Industry experts discuss the current state of the natural ingredients market and how suppliers can meet high expectations for quality.
The panel:
David Alcaraz, Senior Vice President of Quality Assurance, Vitaquest, West Caldwell, NJ, https://vitaquest.com
Elan Sudberg, CEO, Alkemist Labs, Garden Grove, CA, www.alkemist.com
Leena Pradhan-Nabzdyk, PhD, Co-founder and CEO, Canomiks, Rochester, MN, www.canomiks.com
Rocco DeSiano, Manager of Packaging Development & Design, Vitaquest, West Caldwell, NJ, https://vitaquest.com
Rajul Vyas, Chief Commercial Officer, NJ Labs, New Brunswick, NJ, https://njlabs.com
Sandra Lee, Chief Executive Officer, NJ Labs, New Brunswick, NJ, https://njlabs.com
Shaheen Majeed, Global CEO & Managing Director, Sabinsa, East Windsor, NJ, www.sabinsa.com
As the market for natural ingredients grows, supplement brands—and consumers—increasingly expect higher quality from the ingredients they know and love. Consumers are not just content to experience the health benefits of natural ingredients; they are looking for transparency and detailed information around identity testing, ingredient potency and purity, and even sustainability. As a consequence of this consumer demand, finished-product brands are raising their standards for what they consider to be quality—and they’re demanding more from ingredient suppliers than ever before. How are consumer and finished product manufacturer demands changing the industry’s needs? What can suppliers do to meet these heightened requirements? Nutrition Industry Executive (NIE) convened a panel of experts to answer these and other questions relating to ingredient quality and brand expectations.
NIE: What’s the current state of the natural ingredients market?
Pradhan-Nabzdyk: The natural ingredients market is expanding rapidly, driven by consumer demand for clean, sustainable and functional products. One key trend is the increasing focus on botanical ingredients, particularly those with deep roots in traditional medicine, such as shilajit and shatavari from ayurveda. With modern science validating their benefits, these ingredients are gaining traction in the Western market for their adaptogenic and wellness properties. Another major shift is the move toward natural colorants in food and cosmetics. As concerns over synthetic dyes like Red Dye No. 3 grow, plant-based alternatives such as beet and cranberry extracts are becoming more prevalent. This aligns with the broader clean-label movement, where consumers seek transparency and natural solutions. While the market holds immense potential, challenges remain, including sustainability, sourcing and regulatory scrutiny. However, ongoing innovation and research are helping unlock the vast possibilities within the plant kingdom—suggesting that we have only begun to explore its full potential.
Vyas & Lee: The natural ingredients market is experiencing significant growth, driven by increasing consumer demand for clean, sustainable and organic products. However, many consumers are unaware that the products they consume could be contaminated or harmful due to the lack of understanding of GMPs (good manufacturing practices) and rigorous testing requirements. To stay competitive, brands and suppliers must prioritize transparency, thoroughly evaluate raw material sources, and ensure compliance with ISO certifications and GMPs. Adhering to strict quality testing protocols and validating standards will help differentiate companies in this evolving market.
Majeed: The market remains strong, both in the U.S. and globally.
NIE: How can suppliers meet brands’ high expectations for quality ingredients?
Alcaraz: At Vitaquest, we meet brands’ high expectations for quality ingredients by taking a proactive approach. We are part of the Council for Responsible Nutrition (CRN) because we believe that it is important to stay connected, to understand regulations, to follow the FDA (U.S. Food and Drug Administration) observations that are being published, as well as their warning letters. By adhering to industry standards, we can consistently deliver the high-quality ingredients that brands expect.
Pradhan-Nabzdyk: Suppliers can meet brands’ high expectations for quality ingredients by prioritizing scientific validation and rigorous testing. Both suppliers and brands should take responsibility for conducting preclinical studies and clinical trials to ensure ingredient quality, safety and efficacy. This is especially crucial when formulating multi-ingredient products, as different ingredients can interact in unique ways within the body especially when mixed together. Since many brands source ingredients from multiple suppliers, consistency and compatibility must be carefully evaluated. At Canomiks, we leverage our proprietary genomics and AI technologies and lab-based solutions to analyze the biological effects of both single ingredients and complex formulations. By integrating scientific research with high-quality sourcing and testing, suppliers can meet brands’ expectations while delivering safe, effective and innovative products to consumers.
