When the One Big Beautiful Bill Act of 2025 (OBBB) was signed into law, it brought the most significant updates to SNAP work requirements in over a decade. Beginning July 2025, adults up to age 64 must meet new work or activity requirements to remain eligible for SNAP, with only limited hardship and geographic exceptions.
For millions of households, that means uncertainty — questions about whether benefits will continue, how exemptions work, and what this means for everyday purchases.
But for retailers offering OTC and healthy benefit programs, there’s one clear message to share:
These benefits are not part of SNAP — and they remain fully available.
Understanding and communicating that distinction helps retailers provide stability, prevent confusion, and strengthen trust in the communities they serve.
The new law expands SNAP’s Able-Bodied Adults Without Dependents (ABAWD) work requirement, extending it to adults ages 18–64 and limiting the number of months recipients can receive benefits without meeting hourly work thresholds. While exemptions remain for caregivers, medically frail individuals, and those in high-unemployment areas, many participants will still experience changes in eligibility.
For retailers, this could mean a short-term dip in SNAP spending, especially in counties where waiver requests are delayed or denied. However, OTC and healthy benefit cards operate under different federal programs — typically administered through Medicare Advantage or Medicaid managed care organizations — and are not impacted by these SNAP changes.
In short: the food assistance landscape may be shifting, but the health benefit landscape remains steady.
1. Stable OTC and Healthy Benefit Sales
Even if SNAP transactions fluctuate, OTC and healthy benefit programs remain consistent. These benefits are tied to health plan enrollment, not employment status, making them more predictable for retailers who stock eligible items like vitamins, first-aid, and wellness products.
2. Mixed-Use Stores May Notice Divergent Trends
Retailers that process both SNAP and OTC transactions might see contrasting patterns — slight dips in grocery purchases alongside steady redemption of OTC cards. Understanding this split can help refine product forecasting and staffing decisions.
3. Regional Exceptions Create Uneven Effects
Alaska and Hawaiʻi have specific unemployment-based exemptions written into the OBBB. Retailers in these markets may see little to no change in SNAP purchasing patterns — a reminder that local context matters when assessing program impacts.
4. OTC Programs as a Source of Stability
OTC benefits can act as a counterbalance during periods of SNAP change. By keeping shelves stocked and communicating that health-related benefits remain accessible, retailers can help customers maintain wellness spending even if their food assistance fluctuates.
Policy changes like these ripple far beyond the checkout line. As SNAP participants face new administrative hurdles, many will be confused or anxious about their eligibility. Retailers can serve as trusted guides by offering clear, compassionate communication — without venturing into political or legal territory.
Some examples of ethical engagement include:
This proactive clarity not only prevents misinformation but also reinforces the retailer’s role as a community partner committed to health access.
For many shoppers, the rollout of new work requirements can feel overwhelming. Even customers unaffected by the change may hear conflicting information from friends or social media. Retailers who communicate reassurance — and remind shoppers that OTC and healthy benefits continue uninterrupted — can transform confusion into confidence.
Consistency matters. When customers see stable product availability, reliable staff guidance, and thoughtful messaging, they associate the retailer with trust and care.
In uncertain times, a calm, informed voice is a powerful advantage.
Moving Forward Together
SNAP policy will continue to evolve in the months ahead as states implement and test new waiver rules. But while food assistance rules shift, OTC and healthy benefit programs remain a reliable constant — supporting wellness, independence, and preventive health across communities.
For retailers, that reliability offers both reassurance and opportunity: a chance to reaffirm commitment to customers’ well-being and to help communities stay informed and supported through change.
At ProHealth Connect, we believe that clarity is care. When retailers lead with understanding, they not only navigate policy transitions more smoothly — they become the steady hands that help communities thrive.
Because when benefits shift, trust stays local.
