How was business in 2024, and what is the outlook for 2025? In the issue January/February issue, industry leaders, category experts and analysts, and independent retailers share valuable insights, reflecting on the past 12 months and forecasting what is to come with the new administration and shifting consumers preferences.  

There is a mix of uncertainty, concern, and optimism as we go to press with this issue. As Michael McGuffin, President of the American Herbal Products Association (AHPA), tells us: “This industry finds itself at a pivotal moment. With significant political, regulatory, and market changes on the horizon, it is imperative that we come together to address challenges and seize new opportunities.” As we brace for the impacts of the 2024 elections, McGuffin stressed the importance of striving “to create pathways for industry to secure a thriving future.”

That thriving future can be a reality. Steve Mister, President & CEO, Council for Responsible Nutrition (CRN), maintains, “The dietary supplement industry is poised for remarkable opportunities in 2025, but is also burdened by potentially existential threats. How the industry maneuvers these challenges will determine proactive self-care’s role for our 190+ million U.S. consumers. This moment will require more companies to get engaged, seize the opportunities, and proactively shape the future.”

Offering insights on the retailer side, Debra Short, Executive Director, SENPA, shares, “The natural products industry might have some shaking their heads wondering how a new administration, supply chain disruptions, and consumer behavior will land at the doorstep of the independent retailer. But the savvy retailer knows it was the independent store owner who is responsible for creating the natural products industry in the first place, and they will be prepared.”

Read insights and action steps from these and other leaders, and see expanded coverage for more must-read perspectives from industry leaders exclusively on WholeFoodsMagazine.com.

Also in this issue, experts share insights on top trending categories for 2025: Women’s Wellness, Active Aging, and Pet Care. Throughout the year, we will be focusing on these categories to help you make the most of the demand. 

Women’s Wellness: Join Naturally Informed on March 25-27 for Women’s Wellness: Mastering the Market. After decades of being under-served and under-researched, the category is booming. During this three-day virtual conference, leading researchers, healthcare practitioners, and industry innovators will deliver the latest trends, science, and actionable know-how that can help you grow your business while serving this key market.

Active Aging: Consumers are no longer simply focused on longevity. They want to feel energized and maintain their healthy independence into their golden years. At the Naturally Informed event Active Aging: Mastering the Market on December 2-4, experts will give you insights to succeed in this space. 

More news in this space: You can now find exceptional content from Move Nutrition Network on WholeFoodsMagazine.com! We are partnering with Move Nutrition to broaden the audience for sports and active nutrition ingredients. “This collaboration with WholeFoods Magazine allows us to connect sports and active nutrition brands with an even wider audience,” said Todd Pauli, Publisher of Move Nutrition Network. “We’re excited to bridge the gap between innovative category science and the active nutrition retailers and professionals who benefit from it.”

Pet care: We are debuting a column focused on the natural pet-care category. According to Grand View Research, the global pet food market value was $103.3 billion in 2023 and it is expected to reach $139.9 billion by 2030. Increasingly, pet owners see the value in investing in clean foods and functional ingredients to help their pets live longer, healthier, happier lives. Industry veteran Scott Steinford will deliver key insights in each print issue.

How are you innovating and elevating in 2025? Email us at editor@wfcinc.com. We'd love to hear from you!