Regulatory Questions. FDA released its long anticipated revised draft guidance on New Dietary Ingredient Notifications in 2016. However, the outlook for regulatory enforcement under a Trump Administration remains a huge question mark, like many things under a Trump regime. Still, companies need to ensure they comply with all legal requirements, including the basics, like Good Manufacturing Practices, to continue improving quality across the supplement industry. Meanwhile, self-regulatory efforts to enhance transparency and register dietary supplement products in a comprehensive database make good business sense.
 
Clean & Green. With so many consumers focused on health and wellness, preferences for products that contain ingredients they recognize and trust will maintain a premium position in the era of clean labels and clear messaging. Companies that connect their products and business practices to positive environmental and social impact efforts will have a leg up with younger consumers especially. Responsibly sourced and sustainable ingredients should be central to all supply chains; the palm oil disaster in particular needs to be cleaned up across the board.
 
An Aging Revolution. As a broad umbrella, healthy aging has come to encompass not only seniors and Baby Boomers looking to maintain active, independent lifestyles, but also Millennials and middle-age consumers focused on a lifelong journey toward wellness. As more Boomers advance into senior status, their health needs are evolving; maintaining mental acuity, blood sugar control, muscle health, weight control, cardiovascular health, and other issues will be top of mind. With more Milllennials buying into the supplement market, the future looks promising; products that address energy and athletic performance/recovery could see a boost. Make an effort to understand their needs and motivations. It could pay substantial dividends.
 
Science Rules. While it’s still an emerging discipline, personalized nutrition solutions are intriguing to many consumers looking for more information about what products best suit their health needs. Leveraging technologies that dovetail with this trend, along with ingredients and products supported by clinical evidence, can give businesses a competitive edge.