Vyas & Lee: To meet brands’ high expectations for quality ingredients, suppliers must prioritize traceability, transparency and consistency in sourcing and production. Strict quality control measures are essential, including verifying raw material origins and ensuring each batch meets purity and potency specifications. Additionally, suppliers should work with labs that use scientifically valid test methods to ensure consistent and reliable results. Maintaining up-to-date certifications not only enhances credibility but also serves as a strong marketing tool for raw materials and finished products.
Majeed: Transparency goes hand in hand with quality. Ingredients sourced from an established, reputable supplier with products backed by research, patents, a solid reputation and a rigorous chain of custody, are just going to be better quality. That’s simply a fact. Ingredients sold on price alone tend to be obtained from multiple, often undisclosed, sources and lack the consistency and reliability that a discerning consumer would expect.
NIE: How are suppliers innovating with respect to formulations?
Pradhan-Nabzdyk: Suppliers are innovating by supporting brands in conducting multi-ingredient studies to better understand how formulations interact within the body. Traditional single-ingredient tests do not provide a complete picture of a formulation’s overall impact. For example, while a formulation may include a clinically studied branded ingredient, its effects on human health can change when combined with other ingredients. To address this, suppliers are leveraging advanced analytical technologies and lab-based solutions to assess ingredient compatibility, synergy and potential interactions. This scientific approach ensures that formulations are both effective and safe, helping brands develop high-quality products with well-researched, functional benefits.
Vyas & Lee: Suppliers are leveraging science and technology to innovate formulations, focusing on sustainability, potency and efficacy. Biotechnological advancements, such as fermentation, are producing plant-based and lab-grown ingredients with superior bioavailability and lower environmental impact. Additionally, suppliers are integrating traditional botanicals with modern delivery systems like nanotechnology to enhance absorption.
A growing trend is simplifying supplement formulations—using fewer, high-quality ingredients for maximum efficacy—appealing to health-conscious consumers seeking transparency. Suppliers are also conducting clinical studies to substantiate product claims and exploring advanced delivery systems like encapsulation and time-release technology. These innovations not only improve effectiveness but also build consumer trust by offering clean, science-backed, and purpose-driven products.
Majeed: Sabinsa has always partnered with customers to support their formulation needs. It was in this collaborative spirit that we developed some of our variations on curcumin. Curcumin C3 Complex, which has the most published clinical studies of all the brands on the market, is a widely used ingredient. Curcumin C3 Reduct, Sabinsa’s patented and clinically safe 95 percent tetrahydrocurcuminoids, is the result of the company’s research into metabolites of curcuminoids that have unraveled the role of tetrahydrocurcuminoids as not only the major metabolites, but also pharmacologically superior to curcuminoids themselves. It is not the curcumin, but its metabolite, tetrahydrocurcumin (THC), which is responsible for its biological function in the body.
Some suppliers like Sabinsa can also help with combination products, intermediate steps and even provide contract packaging services.
NIE: What are some of the latest innovations in ingredient identity testing?
Alcaraz: When looking at the industry in general, the FDA is heavily focused on the botanicals category. So, at Vitaquest, we are focusing heavily on botanical testing, as well as potential adulteration and contamination of ingredients via high-performance thin layer chromatography (HPTLC). We are starting brand new methods here that deal with identity—products like ashwagandha, Stevia, acerola and other botanicals that are in high demand.
That is one way we are staying on top of identity. Heading into 2025, customers are inquiring more frequently about irradiated food testing (the application of ionizing radiation to food). To support our customers, Vitaquest is bringing a new technology – this doesn’t necessarily have to do with identity, but it helps to improve the safety of foods and extends its shelf life by reducing and eliminating microorganisms. The goal here is to conduct the testing, and work through our partnerships with our suppliers to help guide the industry.
