The panel:

Karen Howard, CEO, Executive Director, Organic & Natural Health Association, Washington, D.C., www.organicandnatural.org

Rob Brewster, President, Ingredients by Nature, Montclair, CA, www.ingredientsbynature.com

Steve Mister, President and CEO, Council for Responsible Nutrition (CRN), Washington, D.C., www.crnusa.org

Michael McGuffin, President, American Herbal Products Association (AHPA), Silver Spring, MD, www.ahpa.org

Maggie McNamara, Vice President of Global Marketing, Gencor Pacific, Austin, TX, www.gencorpacific.com

Ståle Søfting, Sales & Marketing Director, GC Rieber, VivoMega, Norway, www.vivomega.com

They say it’s all about the journey, not the destination. Nobody knows this more than those dedicated to advancing the nutraceuticals industry, especially since the historic passage of the Dietary Supplement Health and Education Act of 1994 (DSHEA) that ushered in legitimacy. As an industry, our journey has been, at times, like the Yellow Brick Road, winding through perils that threatened us along the way, and at other times, it is the proverbial path of gold.

Nutrition Industry Executive (NIE), founded by industry publishing entrepreneur Daniel McSweeney, is the first publication to be targeted expressly toward manufacturers of dietary supplements. Here is a look at how the industry stands 30 years since the magazine’s inception.

NIE: DSHEA reached its 30th anniversary milestone in 2024 and has grown significantly. Please discuss this evolution, including product improvements and efficacy.

Howard: I love that we can iterate a list of enormous success and increased investment in our industry despite the pervasive, unwarranted narrative around poor quality and lack of effectiveness, in an industry of “unregulated” products. I do believe the industry needs to invest in a collective future.

I’m hopeful that the Harkin Institute can be a place where we tend to the systemic issues, including succession planning, modernizing regulation and affecting change.

Brewster: DSHEA established a legal framework that allows for structure-function claims to be substantiated and clearly communicated to consumers. This empowerment encouraged ingredient companies to invest in enhancing the quality of their ingredients and the scientific validation of their benefits. The Act has driven innovation by enabling products to be better positioned and differentiated in relation to their claims.

Before the enactment of DSHEA, there was little incentive for companies to make these investments, as they were restricted from effectively promoting the quality and efficacy of their products. Since the passage of DSHEA, new ingredients have emerged, contributing to a healthier population.

Søfting: The transformative impact of DSHEA since its introduction has helped shape the development of the natural products industry and played an essential role in promoting health and nutrition. It has allowed us to innovate, market and distribute ingredients to the U.S. market, helping brands develop safe and high-quality supplements that consumers can turn to.

It allows us to communicate the science-backed benefits of our products, which in turn allows brands to target specific health claims to consumers. In the omega-3 space specifically, there has been a major conversion into higher potency products, as the efficacy of EPA and DHA have been researched and promoted further.

Mister: The passage of DSHEA created for the first time a framework for regulating dietary supplements by distinguishing them from drugs and food additives and classifying them as food. It recognized that consumers demand access to these products without the levels of regulatory approval (and attendance costs) imposed on pharmaceuticals while at the same time establishing standards for safety and quality. These changes helped to foster what is today a $60 billion industry.

According to CRN’s consumer survey, three out of every four Americans use at least one dietary supplement. DSHEA is largely responsible for this growth and the robust marketplace, along with the wide margins of safety, wide assortment of high-quality products and the consumer enthusiasm.

McGuffin: Over its three decades, the Dietary Supplement Health and Education Act (DSHEA) has transformed the dietary supplement industry, even as Congress and FDA (U.S. Food and Drug Administration) have transformed it by amendment and downstream rulemaking, respectively.

Adverse event reporting, allergen labeling requirements and various other advances have built out a clear and trustworthy structure for the dietary supplement marketplace (even if that building process has been slower and trickier than we’d sometimes have liked). As the regulatory state has expanded, our marketplace has grown even faster; reflecting public trust (and demand) for safe, lawful dietary supplements.

NIE: Please discuss the industry’s acceptance into the consumer mainstream—what trends or shifts have you noticed?

Howard: I still get goosebumps when I read about the increased consumption of vitamin D3, omegas and magnesium. What’s old news to us, is always good news for the consumer. Without a pandemic (thankfully) or the legalization of cannabis with an ensuing CBD craze (gratefully) we are not as likely to see dramatic heralding of specific ingredients.

