with Ricky van Beers, Technical Sales Manager, Cosun Protein
Teddie Levenfiche, Founder, PerfectTed
Aghina,
with Claudia Mucciardi, Vice Chair, European Specialist Sports Nutrition Alliance (ESSNA), and Regulatory and Quality Compliance Director –
This year, Vitafoods Europe was held in in Barcelona, Spain, for the first time in its history – and it was the most successful edition yet.
Europe’s biggest nutraceutical trade show attracted a record-breaking 25,500 attendees and 1,400 exhibitors. With more than 75,000m2 of exhibition space – a 25% expansion from last year – offering fresh insights, innovations, and community spirit, this year’s edition was praised by attendees for its unprecedented energy, enthusiasm, and “electric atmosphere”.
This trend insights guide shines a spotlight on the most exciting innovations featured at Vitafoods Europe 2025, bringing together interviews with leading experts and market analysts.
It also celebrates the winners of the Vitafoods Europe Startup Challenge, which recognises innovative early-stage companies that are breaking new ground in nutraceutical ingredient development, as well as the winners of the inaugural Vitafoods Europe Innovation Awards, which recognise excellence across ingredients, finished products, partnerships, and initiatives in the nutraceutical sector.
From health and self-care to making social connections, consumers are redefining what really matters to them. At Vitafoods Europe 2025, Innova Market Insights explained how these trends are shaping the future of nutrition
Most consumers describe themselves as being proactive and selfsufficient regarding healthcare, a trend that has continued to grow since the pandemic. As many as 29% of consumers globally say wellbeing is a personal value of most importance, while mental and emotional wellness is the top health goal.
“In addition, with lives increasingly being lived online, consumers are desiring more human, real-life, and in-person interactions,” said Alice Bulonza, senior account manager at Innova Market Insights.
“Trust is also important for consumers. One in two says they have less trust in the government and are looking for brands and companies to take responsibility when it comes to environment and social causes. By better understanding these three important consumer drivers, brands can innovate in ways that meet these needs.”
Bulonza touched on these topics in her presentation at Vitafoods Europe 2025. Entitled “Global consumer trends 2025: Wellbeing, socialising, and the pursuit of trust”, the presentation looked at how consumers are prioritising their wellbeing while still balancing social connections and rewarding experiences.
“Our goal is to shed light on the different consumer drivers for 2025 and then explore the innovation opportunities in marketing, product development, and ingredient innovation to inspire brands/ companies to innovate,” Bulonza explained.
“For example, happiness is the No 2 personal value of most importance to consumers. This encompasses internal aspects –mental and emotional balance – but also external signifiers, like looking radiant, vital, fit, and being body-confident. All these characteristics are also drivers for the pursuit to wellbeing.”
With the help of technological advances, consumers also have easier and greater access to a wealth of information. This includes aspects such as how to live a healthy life, the benefits of positive thinking, the value of different food, and the impacts of diet and lifestyle on mood.
To tap into these trends, formulators and brands need to get their strategies right.
“I think one challenge is communication, meaning how to properly communicate to consumers,” said Bulonza. “As mentioned, trust is important for consumers, so brands need to be clear about their initiatives, packaging, and claims.”
She believes that brands should take consumers on the sustainability journey, explain the challenges, and express the true cost of quality and how spend is invested. Product quality and integrity are critical for brands and companies to regain trust with consumers.
“Beyond sustainability, the same holds for brands that want to promote the benefits and functionality of their products,” said Bulonza. “Being transparent, honest, and clear with the ingredients and claims will remain important.”
Looking forward, Bulonza noted that certain ingredients are coming to the fore in terms of innovation.
“For instance, growing awareness of feeding the microbiome creates a space for functional ingredients such as fibre, probiotics, and vitamin D to take the spotlight,” she said. “We are also seeing growing interest in F&B products that have beauty-enhancing features, and vitamins show high growth within this space.
“Feeling mentally and emotionally well is the primary health goal for consumers, and this opens the doors for certain ingredients such as vitamins. So, we can expect different ingredients to emerge that have functional benefits that target the important health needs of consumers.”
This interest in being proactive with one’s health and wellbeing is now truly global and is likely to continue to lead to more innovative product launches.
“Feeling mentally and emotionally well is the primary health goal for consumers.”
“When looking at new F&B and supplement launches tracked with a nutraceutical and functional ingredient in the last five years, many regions are showing growth,” said Bulonza.
“Western Europe, Asia, and North America are the top countries but other regions that have a smaller percentage share, such as Africa and the Middle East, are also showing high growth for innovation with nutraceutical and functional ingredients.”
Vitafoods Europe was so amazing, we’re already counting down the days until next year
Thousands of you joined us for our biggest ever show in our incredible new home. Together, you learned, networked and helped make our event more vibrant and inspiring than ever before.
Next year, we’re expanding into Hall 6, giving you 20% more space and even more opportunities to source, learn and connect with more attendees than ever before.
We can’t wait to do it all again 5–7 May 2026, Fira Barcelona, Gran Via
Register your interest
When it comes to healthy ageing, brands must address the needs of specific consumers to succeed. At Vitafoods Europe 2025, Mintel’s Rick Miller discussed the opportunities and challenges in this fast-evolving space.
Miller, Associate Director for Specialised Nutrition, Mintel
The conversation surrounding healthy ageing has shifted from lifespan – how many total years lived – to healthspan: that is, how many years lived in good health. This evolution provides new opportunities and challenges for brands and manufacturers, as consumers continue to demand far more from products that claim to turn back the clock or arrest it.
“This demand shift is exemplified by each generation of consumer having different nutritional needs,” said Rick Miller, associate director for specialised nutrition at Mintel.
“From gen Z consumers looking for instant health gratification with mood and energy boosts, to baby boomers needing support to meet their fruit and vegetable intake, brands need to stay ahead of the curve to satisfy consumers.”
At Vitafoods Europe 2025, Miller discussed how brands need to target the nutritional needs of each generation for lifelong health.
“In this presentation, you will learn what each generation of consumers wants and why, while unravelling the interplay of technology, such as AI, and functional ingredients in the ‘generation game’ of longevity,” he said.
“I’ll be unveiling the voice of the consumer and innovation trends in the lifelong health space surrounding this topic, with the aim of helping attendees to cut through the noise in this dynamic space.”
Miller pointed out, for example, that younger gen Z consumers perceive the quality of products that claim to improve longevity as a reflection of the instant change it gives them, such as an energy lift or a mood boost.
This contrasts with baby boomers, whose needs are more reserved. A good example might be a product that helps them to increase their fruit and vegetable intake and is supported by scientific research to improve longevity.
This growing complexity presents brands with challenges.
Miller pointed out that it is no longer enough to provide a singular ingredient that has longevity benefits to consumers; a specific and uniquely presented message is needed on how this ingredient, product, or offering impacts their longevity journey based on where they are in the journey.
Understanding what each generation values – and why – is the only way to connect with consumers in a genuine way, he said.
Technological developments are also impacting the nutritional space, and it is critical that formulators and brands are not left behind.
“AI is a very disruptive technological tool in the longevity space,” said Miller. “I have great hopes that the age of AI will bring about a more personalised nutrition journey for consumers. One benefit could be that the interplay between their healthcare support and marketplace food and drink choices is less stark.”
Indeed, one hope Miller has for the future is that AI can do far more to facilitate this crosstalk between industry sectors. This could enable consumers to have a more enriched and tailored nutrition journey during their lifetime, however long it lasts.
“My hope with this presentation is that attendees are disrupted in their present understanding of longevity and what it means to each generation by listening to the voice of the consumers themselves,” he said.
“I feel that they will be inspired with new ideas to take back to their companies and innovate their current and pipeline products in new and exciting ways based on marketplace new product launches.”
Vitafoods Europe Content Partner
Cosun Protein has developed Tendra Clear – a new, tasteneutral, fava-bean-sourced clear protein ingredient to help brands target a growing consumer beverage trend in sports nutrition.
At Vitafoods Europe 2025, Cosun Protein unveiled what is set to become the latest addition to its Tendra protein range – a portfolio known for its unique properties when it comes to taste and functionality.
Developed using proprietary extraction technology, innovative new ingredient Tendra Clear is the first clear protein based on the fava bean.
With a mission to unlock the full potential of plants, Cosun Protein is confident that high-quality, plant-based Tendra Clear will help formulators to leverage specifically upon the growing interest in clear protein for beverage applications.
The neutral-tasting protein isolate is predominantly targeted towards the swiftly expanding sports and active nutrition market.
“Clear protein is a huge trend at the moment, with many brands competing for attention in this space,” said Ricky van Beers, technical sales manager at Cosun Protein.
“Consumers are constantly looking for innovation, and we think Tendra Clear offers something completely new – a transparent, plant-based protein that can be used in refreshing beverages.”
Another key benefit is that in Tendra Clear, hydrolysed proteins are broken down into smaller peptides, which allows for quicker digestion and absorption compared to intact proteins. This rapid absorption can lead to a faster increase in amino acid levels in the bloodstream, which is crucial for muscle protein synthesis.
“Consumer tastes are constantly evolving, and the market is asking for new kinds of proteins,” explained van Beers. “This is because consumers increasingly want to take protein throughout the day –not necessarily just in a heavy shake in the morning, but through light, lemonade-style beverages. Tendra Clear was developed to meet that need.”
The benefits of Tendra Clear are very much in line with the company’s current range of plantbased protein ingredients. Through its proprietary extraction technology and purification process, the Tendra range overcomes a number of common plant protein formulation challenges, including bad taste and poor solubility.
“Consumers are clear in wanting sustainably sourced, nutritious ingredients in their products,” said van Beers. “Above all though, those products need to taste great.”
Cosun Protein’s Tendra range was developed specifically to meet such consumer needs and demands, resulting in a flavour- and aroma-neutral plant protein that boasts excellent emulsification properties. The ingredient has proven to be an ideal ingredient for creating dairy-alternative and animalfree products that align with today’s consumer expectations.
“One advantage of fava protein over, say, wheybased protein is with regards to its suitability for vegans,” noted van Beers. “Additionally, fava does not contain lactose, making it easier to digest for people with intolerances.”
Tendra Clear is based on sustainably sourced fava from Europe. And as van Beers pointed out, such provenance chimes with an ever-expanding swathe of sustainably minded consumers who are seeking products created from locally sourced ingredients.
