Story at-a-glance

? Almost 80% of Americans take supplements — and that number keeps growing. It's no surprise supplements are everywhere. Herbal products alone bring in more than $12 billion a year

? The U.S. supplement industry is raising safety standards without banning trusted herbs. Experts advocate for clearer rules, improved testing, and consumer protection while maintaining access to beneficial natural products

? Europe is reversing course, with new European Union (EU) rules possibly requiring reformulations, restricting online sales, and limiting access to ingredients like ashwagandha

? Supplements have an exceptional, long-standing safety record, with serious adverse effects being rare compared to many medications

? In contrast to pharmaceuticals, which carry FDA-mandated "black box" warnings for known lethal risks, there has never been a confirmed death recorded as the direct result of taking a dietary supplement as intended

Over 70% of Americans take supplements today, and that number continues to rise.1 This modern trend has deep historical roots: For thousands of years, people have relied on plants and herbs for healing, with evidence stretching back at least 5,000 years in Egyptian medical texts and Ayurvedic traditions.2

Ancient remedies are reemerging in new forms as researchers examine their effects, and companies develop convenient products for daily use. The industry's growth highlights a renewed interest in natural health. Annual sales of herbal supplements climbed past $15 billion in 2024, according to the American Botanical Council's 2023 Herb Market Report — a $533 million increase from the previous year.3

As more consumers turn to botanicals, regulators are responding. Some countries are tightening controls, while others focus on improving safety without pulling products from shelves.

What's Changing in the US Supplement Landscape

A panel of industry leaders featured in Nutritional Industry Executive's (NIE) Winter 2025 Roundtable discussed the current state of the U.S. supplement industry.4 They shared recent wins, emerging risks, and how regulators and companies are shaping the future of natural health.

•The FDA reversed its nicotinamide mononucleotide (NMN) ruling after industry pushback — In September 2025, the U.S. Food and Drug Administration (FDA) reversed course on NMN, reclassifying it as a lawful dietary supplement after a two-year ban. This landmark decision followed a joint citizen petition from the Natural Products Association (NPA) and Alliance for Natural Health USA.5

"FDA has moved back to accepting NMN as a dietary supplement … NMN is now in great shape to be sold and marketed by reputable brands," said Jim Emme, CEO of NOW Health Group.