That said, it is the industry that innovates, promotes and educates practitioners and consumers about the power of our products. I am enthralled with our increased attention to supplements for women’s health. Addressing the needs of our primary purchasers will likely result in a profound impact on health status and outcomes for more than 168 million women in our country.

Mister: CRN’s consumer survey shows that 75 percent of Americans regularly use supplements, with 91 percent believing they are essential to health and 80 percent trusting them more than OTC (over-the-counter) or prescription medications. This trust stems from consistent delivery of safe, effective products.

Consumer interest in specific supplements like magnesium, probiotics, ashwagandha and melatonin, has grown in recent years and the research continues to evolve and reveal the science-backed benefits of these ingredients. Additionally, personalized health solutions and specialty products reflect a shift toward integrating supplements into individualized wellness practices, highlighting their established role in consumer health.

Of course, the law is not static and additions to the law over the years have increased consumer trust. The addition of mandatory reporting of serious adverse events in 2006 and the implementation of good manufacturing practices (GMPS) in 2010 bolstered confidence and demonstrated accountability by manufacturers.

McNamara: The dietary supplement industry has seen several trends that have contributed to its acceptance into the consumer mainstream.

• Personalized Nutrition: Consumers seek tailored health solutions, and technology enables the industry to provide them. AI and machine learning analyze user data and make personalized recommendations.

• Mental Health: Mental health has become less stigmatized, and the demand for supplements that support mental well-being is holding steady since the pandemic.

• Sustainability, Plant-based and Clean-label Supplements: Consumers are more health-conscious and environmentally aware than ever before. They want to feel good about their purchases and buy products from companies with the same ethos and values toward the planet.

• Gut Health Emphasis: Gut health and its connection to overall well-being have gained significant attention recently, resulting in substantial growth in the market for probiotic supplements. Consumers increasingly use supplements with probiotics, believing they can provide various health benefits, such as improved digestion, enhanced immune function and reduced inflammation.

• Beauty-From-Within: This concept has gained traction in the supplements industry and is now trending with consumers. They are marketed as a natural and holistic approach to beauty, complementing topical skin care products and treatments.

Brewster: One significant trend driving innovation in the industry is healthy aging. Age-related conditions have a considerable impact on our health span, and the financial and social burdens associated with these conditions—such as challenges in blood glucose control, weight management, cardiovascular concerns and gut dysbiosis—can greatly affect longevity. This category will be increasingly important as we continue to live longer than ever before.

McGuffin: The dietary supplement industry has seen a remarkable shift into the mainstream, reflecting the universal human interest in taking control of one’s own wellness. Trends such as personalized nutrition, transparency in labeling, interest in natural and traditional remedies, and demand for sustainably sourced ingredients, reflect a more informed and engaged consumer base.

The COVID-19 pandemic further amplified awareness of immune health and preventative care, cementing dietary supplements as a staple in many households.

NIE: Please discuss the natural product industry’s relationship with news media. Where can they improve?

Howard: According to AI, “Some dietary supplements can help improve your health, but others may offer little or no benefit.” Reading dietary supplement coverage in the The New York Times or Washington Post is like reading your child’s favorite bedtime story, over, and over, and over.

Local media is different. It’s personal and curiosity is well and alive. O&N Health has executed some very successful consumer education campaigns in local media markets. I urge my colleagues to copy this practice.

Mister: The consumer news media has typically viewed the industry skeptically, often allowing so-called “experts” to erroneously state that “supplements are not regulated.” Our CRN Communications team spends a good portion of its time reviewing media coverage and obtaining corrections to the record regarding supplements. FDA’s own website clearly states the agency’s regulatory oversight of supplements.

CRN will be rolling out our campaign “Yes, supplements are regulated,” to proactively promote this message and to counter the misinformation.

Since most media outlets, especially print publications, no longer assign reporters to specific beats as they once did, journalists often lack in-depth knowledge about the industries they cover. Instead, many reporters rely solely on the sources they interview. As a result, we often see health professionals who don’t understand the regulation of supplements and are not up-to-speed on the research quoted providing incorrect information about supplements.

Ultimately, the industry must take responsibility for building relationships with consumer media at major news outlets to ensure our voice is included as often as possible.

