It always takes a while to digest a trade show: trends, new players, new products, new prospects... it all gets dizzying! Through its 2025 trends report, Vitafoods confirms the strategic shift in the nutraceuticals market that we have observed: consumers now want products that are more effective, more holistic... but also more experiential. A change that is shaking up the ingredients value chain. We've read the report for you. Here are the 5 key trends to remember.
1. More independent and demanding consumers
The 2025 edition of Vitafoods Europe was held against a backdrop of multiple tensions: a crisis of confidence, economic worries and the rise of chronic diseases. Against this backdrop, Innova Market Insights identifies a cultural shift: consumers want to regain control of their health... without giving up on sensoriality or quality.
The «Savvy & Self-Sufficient» trend» (autonomy and resourcefulness) is particularly striking:
- 1 in 3 consumers use health monitoring tools to control their nutrition
- Monitoring apps (sleep, mood, activity, blood sugar) can be integrated into wellbeing routines
- Demand is growing for accessible, modular and customisable packages
But autonomy doesn't mean compromising on quality. Quite the opposite, in fact. With the «Quality & Integrity» trend», Consumers become experts in their purchases:
- 38 % of them rate perceived quality as an essential value criterion
- 1 in 4 abandon a brand if promises are not kept
- The use of labels, QR codes and verification platforms is rising sharply
Brands can no longer content themselves with storytelling: they must prove their effectiveness, guarantee traceability and demonstrate their ethical credentials.
2. When nutrition rhymes with emotion
Another major trend revealed by the report is the transformation of nutrition into emotional regulation tool. Consumers' priority? Their mental well-being.
The «Positive Best» trend» illustrates this change:
- 61 % of respondents associate health with a positive emotional state
- 36 % seek better sleep
- 35 % value flavour as a nutritional purchasing criterion
Brands are well aware of this, as shown by the products based on functional, adaptogenic or nootropic mushrooms, presented in fun formats gummies, flavoured cubes, flavoured powders.
At the same time, moments of consumption are becoming transformative experiences. The «Transformational Moments» trend» highlights the importance of multi-sensory formats, particularly for young people. We no longer consume a vitamin: we savour it, we share it, we make it part of a routine of pleasure.
3. Targeted nutrition, disruptive formats, absorption technologies
In terms of formulation, Vitafoods has highlighted several flagship categories in the throes of reinvention.
Collagen, again and again
Collagen, the best-seller of the 2025 edition, is becoming more specialised. New formats target glycaemic effects (Nextida GC), sports uses or skin regeneration. Collagen is becoming a precision ingredient.
Proteins are diversifying
We're seeing an explosion of «protein-ified» formats: protein sodas, sugar-free bars, on-the-go shots. What matters now is convenience, texture and compatibility with specific diets (vegetarian, keto, lactose-free).
New-generation magnesium
Magnesium, and in particular L-threonate (Magtein), is enjoying renewed interest for its effects on memory, sleep and cognition. It is increasingly being included in combination formulas (with vitamin B6, GABA and ashwagandha).
Liposomality and bioavailability
Liposomal encapsulation technologies are becoming essential for improving the bioavailability of active ingredients such as vitamin C, iron, magnesium and ubiquinol. A strategic lever for boosting efficacy without increasing the dose.
4. Women's health and longevity: the two most dynamic drivers of innovation
The women's health segment is becoming more complex and precise. Specific products are being developed for the menopause, the post-partum period, PMS and stress-related hormonal imbalances.
For example:
- Ashwagandha gummies for chronic fatigue
- Microencapsulated iron for pregnancy
- Post-menopausal complexes with calcium, omega-3 and plant extracts
As for longevity, It is becoming a new field of nutraceutical innovation:
- Plant omega-7s, biomass bud extracts and ubiquinol are highlighted as anti-ageing active ingredients.
- The notion of proactive, personalised ageing is gaining ground, in conjunction with connected health diagnostics
Summary table of key trends
| Trend | Consumer behaviour | Implications for ingredients |
| Self-reliance and resourcefulness | 1 in 3 uses health apps; looking for personalised solutions | Modular formulas, connected nutrition, adjustable micro-doses |
| Quality & trust | 38 % value quality, traceability expected | Verifiable labels, evidence-based storytelling |
| Emotional well-being | 61 % associate health and happiness; search for anti-stress products | Adaptogens, fun formats, functional mushrooms |
| Sensoriality & pleasure | Taste experience guides choices, particularly among young people | Natural flavours, innovative textures, sensorial products |
| Women's health | Demand for targeted formulas for different hormonal cycles | Specific active ingredients for PMS, post-partum, menopause |
| Longevity & cognition | Prevention of ageing, attention to memory and sleep | Omega-7, magnesium L-threonate, ubiquinol, natural nootropics |
| Liposomality & efficiency | Expect visible results, better assimilation | Liposomal technologies, more effective bioactive forms |
Conclusion
Vitafoods 2025 confirms that tomorrow's nutrition is about more than just health benefits: it must tell a story, fit into a lifestyle, stimulate the senses and meet targeted expectations.
For ingredient brands, this means going beyond product innovation. It means investing in transparency, experiential formats and credible promises - rooted in science, but supported by differentiating stories.
Source
«Vitafoods Europe 2025 Trend Guide - Product Innovation, published by Fi Global Insights and Innova Market Insights.
Link to the website https://issuu.com/figlobalinsights/docs/vitafoods_europe_2025_trend_guide_product_innova
