Trends That Shaped the CPG Industry in 2024: Amazon’s New Policy, TikTok Shop and GLP-1s

As the natural products industry closed the chapter in 2024, several transformative trends emerged that redefined the consumer packaged goods (CPG) landscape. In a recent conversation between Scott Dicker, Director of Market Insights at SPINS, and Danielle Masterson, Editor at NutraIngredients USA, three dominant forces stood out: Amazon’s evolving policies, TikTok Shop’s explosive growth, and the continued influence of GLP-1 medications. 

In April, Amazon implemented a stringent policy targeting dietary supplements, requiring brands to secure testing from three third-party labs, known as TICs (Testing, Inspection, and Certification labs). This policy aimed to ensure product authenticity and safety by mandating comprehensive quality verification processes. “That took the industry by storm,” Masterson reflected. Beyond the policy’s complexity, its hasty and problematic rollout left many CPG brands grappling with compliance challenges. This regulatory shift underscored the mounting pressure on digital marketplaces to enhance product quality assurance and transparency. 

TikTok Shop emerged as a formidable retail force in 2024. During Black Friday alone, its sales soared past $100 million—three times its revenue from the previous year. Remarkably, 80% of these sales came from health and beauty products, signaling a seismic shift in consumer purchasing behavior toward social commerce. “They’re killing it,” Masterson remarked, emphasizing TikTok’s role as a pivotal player in shaping modern retail dynamics. 

No discussion of the year’s biggest industry trends would be complete without addressing the widespread impact of GLP-1 medications, celebrated for their efficacy in managing diabetes and weight loss. While traditional weight management supplements saw a continued decline, adjacent and supporting categories like meal replacements, protein shakes, and multivitamins experienced notable growth. “I’m really predicting strong years ahead for these categories in 2025,” Dicker added, highlighting an evolving health-centric consumer mindset. 

The convergence of regulatory shifts, social commerce innovation, and evolving health trends paints a dynamic picture for the CPG industry. As brands adapt to heightened compliance standards, leverage emerging sales platforms, and navigate shifting consumer health priorities, 2025 promises to be a defining year for industry players prepared to innovate and evolve.