Importance of Certifications for Nutrition Exports 

Paresh Gadhai, Strategic Sales Lead – APAC & MENA, NSF, Gurgaon

According to a market analysis report from Grandview Research, the nutritional supplement market size is expected to grow at a CAGR of 6.42 per cent from 2025 to 2030. Growing demand in this area is driven by global consumers who pay attention to and highly value health and wellness. Data points toward a significant business opportunity for manufacturers expanding their business globally. Let’s examine the importance of certifications for nutrition exports and how certification bodies ensure the safety and quality of products.

Regulatory Standards and Access to Global Markets

Various countries and regions have distinct regulations and standards for nutritional products. For instance, the US Food and Drug Administration (US FDA) mandates that manufacturers provide accessible information about their products, allowing consumers to understand the contents and make informed choices that support their health and wellness. This includes ensuring transparency regarding label claims. Certification assists manufacturers in verifying that their products meet both local and international standards, thereby facilitating the navigation of the complex regulatory landscape and increasing the chances for market entry.

Mitigating Risk

Consumers place a high level of trust in these products, expecting them to deliver the intended health benefits without associated risks. However, the nutrition industry has encountered significant challenges in upholding consistent quality and safety standards. Instances of contaminants and adulterants have been identified in certain products, endangering consumer health. Contaminants such as heavy metals, pesticides and microbial pathogens may infiltrate the manufacturing process, resulting in potential health hazards. Adulterants, including unauthorised substances and prescription medications, may be incorporated into dietary supplements, misleading consumers and raising profound safety concerns. Achieving certification not only protects consumers but also enhances reputation in the marketplace.

Building Consumer Trust

With numerous nutrition product options, consumers often encounter challenges when attempting to differentiate between various offerings. Certifications serve as a credible third-party endorsement of product safety and quality, providing consumers with a reference when making purchasing decisions. 

Products with certifications can signal to consumers that the brand prioritises quality and safety, thereby fostering consumer confidence and loyalty. This, in turn, enhances the brand’s reputation and enables a larger market share. 

According to the 2024 Supplement Safety Consumer Benchmark Report released by NSF, 74 per cent of U.S. consumers prefer shopping at retailers exclusively offering supplements that meet stringent quality standards. Furthermore, 89 per cent of consumers express a higher likelihood of purchasing supplements that have been certified, indicating a strong correlation between certification and consumer trust. This high percentage underscores certification’s pivotal role in influencing consumer purchasing decisions.

Enhancing Market Competitiveness

In the increasingly competitive global nutrition market, certifications have emerged as vital assets for businesses seeking to distinguish themselves. The Supplement Safety Consumer Benchmark Report indicates that 86 per cent of US consumers expect retailers to offer only dietary supplements that have undergone rigorous testing for safety and quality. This expectation underscores a strong consensus among consumers that safety and quality are integral to their purchasing decisions and must be prioritised.

On April 2, 2024, Amazon US updated its Dietary Supplement Seller Policy to require verification of dietary supplement products through a third-party certification body, aiming to enhance product safety and quality assurance by requiring labs to provide test data and certificates of analysis directly to Amazon. Compliance with the policy is crucial for manufacturers, as it ensures their products can be sold on the Amazon platform.

Promoting Continuous Improvement of Product Quality

To obtain and maintain certifications such as Good Manufacturing Practice (GMP), manufacturers must prioritise maintaining their certification through regular revisions of the Quality Management System. This involves internal audits, facilitating continual training, and remaining informed about changes in the regulatory landscape. Such efforts compel businesses to adopt advanced technologies and management practices, thereby enhancing overall operational efficiency and competitiveness. Furthermore, this approach ensures that products remain aligned with market demands and regulatory requirements, ultimately fostering sustainable business growth.

How NSF Certifying Companies Ensure Safety

NSF is an independent, global services organisation dedicated to improving human and planet health for more than 80 years. NSF develops public health standards and provides testing, inspection, certification, advisory services and digital solutions to the food, nutrition, water, life sciences and consumer goods industries. For nutrition manufacturers, NSF offers certification and tailored services that facilitate adherence to standards and enhance operational practices.

NSF/ANSI 455-2 Good Manufacturing Practices for Dietary Supplements Standard aligns with Current Good Manufacturing Practices (cGMP) and good manufacturing practices in the dietary supplement industry. It is based on FDA regulations, specifically 21 CFR Part 111 requirements, other regulations (normative references), retailer criteria, and industry best practices. The standard is designed to strengthen safety, quality and trust throughout the supply chain and encompass regulatory requirements, retailer quality requirements, as well as industry best practices.

Some critical elements of the NSF/ANSI 455-2 standard include:

Manufacturing controls: Manufacturers must have robust systems to control critical aspects of the manufacturing process, such as formulation, mixing, and packaging.

Facility and equipment maintenance: Manufacturers must maintain their facilities and equipment to keep them clean and hygienic to prevent cross-contamination and ensure product integrity.

NSF/ANSI 173 is the gold standard for testing and certifying dietary supplements and ingredients. The assessment includes testing for vitamins, minerals, herbs, botanicals, amino acids, sports supplements, concentrates, metabolites, constituents and extracts to verify the supplement facts panel reflects the product’s contents or that the certificate of analysis for the ingredient accurately depicts its identity and purity specifications. All products that have passed NSF/ANSI 173 will meet and exceed all the requirements of Amazon’s new dietary supplement policy as mentioned above.

The importance of certifications for manufacturers cannot be overstated. As the global demand for safe and high-quality nutritional products continues to grow, it is important for manufacturers aiming to succeed in international markets to obtain these certifications. Prioritising safety, quality, and compliance not only enhances business but also contributes positively to the overall industry landscape.