“At Cosun Protein, we try to be the best on the market in everything we do,” said van Beers. “Sports nutrition products currently on the market are often based on pea protein sourced from China. We focus on being better.”
Van Beers said Vitafoods Europe was an excellent opportunity to introduce Tendra Clear to customers, both old and new.
“We are confident this innovative new clear protein will open new doors. The concept is still in the development phase, so it’s a great opportunity for formulators to be first to try this out,” he added.
“We are excited about the potential of developing new products together with our customers –products that are better tasting, more sustainable, healthier, and the best on the market.”
Personalised nutrition is undergoing a massive shift, driven by technological advances and the blurring of industry lines. The Vitafoods Europe Networking Brunch provided the ideal forum to discuss these critical changes.
Mariëtte Abrahams, CEO and founder of Qina, gave the keynote speech at the Vitafoods Europe Networking Brunch, which is dedicated to the future of nutraceutical innovation.
Qina is a nutrition innovation consultancy and market intelligence platform based in Portugal specialising in personalised nutrition. Abrahams focused on how brands can innovate and position themselves when technology keeps changing the personalised nutrition landscape.
“After working in the industry for over a decade, I feel that we are at a critical inflection point,” she explained. “We can clearly see where there is significant growth, development, and funding and this has had a huge impact on what we see in the industry right now.”
For example, she believes companies that have deprioritised personalised nutrition over the past few years will need to reconsider their position. At the same time, data and AI technology are pushing the industry into new territory that is not very well defined, regulated, or researched.
“Based on our Qina data, the number of personalised nutrition solutions integrating ChatGPT technology has increased three-fold in just one year (2024),” she said. “It is time to put personalised nutrition back on the roadmap and make it a core pillar when developing the company strategy.”
Abrahams noted that two key industries where there has been a blurring of the lines are food and pharma.
GLP-1 agonists – medicines used to treat type 2 diabetes – have clearly had a huge impact on consumer behaviour, with consumers increasingly looking for solutions that are nutrient dense but also have health benefits.
“Food and beverages are increasingly perceived as a gateway to disease prevention and management,” said Abrahams. “In addition, we see pharma companies increasingly experimenting with solutions and approaches in the industry.”
A shift towards holistic health delivered at non-traditional venues – such as gyms, spas, longevity clinics, and hotels – is also discernible. This is impacting where and how consumers access information. Rapid advances in AI mean that consumers can gather insights in real time, which is nudging them towards self-tracking and management.
“Based on our Qina platform, AI is the technology to follow,” said Abrahams. “The number of personalised nutrition companies that have integrated AI increased by 51% in 2024. AI literacy is important not only because AI is employed across industries, but also because consumers are already using it, too.”
Abrahams believes that AI will be leveraged by every company in future. It is therefore important to understand how different AI technologies are employed and combined to deliver on personalisation in prevention and disease management as well as wellness.
“AI is already used for product development, ingredient discovery, conducting research, understanding consumer behaviour, and innovation,” she said. “In other words, it is certainly not ‘business as usual’ any more.”
Predicting the future is challenging in part because of the speed of this technological change.
At Vitafoods Europe, Abrahams highlighted the importance of having the right mindset to operate in this new reality, share experiences of using AI, and identify where companies can leverage data to deliver better on personalisation.
“Things are moving so fast that we often don’t have time to wrap our heads around it,” she said. “I believe that in the next few years, we will need to demonstrate that leveraging AI technologies has an impact on health and behavioural outcomes, either as a standalone or in combination with healthcare professionals. But ultimately, AI will completely change the way we discover new products.”
In this fast-moving and complex world, it is clear that brands must constantly innovate and adjust to meet evolving consumer demands and needs. The Vitafoods Europe Networking Brunch gave an opportunity to take a step back and examine some of the key challenges and opportunities with colleagues and peers.
Abrahams said she hoped attendees walked away from the event “having a clearer picture of where the industry is heading and what is driving the change”, as well as a better understanding of “where to focus their efforts and what to have in place in order to future-proof their business and build consumer trust”.
A powerful presentation at this year’s Vitafoods Europe outlined the potential reputational risks of positioning weight loss products as “magic bullet” solutions.
Nutrition is a fast-moving, complex sector filled with buzzwords, new trends, and emerging scientific insights. This can make it easy to forget that – as industry increasingly turns to preventive health and personalised nutrition – certain underlying trends have not gone away. These include obesity.
“The obesity crisis is in fact getting worse,” said Mike Hughes, head of research and insight at FMCG Gurus. “Instances are rising among children due to inactivity and diet. We are facing a ticking time bomb as our societies age in terms of the impact this will have on health and healthcare costs.”
The reasons for the persistence of the obesity crisis are varied. Healthy food is often seen as expensive, and consumers can feel time scarce and overly reliant on convenience. It is incredibly easy to just take out your phone and order something from an app.
“People are also comfort-eating, and this tends to mean opting for less healthy options,” said Hughes. “Obesity is a problem that has simply never gone away.”
Hughes noted that there are several different ways of dealing with the obesity crisis.
What is dangerous, in his view, is companies turning to weight loss medication as a miracle solution. This warning was a core message in Hughes’ presentation at Vitafoods Europe this year.
“My view is that if we get this wrong, it could be one of the greatest ethical scandals we’ve seen,” he said.
“Reputations have been damaged in the past, first through linking the concept of beauty to thinness, and then more recently, through promoting magic bullet health promotions. This is the notion that you can cure serious conditions with just the right diet. This is taking serious medical issues and trivialising them.”
Hughes welcomed the fact that the supplement industry has moved on from these mistakes through transparency, scientific evidence, and the positioning of nutritional products in the right way – that is, to be taken as part of a balanced diet, in conjunction with a healthy lifestyle.
The danger is that this reputational rehabilitation could be badly undermined in the pursuit of profit.
“My view again is that these new weight loss products are medical nutrition products,” said Hughes. “The issue isn’t that they are used by people who really need them. The problem is that they could easily get into the hands of those who don’t.”
Hughes believes that these products should not be targeted as a quick weight loss fix to consumers who simply do not need them. The potential health risks, along with chances of misuse and reputational damage, are too great, he said.
The supplement industry should consciously differentiate its consumer offer from medical interventions.
“Another element of all this is that miracle weight loss medication takes away responsibility from consumers,” said Hughes. “There are things that can be done – exercise, following a healthier diet – before even considering taking what should be a lastchance medical solution.”
The industry, in other words, needs to take a step back and assess the potential risks of being associated with such products, said Hughes. He believes the sector has done a brilliant job of rebuilding trust with consumers, and that this should not be jeopardised.
Vitafoods Europe Content Partner
As clinical scientists like Dr Nicole de Wit uncover more about the critical role of the gut, new opportunities in the nutraceutical innovation space are opening up.
Dr Nicole de Wit, Expertise Leader, Consumer Nutrition & Health, Wageningen Food & Biobased Research
De Wit, who is a senior research scientist at Wageningen Food & Biobased Research, has witnessed first-hand the transformation of gut health from a peripheral conference topic to the main event. She shared some of her recent clinical findings at this year’s Vitafoods Europe in a presentation entitled “Gut feelings”.
“The change has been amazing,” she said. “I started at Wageningen 20 years ago, working on the interaction between food and the gut from a metabolic health perspective.
“At that time, the intestine was really the unknown organ, and I thought that this presented an opportunity to learn more.”
In her presentation, de Wit discussed her research into gut health, including the importance of dietary fibres, and the success of supplements such as pre- and probiotics. The emergence of postbiotics has also opened up new product opportunities, with all kinds of other metabolites helping to maintain intestinal health.
“I’ve increasingly moved towards human intervention studies,” she said. “This is nice because it means I am closer to the real application of my research. We have great facilities here to do controlled intervention studies.”
Indeed, a key area of focus at present is research situated in reallife “at home” settings.
“We give people supplements and advice, and they go off and do the work,” said de Wit. “They might come into the human research facilities to give samples, but they are usually at home. This enables us to get even closer to the consumer, and helps us to try and close the gap between scientific knowledge and where this research eventually lands.”
A fascinating area of study is the gut-brain axis.
“We have a few ongoing projects on this topic, looking into the relation between nutrition, the microbiome, and mental health,” said de Wit.
“We have found, for example, that supplementary dietary fibre could improve sleep quality, and we are currently looking into the effect on stress. There is a bidirectional gut-brain relationship that I am intrigued by.”
Other research has demonstrated that dietary fibre could have a direct positive effect on stool pattern. During a semi-controlled human intervention, dietary fibre was integrated into food products and intake increased throughout the day. Improved stool pattens were reported within 10 days.
“While our knowledge has expanded, there is still a lot to learn,” said de Wit. “For example, although we know that fibre is good for you, which fibre should you use to stimulate most optimally your personal gut microbiome? This is something that we are currently working on.”
The microbiome of the small intestine is another area of study. This is important, because it is likely that many postbiotics do not even reach the large intestine – they are most likely absorbed before they get there.
“To understand the interaction between nutrition and the gut, you need to focus on the right location,” said de Wit.
In her presentation, de Wit also looked at how technological innovation is enabling scientists to learn even more about the gut and the gut-brain interaction.
Non-invasive measures, such as saliva and faecal samples and the popularity of wearables, can bring researchers even closer to consumers. More work is also needed to identify specific biomarkers that can help to personalise care.
“This research is really worthwhile,” she said. “We know that supplements might work for some consumers, but not for others.
“More personalised approaches are needed to find out who is likely to be a responder, and who is likely to be a non-responder. This will help to target supplements at those who need them and benefit most from them.”
Overall, de Wit emphasised that the intestine is now very much central to the study of all kinds of health perspectives.
“This has been a dramatic change,” she said. “The intestine is not just an organ for digestion and absorption, but so much more.”
In a few short years, PerfectTed has turned matcha, a niche ingredient in the West, into a mass market success.
Teddie Levenfiche, Founder, PerfectTed
At this year’s Vitafoods Europe, co-founder Teddie Levenfiche discussed how to win over investors, the importance of building a community, and how to stand out from the crowd.
Launched in 2021, PerfectTed has helped to redefine the functional beverage market, positioning matcha as a healthier, natural alternative for today’s consumers.
