15% Tariff Framework Sparks Health Brands' U.S. Expansion Reassessment

In response to the Trump administration's proposed 15% global tariff framework, international health and nutrition brands are reassessing their U.S. expansion strategies, seeking greater cost visibility and planning certainty. According to Mitch Gould, Founder and CEO of Nutritional Products International (NPI), the shift toward a defined tariff structure—even if temporary—is already influencing sentiment among global companies that previously hesitated or canceled U.S. launch plans due to unpredictable adjustments and fears of cost-prohibitive tariffs. Gould emphasizes that while brands can adapt to defined cost structures, they cannot operate under unpredictability, making the clarity provided by a 15% framework crucial for decision-making.

The United States remains the world's largest and most opportunity-rich nutrition and wellness market, spanning categories like sports nutrition, functional foods, immune support, and beauty-from-within. However, successful entry requires navigating complex challenges, including regulatory compliance, import logistics, warehousing infrastructure, retail relationships, and coordinated promotional strategy. To address these hurdles, NPI developed its proprietary Evolution of Distribution® platform, a turnkey system designed to streamline international expansion into the U.S. marketplace. This model integrates importation and customs coordination, FDA compliance and regulatory guidance, warehousing and fulfillment management, retail sales strategy, placement support across major U.S. retail and e-commerce channels, and coordinated marketing and promotional execution.

Rather than relying on multiple fragmented service providers, international brands can use this centralized framework to reduce operational complexity and accelerate time to market. Gould notes that while policy clarity improves expansion discussions, structure still matters, as infrastructure turns confidence into execution. Industry observers suggest that defined tariff parameters, even within limited timeframes, provide a clearer basis for forecasting and decision-making than fluctuating emergency measures. For international health and nutrition companies evaluating U.S. entry, this incremental clarity may prove decisive, highlighting the importance of NPI's expertise in guiding brands through the complexities of U.S. retail efficiently.