McNamara: The natural products industry has a complex and evolving relationship with news media, and it has not been without its challenges. If news media were to collaborate more closely with industry trade associations and trade media, they could gain a deeper understanding of the industry. This collaboration could help shift the narrative from skepticism to a more balanced and respectful perspective.

Søfting: The relationship between the natural products industry and news media is essential. Mainstream media plays a crucial role in disseminating information to the public. However, when reporting on scientific developments within the natural products sector, media outlets should prioritize reaching out to the companies and scientists who are at the forefront of this work. Engaging with these experts can provide valuable insights that enhance media coverage and improve the industry’s relationship with the press.

McGuffin: The natural products industry has made strides in fostering relationships with the lay news media, emphasizing education and transparency. However, challenges remain in countering persistent myths about our products, including that they are unregulated or underregulated.

Both industry and policymaking stakeholders should have a shared interest in presenting our community in a clear light and in distinguishing between safe, lawful dietary supplements and unlawful, drug-spiked products that masquerade as dietary supplements.

NIE: Please discuss the importance of industry advocacy and trade association participation.

Howard: Congress doesn’t get elected without an election. Regulators aren’t calling companies to get their opinions. Fair regulation, Congressional support, and good press do not happen accidentally. In fact, nothing good will happen to us accidentally. It requires the persistent presence of legitimate advocacy efforts of reputable industry trade associations.

I urge all the quality companies in the industry to find a home, or two, that represents your values, serves the public and is fully transparent in its processes to affect change. And maybe there will be an opportunity to recreate a version of the Coalition to Preserve DSHEA, which was so masterfully managed by (former NPA executive director) David Seckman.

Brewster: When the government steps in to penalize companies for wrongdoing, it casts a shadow over the entire industry. Unfortunately, the mainstream media often resorts to sweeping generalizations, labeling us as irresponsible. This is where strong advocacy groups become essential allies, championing our industry and highlighting the dedication of companies that drive forward science, innovation, health and well-being.

Søfting: Industry advocacy is essential as the industry needs to come together to advocate for its continued development. We are, for example, very fortunate to have an excellent omega-3 association in GOED (Global Organization for EPA and DHA) that has successfully guided our category to growth, helping develop quality standards, educating consumers and health care professionals, and supporting the regulatory and scientific aspects on a global scale, making us part of a larger, influential community.

McGuffin: Advocacy is critical to the dietary supplement industry’s future. Trade associations like the American Herbal Products Association (AHPA) play a pivotal role in representing industry interests, safeguarding access to safe and effective products, and fostering dialogue with policymakers.

By participating in these organizations, industry members can ensure their voices are heard, contribute to shaping regulatory frameworks and build standards and initiatives that benefit both consumers and the industry.

Mister: There is no substitute for showing up and vigorously offering your viewpoint on policies that affect you, and that’s why CRN is so critical. We are the credible and respected voice of the industry in the halls of Congress, FDA, FTC (Federal Trade Commission), state legislatures and more. Our members play critical roles in developing the policy that will shape the future of the industry and directing our efforts and resources to their companies’ priorities.

A prime example is the legislation offered in state legislatures to place age restrictions on certain supplements. Our opponents are aggressively lobbying to limit access to dietary supplements for everyone. CRN has successfully fought back these bills in at least eight states, and now we are fighting the law in New York with a lawsuit in federal court. We continue to have standing in the case and look forward to presenting arguments about why the law is unconstitutional at oral arguments in January. More of these bills are expected in 2025 and CRN will again be on the front lines voicing our opposition and offering solutions.

Without the leadership that CRN provides, individual businesses would be doing this activity alone, assuming they would know such measures are even on the docket. By marshaling the collective resources of our members and other business sectors, like retailers who share our concerns, we build coalitions that can defeat these measures.

Unfortunately, too many supplement companies don’t take advantage of association membership. Yes, there is a cost, but ask yourself: “Can we afford not to be a member?”

NIE: What are the current hurdles/challenges the industry faces?

Howard: Bad products proliferate social media. We need our own influencers to educate our newest customers, and we need to do it as quickly as possible.

Brewster: One major challenge is the varying international regulatory rules, making some markets more difficult for companies to enter. While this phenomenon is not new, the desire to be healthy is a global need. Innovative solutions aimed at improving overall health would greatly benefit from a consistent set of government regulations, although achieving this uniformity may be unrealistic.

