The trend: The newly nominated Trump health agency leaders have been publicly promoting vitamins and supplements, which syncs with the growing number of people using supplements and following wellness trends, per KFF.

• For instance, HHS chief Robert F. Kennedy Jr. recently touted vitamin A as an effective preventative for measles.
• And CMS administrator nominee Dr. Mehmet Oz, who is well-known for his herbal and supplement diet endorsements, recently recommended a daily “alphabet soup” of vitamins on TikTok.

Why it matters: Supplement makers see RFK Jr. and Trump’s team support as a potential boon for business, per KFF.

The new Trump team zeal arrives amid growing support for supplements, fueled by social media. The hashtag #supplements surfaces 1.4 million posts on TikTok. And supplement video views topped 5 billion, per a USP report last year.

The growing marketplace: Nutritional supplements are both popular and considered effective.

• 77% of US adults take at least one, according to Amway’s 2024 Habits and Healthspan report.
• More than three-fourths (77%) think their supplements have a positive effect on health,
• Vitamins are the most popular supplement across generations, although more baby boomers (56%) than Gen Z (48%) use them, according to a recent YouGuv report.
• Other supplement usage varies by age group. Minerals like calcium and magnesium are favored by 34% of baby boomers, while 24% of Gen Z take proteins and amino acids.

The final word: As interest in supplements and health and wellness more broadly grows, the need for trusted science and education from brands and marketers will, too.

The FDA oversees supplements under regulations that are different from conventional food and drug rules, but oversight will likely be eroded in the Trump administration, according to Harvard public health experts via STAT.