Our Call to Action is Unity
Marcy Kraft, Executive Director MAHOAs we look towards to 2026, the natural products industry faces a mix of opportunity, uncertainty, and responsibility. From the distribution side, challenges around product integrity and online competition persist. Too many products still claim to be “natural” while containing questionable ingredients, and counterfeit products sold online continue to undermine trust. Online pricing pressures further strain brick-and-mortar retailers already working to compete fairly.
We are also seeing a slowdown in new store openings as independent retailers struggle to find successors when they retire. This generational gap threatens the long-term vitality of our retail community. At the same time, there is hope: Social media and trade events are attracting a younger audience. When young people attend shows with their families, their enthusiasm is clear. We must inspire and educate them—helping them understand the importance of what they put in and on their bodies, and showing them that this industry is not just a business, but a mission.
Economic and political uncertainty adds another layer of concern. Inflation and tariffs continue to impact the supply chain, while policy decisions at the federal level create instability for local markets. In communities dependent on manufacturing, agriculture, or university populations, disruptions ripple quickly into our stores. Issues affecting foreign students, local farmers, or land use don’t just hurt individual regions—they affect retailers, vendors, customers, and the environment alike.
This makes partnership more critical than ever. Vendors must stand alongside independent retailers—the backbone of this industry—not just with pricing support, but with education, training, merchandising, demos, inventory management, and in-store engagement. World-class service must be the standard in 2026.
Looking back, 2025 was a strong year as consumers increasingly looked for alternatives to pharmaceuticals and mainstream food systems. Yet pharmaceutical lobbying against CBD, homeopathy, and nutraceuticals remains a top concern.
Moving forward, the call to action from MAHO is unity: stricter minimum advertised pricing (MAP) policies, stronger collective buying power, increased advocacy in Washington, and a willingness to speak up locally and nationally. If we fail to make our voices heard, decisions will be made without us—and at the expense of our communities.
