Preview of 2025

By Len Monheit, CEO, Industry Transparency Center (ITC) and  Executive Director, Global Prebiotic Association (GPA)

As I think about 2025, I do so with at least two hats – one being my role as CEO of Industry Transparency Center (ITC – key operative word – transparency) and as Executive Director of the Global Prebiotic Association (GPA). 

There is no doubt that as we head into 2025, from a North American perspective, all eyes will be on the incoming U.S. administration, its priorities and its attitude with potential impacts on supply chains, trade and geopolitics, the FDA and other agencies. As to what we can do about it – we need to responsibly seize emerging opportunities, we need secure trusted supply chain partners, and through it all, transparency and a long-term view. We also need engagement in domestic trade associations as well as an effective grass roots response prepared for the unknowable and even unthinkable issues that will undoubtably arise over the next 12 months, and pray that the issue – whether it be a quality issue, media misinformation, or online retailers' low barriers to entry – we need that executive engagement.

The same is true for the next percolating issue: state driven restrictions on parts of the supplement marketplace. Even though the scope of the planned restrictions (weight loss and sports performance in most cases) may not impact directly, the ‘precedent’ and ‘slippery slope’ in this issue could be catastrophic and aligning with an association that is directly involved at state level is good strategy. 

As a glass half full guy, I need to swing my attention to three market opportunity areas, all coming with some caveats and risk reward equations. We are in the GLP-1 and peptide era. Supplements will be key, the opportunity is immense, but if we’re not careful, we will blow it. It’s the same for women’s health. And the same for the microbiome. For all three, we need to be smart and authentic as we promote the science and keep the marketing in check by playing a long game. The biggest risk in GLP-1 is over-stepping, over-promising, and not taking advantage of the nutritional support angle (certainly with prebiotics). With women’s health, it’s ‘pink-washing’. For the microbiome, the risk is not doing the right educating of the right people – and here I mean the right influencer groups.

All in all, I think it’s going to be a good year for our industry.

Read insights from AHPA, CRN, CHPA, Organic & Natural Health Association, INFRA, SENPA, WIN, GOED, U.S. Hemp Roundtable, and MAHO.