The new EU-US trade deal is here, and it’s sending shockwaves through the dietary supplement industry. While it avoids the 30% tariff originally proposed, the agreement imposes a steep 15% tariff on about 70% of EU exports to the US, up from the previous 1.2%.

In this episode, we break down:

• Who’s Hit Hardest: Why finished dietary supplements aren’t exempt, and what that means for European brands.

• The Ingredient Exception: Which vitamins, minerals, amino acids, and other key nutrients escape the tariff.

• The Confusion Factor: How conflicting political messages and non-binding terms create uncertainty for business planning.

• Global Strategy Shifts: Why European supplement makers are eyeing Asia and Canada as alternative growth markets.

From tighter margins to delayed product launches, this is a pivotal moment for the industry, and we’re unpacking what it all means for competitiveness, market access, and long-term strategy.