Sudberg: Oddly enough, the latest innovations in ingredient testing are that time tested methods remain far more reliable than new technology. At the risk of being called a Luddite, again, I am here to proudly state that HPTLC is still the industry’s best method to determine the identity of a botanical, its extracts, and its presence in finished products. IR technology continues to disappoint. Once erroneously touted as the best one-size-fits-all technology, DNA has a future home in this industry for some purposes, but still falls flat for plant parts, extracts and finished products. The saying ‘an oldie but a goodie’ comes to mind.
Pradhan-Nabzdyk: Recent innovations in ingredient identity testing are enabling suppliers to verify both raw materials and extracts with greater precision and efficiency. One exciting advancement comes from Singapore-based ProfilePrint, which uses AI-driven technology to analyze an ingredient’s quality simply by capturing an image. This breakthrough allows for rapid, non-destructive testing, helping suppliers ensure authenticity, consistency and quality control. Beyond AI-based imaging, advancements in DNA barcoding, spectroscopy and chromatography are also enhancing ingredient verification, allowing suppliers to detect adulteration, confirm sourcing and maintain the integrity of their products. These innovations are driving greater transparency and trust across the supply chain.
Vyas & Lee: Ingredient identity testing has evolved with advanced techniques like qPCR, which allows precise molecular-level identification of plant and animal-based ingredients, reducing the risk of adulteration. Additionally, spectroscopy methods such as FTIR, NMR and Mass Spectrometry provide accurate analysis while minimizing the need for repeated standards, as data can be stored and referenced from comprehensive databases.
Majeed: The tried-and-true test methods work well for most products the industry sells. There are established test methods, and many companies in the industry have the necessary instruments so these tests can be repeated for verification. That said, there are times when a more specialized method is required for a specific concern. When Sabinsa became aware a decade ago that turmeric extracts adulterated with synthetic curcuminoids were infiltrating the U.S. market, we proactively initiated radiocarbon testing for all batches of Curcumin C3 Complex, safeguarding customer and consumer confidence in their product. This also reinforced the integrity of our brand.
NIE: What are some emerging trends in ingredient potency and purity?
Sudberg: New and alternative delivery forms require extra attention to ensure ingredient potency because they won’t carry the ingredients the same way as tinctures, tablets and capsules. Whether it’s a focus on solubility when mixed with various delivery form ingredients or some sort of micro encapsulations, these innovations, unfortunately, present problems for quality control down the line. This is why working with a good lab that understands the intricacies of sample prep, and communicates well, is key to ensuring that quality emerges from innovation.
Pradhan-Nabzdyk: Emerging trends in ingredient potency and purity are pushing beyond traditional chemical analysis to more comprehensive testing methods. While chemical analysis remains the standard for verifying identity, potency and purity, it’s increasingly important for brands and suppliers to go a step further by testing for efficacy as well. Just because an ingredient passes basic quality tests doesn’t guarantee that it will have the desired biological effect. At Canomiks, we’ve seen this firsthand. Through our NSF-funded Bio-B2B (Biological Effect Batch-to-Batch) testing, we evaluated turmeric purchased from retailers and discovered significant variation in efficacy. Some batches had very little impact on human health despite passing standard purity and potency tests. This highlights the need for more robust, real-world efficacy testing to ensure that ingredients not only meet quality standards but also deliver meaningful health benefits.
Majeed: Sabinsa’s approach to ingredient potency and purity aligns well with the general trends in the industry that are focused on purity, efficacy and consumer trust. Use of third-party testing, advanced analytical methods like HPLC and mass spectrometry, and the introduction of radiocarbon testing for authenticity reflect the growing demand for transparency and reliability in ingredient sourcing and quality control. The standardization of key ingredients, such as Curcumin C3 Complex, supports the trend toward consistent potency and efficacy. Additionally, emphasis on ethical sourcing and sustainability aligns with the broader shift towards natural, sustainable ingredients and responsible practices.
