Tariffs that shifted “almost daily,” fast-moving FDA and policy conversations and a consumer base that is both more informed and harder to satisfy all shaped the operating environment for U.S. supplement brands in 2025.
Those were among the themes raised in the 6th annual Business Leaders Forum, where executives from NOW, Thorne, Nature’s Way and Daily Nouri discussed category performance, channel strategy and what they are watching as 2026 gets underway.
Growth pockets and channel shifts
Panelists pointed to continued demand for core supplements alongside standout momentum in areas tied to active nutrition, gut health and practitioner-led purchasing.
“We’re bullish right now,” Jim Emme, CEO of NOW, said. “We’re stepping on the gas.”
Several speakers returned to the health care practitioner channel as a key growth engine, with the discussion focusing on how “white coat” influence can help shoppers navigate quality and product selection as the category expands across retail, Amazon and DTC.
GLP-1 conversations move beyond ‘alternatives’
GLP-1 agonists came up repeatedly as a driver of new consumer questions, particularly around support products, nutrient adequacy and maintenance behaviors.
“There is no magic bullet,” Caroline Carallero, CEO of Daily Nouri, said. “There is no magic fix.”
The conversation also touched on how weight management demand is intersecting with broader metabolic health, GI tolerance and the shift toward lifestyle-led expectations.
Performance, longevity and a younger consumer base
Speakers described a blurring of traditional category lines, with “sports” increasingly framed as everyday performance and longevity. Executives highlighted mainstream interest in ingredients such as magnesium, creatine and protein as consumers connect strength, recovery, cognition and long-term health span.
AI, trust and regulatory watchpoints
The panel also discussed the rapid spread of AI, including how consumers are using chatbots for information discovery and how brands are exploring applications across operations and personalization.
On the policy front, speakers referenced ongoing attention on issues such as HSA/FSA eligibility, disclaimer language, state activity around weight loss products and broader questions tied to DSHEA modernization, claims and quality frameworks.
For the full context, including the leaders’ detailed channel strategies and their priorities for 2026, watch the complete Business Leaders Forum on NutraIngredients+, with accompanying coverage.
