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Why January Is the Most Important Month for Supplement Brands

Jan 28, 2026

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Why January Is the Most Important Month for Supplement Brands

A crucial guide showing why January might be a high sales month for supplement brands and how third-party certification protects these profits for the entire year.

If you’re a supplement brand, January is the big show. It’s a time that some analysts suggest could be a make-or-break moment for companies in the health and wellness space. Nielsen suggests supplement sales increased 78% in January compared to December, thanks to the New Year's resolution crowd. It might also be when the most preventable compliance failures occur because what might seem like a minor oversight now may develop into a mid-year recall, a surprise audit finding, or an online retailer suspension that halts sales overnight. And if that’s not enough to get all your ducks in a row, the first of January is also when WADA’s Prohibited List for 2026comes into effect. With all of this in play, you could say that January might be a time that determines the stability of the next 12 months.

The Quiet Risks That Build in Q1

The risks faced by supplement brands and the athletes who use them aren’t hypothetical. In 2025, five-time Grand Slam Champion Iga Swiatek found out the hard way that her positive test for trimetazidine came from contaminated melatonin tablets you can buy at just about any pharmacy in America. Trimetazidine is a prescription metabolic modulator used for angina that is banned in sports because it can improve cellular oxygen efficiency. It was found in Swiatek’s sample at trace levels and was believed to be caused by manufacturing contamination. This was a case treated as a textbook example of how cross-contamination can occur even in very strict manufacturing environments. For a supplement brand, the lesson is very simple: contamination doesn’t have to come from an exotic ingredient from a fringe supplier. It can happen in mainstream categories like sleep aids, then slip under supplier checks to create real-world problems for brands, athletes, or anyone who is drug-tested in their workplace, like tactical professionals. These problems can occur long before anyone realizes they exist.

Why BSCG Certified Drug Free Keeps You Safe For All of 2026

What makes BSCG’s Certified Drug Free program so unique and valuable to brands is the sheer scope. Every lot of a BSCG Certified Drug Free supplement is screened against more than 450 drugs, including 400+ on the WADA Prohibited List and 50+ prescription, over-the-counter, or illicit compounds. That’s the world’s broadest testing menu when compared to other leading competitors. This certification is paired with an initial GMP quality-control audit and verification of product specifications and quality testing. BSCG offers the highest level of assurance possible to athletes, trainers, and military professionals subject to strict drug testing. That is why the program is globally recognized not only by sporting organizations like the UFC but also by the NFL, the U.S. Department of Defense Operation Supplement Safety, and many others. If you’re looking for your product to have world-respected authority, this is where you get it.

The Case for a January Compliance Insurance Policy

Most compliance failures don’t start with a single bad actor. They begin with blind assumptions. You might believe that your supplier hasn’t changed. You could think that the ingredient is an industry standard. Perhaps you believe that a product label passed review last year, so it’s okay this year. These potentially incorrect expectations mean that January is the best time to take stock of where you stand. If you can do a compliance test now, you will avoid the downstream problems that typically emerge later in the year. Third-party certification acts like a proactive shield. It verifies ingredients and label claims while providing the documentation that online retailers like Amazon increasingly require. In a landscape where regulatory standards are often evolving, January might be the month where brands choose between scrambling later or strengthening their foundations now.

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