Building Resilience, Embracing Opportunity: What’s Next for Natural Products
Graham Rigby, President & CEO, AHPAAs the American Herbal Products Association (AHPA) looks to 2026, we see a defining year for the industry ahead. This period is characterized by a strong, evolving market adapting to factors ranging from consumer demand for sustainability and ethical sourcing to the disruptive potential of AI technology. Simultaneously, on the regulatory side, policy changes both on the horizon and already in motion will profoundly shape the future of dietary supplements and herbal products as we know it. To further improve responsible commerce, consumer access, and product safety and quality, we must collectively build resilience and lean into opportunities for innovation.
Navigating Regulatory Changes
The most significant challenges for 2026 emerge from a complex and changing regulatory landscape.
In a welcome win for sensible reform, the U.S. Food and Drug Administration (FDA) recently signaled its intent to amend the long-standing regulation requiring the Dietary Supplement Health and Education Act of 1994 (DSHEA) disclaimer to appear on every panel of a product label. This AHPA-led advocacy victory executed in collaboration with all major trade associations, aims to align the rule with historical industry practice—a prominent single display with each claim connected to the disclaimer via symbols like asterisks. This amendment would eliminate an overly prescriptive requirement, and the interim enforcement discretion policy also announced by the agency will help combat opportunistic litigation. However, although this regulatory hurdle is cleared, another major challenge is taking shape.
Last month, President Trump signed into law H.R. 5371, which revised the federal definition of “hemp,” setting the stage for 2026 to become a watershed year for the embattled botanical. With the future of hemp on the line, AHPA is working closely with industry leaders on new legislation to develop regulatory pathways for the different sectors of the hemp market while maintaining consumer safety and access. Similarly, as local and state regulators have focused on kava, AHPA has formed a coalition in support of this ancient botanical as well.
In addition to these high-profile regulatory developments, the industry must contend with the ambiguity of ingredient regulation. FDA’s intent to issue a proposed rule for mandatory Generally Recognized As Safe (GRAS) notifications marks a significant shift that could disrupt market access for ingredients. The industry also eagerly awaits forthcoming guidance documents on the New Dietary Ingredient Notification (NDIN) process. Engagement is crucial to ensure these pathways promote responsible market entry and foster continued ingredient innovation, rather than stifle development.
Addressing Trade and Market Pressures
Tariffs, shifting consumer expectations, and technological advancements are fundamentally altering ingredient sourcing and market practices.
Despite previous successes in securing tariff relief for major botanicals, tariffs on many other herbs that cannot be grown at scale domestically to meet commercial demand—officially known as “unavailable natural resources”—remain a significant operational hurdle. AHPA has conducted comprehensive advocacy with all major federal agencies and Congress, resulting in steady progress.
In April, the administration issued its first reciprocal tariffs with zero exemptions for botanicals used in our industry. With the most recent executive order issued in November, 57 tariff codes covering popular herbs such as turmeric, ginger, green tea, and saffron are now fully exempt from these challenging duties. Despite this progress, the fight is not over as AHPA continues to strongly advocate for relief for critical raw materials, including almost all herbal extracts and key herbs essential to the industry’s product base like psyllium, ashwagandha, Bacopa, and Boswellia. Furthermore, suppliers and brands should recognize the need to work together closely to mitigate the effects of this persistent uncertainty.
Relatedly, growing consumer demand for ethical sourcing and supply chain transparency creates persistent market pressure. This pressure is amplified by regulatory developments, such as the FDA’s preparation of a formal definition for ultra-processed foods (UPF), which is likely to influence labeling and marketing standards. Traceability and quality assurance are therefore becoming central to market integrity. This focus also extends to the digital realm, where the growing omnipresence of AI is creating pressure for industry to responsibly adopt new technologies and enhance operations.
Supporting Industry Success
As AHPA moves forward into the next year, our focus remains on ensuring the proper conditions for our industry to thrive. To secure the future, it is imperative that all members commit to quality, active advocacy, and operational excellence.
This means dedicating resources to advancing industry-wide initiatives such as tariff relief efforts and the development of sensible regulatory frameworks for hemp. By continuing to deepen our commitment to environmental stewardship, responsible sourcing, and quality assurance, we will collectively address the defining challenges of 2026 and support the continued growth and success of the industry.