From winning investment offers from all five Dragons on the BBC show Dragon’s Den to building an engaged and vocal customer base, Levenfiche explained what it takes to be successful in this incredibly tough and competitive innovation space.
“PerfectTed was born out of a personal need,” said Levenfiche. “My co-founders and I were searching for a clean, natural energy boost that didn’t come with the crash or jitters of coffee or synthetic energy drinks.
“We discovered matcha while trying to improve our focus and wellbeing, but there was a real gap in the market: most people didn’t understand what matcha was, and the options available were either inaccessible or unappealing.”
This provided the inspiration for PerfectTed, which was founded by Levenfiche with his brother, Levi, and best friend, Marisa Poster. Then, the hard work began.
“We put everything on the line – our savings, our time, and our reputations,” said Levenfiche. “The biggest risk was betting on a product category that was still very niche in the West. We had to educate consumers and bring matcha into the mainstream.
“There was no blueprint, so we had to build everything from scratch, from sourcing the best ceremonial-grade matcha to designing branding that would cut through in a crowded market.”
At Vitafoods Europe 2025, Levenfiche identified some key milestones along the road towards market and consumer acceptance.
He noted that getting their product listed in mainstream retailers like Holland & Barrett – and later in supermarket chains like Tesco – was a major turning point. These partnerships validated matcha as a viable, scalable product for the UK market.
“Second, our viral moment on Dragons’ Den gave us massive visibility and momentum, which we leveraged to accelerate growth,” he said. “The Dragons’ Den experience taught us that investors want clarity, conviction, and chemistry.
“You need to know your numbers inside out, of course, but more than that, they’re investing in people. They want to see passion, grit, and a clear vision.”
Finally, building up a community has been key. From loyal early adopters to brand ambassadors and collaborations, building an engaged and vocal customer base helped the company to punch above its weight from the start.
“Our approach has always been to make matcha approachable, not intimidating,” said Levenfiche. “We’ve built PerfectTed around the idea of positive energy, both literally (through natural caffeine) and emotionally (through vibrant design and inclusive messaging).”
These experiences, along with other lessons about building up a brand from scratch, were shared at Vitafoods Europe.
“The food and beverage space is brutally competitive,” said Levenfiche. “The biggest lesson is that execution matters more than ideas. You can have a brilliant product, but if you can’t deliver consistently – from manufacturing to marketing – you won’t last.”
Levenfiche noted that while he and his colleagues made plenty of mistakes, especially in the early days, these were treated as useful data.
“The key is being agile and obsessed with your customer,” he said. “If you stay close to them, they’ll guide your evolution. Your brand should stand for something – people buy why you do it, not just what you sell.”
Ultimately, Levenfiche hopes that his session energised and empowered attendees to challenge norms, whether that’s by launching a disruptive product or rethinking how they connect with consumers.
He added: “Hopefully they [left] with not only practical strategies, but a renewed sense of belief that it is possible to go from niche to mainstream with the right mix of vision, hustle, and heart.”
“The biggest risk was betting on a product category that was still very niche in the West.”
Dr Zeina Alkhalaf discussed the “silent threat” that everyday products pose to women’s hormonal health, and highlighted opportunities for the nutraceutical sector to better address their needs at every life stage.
Dr Zeina Alkhalaf, Head of Clinical Research, Mela Vitamins
From fragrances, makeup, and household cleaners to personal care products, women are regularly exposed to chemicals like bisphenol A (BPA), phthalates, and per- and polyfluoroalkyl substances (PFAS). These compounds can disrupt hormonal balances and have long-term health consequences.
“I describe these endocrine disruptors as a silent threat because of the way that they build up in the body quietly over time,” explained Alkhalaf, head of clinical research at Mela Vitamins and women’s health spotlight speaker at the Vitafoods Europe Conference Theatre. “The repercussions are not always immediately obvious.”
Alkhalaf is a maternal and child health expert specialising in hormonal health and endocrine research.
With a background in public health, she became aware early in her career of a potential link between polycystic ovary syndrome (PCOS) – a condition that can affect fertility – and higher levels of BPA.
“This really shook me,” she said. “One of the things I want to showcase at this conference is that many products targeted to women contain endocrine disruptors, and that these should be avoided.”
For Alkhalaf, this applies to every hormonal stage that a woman experiences in her life, from puberty and reproductive years through to pregnancy and post-partum. The perimenopausal and menopausal years also bring with them very specific and personal hormonal changes that can affect physical, emotional, and mental health.
“Research has linked excessive exposure to endocrine disruptors to infertility, hormone imbalances, early-onset puberty, mood disorders, and reproductive health issues,” she said.
“Alarmingly, many of these harmful substances are found in products specifically marketed to women.”
The nutraceutical industry has a role to play in supporting women’s hormonal and endocrine health. There is potential for growth here in part because women’s health has been historically undervalued, with a lack of clinical data due to the underrepresentation of women in trials.
“This means though that there is a massive opportunity for science-backed solutions that protect women’s health at all stages of life,” said Alkhalaf.
Her presentation looked at how nutraceuticals can help regulate hormonal balance and support overall endocrine function, as well as key ingredients and formulations that can help mitigate the effects of these environmental toxins and create safer, more effective solutions for women’s health.
These ingredients include vitamins C and D, milk thistle, probiotics, adaptogens, and omega-3 fish oil.
Another point of discussion was research that supports seed cycling.
“Eating specific seeds during a specific time in a woman’s cycle can support hormone regulation,” said Alkhalaf. “This is because certain seeds have higher levels of vitamins and minerals, which can protect against harmful compounds in the body that build up over time.”
Alkhalaf wants to see more bioavailable ingredients on the market that can increase absorption rates of vitamins and minerals.
“One of these ingredients – liposomal – is being used in lots of new supplements to help bypass any gut issues that women might have, and ensure that vitamins are better absorbed,” she said.
Alkhalaf is encouraged to see more awareness of the fact that hormonal needs are often personal and specific, and that women themselves are speaking up to ask for more support.
“There has been a change, and this is refreshing,” she said. “Many women are clearly saying that they are not getting the support that they need.”
In her presentation she sought to raise awareness of the silent threat of endocrine disruptors, call for stronger regulation, and encourage women to read labels and avoid or limit exposure. She also highlighted how hormonal health at various life stages can be boosted.
“I’m also interested in how AI will change the way we treat and diagnose women,” she said. “In the near future I think we’ll have the capacity to create more personalised nutraceuticals with AI-driven real time test kits. This will move us from a situation where we have one supplement for all towards more personalised care for each woman.”
“In the near future I think we’ll have the capacity to create more personalised nutraceuticals with AI-driven real-time test kits.”
A German startup is among a rising number of dedicated functional gum brands offering cognitive enhancement and stress relief.
Happy Gum sells its gums online throughout the EU and in pharmacies in Germany and Austria, with a recommended retail price of €4.90 per pack of vitamin-, mineral-, and lavender oilenhanced chewing gum.
Vitafoods Insights spoke to Johannes Farkas, the CEO and founder of the company, about the challenges of the relatively underexplored delivery format and the opportunities for growth in the functional gum space.
Farkas explained that his startup, founded in 2019, was created to meet “the growing demand for effective, non-pharmaceutical solutions to stress and cognitive enhancement”, with lavender oil as the core anxiolytic and cognitive-enhancing ingredient.
“The key active compounds [of lavender oil], linalool and linalyl acetate, interact with neurotransmitter receptors in the brain, particularly GABAergic pathways,” said Farkas.
“This interaction promotes relaxation by reducing stress-related neural activity. Additionally, studies suggest that lavender oil can enhance cognitive performance by modulating the autonomic nervous system, leading to improved focus and mental clarity.”
According to Farkas, who has a background in the pharmaceutical and consumer health industry, chewing gum has a unique advantage as a delivery format for this bioactive ingredient.
“It ensures rapid absorption via the oral mucosa, allowing for quicker effects compared to capsules or beverages,” he said.
Creating a gum that not only delivers functional benefits but also meets the taste and experience expectations of chewing gum consumers was not without its challenges.
“One challenge was to incorporate lavender oil without compromising taste or texture,” said Farkas. “Lavender has a strong aroma, which required careful balancing with natural flavours to create a pleasant chewing experience. We also had to ensure that the active compounds remained stable over the product’s shelf life.”
Meeting EU regulatory requirements in this relatively new space also required a lot of patience and preparation.
“As chewing gum is categorised as a functional food rather than a supplement, we had to ensure compliance with food safety regulations, including stability testing and ingredient sourcing,” said Farkas.
Functional chewing gum is different from traditional supplements, falling into a grey area. Because of this, developers face higher standards of scientific substantiation such as bioavailability studies, in vitro release testing, and referencing of European Food Safety Authority (EFSA)-approved health claims for individual ingredients to ensure compliance and demonstrate efficacy.
Farkas is optimistic about the growth of the functional foods space, noting that the audience of health-conscious consumers looking for convenient wellness solutions continues to grow.
“Our primary customer base consists of professionals, students, and individuals who experience daily stress and are looking for a natural way to improve focus and relaxation,” he said. “We have observed strong interest from people in highpressure environments such as corporate settings, creative industries, and academia.
“Additionally, there is growing interest from individuals who seek alternatives to traditional relaxation methods like herbal teas or supplements.”
Beyond lavender and vitamins, Happy Gum is keeping an eye on ingredients like ashwagandha, brahmi (Bacopa monnieri), lemon balm, and polyphenols that can support energy, sleep, or cognitive performance.
The company is also looking at other delivery formats, including dissolvable strips and lozenges.
“There is growing interest from individuals who seek alternatives to traditional relaxation methods like herbal teas or supplements.”
Understanding how the collagen market will evolve remains critical for brands and formulators. At Vitafoods Europe 2025, Dr Elizabeth Thundow asked: what’s next for collagen?
Dr Elizabeth Thundow, Vice-President of Food and Nutrition, Kline + Company
Natural, functional ingredients that offer benefits such as improved joint and skin health are increasingly popular among consumers who wish to spend more years in good health.
This growing interest in lifetime wellness – and the maintenance of health and fitness at any stage of life – has resulted in certain growth sectors, including the market for collagen supplements.
At Vitafoods Europe 2025, Dr Elizabeth Thundow, vice-president of food and nutrition at Kline + Company, explored this market in more detail, from emerging health claims and innovative delivery formats to its rising role as a protein source and new bioactive functionalities.