NIE: What can you tell me about the value of third-party certification?
Sudberg: Our industry is plagued with misinformation that we are unsafe, unregulated and untested. Those are all false. The fact is that we can’t even say our products really work. The last value proposition still to be exploited is transparent quality, and third-party certification is a way to communicate that. Brands who wish to stand apart from their competitors can choose from a small selection of certifications to impress upon the consumers that their product has been subjected to third party verification to confirm the attribute being claimed. Certifications can include non-GMO (genetically modified organism) verification, organic, cGMP and our Alkemist Assured program to verify the identity and purity of raw materials and finished products.
Pradhan-Nabzdyk: Third-party certification remains essential today for two main reasons: consumer trust and expert oversight. Certifications offer consumers confidence that products meet high standards for potency, identity and purity. Additionally, third-party certifiers have extensive experience and industry knowledge, enabling them to recognize what truly matters when evaluating ingredient quality. At Canomiks, we take third-party certification a step further by establishing biological effect standards. Our Bio-B2B technology goes beyond traditional testing, assessing the efficacy of ingredients across different batches to ensure consistency in their biological impact. Currently, we are testing ingredients like cranberry, elderberry and turmeric, and we’re discovering significant variations in efficacy. This underscores the importance for manufacturers and brands to not only focus on identity, purity and potency, but also to evaluate the real-world impact of their ingredients to ensure they deliver on their health promises.
Vyas & Lee: Third-party certification can be incredibly valuable, but its worth depends on the service and certification in question. For a laboratory like us at NJ Labs, being ISO-certified and FDA-registered means we follow scientifically proven methods, ensuring accuracy and reliability in our testing processes. Certifications like USDA (U.S. Department of Agriculture) Organic, Non-GMO Project Verified, and Fair Trade can provide significant value by validating a product’s authenticity, safety and adherence to ethical standards. These credentials can help brands build consumer trust, especially in a market where misinformation is prevalent. They also differentiate brands in a competitive landscape. However, it is important to be selective when considering third-party certifications. Some may not be as rigorous or dependable as others, and even certified labs can make mistakes. The key is choosing the right certifications that align with a brand’s values and the true quality of its products.
NIE: How are suppliers and brands working to improve sustainability?
Pradhan-Nabzdyk: One trend in sustainability is shortening the supply chain. One example is turmeric, which is now being grown in Latin America instead of India to shorten the supply chain to some purchasers, which decreases both carbon emissions and quality losses from time sitting on the shelf. Canomiks is able to support suppliers and brands with sustainability initiatives through batch-by-batch testing. If there is data on how the ingredient was grown, harvested and extracted, we can identify how those inputs impact the biological effects.
DeSiano: Suppliers and brands are making more eco-friendly decisions to ensure a longer life for our planet. With regards to waste reduction and sustainable packaging, customers are using more eco-friendly packaging to make their waste process easier. I have also seen more craft packaging, and they are also using fewer finishes to make the recycling process easier and better for the ecosystem. Companies are moving forward with renewable energy integration, using more solar-powered systems to power their buildings. They are also using wind turbines to help Mother Nature and to get help from Mother Nature in return.
Vyas & Lee: As a third-party testing lab, NJ Labs plays a crucial role in supporting suppliers and brands that are working to improve sustainability. We help verify the sustainability claims made by companies by providing reliable & consistent testing for raw materials and finished products. For example, we assist clients by providing testing for contaminants such as heavy metals and pesticides, which are critical for ensuring clean and safe products, especially in natural or organic categories. Our work helps suppliers and brands maintain transparency, improve product integrity, and meet evolving consumer and regulatory demands around sustainability. By offering robust scientific data and testing services, we enable our clients to confidently communicate their sustainability efforts to the market.
