Supplement Sellers Are ‘Essential’ Businesses During Pandemic, NPA Appeals To States

Amazon executive moves Hims & Hers; INW Manufacturing adds IPA board member as CSO; USC Gerontology School dean joins Niagen advisory board; ‘Be You, NOW’ campaign during Women’s Health Month; direct seller Tranont expands advisory board; Vitamin Shoppe, sports nutrition brands support Team Red, White & Blue cross-US runners; and Powerade supports Morgan's Message.

AI prowess “will not be a competitive advantage long-term. It's going to be table stakes. But there are people who are going to get there sooner and they will have an advantage for a while,” says C&D CEO Matthew Farrell. P&G’s investment in AI, meanwhile, produced its “Great Idea Generator proprietary platform.”

US consumer survey commissioned by NOW Health suggests energy could dominate wellness priorities in 2025 while CRN’s most recent survey showed use of specific supplements such as magnesium, prebiotics and ashwagandha increased compared to previous years. Overall interest in vitamin, mineral and supplement products is higher in several other countries, according to Statista.

Brands should “remain flexible and also explore ways to leverage this trend through innovation, consumer education and strategic retailer partnerships,” says Lauren Alexander of market research firm Emerson Group. “This is not a fad,” says Rick Polito of the Nutrition Business Journal.