In her presentation, Thundow explored the science behind emerging health claims, advances in formulation technologies, and the rise of non-animal and biotech-derived alternatives.
She also provided insights into the challenges and opportunities shaping the future of collagen and identified which trends will drive the next wave of product innovation.
Thundow sees sports nutrition and the pursuit of active lifestyles as two key trends underpinning the continued growth of the collagen market.
“Collagen has scientifically proven benefits to enhance performance and support activity lifestyles by helping to maintain joint health as we age and our natural product of collagen declines,” she explained. “This is true for different types of collagen, including peptides and undenatured type II collagen.”
While growth rates have slowed from double digits to high single figures, Thundow predicted that the collagen supplement market will continue to develop and diversify.
“What started as a supplement most know for promoting joint health in an ageing population has rapidly become a staple for beauty from within,” she said. “This has widened the potential customer base for the ingredient.”
In addition, while powder remains the principal format for collagen peptides, there has been significant growth in its use in functional food and beverage applications.
“One challenge here though might be dosage,” she said. “The recommended intake is 5 to 10 grams and, despite favourable organoleptic properties, this can be quite a lot to incorporate into a product.
“Furthermore, while consumers are definitely familiar with collagen, confusion remains around specific benefits, and how the type and animal source impact its efficacy.”
A key challenge, therefore, remains addressing consumer education around collagen types, benefits and sources.
“Having science-backed ingredients is very important for ingredient suppliers, especially those with a premium portfolio,” said Thundow. “However, communicating this science to consumers remains a challenge, as we have seen across many ingredients in the nutraceuticals space.
Thundow believes that a key long-term trend will be the evolution of non animal-derived collagen, such as that produced using precision fermentation.
Specific opportunities for such products could open up in the topical beauty space, though the efficacy of these ingredients must be established.
“We will also see collagen being increasingly incorporated into more F&B products and being used to support protein supplementation,” said Thundow. “We are also seeing industry players developing specific collagen peptide compositions for targeted benefits.”
Thundow believes that a focus on specific peptide composition will probably extend the application of collagen into new health areas, such as metabolic health.
Vitafoods Europe Content Partner
Exolab Italia has developed Exocomplex®, a range of supplements derived from plant-based exosomes that deliver powerful cellular bio-revitalisation and regeneration functionalities.
Barbara Aghina, Molecular Biologist and Technical Commercial Director, ExoLab Italia
Recent scientific research has uncovered a great deal about the mechanisms behind low-grade chronic inflammation and oxidative stress, as well as the onset and progression of various chronic diseases such as type II diabetes, metabolic syndrome, neurological disorders, infertility, and psycho-physical stress relating to both skin and joints.
In particular, a weakening of the physiological Redox system –referred to as “oxidative stress” – has been identified as a key factor. This imbalance, often linked to unhealthy lifestyles and poor dietary habits, weakens the body’s natural antioxidant defence mechanisms.
“Modern scientific research is increasingly focused on developing targeted antioxidant nutritional formulations that are entirely plant-based, natural, organic, and non-GMO,” noted Barbara Aghina, molecular biologist and technical commercial director of ExolabItalia’s nutraceutical division.
“These formulations aim to respect environmental resources while ensuring documented efficacy, safety, and ease of use.”
Exolab Italia is a pioneer in this field. The biotech company focuses its research on organic plant exosome extracts –fundamental structures used by cells for intra- and inter-cellular communication.
“Thanks to our patented technological platform, we have been able to develop our innovative synergistic Exocomplex® formulations for food supplements, with a special focus on sustainability,” reported Aghina. “Our method guarantees a high-quality product with zero waste, utilising organic fruits and vegetables grown here in Italy.”
Careful research and adherence to high production standards has paved the way for the creation of the company’s exosomal food supplements, which are rich in natural antioxidants and bioactive compounds. These supplements are branded as Exocomplex®
“What makes Exocomplex® truly remarkable is its composition of plant-derived exosomes, sourced from non-GMO organic and Italian origin,” said Aghina. “These exosomes contain the highest concentrations of natural phytocomplexes, including a complete pool of antioxidant enzymes (SOD1, Glutathione, Catalase, etc.), polyphenols, carotenoids, ATP, vitamins, oligominerals, minerals, and functional molecules.”
These compounds found within the exosomes exhibit biocompatibility with human cells, where they are directly released to enhance cellular recovery and regeneration processes.
Exolab Italia has developed a portfolio of six synergistic formulations, designed to address most contemporary needs in functional supplementation. For women’s health, for example, there is Exocomplex® FORHER, designed to enhance women’s fertility and overall health.
For ageing, beauty, and health, meanwhile, there is Exocomplex® ANTIAGE, aimed at combating oxidative damage and general ageing, while Exocomplex® SKINPROBIO is targeted at addressing signs of aging in skin, hair, and nails. For immune system support and protection, there is Exocomplex® IMMUNE and Exocomplex® GUTPRO, while for calm, relaxation, and sleep, there is Exocomplex® SWEETDREAM.
“The efficacy of these products is due to several unique features,” said Aghina. “Each formulation contains a targeted mix of phytocomplexes within specific, characterised, concentrated, and standardised exosomes, from selected botanical species.”
The company carries out comprehensive analyses to ensure the absence of pesticides, chemical fertilisers, and heavy metals, guaranteeing uncontaminated raw materials. Freshly harvested fruits and vegetables are processed immediately to preserve their bioactive compounds. Longer shelf-life materials such as roots and leaves are handled efficiently to maintain quality.
“Plant exosomes, unlike synthetic delivery systems, are easily recognised and absorbed by human cells,” said Aghina. “This increases the bioavailability of the active phytocomplex. Exosomes are also stable in gastric conditions, enabling oral administration without the need for additional protective coatings.”
Other key benefits include antioxidant and antiinflammatory properties, as well as zero risk of zoonotic diseases. All formulations are scientifically backed,1,2 suitable for vegetarians and vegans, gluten-free and lactose-free, and do not contain animal residues.
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Critical insights into Europe’s evolving political, policy, and regulatory landscape – along with the potential implications for the sports and active nutrition sector – took centre stage at this year’s Vitafoods Europe.
Claudia Mucciardi, Vice-Chair, European Specialist Sports Nutrition Alliance (ESSNA), and Regulatory andQuality Compliance Director - EMEA, Nutrabolt
Claudia Mucciardi, vice-chair at the European Specialist Sports Nutrition Alliance (ESSNA) and regulatory and quality compliance director for EMEA at Nutrabolt, shared her regulatory insights and expertise in a presentation at the Vitafoods Insights Theatre.
“The sports and active nutrition industry is witnessing regulatory challenges but also opportunities,” she said. “Decision-makers are working on several policy plans and new legislation impacting our sector.”
The EU has entered a new policy cycle. A new European Commission, formally appointed earlier this year, has launched its work programme containing several ambitious initiatives.
“The most important element for our industry at the moment is the Commission’s agriculture and food policy,” said Mucciardi. “Decision-makers have announced plans that are highly relevant to our sector. For instance, the Commission has confirmed the launch of a new protein strategy.”
Mucciardi noted that the new policy cycle will also be looking at boosting competitiveness as well as in introducing regulatory simplification, which also presents an opportunity for a regulatory framework that supports innovation.
“When it comes to sustainability, this Commission is opting to remove administrative burdens, particularly for SMEs [small and medium-sized enterprises] through the Omnibus package,” she said. “This aims to amend some of the rules on sustainability reporting agreed in the previous mandate.”
When it comes to regulatory harmonisation, Mucciardi highlighted several ongoing developments.
“The single market is one of the EU’s most significant achievements,” she said. “While the free movement of goods is a critical component, it doesn’t always run smoothly.”
The Commission is planning to launch its Single Market Strategy in Q2 2025 and is currently gathering input. Earlier this year, a consultation was launched, and ESSNA responded by highlighting the challenges that the sector is facing.
“These include diverging classifications of sports nutrition products and a restrictive interpretation of the mutual recognition principle, which is key to ensuring the marketing of products lawfully sold in one country in other EU markets,” said Mucciardi.
In addition, Italy has published a position paper on the Commission’s upcoming strategy. Among others, it highlights the need for a harmonised regulatory framework on product labelling and, in general, the need to improve enforcement of single market rules and the effective implementation of the mutual recognition principle.
Mucciardi also discussed the work of ESSNA in ensuring fit-for-purpose EU and UK legislation for the industry. The association monitors relevant political, policy, and regulatory developments, and works closely with decision-makers and relevant institutions.
“ESSNA also works to raise awareness of the important role played by reputable sports nutrition brands in promoting healthy and active lifestyles,” she said. “We also work to tackle non-compliance and ensure fair competition in the European market, and we work closely with relevant authorities to do so.”
As regulatory and quality compliance director at Nutrabolt, Mucciardi’s role is to ensure that products marketed and sold in EMEA comply with local and regional food laws. This means working closely alongside other internal departments, as well as manufacturing partners, to ensure that risks are minimised.
“My close involvement with ESSNA allows me to keep the business up to date on any upcoming legislative changes, and better plan for a smoother transition,” she added.
Looking forward, Mucciardi believes that shifts in political power will have a strong impact on Commission initiatives.
“Harmonisation might be curtailed over the next five years,” she suggested. “And when it comes to sustainability, the Commission seems willing to introduce diluted measures to ensure consensus in Parliament and in response to industry backlash during the previous mandate.”
For the same reasons, this political climate could hinder ambitions to improve and promote EU food supply chains.
“This is the current political background, but we live very turbulent times, and the social context may significantly change throughout the mandate,” she added.
Overall, Mucciardi underlined at Vitafoods Europe that the sports and active nutrition industry faces important regulatory challenges and opportunities. Businesses in the sector need to work together.
“We have a new European Commission and there are new faces in the European Parliament,” she said. “This presents a unique opportunity for our industry to build strong relationships with the new decisionmakers and make sure the interests of our sector are taken into account in their agenda.”
The Vitafoods Insights Webinar Series covers key nutraceutical market topics, offering attendees the opportunity to get up to speed on market trends, consumer insights, and ingredient innovations to create effective formulations.
4-November
Scottish startup BioMara is primed to scale production of its gut health and fibre bioactive ingredients and continue research to help bolster the value of seaweed in the West, its CEO and founder says.
