When you consider the accelerating pace of technological advancement, it’s fair to expect that big changes are on the horizon for all facets of society and business, including the nutraceuticals world.
 
Crises like COVID-19 can often spur new innovation. For example, the development of safe and effective vaccines in less than a year’s time is an impressive scientific feat. With enough resources and collective will, armed with rapidly developing technologies (CRISPR, artificial intelligence, nanotechnology, and more), the possibilities for scientific breakthrough, product development, and improvement of public health seem immeasurable.
 
However, humanity’s relationship with technology is complicated. The ubiquity of digital devices and the rise of social media may have created a more interconnected world with broad access to information, but they have also had negative consequences—opening new avenues for criminals that present significant cybersecurity threats, for example. Meanwhile, ironically, the innovations and platforms that have made us more connected than ever are also effectively driving us apart in an age of rampant mis- and disinformation.
 
Living through this historic public health emergency that exposed vast vulnerabilities and inequities, it’s natural for people to want to take control of their lives and livelihoods. Health and wellness and the pursuit of happiness have new and lasting context given the chaos of the last 16+ months.
 
While consumers of all backgrounds have unique needs, they often share common values. They opt for products that are proven to be safe and effective, win on taste/flavor, and perform as marketed. Brands that can harness innovative tools, ingredients, and science to deliver products that address modern and emerging consumer needs stand to gain market share. At the same time, companies that build trust with customers through transparent verification are more likely to succeed in the post-pandemic era—whenever that period begins.
 
It’s also important to meet people where they are. And consumers today are online, which of course includes Amazon, whose power and presence is unmistakable. For just its 48-hour Prime Day, Amazon’s total online retail sales in the U.S. eclipsed $11 billion, according to Adobe Analytics data.
 
The image and collective health of the dietary supplements industry is in no-small-part connected to this massive online retail platform. That’s why it’s encouraging that Amazon updated its dietary supplement seller requirements in April. Especially for smaller brands, it’s worth reviewing and understanding these standards. Regardless of how you feel about Jeff Bezos, it’s a big step for an entity as massive as Amazon to engage with this industry. Safety is paramount—a base foundation. Hopefully this self-regulatory effort improves the quality of offerings on the platform, as new product development springboards into the future.