July 7, 2025 – Innova Market Insights has a longstanding relationship with Vitafoods Europe, which is part of Informa Markets. At Vitafoods Europe 2025, several Innova experts educated booth visitors on trends, innovation around nutraceuticals, and business opportunities. Featured Innova presentations included a presentation on tailoring functional nutrition and food trends to the needs of consumers and a presentation on consumer attitudes and behaviors trends.
Innova Top 10 Trends and Vitafoods Europe Innovation
Each year, Innova Market Insights releases a new set of top food and beverage trends for the coming year. Several Innova Top 10 Trends 2025 were exemplified by innovation at Vitafoods Europe. The #2 Top 10 Trend, Precision Wellness, pushes brands to develop products for personalized nutrition needs at any age and stage of life. The #4 Top 10 Trend, Flourish from Within, recognizes the importance of nourishing the microbiome with cutting edge ingredients such as fiber. Top 10 Trend #7, Taste the Glow, takes the success of skin cosmetics into beauty features in food and beverage products. And the #9 Top 10 Trend, Mindful Choices, demonstrates to brands the importance of innovating to help boost mental and emotional wellbeing and connect consumers with their feelings.
Innovation in Functional Ingredients
At Vitafoods Europe, companies and brands demonstrated the depth of their innovation around functional ingredients. For collagen protein, companies are innovating to optimize the production of collagen, boost natural collagen production, and offer new supplements with collagen ingredients. Natural extracts and postbiotics are being positioned for mental health. Diverse strategies for development of ingredients to support metabolic health are focusing on anti-inflammatory benefits along with benefits for other health conditions. Other aspects of innovation for metabolic health include products for blood sugar control. Anti-aging ingredients are positioned to boost skin health. Mental health is a priority as demonstrated by ingredient innovation for natural extracts and postbiotics to relieve stress and improve sleep. Participants in consumer trends research report a lack of energy. Supplement innovation is addressing the lack of energy that is a major consumer concern.
What’s Next in Health Innovation?
Gut health continues to be an important focus. Consumer trends research shows that consumers are highly interested in fiber ingredients, so innovation in fiber can help meet consumer needs. Ingredients that promote regularity also may promote feelings of relaxation. Innova has been tracking modest growth in European food, beverage, and supplement launches with fiber ingredients. Probiotics are finding a role in supporting a healthy mind.
Healthy aging is highly desirable, and ingredients and processes to boost longevity have great potential. New innovations aim to improve cellular health and boost cellular rejuvenation through better intracellular regulation.
Other hot areas for innovation are weight management and women’s health. Innovation has exploded around ingredients to support GLP-1 users. Certain postbiotics have been shown to aid in weight reduction. Protein also is an essential ingredient for weight management. A holistic approach works best for balanced health for women.
Other Areas of Innovation
Innovation driven by AI generates a high level of interest. AI can help pair certain ingredients with new health benefits. The busy consumer needs supplement formats for convenience and on-the-go consumption. Hydration is receiving more attention than ever and on-the-go formats can help. Hydration also is becoming more holistic, focused on specific conditions, and optimized for wellbeing. Personalized nutrition is calling for better sensory experiences in product consumption.
What’s good for humans is good for pets too. Innovations in pet products reflect the health concerns of their human owners.
What is the Future for Nutraceuticals?
As functional ingredients, nutraceuticals have a solid future. Key areas of innovation need to include biotics and natural ingredients that support mental health, reduce stress, boost relaxation, and stimulate energy levels. Gut health and health of the gut-brain axis will continue to be essential for personalized health. Fiber will remain important for gut health. Watch for more targeted benefits from biotics and new benefit discoveries around postbiotics. New anti-inflammatory ingredients will aid metabolic health as well as health of the skin. Healthy aging is expected to be a priority for better cellular health and cellular rejuvenation. Weight management will receive even more attention than it does today, especially from brands with natural ingredients that support weight loss while lessening side effects. Important areas of focus for women’s health are management of stress and better emotional balance. Pet owners may transfer their personal health concerns to supplements purchases for their pets.
Even more than today, AI will drive innovation. Brands can use AI to create more precise ingredients and formulations that target individual health goals. One example is specific protein peptides that improve sleep. Consumers on the go will need convenience. Innova predicts innovation in gummies and hydration support in on-the-go formats. Finally, to optimize engagement with consumers, brands need to heighten sensory experiences and provide superior nutrients.
This article is based on Innova’s Overview of Vitafoods Europe 2025 report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