Founded in 2022, BioMara has so far amassed €1.4 million (£1.2 million) in funding – €628,000 (£520,000) in investments and more than €725,000 (£600,000) in grants – for its seaweed research, tech innovations, and ingredient development.
Now, the company is seeking to raise a further €1.8 to €2.4 million by June, to fund significant manufacturing scale-up and ongoing research with universities and partners across the UK.
“The vision at the start for BioMara was to really boost the seaweed industry in general, throughout the value chain,” Jay Dignan, the company’s founder and CEO, told Vitafoods Insights. “And to do that, we saw that the only way was to find a product market fit for a value-added product, because seaweed itself as a raw material – well, the raw unit economics don’t work.”
In Asia – a market with large-scale seaweed farms and very high demand for raw seaweed products –the economics work when running a seaweed business, but the same cannot be said in Western markets, he explained.
Boosting seaweed in the West, he said, requires middle input from companies able to create new, high-value products from the raw seaweed biomass. And that, he explains, is the goal behind BioMara.
He said: “The processing piece is so important to create products the market is demanding or interested in, otherwise it’s impossible for the seaweed farmers to find a market and scale.”
Detailing BioMara’s biotech advances in the field, Dignan said its patent-pending water-based process extracts the active compound fucoidan from various seaweed species in a way that protects the ingredient’s bioactivity – something that is often lost with regular extraction methods.
He said: “That’s the key to the business model, because fucoidan is the highest value part of the seaweed – so without valorising these compounds, the business model doesn’t really work, because seaweed is 90% water.”
The process also leaves the rest of the seaweed biomass intact, enabling the company to create and offer a secondary high-value ingredient, which is unusual in this space because the remaining biomass is often just discarded, he said.
Today, the company has two ingredients from its process: a primary bioactive fucoidan nutraceutical ingredient, Thalivra; and a byproduct high-fibre functional food ingredient, Seafibrex, both of which had passed proof of concept in numerous pilot scale trials and are now ready for large-scale orders via a contract manufacturer.
The nutraceutical active Thalivra has been investigated for gut health and anti-inflammatory properties so far, with ongoing human trials and in vitro research projects due to end this summer. Early findings position the ingredient as an effective prebiotic, Dignan says, but other areas the company is looking at include antiviral, antimicrobial, antioxidant, and anti-ageing properties.
BioMara’s Seafibrex ingredient, containing various vitamins, minerals, amino acids, and more than 50% fibre, he says presents an interesting option for food manufacturers looking to improve the overall nutritional profile of everyday foods, from meats and meat alternatives to breads, condiments, and crackers.
“Seaweed is not new,” Dignan said. “It’s been around, especially in Asia, forever. So, the challenge is having verified research-backed science behind the product to differentiate.”
Over the next two to three years, Dignan said the goal is for BioMara to open its first commercial-scale manufacturing plant to bring production in house, with the longer-term goal being to open several plants globally within the next 10 years.
Research efforts will remain ongoing with UK university partners and scientific institutes, he said, given there are “thousands of different species of seaweed” left to investigate using BioMara’s extraction process. And this, he says, will probably lead to more functional ingredients and application areas.
“There will be plenty more product development on the high-value supplements side of things, in particular,” the founder said.
“the challenge is having verified research-backed science behind the product to differentiate.”
Consumers want supplements tailored to their lifestyle, life stage, and unique wellness goals. At Vitafoods Europe, Innova Market Insights looked at how brands can deliver on the trend for functional wellbeing.
Hannah Dammann, Senior Account Manager, Innova Market Insights
Consumers everywhere are embracing holistic wellness and making more mindful choices. Tapping into this trend was a central message of Hannah Dammann’s Vitafoods Europe presentation, entitled “Exploring functional innovation: Tailoring nutrition to consumer needs”.
“Nearly 30% of consumers globally say wellbeing is a personal value of most importance to them,” said Dammann, senior account manager at Innova Market Insights.
“Consumers have showed a greater interest in healthier living since the pandemic, with a growing focus on both physical and emotional health. All of this has made functional nutrition gain importance and a bigger driver for consumers’ need to live healthily.”
Dammann highlighted that happiness is the No 2 personal value of most importance to consumers – encompassing internal aspects such as mental and emotional balance, as well as external signifiers like looking radiant, feeling vital and fit, and being body confident.
“All these characteristics are also drivers for the pursuit to wellbeing,” she added.
This trend presents a huge opportunity for brands, but also brings challenges. Regulatory limitations, along with taste and formulation difficulties, must be considered.
“Another big challenge is communication,” said Dammann. “Brands need to know how to properly communicate the health benefits and functional ingredients on the package to consumers. This is key to success.”
In her presentation, Dammann also considered the importance of catering to the diverse dietary needs of specific population groups. Older generations, for example, place more importance on gut and digestive health.
“Brands also need to develop targeted, all-in-one solutions that are efficient, affordable, nutritious, delicious, and sustainable,” she said.
“This will require a strong focus on research and development, particularly in the areas of functional ingredients, reformulated recipes, and advanced processing technologies.”
In terms of market penetration, Dammann noted that there has been a lot of traction regarding GLP-1s.
“I think this is a good example of personalised nutrition regarding weight management,” she said. “Weight management is the No 2 physical health aspect for which consumers purchased functional food and beverages, after digestive/gut health.”
Dammann highlighted that the success of diabetic drugs, such as Ozempic and Wegovy, has boosted interest in the idea of GLP-1 agonists and the role they can also play in weight loss.
Food brands are starting to explore GLP-1 claims. US-based Conagra Brands claimed an industry first by adding a “GLP-1 friendly” claim to 26 of its Healthy Choice frozen meals, through its “On Track” label.
“This indicates that the meals are high in protein, low in calories, and a good source of fibre, so are suitable for those taking GLP-1 medications or simply looking to manage diabetes,” Dammann said.
At Vitafoods Europe 2025, Dammann also stressed the importance of personalising health messaging.
More brands are offering different versions of the same product to target specific health concerns. This might be, for example, a range with different varieties targeting immunity, heart health, and energy.
“Vitamins, protein, and fibre are among the most important ingredients that consumers look for when targeting their health,” she said. “However, today’s consumer wants more than a simple ingredient claim and is trying to identify what else fortified products can offer them.
“It is therefore increasingly important for brands to expand the narrative and to place greater emphasis on the quality or quantity of ingredients, as well as the direct benefits they can deliver.”
As consumers become ever more proactive about their health, Dammann believes that functional ingredients will continue to bring valuable benefits to products.
“We can expect to see more innovation in specific targeted nutrition,” she said. “This includes women’s health innovation tailored towards specific life stages, with innovations related to menopause, breastfeeding, pregnancy, and for menstruation.”
Scientific validation and innovation are set to continue driving the postbiotics market forward, opening up new opportunities in gut and muscle health, longevity, and cognition.
Dr Sandra Einerhand, Nutrition Consultant, Einerhand Science & Innovation
Postbiotics – byproducts or components derived from microorganisms – are gaining increasing attention for their benefits across various aspects of human health.
“Perhaps the most important reason for this is the ability of postbiotics to deliver health benefits without the viability concerns associated with probiotics,” said nutrition consultant Dr Sandra Einerhand, who spoke at this year’s Vitafoods Europe.
“They offer a science-backed solution that aligns with consumer preferences for microbiome-supporting products without refrigeration or strict storage conditions.
“Postbiotics don’t need to be alive in the product and so formulations are easier to make. Also, because postbiotics do not contain live microorganisms, the risks associated with their intake are minimised.”
In her presentation, entitled “Clinical insights on postbiotics in gut health and beyond”, Einerhand explored the health benefits of some of the most well-researched postbiotics, drawing on human intervention studies, meta-analyses, and systematic reviews published over the past decade.
“Since 2015, the number of randomised control trials has increased significantly,” she said. “Most of the evidence points toward a role of postbiotics in relation to gut health.
“Recent clinical studies have highlighted the role of microbial metabolites that are positioned as postbiotics — such as shortchain fatty acids (SCFAs), peptidoglycans, and exopolysaccharides — in modulating immune responses.”
Further research has also shown that postbiotics can enhance gut barrier integrity, regulate inflammatory cytokines, support host defences, ameliorate gastrointestinal symptoms, and counter infections, making them attractive for immune and gut health formulations.
One interesting emerging trend is muscle and brain health, and the potential role of biotics (including postbiotics) in this space.
“For postbiotics, dietary supplementation with a sterile lysate of a human commensal microbe Lactobacillus reuteri alone is sufficient to boost systemic oxytocin levels,” said Einerhand.
“This is a neuropeptide hormone contributing to good physical, mental, and social health. Direct evidence for an effect on the brain is only reported so far in animals, though.”
Regarding muscle health, several interesting studies appear to indicate that specific postbiotics can affect the gut-muscle axis. Urolithin A (microbial metabolite), another postbiotic, has been shown to affect muscle strength, endurance, and inflammation via its ability to activate mitophagy, the process that helps cells remove damaged mitochondria.
Furthermore, a pasteurised Akkermansia muciniphila has been shown to affect metabolic health. Einerhand referenced a study in overweight and obese individuals that found taking this supplement for three months led to reduced insulin resistance, lower blood cholesterol, and better liver function.
This research background is important, because consumers want science-backed, functional, and convenient solutions that support their overall wellbeing.
“Postbiotics tick all the right boxes in terms of gut and immune health, and stability and convenience,” said Einerhand. “Unlike probiotics, postbiotics are safe, are easy to apply into food products, and don’t need refrigeration.
“Growing research also links postbiotics to health benefits beyond the gut like metabolic health, muscle function, brain health, and longevity, aligning with trends in healthy ageing, performance nutrition, and stress management.”
She sees untapped postbiotic potential in juice drinks and bakery products, as well as in sports nutrition and more personalised nutrition products. Advances in microbiome research are likely to lead to tailored postbiotic solutions, she believes.
“The science is emerging and the market still niche but expect postbiotics to go mainstream like probiotics and prebiotics,” she said. “The postbiotic is the next frontier in science and the market will expand as more scientific validation and innovation emerge.
“I expect to see postbiotics across grocery, pharmacy, and sports nutrition categories. Brands will refine their positioning beyond gut health to specific areas like metabolic wellness, longevity, and cognition.”
