The Most Pressing Issues the Natural
Products Industry
Will Face in 2026
Duffy MacKay, SVP, Dietary Supplements, CHPALooking ahead to 2026, one thing is clear: trust, transparency, and consistency will continue to define success across the supply chain, from ingredient sourcing to retail shelves. Consumers are more engaged than ever in their health and wellness choices, and they expect products that are safe, clearly labeled, and backed by credible science.
At the federal level, the Administration has signaled continued interest in dietary supplements and self-care products as part of broader public health efforts. While details are still evolving, these discussions underscore the importance of thoughtful, evidence-based regulations and policymaking that recognizes both consumer demand, access, and the role supplements play in supporting wellness.
Beyond federal policy, the operating environment itself is becoming more complex. State-level legislative activity, evolving federal oversight, and ongoing supply chain pressures are creating new challenges for manufacturers and retailers alike. Without greater federal alignment, a patchwork of differing requirements risks adding cost, complexity, and confusion.
Overlaying these challenges, are broader economic and trade considerations. The shifting landscape of tariffs and global trade policy continue to shape the availability and cost of key ingredients, packaging, and finished products. Ultimately, navigating these uncertainties requires agility and collaboration across the supply chain to ensure consistent product availability and maintain consumer trust.
Product integrity will also remain a top priority. Diverted, counterfeit, and adulterated products, particularly in online marketplaces, continue to threaten consumer confidence and undermine responsible manufacturers, while limiting consumer access to safe and beneficial products. Addressing these risks requires ongoing vigilance and cooperation across industry to ensure authentic products reach consumers wherever they shop.
Encouragingly, recent FDA actions on DSHEA disclaimer labeling requirements suggest that thoughtful modernization is possible. For years, CHPA has advocated pragmatic, evidence-based updates to supplement regulations that improve clarity while maintaining appropriate safeguards for consumers. The Agency’s announcement reflects a more practical, common-sense approach that reduces unnecessary label complexity that will help brands and retailers communicate more effectively. CHPA is encouraged by these developments and will continue working with FDA to support modernization that reinforces transparency and trust at the shelf.
Looking to the future of wellness more broadly, growing interest in “food as medicine” and Make America Healthy Again (MAHA)-aligned efforts highlights an opportunity for the natural products industry to engage constructively in conversations about prevention, self-care, and wellness. Dietary supplements and natural products can play a complementary role alongside diet and lifestyle choices when supported by credible science and responsible use.
Call to Action: Ensuring the continued growth and credibility of the natural products industry will require collaboration at every level. Consumer trust is the foundation of our future. Industry members should remain engaged with regulators and policymakers to support common-sense, evidence-based updates that improve clarity, consistency, and consumer understanding without sacrificing safety or quality.
As policy discussions continue, from supplement oversight to trade and public health initiatives, industry participation will be essential to ensure decisions are informed by real-world experience, sound science, and consumer needs.
Brands and retailers can also play a critical role by prioritizing robust quality systems, transparent sourcing, and clear, responsible labeling. These efforts not only protect consumers, but they also strengthen the reputation of the entire category.
Finally, continued investment in science and consumer education is essential. Helping shoppers understand how dietary supplements and natural products fit into a healthy lifestyle builds confidence and supports informed decision-making. CHPA’s Health In Hand Foundation will continue working to support and develop resources and educational initiatives that empower consumers to make informed choices about self-care.
By working together to prioritize clarity, quality, and accountability, the natural products industry can enter 2026 well-positioned to meet consumer expectations, support retail partners, and reinforce its role as a trusted leader in self-care.