Over time, the market will eliminate companies that fail to provide efficacious ingredients. Søfting: There are many trade associations today, and with the general growth in the industry, we have many category-specific trade associations that have become very popular. The challenges in this can be finding consensus across the industry and making strides in crucial areas, such as improving enforcement.

Mister: Both opportunities and challenges vie for attention today. The age restriction measures could drastically limit access to products and increase costs for consumers. Meanwhile, even though DSHEA has driven industry success for 30 years, the modern marketplace presents gaps that DSHEA could not have anticipated. For instance, we need to revisit the drug preclusion provision. While it rightfully intended to protect pharmaceutical interests, the balance needs to be restored that allows for supplement innovation too.

Mandatory product listing is another critical improvement. By requiring manufacturers to submit product labels to the FDA, it would enhance transparency, deter bad actors, and strengthen consumer trust. CRN’s proposed roadmap for FDA modernization will address these challenges while preserving the industry’s integrity and the original tenets of DSHEA.

McNamara: Some challenges that the industry faces have stayed the same in the past few years, namely the infiltration of counterfeit products that can erode consumer trust and dilute the effectiveness of authentic supplements. However, no effective measures are in place to deal with this issue.

Another massive challenge for the industry is the diverse global regulations that manufacturers and even ingredient suppliers have to navigate. Navigating the number of different countries and regions with diverse regulatory frameworks covering the formulation, labeling, advertising and sale of supplements is often a massive obstacle.

Finally, the debate regarding efficacy is another hurdle for our industry. Namely, the type and amount of evidence needed to demonstrate the efficacy of supplements is an ongoing struggle. Not all ingredients nor published clinical studies are created equal, and this clouds the validation of real, effective ingredients being offered to brands and manufacturers. The playing field isn’t relatively even, with some companies spending hundreds of thousands of dollars on clinical research to demonstrate efficacy and others not so much. Still, the ones validating their ingredients beat the others at the game because of brand and manufacturing economics.

McGuffin: The industry faces a range of hurdles, including a new wave of restrictive state legislation, confusion surrounding requirements in online marketplaces, and maintaining public trust in our products during a time of rapid change. A commitment to involvement through trade associations and the press, and a willingness to work in the common interest, will be critical to defend our public image during transitional periods like this one.

NIE: From potential new tariffs to new leadership at the FDA, what are your hopes and concerns with the new administration coming into Washington?

Howard: This is going to be a mixed bag. Should RFK Jr. be confirmed and actually blow up the Office of Nutrition, we are likely to find ourselves pleasantly surprised. Where there is fear, there is opportunity. I’m appreciative of the intense attention to diversifying a supply chain that is heavily dependent on China. And remember, Upset is Optional.

Brewster: As the new administration comes into Washington, we are optimistic that support for our industry will continue to grow. However, so much of the industry’s supply chain comes from overseas, and potential new tariffs could be counterproductive. They could negatively impact our supply chain, increasing pricing to a point where the product becomes unaffordable to the consumer. Once more, we hope a level playing field can be established for products in our category, which will only benefit global health and wellness.

Søfting: My hope is that there will be a continued emphasis on improving overall health and wellness. The health and nutrition industry has the potential to play a crucial role in this effort. Additionally, providing wider access to reliable dietary supplements could lead to significant savings on health care costs for at-risk populations.

Mister: We look forward to collaborating with new leadership at HHS (U.S. Department of Health and Human Services), FDA and NIH (National Institutes of Health) to advance dietary supplement science and functional food research. Our priority remains advocating for consumer health and maintaining trust in the industry’s products, used by 75 percent of Americans. We welcome government officials who share our vision of a more wholistic approach to better health and respect the benefits that our products offer for healthier lifestyles.

McGuffin: The new administration brings both opportunities and uncertainties. On one hand, it presents a chance to receive answers to long-standing industry requests and drive forward long-needed reforms. On the other hand, wide-ranging tariffs could wreak chaos in our global supply chains, and a reduction in enforcement could do harm to consumer confidence.

AHPA is in contact with the incoming administration and will continue to push for legislative and regulatory changes that will improve consumer access to lawful, well manufactured, accurately labeled and health-promoting dietary supplements. NIE