“The postbiotic is the next frontier in science and the market will expand as more scientific validation and innovation emerge.”
The pursuit of metabolic health presents manufacturers with new product opportunities. Euromonitor International was at Vitafoods Europe to discuss exciting innovations, key areas of potential, and how the market is likely to evolve.
Karine Dussimon, Industry ManagerFood and Nutrition, Euromonitor International
Consumers are increasingly looking to food and drink as a key contributor to a healthier and happier life. When it comes to gut health, metabolism has become an area of focus, alongside the microbiome and the mind.
“Gut health’s appeal extends from digestion to disease prevention and mental wellbeing,” said Karine Dussimon, industry manager for food and nutrition at Euromonitor International.
In her presentation, entitled “Unlocking innovation and growth through metabolic health”, Dussimon looked at how consumer perceptions of food and weight control have rapidly shifted, in part because of the emergence of GLP-1 drugs.
“Over the past five years, the standard calorie-centred approach to product development has been overshadowed by newer dietary types such as keto and paleo,” she said.
“But in the past two years, the steep uptake of GLP-1 drugs in the US and beyond has driven the market towards metabolic health and seen the emergence of companion foods to GLP-1 drugs, or mimickers and natural alternatives.”
Dussimon also identified biotics as a product functionality with lots of promise.
Consumers are used to probiotics provided in yoghurts by the likes of Danone and Yakult for digestion and immune support. What’s more, they are quickly becoming acquainted with the ability of probiotics to help metabolic processes and promote general health.
“We’re forecasting a 2% CAGR growth to 2028 for the probiotic claim in the global food and drink market,” said Dussimon. “Prebiotics, notably through high fibre content and claims (+4% CAGR to 2028), are growing even more dynamically – notably in carbonates, where they are soaring.
“We’ll also hear more about post- and synbiotics in the years to come, for a more complete range of gut health solutions.”
Dussimon noted that blood sugar balance and improved insulin sensitivity are also being more commonly talked about. Beyond weight control, metabolic health is also about consumers wanting more stable energy and focus as well as better sleep and circadian rhythm support.
The industry is responding to this demand. It is notable that 80% of all new product launches in consumer health between January and November 2024 were in vitamins and dietary supplements, while some food products are being repositioned as being “GLP-1 friendly”.
“Manufacturers are also tapping into natural alternatives to weight loss drugs for hunger management,” said Dussimon. “Although these lack some credibility today, they will likely become an important innovation stream in a few years.
“Examples of this are Huel’s range of nutritionally complete drinkable meals and Mondelez’s Belvita Soft Baked biscuit, which claims [to give consumers] ‘steady energy the whole morning’.”
Dussimon noted that the period after stopping weight loss drug treatment, or in between treatments, could be an area for manufacturers to focus on with less calorific variants that help prevent weight regain.
Outside of the GLP-1 medication environment, snacking occasions are opportunities to reconceptualise certain products as functional foods that help stave off cravings for less nutritious treats. And this opportunity is not just in the savoury space; dark chocolate, for example, is associated with satiety benefits.
Natural food alternatives to drugs – revolving around the wholesomeness of foods with low glycaemic indexes – could also prove popular.
“Consumers now buy into a promised health benefit rather than a product category,” said Dussimon. “This means that a wide range of categories compete for the same pursued health outcome.
“Simplification, notably through clear, digestible messaging, and support through apps that seamlessly blend product intake and biomarker monitoring, will be key in helping consumers navigate an overwhelming volume of products.”
Dussimon noted that the rising pursuit of metabolic health is full of opportunities, if armed with the right knowledge in hand.
Users of appetite-supressing drugs will seek protein and fibre density while requiring lower calorie snacks when off treatment. Other consumers will want to feel fuller for longer, notably after lunch and dinner, through probiotic food and drinks.
As the lines blur further between medication, consumer health products, and food and beverages, credibility will be critical, requiring evidence-based narratives.
“Metabolic health innovation will also bring food and drink brands into collaboration with tech companies, to provide consumers with a health support ecosystem,” said Dussimon. “Beyond hunger management, metabolic health innovation will also expand towards mind optimisation and sleep support.”
Vitafoods
Europe Content Partner
“Consumers now buy into a promised health benefit rather than a product category.”
Investment in clinical trials has helped Gencor to develop science-backed ingredients that address specific women’s health benefit categories.
Dr Christopher Bailey, Director of Scientific Affairs, Gencor
A market report highlighted the massive potential of the women’s health category, estimating that the global women’s health and beauty supplement market was valued at $53.4 billion in 2022, with a projected compound annual growth rate (CAGR) of 5.1% between 2023 and 2030. Clearly, this is a segment of the supplements market that brands cannot afford to ignore.
With that in mind, Gencor (Austin, Texas, US), a company dedicated to commercialising ingredients backed by human clinical trials, has continued to invest in research on ingredients that can serve brands looking to participate in the rapidly expanding women’s health supplement segment.
In a study of over 400 young women, it was reported that more than 80% of them suffered from menstrual discomfort, with more than 40% indicating that this discomfort occurred with every period.
“Unfortunately, despite the prevalence of menstrual discomfort in women, there are limited ingredients that have been studied to address this,” said Dr Christopher Bailey, director of scientific affairs at Gencor.
“We recognised that Gencor’s unique preparation of palmitoylethanolamide (PEA) had already demonstrated clinical effectiveness for joint discomfort in an earlier clinical trial and knew that menstrual discomfort was an important next target for us.”
Levagen®+ is a form of palmitoylethanolamide that has been combined with LipiSperse®, a proprietary excipient platform developed by Pharmako Biotechnologies (Frenchs Forest, Australia) – designed not only to improve bioavailability, but also to enhance the functionality of the ingredient by making it cold water dispersible.
This upgraded functionality allows dietary supplement formulators to implement a wider range of delivery formats, such as ready-to-mix (RTM) powders and stick packs.
“Levagen®+ was the subject of a recent clinical trial that investigated the effects of the ingredient on menstrual discomfort,” explained Bailey. “An acute dose (rather than taken daily as with many ingredients) of just 350 mg of Levagen®+ was able to significantly reduce menstrual discomfort in as little as one hour, and this benefit continued as compared to a placebo for up to two-and-a-half hours.”
Such science-backed research is fundamental to Gencor’s approach to product development.
“Without the substantiation provided by human clinical trials, brands cannot make robust claims to attract consumers,” noted Bailey. “When there’s a lack of compelling marketing, sales will be limited, further feeding into a cycle of poor product performance and less focus on these types of products for women.”
In addition to Levagen®+, Gencor has developed other products, such as Libifem® and Genopause®, to address specific women’s health needs. These ingredients are derived from botanicals that undergo extraction to concentrate the desired fraction of the plants. The process allows for a lower dosage suitable for delivery forms such as capsules, tablets, and softgels.
Libifem® is a proprietary fenugreek seed extract standardised to furostanol saponins. The product has been the subject of three published human clinical trials in women related to menopausal health, sexual health, and most recently, sports nutrition, with a clinically effective dose of 600 mg per day. Genopause® is a proprietary blend inspired by Ayurveda that also offers benefits related to menopausal health with a clinically effective dose of 1,000 mg per day.
“At Gencor, we also believe that brands can significantly benefit from delving further into the regulatory nuances of women’s health,” stressed Bailey. “Unmet needs within the scope of women’s health that regulators deem to be a natural state – rather than one that represents a symptom of a disease or disorder – may be a prime target for dietary supplement innovation.”
For example, menopause alone has been reported by some sources to include more than 30 symptoms. And some such symptoms might potentially be eligible to be addressed by claims offered by dietary ingredients.
Certainly, Gencor’s research findings emphasise how this is an exciting time for suppliers and formulators alike to participate in the women’s health supplement market.
Find out which trailblazing startups were chosen for their innovative ingredients, finished products, and technologies at the Vitafoods Europe Startup Challenge 2025.
The third edition of the Vitafoods Europe Startup Challenge, which took place in Barcelona in May, spotlighted ambitious health and wellness companies breaking new ground in the nutraceutical industry.
Read on to learn more about the finalists and winners of the Startup Challenge 2025.
Burp is developing a line of innovative fermented beverages that utilise upcycled byproducts and waste from the fruit processing industry.
Yomio Drops is an innovative freeze-dried yoghurt snack that contains no added sugar and only includes yoghurt, fruits, and fibre.
L-Blend offers an alcohol-free alternative for wine taste lovers seeking cardiovascular and metabolic health benefits.
Favamole is a sustainable alternative to guacamole, providing essential amino acids, prebiotic fibre, and bioavailable plant-based nutrients that support gut health, digestion, and muscle recovery.
FemmeUp develops supplements for women, addressing conditions that have been historically overlooked, such as low libido in women and the management of endometriosis symptoms.
Gemil’s Nottevit Focus Sleep is a revolutionary sleep and brain health formula designed to help users sleep deeply, wake up refreshed, and support long-term cognitive function.
Suri’s RecoBiotic addresses exercise-induced muscle fatigue caused by lactate accumulation and leverages the unique capabilities of P. freudenreichii JS27.
Lembas is a first-of-its-kind patented bioactive peptide that naturally activates GLP-1, the hormone responsible for regulating appetite and metabolism.
LeafyColl is pioneering a plant-based, carbon-neutral collagen production system that eliminates the need for traditional animal-derived sources and microbial recombinant DNA technology.
Metabolize develops two novel metabolites that induce weight loss without side effects, harnessing the body’s natural chemistry.
PFx Biotech produces functional human milk lactoferrin using a proprietary strain engineering and AI-optimised purification process.
Kokomodo preserves and enhances cacao’s bioactive compounds, delivering nutritious, antioxidant-rich, and scientifically substantiated cocoa ingredients designed for nutraceuticals and functional foods.
Natural Trace tackles the global issue of fraud, developing a molecular-level biobarcode that directly tags products for seamless traceability.
Hypesound has developed So’ Sweep, a technology that utilises low-frequency sound waves to increase microorganism reproduction by up to 300% and enhance purity levels.
Revobiom uses its Microbial Evolution Machine to bring the power of microbial consortia at scale and stable for industrial use.
Bac3Gel provides a cutting-edge microbiome platform for a more effective delivery of probiotics, prebiotics, and live biotherapeutics.
