Global market size
$203B
↑ 9.1% CAGR to 2030
Hottest segment
Gut health
↑ 7.3% yr  ·  +$4.7B by 2028
Ingredient of the month
Berberine
↑ 108K Amazon searches / week
Regulatory watch
NMN  ·  EU
Novel food auth. pending
Top five signals this month Ranked by consultant relevance
01
Longevity Regulatory
FDA reverses course and confirms NMN is a lawful dietary ingredient, ending a three-year market disruption

FDA sent letters to manufacturers reinstating NMN's status as a legal dietary ingredient, reversing its 2022 determination that NMN was excluded under the drug-preclusion clause. The agency concluded NMN was marketed as a supplement before it was authorized for drug investigation. Companies still need a New Dietary Ingredient Notification on file unless sourcing from a supplier that already filed one.

So what: Clients holding NMN formulations that were shelved or reformulated during the ban should reassess relaunch timing now, but confirm NDIN coverage before scaling distribution.

Consumer search and social signals also inform velocity rating.

Velocity
02
Regulatory Labeling
FDA moves to loosen DSHEA disclaimer placement rules, easing label clutter for structure/function claims

FDA published a letter to industry on December 11, 2025 signaling intent to amend the rule requiring the DSHEA disclaimer on every label panel where a 403(r)(6) claim appears, and is exercising enforcement discretion in the interim. CRN has petitioned FDA to confirm a single, centralized disclaimer linked by asterisk is sufficient.

So what: Clients redesigning labels this cycle can consolidate disclaimer placement now under enforcement discretion, ahead of formal rulemaking, cutting packaging costs without waiting for the final rule.
Velocity
03
Regulatory Legal FTC
A MAHA-aligned lawsuit against the FTC seeks to flip the burden of proof on supplement health claims

Xlear sued the FTC after the agency dropped its 2021 case over the company's sinus rinse marketing, asking a court to bar FTC from requiring clinical-trial-level substantiation for health claims and to shift the burden onto government to disprove claims instead. The Alliance for Natural Health filed a parallel petition seeking withdrawal of FTC's 2022 substantiation guidance. The suit is framed to test the Loper Bright precedent.

So what: If this succeeds, the standard evidentiary bar for structure/function claims could drop industry-wide. Clients should not change claims strategy yet, but this is the single most consequential case to track before year-end.

Consumer search and social signals also inform velocity rating.

Velocity
04
Recall Safety Gut health
A Salmonella outbreak tied to Live it Up Super Greens has reopened after new illnesses emerged, despite FDA closing the case in March

FDA and CDC traced the outbreak to contaminated moringa leaf powder supplied to multiple brands. The case now totals 119 illnesses and 32 hospitalizations across 36 states since August 2025. FDA had declared the outbreak over on March 17, 2026, but reopened the investigation after additional cases surfaced in late June.

So what: Clients sourcing moringa or other leafy powder ingredients should audit supplier microbial testing now. This outbreak shows a closed FDA investigation can reopen on new case data.

Consumer search and social signals also inform velocity rating.

Velocity
05
Women's health Clinical evidence Sports nutrition
Creatine's evidence base for women's health has matured from anecdote to randomized trial data this year

The CONCRET-MENOPA randomized controlled trial and related studies found creatine HCl and ethyl ester supplementation improved cognition, strength, sleep quality, and body composition in perimenopausal and menopausal women over 8 to 14 weeks. Researchers note creatine's relevance ties to declining estrogen forcing the brain to adapt to a different energy environment.

So what: Clients marketing creatine to midlife women now have citable RCT data instead of borrowed sports-nutrition claims, supporting more specific label language and reducing substantiation risk.
Velocity
Ingredients to watch
Ashwagandha
Withania somnifera has moved past emerging status into a mainstay ingredient. The remaining opportunity is format innovation, not category education.
GLP-1 companion formulas
A formulation category, not a single ingredient: protein, fiber, magnesium, B12, and bioflavonoids for GLP-1 drug users. Speed to shelf matters more than a perfected formula in this compressed launch window.
Postbiotics
Heat-inactivated strains, cell fragments, and fermentates. The next shelf-stable claim vehicle, opening categories such as bars and beverages that live probiotics could never enter.
Methylene blue
Biohacker nootropic use is outrunning safety data. A watch item for liability exposure, not a formulation opportunity.
Regulatory radar
MonitorNMN reinstated as a lawful dietary ingredient. Companies without a filed NDIN remain exposed pending confirmation of supplier coverage.
WatchXlear v. FTC and the Alliance for Natural Health petition could remove the clinical-evidence requirement for health claims industry-wide if successful.
MonitorFDA enforcement discretion on DSHEA disclaimer placement ahead of formal rulemaking. Consolidate label architecture now.
WatchLive it Up Super Greens Salmonella outbreak reopened. Moringa leaf powder implicated as a cross-brand contamination source.