What is the history of the UNPA and its role in the U.S. natural products industry?
UNPA was formed in the chaotic period before the passage of the Dietary Supplement Health and Education Act (DSHEA) in 1994. Before this, the FDA refused to recognize dietary supplements, instead categorizing them as drugs or food additives. UNPA was a lead player that spearheaded the creation of DSHEA, legitimizing the natural products industry, opening access to capital markets and large retailers, and creating a foundation for regulatory frameworks like good manufacturing practices and evidence requirements for claims.
However, even after 30 years, parts of DSHEA remain unimplemented, which underscores the slow pace of government processes. To fill these gaps, the industry, led by groups like UNPA, has developed its own quality standards and partnerships, including significant international collaborations, such as a China-U.S. quality standard system. Today, a core focus for UNPA remains strengthening DSHEA through product quality advocacy.
Which political and regulatory frameworks support and restrict the industry’s goals of delivering safe, effective consumer wellness products?
Politically, the landscape is shifting. Historically, Democrats aligned more with the industry ideologically, but now, with figures like RFK Jr. and movements like "Make America Healthy Again" we are seeing a Republican ethos of healthy lifestyles gaining traction. The industry is advocating for a light government hand, trusting consumers to make informed health choices while ensuring safety through rigorous self-imposed quality and FDA enforced standards.
This can be positive for consumers, but governments globally lack the resources or knowledge to comprehensively regulate industries, so the role of organizations like UNPA is crucial. We ensure raw materials meet quality standards worldwide, something individual consumers cannot do.
Empowering consumers through education and providing autonomy within a framework of quality and safety is the ideal balance for the natural products industry.
The UNPA has a dedicated “Amazon committee” focused on navigating the platform’s ever changing policies. What issues and opportunities does Amazon present for companies and consumers?
COVID accelerated the shift to online shopping, and Amazon, already dominant, became even more central as consumers sought dietary supplements. However, challenges arise because Amazon identifies as a technology company, not a retailer, which has complicated their quality standard policies and enforcement. Internally, their organizational structure makes communication difficult; it is hard to engage consistently with those overseeing quality.
Attempts to implement compliance standards have fallen short and issues like phony certificates of analysis are a problem. Many of these problems stem from "Amazon-only" brands that lack interest in quality, operating outside the traditional supplement community. Despite efforts, the industry continues to be challenged by Amazon’s inability to resolve these issues.
What pressures or competitor-activity could drive Amazon to take responsibility for quality control?
So far, no effective pressure points have motivated Amazon to make effective and workable changes. Their unique structure and extraordinary success make them difficult to influence. While smaller competitors and specialized e-commerce sites like iHerb demonstrate that high standards are achievable, Amazon remains a challenge.
Emerging platforms, such as TikTok Shop, are also entering the space, with UNPA monitoring it’s potential. However, TikTok’s uncertain pathway in the U.S. adds complexity. It is clear this will be an ongoing issue for the industry, with major developments already happening.
Which partnerships are key for UNPA and why?
Our most valuable partnerships include the National Center for Natural Product Research at the University of Mississippi. They focus on education, quality, and standards for botanicals, hosting a global annual conference that drives advancements in research protocols and analytical methods. Another key partner is Eurofins, the leader in addressing PFAS contamination—the "forever chemicals" found everywhere, from clothing to kitchen tools. This collaboration helps us identify sources and protect consumers, particularly young ones.
Our partnership with the Non-GMO Project provides critical insights into global pesticide and herbicide trends, especially as countries like China adopt new GMO and glyphosate policies. We also prioritize relationships with the practitioner community and advocate for including dietary supplements in FSA and HSA card programs, ensuring consumers can use pre-tax funds on health-supporting products like multivitamins and critical nutrients.
What products would UNPA prioritize for inclusion in FSA/HSA programs?
Critical nutrients, such as multivitamins, amino acids, would be at the top of the list, as they are essential or widely accepted. Beyond that, creating a broader list of qualifying products would require careful consideration and economic feasibility. The cost of high-quality supplements can be significant, and allowing consumers to use pre-tax funds would alleviate household budget pressures. This initiative is a major focus for us.
What emerging trends among consumers and brands in the U.S. are on your radar?
Hydration is a major trend, with innovative delivery systems evolving beyond traditional electrolytes like Gatorade. Companies are exploring liquid formats and other bioavailable solutions, such as gummies and powders, though preserving active ingredients in some formats is challenging. Women’s health, particularly maternal health and menopause also gain attention in the wake of America’s troubling health statistics. Rising cancer rates among women is of great concern.
Delivery systems are another big conversation, as newer formats like topical applications, and under-the-tongue gels aim to improve convenience and appeal, especially for individuals struggling with pill fatigue. Then there are ingredients like GABA, a low-cost amino acid with significant consumer acclaim, which also signals new opportunities for products that support mental and emotional well-being and relaxation.
How do the pharmaceutical and nutraceutical industries complement and conflict with one another, and what does it mean for companies navigating this space?
This period marks a pivotal moment in the intersection of natural products and pharmaceuticals. Pharma increasingly aims to capture the wellness market, spanning nutrition and supplements. Meanwhile, the supplement industry is responding with trends like GLP-1 support products, which mitigate unpleasant side effects of pharmaceuticals.
As big pharma and the supplement industry converge on molecules like cannabinoids, peptides, and GLP-1s, we anticipate ongoing battles over the rights to develop and commercialize these compounds. The natural-product industry's task is to balance innovation with education, ensuring consumers understand that true wellness is a holistic process involving sleep, diet, exercise, mental well-being, and supplementation.