Medium Well’s BioResin is an innovative, eco-friendly separation technology designed to revolutionise ingredient production like proteins and enzymes for food, nutraceuticals, and biopharma.
Perseus Biomics’ DynaMAPTM technology provides a faster and more accurate alternative to traditional sequencing and microbiological plating methods, making it ideal for gut microbiome analysis and quality assurance.
BacoMind®, this groundbreaking, clinically proven, and pioneering Bacopa Monnieri extract unleashes the power of 9 bioactive compounds to organically boost memory, focus, learning, and overall brain function across all age groups. Supported by 5 meticulously conducted trials and GRAS affirmation, BacoMind® represents a paradigm shift in cognitive enhancement.
Improvement in memory acquisition and retention in elderly*
Supports children in maintaining focus, attention and calmness*
This special prize was awarded to the startup with the most sustainable innovation. All startup finalists across all categories were considered for this award, with the winner being decided by the expert jury. The startup’s overall sustainability efforts were considered.
Favamole is a sustainable alternative to guacamole, providing essential amino acids, prebiotic fibre, and bioavailable plant-based nutrients that support gut health, digestion, and muscle recovery.
Industry leaders raised a glass to the winners of the inaugural Vitafoods Europe Innovation Awards at a highly anticipated ceremony in Barcelona in May.
Recognising excellence across ingredients, finished products, partnerships, and initiatives in the nutraceutical sector, the awards –supported by sponsor Eladiet and Official Digital Marketing Services Sponsor Smartcore – celebrated the companies and organisations shaping the future of nutrition and health.
From ingredient innovations to consumer-ready products, there were hundreds of forward-looking entries across seven categories –with the judging process extended to accommodate the high volume of submissions.
Read on to learn more about the finalists and winners of the inaugural Vitafoods Europe Innovation Awards 2025.
The category finalists of the Vitafoods Europe 2025 Innovation Awards are:
This award recognises an organisation or company which has developed the most innovative ingredient that significantly improves products with sports nutrition and active lifestyle applications.
Entry:
Pharmanager Ingredients
Description:
RhodioZen© is more than just a Rhodiola rosea extract. It’s a new generation of ingredients combining authenticity, purity, performance, and responsibility. Sourced from an exclusive, sustainable supply chain since 2012 with a long-term farmers partnership. It is extracted with minimal solvents, free from additives or carriers. Considered as an adaptogen, it helps reduce stress, enhance recovery, and now, with new clinical data, shows a significant impact on physical performance. Free from stimulants and artificial substances, RhodioZen© is the natural choice for those seeking effective, science-backed results for the sports growing market. An innovation redefines the balance between well-being and performance.
SYNBIO TECH INC
Entry:
Lactiplantibacillus plantarum TWK10®
Description:
Lactiplantibacillus plantarum TWK10® is a scientifically validated probiotic that enhances muscle strength, endurance, and recovery. Derived from Taiwanese fermented cabbage, TWK10® optimizes the gut-muscle axis, a breakthrough mechanism that imrpoves amino acid absorption, energy metabolism, and mitochondrial efficiency. Supported by double-blind, placebo-controlled human trials, TWK10® has been shown to increase endurance by 75%, enhance muscle strength, and reduce fatigue. Its innovative applications as both a probiotic and postbiotic sets a new industry benchmark in sports nutrition. TWK10® offers a natural, clinically proven solution for athletes and active individuals seeking enhanced performance, muscle growth, and efficient recovery.
Entry: Okravive™
Description:
Arjuna Natural’s Okravive™ is an innovative, water-soluble okra extract poised to revolutionize sports nutrition. Standardized to a minimum of 8% polysaccharides, this light-brown, free-flowing powder delivers a clean, sustainable energy boost, enhancing endurance and combating fatigue. Okravive’s natural antioxidants and nutrients support focus and muscle recovery, enabling athletes to push their limits. A recent study (under publication) on Okra demonstrates a significant increase in distance covered in time trials. Okravive™ is ideal for functional foods, beverages, supplements, and performance products, offering a natural way to elevate workouts and achieve more.
This award recognises an organisation or company which has developed the most innovative ingredient that significantly improves products with immunity and/or gut health applications.
Entry: Benicaros®
Description:
Highly commended
There’s a significant gap in the market for a functional ingredient that supports both immune & gut health robustly and consistently. Benicaros® is a clinically proven, low-dose precision prebiotic and immune-training fiber upcycled from carrot pomace. Unlike conventional prebiotics, its uniquely complex structure ensures consistent benefits across diverse gut microbiota compositions. Benicaros enhances beneficial gut bacteria, increases short-chain fatty acid production with less gas production. It also trains the innate immune system to respond smarter, faster, and stronger. Benicaros delivers scientifically validated, reliable benefits for broad market applications thanks to its favorable formulation properties, setting a new standard in functional nutrition.
Description:
Backed by preclinical and clinical studies on markers associated with gut health, Heat-treated ES1 (Bifidobacterium longum CECT7347) (HT-ES1) postbiotic is moving the needle in highly sought-after support for digestive health. HT-ES1 is the next frontier of nutrition. As a postbiotic, HT-ES1 retains its functionality through various formulation environments like high heat or water content. Formulators don’t need to make adaptations for live colony forming units when using HT-ES1, making it convenient to incorporate in different food matrices and dietary supplements, unlocking tailored offerings that meet people where they are in their gut health journeys.
Entry: 360GUT
Description:
360GUT is a polyphenol, next generation prebiotic designed to balance the microbiome. Based on thyme or Thymus serpyllum, which has historically been a valuable medicinal plant. It took the work of a Greek gastroenterologist who was treating patients with tea made from thyme for respiratory infections and discovered that it also improved their gastrointestinal health. Coincidentally, Finzelberg became aware of his important work and started to investigate the science and found that it improves gastrointestinal (GI) symptoms and balances the gut microbiome. Two clinical studies prove its efficacy as emerging prebiotic and Finzelberg will further strengthen the scientific foundation.
This award recognises an organisation or company which has developed the most innovative ingredient that significantly improves products with cognitive and/or emotional health applications.
Entry: B.breve MCC1274
Description:
Bifidobacterium breve MCC1274 (designated as MCC1274) is a clinically effective, well-established probiotic strain that promotes cognitive health. MCC1274 has been incorporated as a functional probiotic ingredient in yogurt and supplement products in Japan with a Food with Functional Claim on maintaining memory and spatial awareness, which are part of cognitive functions that decline with age in healthy middle-aged and senior people. MCC1274 is clinically proven to reach the gut and work on the brain to maintain memory, a part of cognitive function. MCC1274 has been reported to reduce amyloid-β accumulation, and inflammation in brain cells, and improve brain connectivity.
Entry: RelaxPLX®
Description:
RelaxPLX® is a natural, science-backed ingredient that supports cognitive and emotional well-being by improving sleep quality and reducing stress levels. Derived from Lemon Verbena extract (Lippia citriodora), its active compounds, particularly verbascoside, enhance deep sleep and REM cycles while promoting a calm, balanced mood. Clinical studies show its ability to lower cortisol levels, reduce nighttime awakenings, and increase GABA neurotransmitter sensitivity, leading to better relaxation without daytime drowsiness. By fostering mental clarity, emotional resilience, and restorative sleep, RelaxPLX® offers a comprehensive natural solution for cognitive performance and stress management, making it ideal for modern, healthconscious consumers.
Entry: Vanizem®
Description:
Vanizem® is a clinically studied botanical extract derived from Aframomum melegueta, known as “grains of paradise.” Standardized to 10% total vanilloids, Vanizem® is designed to promote emotional balance by reducing day-to-day stress and anxious feelings, improving mood, and enhancing sleep quality. Its unique mechanism of action targets the endocannabinoid system, restoring anandamide levels by inhibiting FAAH enzyme activity. A clinical study demonstrated significant improvements in stress response, emotional well-being, and sleep within just three days. Vanizem® is a fastacting, natural alternative for emotional wellness, offering a safe and effective solution in a low daily dose
Description:
Lactobacillus gasseri CP2305, a unique new postbiotic, has emerged as a gamechanger in the world of health and wellness, redefining the possibilities for improving mental and physical well-being. Its combination of clinically proven benefits, consumer-friendly formulation, and alignment with major health trends makes it one of the most exciting ingredient innovations in recent memory. L. gasseri CP2305 delivers clinically validated benefits for stress, mood, and sleep—three of the most soughtafter wellness areas today. Studies show L. gasseri CP2305 can help reduce sleep latency (the time it takes to fall asleep) and improve sleep quality, leading to more restorative rest.
This award recognises an organisation or company which has developed the most innovative ingredient that significantly improves products with healthy ageing applications.
Entry: N-utra
Description:
N-utra is a unique ingredient to enhance your food with a new source of natural and bioavailable vitamin D3. Made from Tenebrio molitor flour, this vitamin D3 is naturally produced thanks to our patented processes without extraction or purification. N-utra is ready to be integrated up to 4% of the finished product (bread, biscuits, compotes, pastas). N-utra allows authorised health claims for vitamin D on finish product (bone structure, normal muscle function, normal dentition, normal functioning of the immune system).
Entry:
MindRevive®
Description:
MindRevive® is a next-generation nootropic ingredient designed to enhance cognitive function and support long-term brain health. Combining standardized extracts of Sage (Salvia officinalis) and Japanese pagoda tree (Sophora japonica), it reduces oxidative stress, boosts antioxidant defenses, and promotes neuronal survival. Clinically validated, MindRevive® improves memory, focus, and mental clarity while helping slow age-related cognitive decline. By stimulating brain-derived neurotrophic factor (BDNF) and enhancing blood flow, it provides a natural, science-backed solution for maintaining cognitive performance. Ideal for professionals, students, and aging populations, MindRevive® delivers superior brain health benefits in a clean-label, plant-based formula.
Entry: Lifenol™
Description:
Women want to age gracefully. Lifenol™ can help. Lifenol™ helps women navigate the quality of life issues associated with oestrogen deficiency; uncomfortable symptoms of menopause and reduced bone mineral density. It can be included in a women’s healthy ageing journey at the onset of menopausal symptoms through their golden years. Lifenol™ is a natural, low dose hops extract which has been shown in two separate studies to improve symptoms of menopause. Lifenol™ continues delivering benefits even after symptoms of menopause may have abated by helping to improve bone mineral density in women with osteopenia.
