support are becoming mainstream.

Regulatory developments have also been pivotal. The proposed Dietary Supplement Listing Act of 2024, for example, could significantly impact transparency and compliance by requiring manufacturers to register product details with the FDA. Meanwhile, the USDA’s Strengthening Organic Enforcement rules now mandate import certificates for organic products, tightening supply chain oversight. Retail platforms like Amazon have also introduced stricter verification protocols, pushing brands toward more rigorous third-party testing and documentation.

Legally, the industry faced a notable uptick in class action lawsuits — 58 new cases in 2024 alone. These often centered on misleading claims, greenwashing, and mislabeling of synthetic ingredients. This surge in fraudulent, misleading products prompted Kaneka to take action with fraudulent product testing this year.

Looking ahead to 2026, I anticipate continued momentum in personalized nutrition, especially in areas like women’s health and healthy aging. Additionally, there is a growing interest in supplements that can impact foundational health, such as Kaneka Ubiquinol for mitochondrial health. Continued advances in science around foundational supplements will be critical.

Regulatory scrutiny is likely to intensify, particularly around labeling and product safety. Brands that invest in transparency, scientific validation, and ethical sourcing will be best positioned to thrive in this evolving landscape.