While simply updating product packaging with the latest industry “buzz word” might resonate with a very small segment of consumers, the brands that invest in research and align themselves with the right labs to substantiate claims are the ones establishing customer loyalty and repeat sales. That said, partnering with the right lab is key.
Companies that are thriving constantly refine their understanding of customer needs and priorities and are willing to pivot, especially in the era of the savvy shopper. With access to news as it breaks, shoppers want to know where ingredients come from, and what the research shows.
“The number one trend going into 2026 is quality and testing,” stresses Petra Erlandson, VP Sales, Alkemist Labs. “Companies must make publicly detailing their quality and testing programs a priority. With the proliferation of ways to research supplements through generative AI options and third-party groups like the Prove It app, Supp Co app, and WhatToTrust.com, consumers can research supplements more easily than ever. Brands need to put quality, testing, and certifications front and center on their websites or they risk these data-driven third parties rating them poorly. Some of these big data tools even look to the branded ingredient level to rate a supplement’s quality.”
Indeed, says Sandra Lee, CEO of NJ Labs, “In today’s market, testing is a critical differentiator for brands. Consumers are increasingly informed and concerned about the quality and safety of the products they consume. Transparency and integrity around testing, particularly for microbial and chemical contaminants, builds consumer trust. Brands that invest in thorough testing, especially when partnering with FDA-registered & ISO-certified laboratories that adhere to stringent regulatory guidelines, are better positioned to assure their customers of product safety and quality. As the market evolves, testing is no longer just a compliance requirement—it’s also a competitive advantage.”
For those unsure of how key it is, Tammy Blakemore, CEO, Ara Testing Labs, notes, “Good Manufacturing Practices (GMPs) in the supplement industry are more than regulatory checkboxes—they’re the foundation of consumer safety and product integrity. Yet behind the scenes, a constant tug of war plays out between quality assurance and production speed. Manufacturers often face a difficult choice: pause to verify ingredient specifications through testing or push products out quickly to meet sales targets. The pressure to release products before testing is complete is real and risky.”
The tension between doing things right and doing them fast is where GMP compliance is most vulnerable, Blakemore adds. “We understand the frustration that quality teams face. We’ve been there. Balancing compliance with production demands is no easy task. Like ISO 17025 for testing labs, GMPs require that quality departments remain impartial and free from commercial influence. It’s important to remember, though, that when quality is the goal, testing isn’t a delay. It’s an investment in product integrity. Testing ensures only the best products reach consumers. For brands, reputation hinges on quality. That means qualifying contract manufacturers, establishing clear quality agreements, and building a trusted compliance team.”
Aligning with the right partner can have significant impacts on the bottom line. Key factors to consider include:
- Reputation (a lab that adheres to stringent requirements offers legitimacy and can be one of the best sources in a fast-paced industry)
- Proficiency (selecting a provider that houses the right type of machinery and/or access to the necessary equipment for your product line is essential to a mutually beneficial relationship)
- Turnaround time (choosing a lab that can help you stay on target)
- Cost (understanding the full scope of cost helps decision makers determine downstream decisions like product pricing).
“Choose a contract lab that you can trust and brag about and do proper due diligence in qualifying your lab,” Erlandson advises. “Go see them and audit the lab’s quality systems in person. Look for proof the lab has gone the extra steps to earn ISO 17025 accreditation. But it is just as important to choose a lab that supports supply chain and consumer transparency. Choosing a lab can be confusing, and the range of proficiency is wide, so Alkemist Labs developed a content piece that serves as a guidance document to help people qualify their labs. We made it available for free to the industry and had so much positive feedback.”
The bottom line: “As we look ahead to 2026, brands must prioritize vendor vetting, formalize expectations, and empower teams to uphold compliance without compromise,” Blakemore says. “Just last week, a quality manager thanked us for reinforcing the compliance standards he’s fighting to uphold. It was a reminder of how often quality professionals go unheard, and how vital their role is.
Quality isn’t just an expense, Blakemore adds: “It’s a strategic investment that protects brand reputation and helps avoid FDA 483 warning letters. Instead of viewing testing as a speed bump, companies should treat it as a badge of honor. Why not use validated test results as a sales tool? Consumers are demanding transparency. Show the data. Brag about the results. Let your commitment to quality be the reason customers choose your product. Ultimately, brand owners carry the responsibility for product quality and regulatory compliance. While contract manufacturers are key partners, GMP accountability cannot be outsourced. Under FDA regulations, the brand is held responsible. Reviewing a Certificate of Analysis (CoA) isn’t enough. True compliance requires qualifying manufacturers and labs, establishing robust quality agreements, and building strong internal and external quality teams. These aren’t just best practices but rather the foundation of a trustworthy brand. In an industry where reputation is everything, investing in quality isn’t optional—it’s essential.” WF
