Erika Craft joins us again on The Natural List to discuss Nutrition Business Journal’s newest report! NBJ is the expert in tracking trends, consumer behavior and market sizing within the natural and organic products industry. Their 2026 Condition Specific Report focuses on the 22 health conditions and concerns driving supplement purchases.

Jessica asks Erika the big question: Do you think that consumers are fundamentally shifting how they define what it means to be healthy and the conditions that they target to achieve that goal of health? Listen now to find out!

Thank you to our sponsors, GnuSante and Zego. Enjoy our vodcasts here or on YouTube. Prefer to tune in via podcast? Join us on Spotify or Apple Podcasts.

In this episode:

• 0:39 – Thank you to our sponsor Zego.
• 1:40 – Welcome back to the podcast, Erika Craft!
• 2:09 – Where is Adrienne? Hint: Futbol de Espana!
• 2:44 – What is The Condition Specific Report?
• 3:47 – Erika describes her experience with taking a Function Health test.
• 6:08 – Register for Newtopia Now, the place to discover new brands before anyone else.
• 7:57 – The Condition Specific report is one of NBJ’s most anticipated reports of the year.
• 8:34 – How are consumers shifting how they define what it means to be healthy?
• 10:14 – The impact of data on consumers’ perception of health and the way they decide to spend on these conditions.
• 11:21 – Are we at peak ‘longevity’ trend?
• 11:49 – Healthy aging was the fastest-growing condition in 2025.
• 13:35 – Weight management, metabolic health growth and how GLP-1s are impacting the industry.
• 15:37 – Thank you to our sponsor Gnusante.
• 16:42 – Erika provides data-driven estimations on where the GLP-1 market is going.
• 18:32 – Brain health, sleep and stress are driving nootropic growth.
• 21:07 – Subscribe to Natural Foods Merchandiser (NFM) for a trusted daily resource that shapes purchasing decisions and drives industry growth.
• 22:39 – Erika shares what’s happening in the fast-growing women’s health market.
• 24:32 – Upcoming NBJ report will look at how supplement ‘optimizers’ are interacting with the industry right now.
• 25:02 – Erika emphasizes the importance of niche products; consumers seem to be driving toward them.