Compared to the past three years, the beginning of this year has been relatively peaceful for the supplement industry so far in the United States; however, Europe has seen some big news surrounding supplement recommendations. Both cranberry and vitamin D have been in the news due to the changing landscape around both supplements. Cranberry is currently at risk of losing its medical device status in the EU while Vitamin D intake has been recommended by EFSA.
While these changes do not directly impact the U.S., the decisions could impact consumer confidence in these products, especially among engaged consumers, and cause slight changes in how the media perceives each of these ingredients.
While NBJ has not quite finished our 2015 modeling for the supplement industry, I thought it would be a good idea to show how these ingredients appeared to fare in 2015 and our expectations of them in the future in the United States.