Key Takeaways
- Global Trade Recognition: The World Customs Organization has formally recognized dietary supplements as a distinct category, effective 2028, bringing clarity to international trade.
- Ronaldo Deepens Herbalife Ties: Cristiano Ronaldo has invested $7.5 million in Herbalife's Pro2col technology platform, shifting from brand ambassador to an ownership role focused on digital health.
- GRAS Pathway Under Scrutiny: The Trump administration is considering eliminating the "Generally Recognized as Safe" self-assessment pathway, which could mandate FDA review for all new ingredients.
- Expo West Innovations: Companies like Arjuna Natural and Prinova are showcasing new clean-label beverage and chew formats at Natural Products Expo West 2026.
- Fiber in Focus: Consumer interest in fiber as a functional ingredient has surged by 44.5%, particularly in the functional drinks category.
Top Stories
The World Customs Organization (WCO) has formally recognized dietary supplements as a distinct category in global trade, marking a significant milestone for the industry. Following a seven-year review process, the WCO updated the Harmonized System, which is used by over 200 countries to organize international trade. This change, effective January 1, 2028, will provide much-needed clarity, as supplements were previously a gray area often classified differently by various customs administrations. Simon Pettman, executive director of the International Alliance of Dietary Supplement Associations (IADSA), noted that this decision is an important step toward modernizing trade rules for the sector. [1]
In a major development for sports nutrition and digital health, Cristiano Ronaldo has invested $7.5 million in Herbalife's Pro2col technology platform, taking a 10% equity stake in the subsidiary that owns the asset. This move formalizes a deeper business partnership between the company and the athlete, shifting from a traditional brand ambassador role to an ownership position. The investment is tied to Herbalife's ongoing digital strategy, reflecting a shared belief in the power of nutrition, data, AI, and personalized insights to drive better health outcomes. [2]
The Trump administration, urged by Health and Human Services Secretary Robert F. Kennedy Jr., is considering the elimination of the "Generally Recognized as Safe" (GRAS) self-assessment pathway for new food and supplement ingredients. This proposed change would mandate that companies notify the FDA of new ingredients and await federal review before market entry. The proposal has drawn significant pushback from industry groups, who argue it will stifle innovation and question the FDA's legal authority for such a change, while consumer advocacy groups support the move due to safety concerns with the current system. [3]
Business and Investment
The nutraceutical sector continues to see strong M&A activity and strategic investments. Yukon Partners has partnered with The Riverside Company to invest in Western Botanicals, aiming to support the company's organic growth, expand its product capabilities, and pursue an M&A strategy to build best-in-class capabilities. [4]
In a move highlighting the convergence of nutraceuticals and biopharma, Roquefort Therapeutics is acquiring the exclusive worldwide license for a cancer drug, AO-252, from Coiled Therapeutics in a £32 million reverse takeover deal. The company will also raise £8.5 million to fund the drug's development, which is currently in a phase I clinical trial for advanced solid tumors. [5]
Meanwhile, a severe safety crisis at Kobayashi Pharmaceutical has caused its stock to plummet after its red yeast rice (beni-koji) supplements were linked to kidney damage and deaths in Japan. The company has initiated a massive recall, raising broader concerns about the safety and quality control of Japanese nutraceuticals and the potential ripple effects for US investors with exposure to the market. [6]
Science and Research
Recent clinical trials are shedding light on the efficacy of multi-ingredient formulations and specific botanical extracts. A new study found that a multi-ingredient longevity supplement, NOVOS Core, may help improve key markers of vascular aging, such as arterial flexibility and healthy blood pressure support. The supplement, containing 12 bioactive compounds, was tested in a six-month randomized, placebo-controlled trial, though the results have not yet been peer-reviewed. [7]
Another study exploring the effects of a greens-based supplement in obese older adults showed selective changes in epigenetic aging markers and gut microbial taxa over 30 days. While some newer-generation epigenetic clocks showed trends toward improvement, the Horvath clock indicated a paradoxical increase in biological age, and the supplement did not significantly affect overall microbiome diversity or metabolic health markers. [8] For those looking to support their gut health with clinically studied strains, our Multispore Probiotic offers a robust, spore-based approach to microbiome balance.
Research on curcumin's potential for inflammatory bowel disease (IBD) management yielded mixed results. An 8-week study found that a daily 3g dose of curcumin was well-tolerated but had limited and transient effects on the gut microbiota of patients with ulcerative colitis, Crohn's disease, and healthy individuals. The findings suggest limited potential for sustained microbiota modulation with curcumin in IBD management. [9] However, for general inflammation and joint support, high-quality Curcumin extracts remain a staple in many wellness routines.
New Product Launches and Formulation
The industry is gearing up for Natural Products Expo West 2026, with several companies announcing innovative product launches. Arjuna Natural is showcasing its Shoden-R ashwagandha in new beverage and chew formats, including a pineapple sparkling water and a strawberry peach drink. Shoden-R is a 100% root extract that is odorless, tasteless, and water-soluble, making it viable for clear liquid applications while remaining clinically effective at just 60mg per serving. [10] If you're looking for the stress-relieving benefits of ashwagandha in a proven format, our Ashwagandha KSM-66 provides a highly bioavailable, full-spectrum root extract.
