Liz Dunn

And so I expect to see fast food chains to continue to really push them.

So supplements are a $70 billion market in the U.S.

Really?

Huge, huge market.

There's a few reasons why this market has been exploding and, again, why I think it will really continue to explode in 2026.

One is the Make America Healthy Again movement, which really buys into supplements as a concept of health.

Here's my supplement protocol as a non-toxic girly.

I like to say that it's anti-big pharma, pro-big wellness.

So there's a lot of faith in the idea that the right mix of supplements in your diet could cure...

really anything.

I mean, you may remember Robert F. Kennedy suggesting that vitamin A was a good alternative to vaccination for measles.

So that's just kind of an example of this type of thinking.

And then, you know, social media has just been a real accelerant for this industry.

If an influencer that you follow says that she swears by magnesium to help her sleep like that, that's probably really going to encourage you to give it a try.

Well, so I don't know about you, Noelle, but when I grew up, my family shopped at Stop and Shop, which was, you know, we went once a week.

It was a something for everyone grocery store, carried all the big packaged food brands.

Yeah, we did shop right.

Yeah, exactly.

The prices are good, but they're not great.

But they're kind of your your main street grocer.