supplement trends - Page 1 | WholeFoods Magazine

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Rules, Risk, and Responsibility: Elan Sudberg’s Fight for Trust in the Supplement Industry

"Risk and rules are part of the supplement trade, but too often, Sudberg says, the risks are shrugged off and the rules are ignored."

February 12, 2026

WholeFoods Magazine Contributor

Rick Polito shares how Alkemist Lab's Elan Sudberg advocates for transparency and truth in the supplement industry.

Industry Reacts to the New U.S. Dietary Guidelines

What do natural products industry leaders think about the revisions?

January 9, 2026

Richard Ortega, Associate Editor, WholeFoods Magazine

“My message is clear: Eat real food,” said Secretary of Health and Human Services, Robert F. Kennedy Jr. Take a look at the revision, and industry reactions.

2026 Trends

Vitaquest International Names Top Supplement Trends for 2026

Gut health, women’s health, and beauty-from-within remain leading categories.

July 22, 2025

Richard Ortega, Associate Editor, WholeFoods Magazine

The report marks the first trends forecast published by a CDMO.

2025 Natural Choice Awards

The results of the annual WholeFoods Magazine Natural Choice Awards are in!

March 31, 2025

WholeFoods Magazine Staff

Discover the winners of WholeFoods Magazine's 2025 Natural Choice Awards!

Natural Products News Briefs: Whole Foods Market, CRN, What's Up With Supps, Non-GMO Project & More

What's new in natural? Catch up on the latest!

January 28, 2025

Richard Ortega, Associate Editor, WholeFoods Magazine

Read up on all the latest news in the natural products industry.

5 Trends for Naturally Pampered Pets

January 25, 2023

Marissa Fox

Pet parents are treating their furry pals as good as (or better than!) themselves. With human trends informing innovation in the pet industry, new ways to proactively support pets’ overall well-being continue to emerge. Pet owners are seeking out foods, treats, and supplements to help improve their pets’ physical and...