This award recognises an organisation or company that has developed the most innovative consumer-ready nutraceutical finished product/food/drink providing scientifically substantiated health benefits.
Entry: Crispact® CAPSULES
Description:
Crispact® Capsules is the latest innovation in women’s health, featuring the exclusive Lactobacillus crispatus M247 strain. This advanced probiotic is designed to support vaginal microbiota balance, HPV clearance, and assisted reproductive technologies (ART). Maintaining the same efficacy as the award-winning Crispact® Stick Packs, the new capsule format enhances consumer experience with improved stability, minimal excipients, and a clean-label approach. With a high-barrier blister and plantbased formulation, Crispact® Capsules eliminate taste-related issues and reduce gastrointestinal discomfort. This innovative delivery system makes cutting-edge microbiome modulation more accessible and consumer-friendly, reinforcing its position as a game-changer in women’s probiotic solutions.
Entry: Probiotic Baby Oil
Description:
Food supplement in MCT Oil Drops, made with EU patented easy shakePRO technology, containing the probiotic strain: Lactobacillus rhamnosus GG ATCC53103. Many studies have shown its effectiveness in improving intestinal, respiratory and dermatological problems. According to some studies it seems that this lactobacillus can improve the functionality of other bacterial species resident in the intestine. PACK: 5-10 ml
Entry: Retico®
Description:
Protect Your Eyes with Retico® by AronPharma – Advanced Blue Light Defense Retico® is a cutting-edge supplement designed to protect your eyes from prolonged screen exposure. With potent extracts from aronia, bilberry, and blue honeysuckle, rich in anthocyanins, plus essential B vitamins and folic acid, it supports eye health, reduces oxidative stress, and helps prevent vision disorders like macular degeneration and dry eye syndrome. Clinically tested at the University Clinical Hospital in Wrocław, Retico® has improved eye hydration and reduced inflammation. Awarded the Gold Medal at Nutrafood Poland 2023, it’s an innovative, science-backed solution for modern eye care.
This award recognises organisations and/or companies that have collaborated or co-created, either through cross-industry partnerships or by contract manufacturing, to produce and launch an innovative nutraceutical ingredient, consumer finished product, or delivery format.
Entry: OmeGo®-OptiGel® DR
Description:
OmeGo® Full Spectrum Omegas full spectrum omegas contain > 84% Natural Antiinflammatory Fatty Acids (NAFAs). With anti-inflammatory, natural antioxidant properties, immune health and skin health benefits. OptiGel® DR delayed release softgel technology. Formulated with a naturally-derived polymer. It delivers an enteric release profile in a consumer-preferred softgel. It is an ideal solution for odiferous fish oils. Excellent quality: No Cracking or Flaking, Shiny, Clear, Smooth and an easy to Swallow softgel.
Entry: icesupp
Description:
Created from caring for a loved one, icesupp is the first food supplement of its kind…Our frozen supplements are designed to support anyone struggling with their nutritional intake due to illness, low appetite or feeding issues.
Description:
TSI Group and Bulk™ have partnered to launch Bulk™ Electrolyte sachets, utilizing TSI’s FZZR™ technology to redefine hydration supplements. FZZR™’s effervescent granule system offers a unique, consumer-driven experience, allowing users to drink, buzz (when taken direct to mouth), or chew their supplements. This collaboration demonstrates how innovation in supplement delivery enhances convenience, flexibility, and engagement. By leveraging TSI’s expertise in advanced delivery systems, Bulk™ introduces a more versatile, enjoyable alternative to traditional hydration products. This partnership exemplifies industry innovation, meeting consumer demand for fun, effective supplementation while expanding the potential of TSI’ FZZR™ technology in the sports and hydration category.
This award recognises an organisation or company for a measurable supply chain system that demonstrates environmentally, economic, and/or socially sustainable practices in the production of nutraceutical ingredients or finished products.
Entry:
Zooca® Calanus Oil – Zooca
Description:
Zooca® Calanus Oil exemplifies sustainable innovation in the nutraceutical space, leveraging Calanus finmarchicus, Norway’s largest renewable marine resource. Working toward three UN Sustainable Development Goals, it employs ecofriendly harvesting practices with negligible environmental impact. Its zero-waste production ensures 100% raw material utilization, supported by certifications like Marin Trust, Friend of the Sea, and ISO 9001. Life Cycle Assessments by SINTEF identify opportunities for further environmental improvements, reinforcing Zooca’s commitment to sustainability. As the first marine product accredited under the Made in Norway label, Zooca® Calanus Oil combines superior health benefits with industryleading environmental stewardship.
Entry: GUARABEST – Guarana Agronomy Project
Description:
The GUARABEST initiative, launched by Givaudan in 2019 and led by the Givaudan Agronomy team, enhances the sustainability of the Guarana supply chain in Brazil. Engaging 240 farmers from two cooperatives, it promotes Good Agricultural Practices and regenerative agriculture, ensuring traceability and quality. The initiative also supports local communities through literacy and sanitation programs. By fostering environmental resilience and economic stability, GUARABEST exemplifies Givaudan’s commitment to sustainable sourcing and community development, aligning with global sustainability goals and addressing key industry challenges.
Entry: inavea™
Description:
Since the 1970s, Nexira has been committed to sustainability. Since 2009, Nexira works in partnership with the NGO SOS SAHEL, finished product brands, and local organizations to support sustainable acacia forest development. The Acacia Program combines economic growth, social development, and environmental protection. It aligns with UN Sustainable Development Goals, emphasizing climate action, life on land, partnerships, and gender equity. Additionally, in 2020, Nexira launched inavea™, the first carbon-neutral acacia range. The brand offers organic-certified ingredients and achieves a carbon-neutral footprint, enabling customers to reach zero-emission targets. Additionally, inavea™ provides proven health benefits for nutritional foods and beverages.
Entry:
TULSINITY® Bio
Description:
Expanscience’s first nutraceutical active ingredient, TULSINITY® BIO, is a patented Tulsi leaf extract designed to reduce chronic stress’s impact on skin. Sustainably sourced in India through a long-term partnership agreement directly with a local supplier, TULSINITY® BIO is certified Fair For Life (FFL) and Regenerative Organic (ROC), supporting fair trade, local communities, and environmental regeneration. These certifications align with Expanscience’s core values and strong CSR commitment, reinforcing ethical sourcing and biodiversity preservation. As a B Corp-certified company, Expanscience aims to champion regenerative agriculture and lead the European nutraceutical market towards sustainability, ensuring positive impacts on both people and the planet.
The Innovation Tours allowed visitors to easily discover new products and suppliers at Vitafoods Europe 2025. The tours were led by industry experts from Nutrimarketing over the three days of the show. The tours highlighted how key suppliers are responding to market trends.
According to Straits research,1 the global sports nutrition market size was valued at US$49.60 billion in 2024 and is projected to reach US$53.27 billion by 2025 and US$94.30 billion by 2033, growing at a CAGR of 7.4% during the forecast period (20252033). From casual gym-goers and healthy agers to fitness enthusiasts and athletes, a growing number of consumers are looking for products to help them sculpt their body and mind.
This innovation tour featured products by the following Vitafoods Europe 2025 exhibitors:
•Symrise • Cosun Protein • Glac Biotech
•Prosol Spa • Arjuna Naturals Pvt. Ltd • Sirio
•Ingredia • Layn Natural Ingredients • Nexira
•Armor Protein • BioIberica • Balchem
According to Future Market Insights, the global gut health supplement market was valued at US$12.3 billion in 2023 and is expected to reach US$27.3 billion by 2033, growing at a CAGR of 8.3% during the forecast period (2023–2033).2 This tour will focus on pre-, pro-, syn-, post- and psychobiotics, as well as fibres, botanicals, personalised nutrition, and much more.
This innovation tour featured products by the following Vitafoods Europe 2025 exhibitiors:
•Ainia • Microphyt • Good Routine (Secom Healthcare) • MCLS Europe • Vidya Herbs
•Elementa • Iprona • Fine Foods • ADM
•Genbioma Aplicaciones S.L. • Circonea nutrition
1 https://straitsresearch.com/report/sports-nutrition-market
2 https://www.futuremarketinsights.com/reports/gut-healthsupplement-market
3 Innova Market Insights Top 10 Trends 2025
4 FMCG Gurus Top 10 Trends 2025
5 Source: https://www.fortunebusinessinsights.com/brain-healthsupplements-market-107767
6 Innova Market Insights Top 10 Trends 2025
Almost half of global consumers (48%) are very or extremely aware of the impact of climate change.3 In the past two years, 48% have reduced plastic use, 47% have made a greater effort to save energy, and 44% have made a greater effort to avoid food wastage.4 Consumers are actively seeking out brands that prioritise sustainability, driving demand for environmentally friendly products and practices.
This innovation tour featured products by the following Vitafoods Europe 2025 exhibitiors:
•Vaneeghen • Lonza • Genedart Biotechnology
•Greenvit • Algalif Iceland • Lehvoss • Rousselot
•Circul’egg • Puredia • Ainia • Nating Italia
•Nutrileads
According to Fortune Business Insights, the global brain health supplements market size reached US$6.29 billion in 2024. The market is projected to grow from US$6.74 billion in 2025 to US$11.55 billion by 2032, exhibiting a CAGR of 8.0% during the forecast period.5 Ingredients like nootropics, adaptogens, and omega-3s are important – but so are self-care, reconnection, nurturing relationships, and meditation. As many as 36% of global consumers say feeling mentally/emotionally well is their primary health goal.6
This innovation tour featured products by the following Vitafoods Europe 2025 exhibitiors:
•Novastell • Nektium • Activ’Inside • Suanutra
•ADM • Doehler • Venusroses Labsolutions Ltd.
•Lehvoss • Dr Paul Lohmann • Glac Biotech
•Limitless for Pharmaceuticals
The life expectancy at birth in the European Union is 81.5 years, but the life expectancy in good health is only 62.6 years. The priority today is no longer to extend longevity, but to improve the quality of life for people as they age.
This innovation tour featured products by the following Vitafoods Europe 2025 exhibitiors:
•Ceresal • Friesland Campina Ingredients
•Ingood By Olga • Nutrisun by Olga • Indena SpA
•Beneo • Mibelle Group • Weishardt • PB Leiner
•Activ’Inside • Fermentalg • Symrise