Majeed: Sustainability has always been a core value for Sabinsa, especially in our work with botanicals. To support environmental protection, Sabinsa integrates eco-friendly processes in manufacturing and collaborates with small farmers through fair trade contracts. The company also provides training on good agricultural practices with a focus on environmental awareness. In 2018, Sabinsa launched an industry-first reforestation program to address the potential future shortage of medicinal trees. The initiative aims to conserve the Indian Kino tree, a species threatened by overharvesting. By planting 166,600 trees across 250 acres of forest land in partnership with Madhya Pradesh Rajya Van Vikas Nigam Limited, Sabinsa is leading the way in sustainable conservation.
NIE: What trends are new in quality packaging?
DeSiano: Suppliers and brands are taking positive steps to improve the environmental impact. These steps include using biodegradable and compostable materials, using packaging materials that are recyclable, and cutting back on bulky packaging. Many brands are moving away from giant protein tubs that are quite cumbersome and switching to gusset bags, which have a smaller carbon footprint.
Vyas & Lee: In the packaging space, there’s a strong push for eco-friendly options, such as biodegradable plastics, glass and plant-based materials. Minimalist packaging is also trending, appealing to consumers who prefer cleaner, simpler designs.
However, it’s important to recognize that packaging can also impact product quality. Poor-quality materials may leak, allow microbial growth, or leach toxins and metals into the product. As a result, ensuring that packaging is not only sustainable but also safe and protective is critical for maintaining product integrity.
NIE: What are the industry’s needs for quality, and what are consumers demanding by way of quality?
Alcaraz: From a quality perspective, testing of raw materials to check critical parameters like assay, potency, purity and detecting for microorganisms, is extremely important to ensure that we’re able to meet claims. It goes beyond that because it isn’t just the quality process of testing the raw materials, bulk or finished goods. We also go into the environmental process to test our environment, including conducting adenosine triphosphate (ATP) swabs, aerobic plate count (APC) swabs, protein swabs and allergen swabs. Our robust allergen program tracks potential risks throughout the entire process, and we are bringing in additional methods surrounding allergen testing to expand on these capabilities.
Pradhan-Nabzdyk: There is so much competition in both supplements and functional food and beverages right now. The bottom line is if a product is low-quality, it will lose in the long term. Brands that are doing it right are creating scientifically developed products that ensure batch-to-batch quality. These brands are transparent about their quality testing and leveraging that data in their marketing messages. Brands can’t get away with low-quality products anymore. With social media, anybody can tell anybody about their experiences with a product—good or bad. People are willing to pay more for a good quality product, and honestly, there is more consumer sensitivity about quality than price. Consumers are willing to pay more for the science and transparency.
Vyas & Lee: The industry increasingly requires precision, reliability, and accountability in ingredient quality. Consumers today are not just looking for “natural”—they want products that are clean, consistent, and backed by science. They demand transparency about sourcing, sustainability, and ethical practices. The trend is toward full transparency, with brands needing to prove their quality at every stage, from sourcing to final product. Certifications, ingredient testing and consumer reviews are crucial in building trust and influencing purchasing decisions.
Majeed: When it comes to dietary supplement manufacturing, cutting corners to save costs can ultimately lead to significant expenses. Purchasing based solely on price—whether for ingredients, testing, or manufacturing—can result in costly mistakes. A product recall or an FDA warning letter can be financially devastating, and both scenarios also carry a severe hit to your brand’s reputation. One area that often goes overlooked by brand owners is the critical importance of rigorous testing. Many assume that contract manufacturers handle all the testing, using a reputable lab, and that the product will be fine. However, if ingredients are not consistently delivered and thoroughly validated by labs with sufficient expertise, there’s a risk that the product may not match what’s on the label or meet quality standards. Worse yet, it could even be contaminated or adulterated. The smartest investment a brand owner can make is in careful sourcing, robust testing, and a deep understanding of how their product is made. This not only protects the integrity of the product but also safeguards the brand’s reputation in the long run.
NIE: How are suppliers meeting brands’ and consumers’ quality demands?
