{"id":613,"date":"2025-06-24T16:04:19","date_gmt":"2025-06-24T14:04:19","guid":{"rendered":"https:\/\/www.nutrimedia.info\/?post_type=news&p=613"},"modified":"2025-06-19T16:04:38","modified_gmt":"2025-06-19T14:04:38","slug":"trends-seen-at-vitafoods-towards-more-connected-more-sensory-more-demanding-nutrition","status":"publish","type":"news","link":"https:\/\/www.nutrimedia.info\/en\/news\/les-tendances-vues-a-vitafoods-vers-une-nutrition-plus-connectee-plus-sensorielle-plus-exigeante\/","title":{"rendered":"Trends seen at Vitafoods: towards more connected, more sensory, more demanding nutrition"},"content":{"rendered":"

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.<\/strong><\/p>\n\n\n\n


1. More independent and demanding consumers<\/strong><\/h2>\n\n\n\n

The 2025 edition of Vitafoods Europe<\/strong> 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.<\/p>\n\n\n\n

The \u00abSavvy & Self-Sufficient\u00bb trend\u00bb<\/strong> (autonomy and resourcefulness) is particularly striking:<\/p>\n\n\n\n

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  • 1 in 3 consumers use health monitoring tools to control their nutrition<\/li>\n\n\n\n
  • Monitoring apps (sleep, mood, activity, blood sugar) can be integrated into wellbeing routines<\/li>\n\n\n\n
  • Demand is growing for accessible, modular and customisable packages
    <\/li>\n<\/ul>\n\n\n\n

    But autonomy doesn't mean compromising on quality. Quite the opposite, in fact. With the \u00abQuality & Integrity\u00bb trend\u00bb<\/strong>, Consumers become experts in their purchases:<\/p>\n\n\n\n

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    • 38 % of them rate perceived quality as an essential value criterion<\/li>\n\n\n\n
    • 1 in 4 abandon a brand if promises are not kept<\/li>\n\n\n\n
    • The use of labels, QR codes and verification platforms is rising sharply
      <\/li>\n<\/ul>\n\n\n\n

      Brands can no longer content themselves with storytelling: they must prove their effectiveness, guarantee traceability and demonstrate their ethical credentials<\/strong>.<\/p>\n\n\n\n

      2. When nutrition rhymes with emotion<\/strong><\/h2>\n\n\n\n

      Another major trend revealed by the report is the transformation of nutrition into emotional regulation tool<\/strong>. Consumers' priority? Their mental well-being.<\/p>\n\n\n\n

      The \u00abPositive Best\u00bb trend\u00bb<\/strong> illustrates this change:<\/p>\n\n\n\n

        \n
      • 61 % of respondents associate health with a positive emotional state<\/li>\n\n\n\n
      • 36 % seek better sleep<\/li>\n\n\n\n
      • 35 % value flavour as a nutritional purchasing criterion
        <\/li>\n<\/ul>\n\n\n\n

        Brands are well aware of this, as shown by the products based on functional, adaptogenic or nootropic mushrooms, presented in fun formats <\/strong>gummies, flavoured cubes, flavoured powders.<\/p>\n\n\n\n

        At the same time, moments of consumption are becoming transformative experiences. The \u00abTransformational Moments\u00bb trend\u00bb<\/strong> 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.<\/p>\n\n\n\n

        3. Targeted nutrition, disruptive formats, absorption technologies<\/strong><\/h2>\n\n\n\n

        In terms of formulation, Vitafoods has highlighted several flagship categories in the throes of reinvention<\/strong>.<\/p>\n\n\n\n

        Collagen, again and again<\/strong>
        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.<\/p>\n\n\n\n

        Proteins are diversifying<\/strong>
        We're seeing an explosion of \u00abprotein-ified\u00bb 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).<\/p>\n\n\n\n

        New-generation magnesium<\/strong>
        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).<\/p>\n\n\n\n

        Liposomality and bioavailability<\/strong>
        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.<\/p>\n\n\n\n

        4. Women's health and longevity: the two most dynamic drivers of innovation<\/strong><\/h2>\n\n\n\n

        The women's health segment<\/strong> is becoming more complex and precise. Specific products are being developed for the menopause, the post-partum period, PMS and stress-related hormonal imbalances.<\/p>\n\n\n\n

        For example:<\/p>\n\n\n\n