Robert F. Kennedy Jr., Secretary of Health and Human Services, has filled senior posts with allies from the dietary supplement world, including health influencers and industry advocates. Despite Kennedy’s personal enthusiasm for supplements and his “Make America Healthy Again” push, supplement makers say the Trump administration has not delivered the regulatory or tax changes they’ve long sought. Instead, Kennedy has focused on food dye bans, vaccine skepticism, and agency cuts, while tariffs on imported ingredients have created new challenges for supplement companies. The $69 billion U.S. market continues to press for Medicare, SNAP, and HSA coverage of vitamins and supplements, as well as broader FDA-approved health claims. Trade groups say they see an opening but remain frustrated by the lack of concrete progress.