Prinova is also spotlighting its nutrition innovations at Expo West, featuring a clear pea protein beverage in a blueberry tangerine flavor and an orange burst gummy multivitamin. These concepts demonstrate the company's ability to create clean-label products that meet consumer demand for both functionality and taste. [11]
In the retail space, The Vitamin Shoppe has launched "The Suppies," a new supplement awards program recognizing excellence in nutrition innovation. Winners include David Protein Bars for Launch of the Year and Clean Simple Eats Pink Burst Clear Protein for Best Viral Product. [12] Additionally, Tnuva has launched its GO protein drink series in Israel, featuring ready-to-drink beverages with 25 grams of protein and 2 grams of creatine per bottle, reflecting the growing mainstream appeal of sports nutrition ingredients. [13]
Regulations and Quality
Beyond the potential changes to the GRAS pathway, regulatory developments continue to shape the global market. Madrid-headquartered Pharmactive Biotech Products has received individual license approval by South Korea's Ministry of Food and Drug Safety (MFDS) for its proprietary saffron extract's stress-relief claim. The extract, named Affron, is the first saffron ingredient to be approved for this claim by the MFDS, achieved through a collaboration with Hyundai Bioland Co Ltd. [14]
In the Middle East, Farmaimpresa announced the registration of its FT.IA.610 dietary supplement with the Emirates Drug Establishment (EDE) in Abu Dhabi. The registration confirms the liquid iron supplement's compliance with the safety, quality, and traceability standards of the UAE Ministry of Health and Prevention, including Good Manufacturing Practices (GMP). [15]
Marketing and Consumer Trends
Consumer interest in functional ingredients continues to grow, with fiber transitioning from a background nutrient to a highly sought-after component. Interest in fiber has grown by 44.5% across platforms like Google, TikTok, and Instagram, driven by consumers focused on gut and digestive health. Functional drinks with fiber have seen a massive 430.2% year-on-year increase in popularity, presenting a significant opportunity for brands to educate consumers and establish authority in this space. [16]
The global nutraceuticals market is projected to grow at a CAGR of around 9% over the next five years, driven by an aging population and rising health awareness. Major pharmaceutical and food companies, including Pfizer, Bayer, and Nestlé, are increasingly entering the market, leveraging their R&D capabilities and consumer insights to develop products targeting cognitive function, gut health, and cardiovascular diseases. [17]
Trade shows remain a crucial platform for industry connection and innovation. Vitafoods Europe 2026, scheduled for May 5-7 in Barcelona, is expanding into a new exhibition hall, increasing total floor space by 22%. The event will feature double the networking space, a new Community Lounge, and spotlight sessions on key trends like weight management (particularly in the context of GLP-1 medications) and nutricosmetics. [18]
References
- NutraIngredients: World Customs Organization formally recognizes dietary supplements as a standalone category
- NutraIngredients: Cristiano Ronaldo takes ownership role in Herbalife’s Pro2col
- Bloomberg Law: RFK Jr.'s Ingredient ‘Loophole’ Fix Draws Food Sector Pushback
- ABF Journal: Yukon Supports The Riverside Company’s Investment in Western Botanicals
- Proactive via Yahoo Finance: Roquefort Therapeutics to acquire cancer drug licence in £32m RTO deal and raise £8.5m
- Ad-hoc-news.de: Kobayashi Pharmaceutical Stock Shocks Japan – What US Investors Must Watch Now
- AOL: 'Longevity' supplement improves vascular aging markers in clinical trial
- PubMed: Epigenetic and microbiome responses to greens supplementation in obese older adults: results from a randomized crossover-controlled trial
- Nature: Curcumin supplementation and gut microbiota in inflammatory bowel disease
- PricePlow: Arjuna Natural Brings Shoden-R Beverages and Chews to Expo West 2026
- Asia Food Journal: Prinova to spotlight nutrition innovations at Natural Products Expo West 2026
- AOL: These Are The Best Protein Products Of 2026, According To Nutrition Experts
- The Jerusalem Post: Creatine reaches the refrigerator: New protein drinks have landed on supermarket shelves
- NutraIngredients: Pharmactive explores more health claim opportunities following approval in South Korea
- Farmaimpresa: Registration in the UAE of the FT.IA.610 Dietary Supplement
- Fi Global Insights: Fibre: From background nutrient to in-demand functional ingredient
- PharmiWeb.com: Nutraceuticals Market Growth Study, Future Trends, Demands, and Top Players Data by Forecast to 2030
- Nutraceutical Business Review: Vitafoods Europe 2026 expands with new hall and enhanced networking features
About the Author
Ben Law is the Founder of Love Life Supplements. With a passion for health, fitness, and clean nutrition, Ben established LLS to provide high-quality, effective supplements without unnecessary fillers or binders. Learn more about his journey and the philosophy behind the brand at Ben Law, Founder.