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Dietary supplements, herbs and green plants

Dietary Supplement Claims: Navigating Today’s Enforcement Trends

AHPA workshop highlights rising litigation risks, evolving substantiation standards, and the growing importance of precise claims compliance in the dietary supplement industry.
May 28, 2026
Robert Marriott, J.D., AHPA

From “clinically proven” challenges to Proposition 65 actions and pricing lawsuits, AHPA’s latest workshop explored how dietary supplement brands can strengthen claims substantiation, reduce liability, and stay ahead of mounting regulatory and litigation pressures.


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Eggs: The Protein Chameleon Powering Culinary Creativity

In honor of National Egg Day, we delve into what makes this all-around nutritional source so essential.
May 27, 2026
Faith Ferguson, VP of Sales and Marketing, HBF Foods

Discover how the kitchen staple continues sparking recipe creativity while providing a dependable source of protein.


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Rethinking Lactose Intolerance: The Role of Probiotics and Prebiotics

Yogurt, probiotics, and prebiotics are being explored as microbiome-based strategies for supporting lactose intolerance management.
May 22, 2026
Clare Fleishman, MS RDN and International Probiotics Association
  • Explore what the science suggests regarding specific probiotic strains for lactose digestion and supporting management of lactose intolerance.

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    Supplements shown under a magnifying glass, symbolizing increased scrutiny of regulatory oversight and product transparency in the dietary supplement marketplace.
    Viewpoints

    An Open Letter to John Oliver

    CRN's Steve Mister offers a response to criticism of DSHEA, explaining that “gas station drugs” highlight enforcement gaps—not regulatory failure—and renews calls for a mandatory dietary supplement product registry.
    May 12, 2026
    Steve Mister, Esq., CAE, President & CEO, Council for Responsible Nutrition (CRN)

    Blaming DSHEA for “gas station drugs” misses the real issue: enforcement gaps, not lack of laws, according to a dietary supplement industry perspective.


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    Microbiome-support-for-wellness.jpg
    2026 Trends

    Consumer Insights: Trends and Opportunities in the Microbiome Market

    Explore three marketing personas that can be used to determine marketing strategy, identify targets, product positioning, channel planning, engagement approaches and more.
    May 7, 2026
    Len Monheit, CEO, ITC

    With anticipated growth over 15%, the human microbiome market represents a huge commercial opportunity for suppliers, brands and service providers to address current and emerging consumer needs.


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    Microbiome-Prebiotics-for-Wellness.jpg

    Beyond the Gut

    The Prebiotic Category Is Growing Up
    May 7, 2026
    Steve Imgrund, Global Prebiotic Association (GPA)

    While gut health remains the top driver in the U.S., other motivations are emerging in the microbiome space. Explore the opportunities with prebiotics.


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    Healthy woman in loungewear blending of fashion with wellness.
    2026 Trends

    Defining the Future of Intimate Apparel

    The Curve shows highlighted an industry increasingly attentive to inclusivity, gender-fluid designs, and the blending of fashion with wellness.
    May 1, 2026
    Nancy Trent

    Explore the 2026 trends shaping intimate apparel and the evolving priorities of both retailers and consumers.


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    Lightbulb teamwork concept illustrating how Innovation Advisory Boards co-create, accelerate, commercialize, and integrate the science into new business models, partnerships, and scalable long-term platforms.

    The End of Scientific Advisory Boards… and the birth of Innovation Advisory Boards

    A new framework for nutrition-based wellness breakthroughs, novel ingredient strategies, and cross-industry ventures.
    April 30, 2026
    Bernie Landes, Nutritional Products Consulting Group

    What are Innovation Advisory Boards (IABs)? Discover how IABs are driving product innovation in in the dietary supplements market.


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    Close-up of dietary supplement capsules and powder representing prebiotic ingredients used in natural health products, aligned with Health Canada regulations and the updated prebiotics monograph in Canada.

    Initial Prebiotics Monograph Marks Milestone for Prebiotic Category in Canada

    Health Canada's new framework signals greater clarity for prebiotics in natural health products.
    April 29, 2026
    Steve Imgrund, Global Prebiotic Association (GPA) and Len Monheit, CEO, ITC

    A new prebiotics monograph in Canada sets clearer rules for ingredients, claims, and labeling—marking a major shift for the NHP and supplement industry.


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    how AI selects trusted supplement brands for recommendations

    Why Your Supplement Brand Isn’t Showing Up in AI (Even If You Rank #1 on Google)

    If your brand isn’t showing up in AI-generated answers, you aren't just losing traffic. You are being left out of the decision entirely. Here's help.
    April 28, 2026
    Jane Phelps, CEO, Know Agency

    Ranking on Google isn’t enough anymore. Learn why supplement brands are missing from AI-generated answers—and how to fix it with trust, authority, and clinical content.


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    NOTE: WholeFoods Magazine is a business-to-business publication. Information on this site should not be considered medical advice or a way to diagnose or treat any disease or illness. Always seek the advice of a medical professional before making lifestyle changes, including taking a dietary supplement. The opinions expressed by contributors and experts quoted in articles are not necessarily those of the publisher or editors of WholeFoods.

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