The nutraceuticals industry is experiencing significant growth, with approximately three-quarters of consumers globally taking supplements at least occasionally. With greater adoption comes higher scrutiny and expectations among both consumers and retailers for quality and safety across the supply chain.
Industry trends
Several growth drivers are fuelling the increased adoption of nutramedics and cosmetics. Around the world, health consciousness is rising, as is awareness of the value and benefits of preventive care. Functional ingredients such as mushrooms, propolis, l-tyrosine and more have been identified on leading trend lists. Meanwhile, the prevalence of lifestyle-related diseases, in part due to more readily available and accessible information and treatments such as GLP-1s, has led consumers to act more proactively in integrating products into their daily routines.
Plant-based and vegan products are also gaining popularity, as options become more readily available and younger consumers seek more ethical choices. Meanwhile, the aging population is more intentionally integrating functional products into care plans, incorporating natural remedies, such as herbal supplements and essential oils, alongside modern medicine.
With retailers leveraging enhanced distribution channels, such as e-commerce and social selling, wellness products are more accessible than ever and are being further amplified through paid marketing efforts.
Over the last decade, the industry has evolved from a niche category into a global market worth more than half a trillion dollars.
Why third-party standards matter
Today’s consumers hold brands and manufacturers to higher expectations when it comes to quality and safety. At the same time, the industry is constantly facing the risk of supply chain disruption due to factors such as geopolitics and climate change, which can disrupt sourcing of botanical ingredients, vitamins, minerals and specialty ingredients. With some products requiring robust, diverse supply chains and multiple ingredients, these disruptions can lead to unreported substitutions, adulteration, contamination and poor raw material quality.
For those seeking to enter new markets, regulatory requirements can present another challenge as they can vary from country to country. Differing standards for ingredients, labelling claims, certifications and quality systems can make exporting extremely complicated. For products to be market-ready, they must achieve regulatory compliance in each market.
These negative impacts on products can lead to recalls, negative brand reputation, and barriers to entry into international markets. As such, manufacturers and retailers must prioritize transparency and robust requirements across the supply chain.
Certification to third-party standards or requirements, such as Good Manufacturing Practices (GMP), which is widely accepted in markets such as North America, India, Europe and parts of Asia, can help to verify product quality and clear hurdles in international market compliance.
These frameworks can also help influence purchase decisions, with some third-party-verified marks, such as NSF Certified for Sport® and NSF Content Claims, well recognized in certain markets. In fact, according to a consumer survey from NSF, a leading public health organisation, 78% of US consumers actively research product claims on products, and 85% express a higher likelihood of purchasing supplements with third-party certification.
New verifications, from region to region
As an international organisation, NSF is constantly addressing the link between consumer trust and verified claims by developing and strengthening its certification programs.
Across Asia, countries are increasingly adopting programs such as GMP to standardize best practices across the industry. In India, for example, the Indian Drug Manufacturers’ Association (IDMA) is partnering with NSF to provide a tailored Current Good Manufacturing Practices (cGMP) framework for the country’s nutraceutical manufacturers. Similarly, in Japan, NSF is working with the International Nutrition and Food Association (AIFN) to support greater information exchange and educational activities for GMP, quality assurance and international standards.
In 2025, NSF published NSF/ANSI 527, a personal care products standard that defines benchmarks for the safety, purity and ingredient-based marketing claims. Designed to support greater product transparency in an industry that is only regulated post-market in the US, NSF/ANSI 527 substantiates the quality of finished personal care products and the safety of ingredients used in cosmetic, personal care and topical over-the-counter products.
In Brazil, the organisation has launched NSF 229BR, a certification for supplements and ingredients that aligns with ANVISA requirements and the needs of the local market. The program evaluates products for the nutritional quality of protein, toxic contaminants, pathogenic microorganisms, mycotoxins and pesticides.
From Latin America to North America, from Asia to Europe, manufacturers are increasingly leveraging third-party verification to successfully enter the US nutrition and wellness marketplace. As consumers place greater emphasis on product quality and safety, trusted indicators of compliance and verification can play an important role in purchasing decisions. With brands such as tmrw from New Zealand and WPink from Brazil touting NSF certification, it is apparent that verification plays a key role in export efforts.
For international brands entering a crowded marketplace, third-party certification can help to reduce barriers to trial and build consumer trust. Increasingly, brands are leveraging certification not only to support compliance, but also to substantiate product claims and strengthen their position in competitive categories. As expectations from consumers, retailers and regulators continue to rise, verified claims are becoming an increasingly important market differentiator.
