Herbs and botanicals are showing strong resilience to the negative stories in the media. Currently herbs and botanicals is the only substantial growth category for the total supplements and vitamins category that IRI tracks through August on a year-over-year basis.

Herbs and botanicals are an important category for the supplement industry to protect. This category is a key gateway for millennial participation in the supplement industry and if trust is shattered here it could lead to long-term ramifications.