Alcaraz: A key partnership with the suppliers is critical for them to know our expectations. It’s tied into establishing accurate specifications and sharing them with our suppliers—working in partnership with them to ensure that specifications can be met and that they meet our demands. The key word is transparency. That helps us to innovate and to develop new products. It also ensures we are manufacturing the way we should be and that we meet our stringent quality demands.
Sudberg: Transparency is key. With the average consumer behaving more like a prosumer these days where they are approaching expert level of understanding of what they are taking and why, it’s imperative to meet them by sharing as much as possible around the technology of the ingredient as well as the quality of the ingredient.
Pradhan-Nabzdyk: Slowly, brands and suppliers have realized that science is needed to create a successful product. And a quality product requires proper R&D and quality checks along the way. I don’t think brands are doing enough.
Vyas & Lee: Suppliers are meeting brands’ and consumers’ quality demands by investing in advanced testing methods, building strong relationships with trusted partners and adopting sustainable and ethical sourcing practices. They focus on ensuring batch-to-batch consistency, so every batch meets or exceeds quality standards. Many suppliers are also leveraging AI and data analytics to predict trends and improve formulations based on real-time consumer and brand feedback.
Majeed: At Sabinsa, we uphold the highest quality standards to meet the regulatory requirements of global markets. Our commitment to quality begins at the agricultural level, where we train farmers in sustainable practices, conduct regular field audits, and enforce Standard Operating Procedures (SOPs) and fair-trade practices throughout the supply chain. Our state-of-the-art R&D facility in Bengaluru is equipped with advanced instruments capable of detecting trace contaminants, adulterants, and residual chemicals, ensuring the safety and purity of our ingredient.
NIE: Do suppliers foresee significant improvements in quality this year?
Alcaraz: It’s a partnership. Vitaquest is always working to improve quality expectations. With our TotalQ program, we are responsible for pushing the bar and setting high expectations. We work with our suppliers, ensuring the raw materials we receive are of the highest quality, and then we conduct comprehensive testing to verify that every material meets critical parameters, including assay, potency, purity, etc. reinforcing our commitment to quality.
Pradhan-Nabzdyk: Suppliers will need to have proper batch-to-batch and efficacy validation in the near future. Suppliers are the first layer of quality control and brands and consumers are demanding high-quality products more and more.
Vyas & Lee: As a third-party testing lab, we play a key role in helping suppliers and brands achieve higher quality standards. This year, we expect to see continued advancements in testing technologies, such as more precise and efficient methods for ingredient identity and potency testing. With our support, clients can ensure that their products meet rigorous quality benchmarks, align with sustainability goals and comply with industry regulations. We are also seeing an increasing focus on transparency, which allows brands to confidently verify the integrity of their products at every stage.
NIE: What’s the next big innovation in improving ingredient quality?
Sudberg: The next big innovation in improving ingredient quality is demonstrating it publicly. I dug into how much evidence industry companies publicly offer to confirm their quality, and even the industry’s quality superstars don’t share enough information. Companies don’t reveal all the work they do to meet regulatory compliance. They don’t share test results, or even the kinds of tests they do. They spend a gazillion dollars in quality assurance but don’t talk to their ultimate customer about it. Put it on your website! Yes, there are hoops to jump through to make test results public, but a handful of companies have done that work. There is no reason not to, and many reasons why it should be done.
Pradhan-Nabzdyk: Canomiks is the next big innovation. We are utilizing genomics and AI technology to develop biological standards that allow us to test each batch of ingredients to verify ingredient efficacy. Consumers purchase products because of the effects. If the product can’t deliver efficacy, it’s not going to do well in the long run. Fancy packaging and marketing will only get you so far.
Vyas & Lee: The next big innovation in improving ingredient quality is the continued refinement of traditional testing methods, such as chromatography and spectroscopy, which offer highly accurate results for ingredient potency and purity. Additionally, there is a growing emphasis on improving consistency and detecting contaminants at even lower levels, helping brands ensure that their ingredients meet strict quality standards. As a third-party testing lab, we play a key role in supporting these efforts by providing reliable, science-backed testing to ensure the highest ingredient quality. NIE
