Mosser: How can emerging leaders balance honoring the roots of the natural products industry while adapting to modern consumer expectations and trends?

Zayne Derryberry, Get Healthy Sales Associate: The great thing about the emerging leaders is their youthfulness. A lot of them are taught by pioneers and experts in the natural industry. Not only do they get the information and experience from their roots, but they also have the chance of growing up with all the trends going on in society. So they are equipped to combine both experiences and knowledge and put it towards adapting and balancing between honoring the old and lifting up the new.

Mosser: What role should education play in the future of the natural industry, and who is currently doing it well versus poorly? 

Ward: Education should continue to be at the center of the natural industry. The brands and retailers doing it best are using social media trends and buzzwords to make wellness feel approachable and easy to understand. Those falling behind are often the ones not investing enough in education for their staff and consumers. Customers need guidance now more than ever with how many products and wellness messages are on shelves today.

Derryberry: Education serves as a foundation for all of our products. People don’t just want the cheapest product most times. They want a product that is proven by the company it comes from and the store that’s selling it to not only work, but also help them achieve their goal. If they don’t know or understand what they are taking, they most likely won’t want to take it unless they have researched it themselves. One example I find for a company who does it very well is Terry Naturally. They don’t just talk about certain issues; they also break down all the benefits of taking a certain ingredient. It really helps when you can give the customer something easy to grab and read up on, before making a purchase on a product.

Gray: Education is key in our industry. Vital Planet, Terry Naturally, Host Defense, and Nordic Naturals are a few that always reach out to have in-person trainings for our staff. This works for us a lot better than a Zoom or any video training. Companies that do not prioritize training their retail partners do not sell as well in our store.

Mosser: What emerging category or consumer shift do you believe the natural industry is still underestimating right now? 

Gray: For our store, I know that more and more people are coming in trying to get off of their long list of prescriptions. These customers do their homework and know exactly what they want; they are tired of the side effects of Western medicine. These are people who have never set foot in a health food store. 

Derryberry: Right now a trend that I have found the internet has been talking about is peptides. I have not noticed many products or even a lot of education on the benefits of peptides outside of your regular collagen peptides and some GLP-1 supporting products.

Ward: I think customers are craving simpler, more realistic wellness routines. People want products they can trust that fit naturally into their lives without feeling overwhelmed by complicated messaging. Having a strong “foundational set” should continue to be a focus, especially as younger consumers become more proactive about their long-term health and wellness. I truly believe that’s why longevity has become such a major conversation right now. As someone in my 20s, I see so many of my friends wanting to live healthier, longer lives, but often feeling overwhelmed by where to start. A foundational wellness routine helps simplify that journey and makes healthy living feel more approachable, and that’s exactly what we focus on at True Grace. WF