For many consumers and companies alike, the start of a new year traditionally represents a chance to improve—an opportunity to hit the reset button, and resolve to be and do better. Given renewed focus on health and prevention over the last year, many people have a fresh perspective on the markets we serve. So here are a few trends and themes in the nutraceuticals world that I expect will continue to present themselves this year, influencing the years to come. 
 
Immune Health (Of Course)
We’re living in unprecedented times. I’m learning to expect not only the unexpected, but also the unimaginable and the impossible. COVID-19 has been absolutely devastating to families, communities, and whole sectors of the economy. Consumers are taking it upon themselves to protect their families and personal health through dietary supplements and other products. My expectation is these habits won’t be short-term consequences; consumers are in this for the long haul. 
 
Brand Values (Drawing a Line)
People are more engaged with the products they buy, and have more information to make purchasing decisions. They want to know, and are investigating, what brands stand for—in terms of their mission, their values, and importantly, their actions. The world is full of problems. Companies and brands that can contribute to finding and enacting solutions offer more than just products. They have an opportunity to tap into shared values for promoting health and respect, and perhaps unify people during divisive times. 
 
Facts and Fiction (Blurring the Lines)
As we’ve seen, information (and disinformation) can be used to support people and institutions, or weaponized in attempt to bring them down. Consumers need access to reliable information about the products they buy. If your organization or supply chain isn’t transparent, then it’ll show. Honesty and truth in marketing, advertising, and storytelling will continue to be critical to the long-term health of this industry.  
 
A New CBD Market (Or More of the Same)
Cannabidiol is here to stay, for the long haul. It’s past time for products to join the legitimate dietary supplement market, and abide by the same regulations. Will federal agencies step up to the plate and take action? Will states continue to set their own standards? We’ll certainly be addressing the important questions and issues surrounding CBD this year through our continuing coverage, in print and online.