Brands will need to follow
From metabolic health to clinically proven natural ingredients, Vitafoods Europe 2026 clearly shows a shift toward efficacy-driven, science-backed nutraceuticals. But beyond new trends emerging, it also strongly confirms the directions the industry has already been moving toward. Spotlight on 5 ingredient trends driving the food supplement industry
Metabolic health has become one of the fastest-growing focus areas in Europe, driven by rising concerns around weight management, blood sugar balance, and preventive health. The “GLP-1 effect” is now reshaping the nutraceutical space, pushing brands to develop natural alternatives supporting endogenous metabolic pathways.
Ingredient spotlight: Feiolix® perfectly embodies this shift. Derived from freeze-dried feijoa (Brazilian guava), it is naturally rich in abscisic acid (ABA), a key bioactive compound involved in GLP-1 activation and insulin response. It works by stimulating endogenous GLP-1 production, supporting satiety, glucose control, and weight management.
100% natural, clean label (no excipients) | Whole fruit ingredient, minimally processed | Available in organic version | Multi-pathway action (GLP-1, metabolism, gut axis)
Probiotics (live bacteria)
Prebiotics (fibers feeding microbiota)
Postbiotics (bioactive metabolites)
The “beauty from within” trend continues to accelerate, driven by a shift toward holistic, long-term approaches to skin and healthy aging. Consumers are moving away from quick fixes and towards science-backed ingestible solutions that support skin, hair, and aging processes from the inside out. At the same time, the concept of longevity is evolving, from “anti-aging” to healthy aging and quality of life, strongly influencing supplement innovation.
Ingredient illustration: Cynatine®HNS (keratin), targeted hair & nail strength, Morikol® (collagen) → skin elasticity, hydration, structural support, Ergothioneine, powerful antioxidant and cellular protection
One of the strongest trends in Europe is the move toward evidence-based nutraceuticals. Consumers are no longer satisfied with “natural claims” alone, they increasingly demand scientific validation, measurable results, and transparency. At the same time, strict EFSA regulations are pushing the industry toward higher standards of proof, making clinical backing a key differentiator.
Result: a clear shift from ❌ marketing-driven claims ✅ to data-driven efficacy
European consumers now expect products that are not only natural, but also:
61% of consumers consider natural origin important, and demand for plant-based supplements continues to grow rapidly. (source: neutraceutical world)
The market is also strongly driven by preventive health, with increasing reliance on vitamins and minerals. Key evolution: From “natural” → to “natural + effective + traceable”
Ingredient spotlight: Organic vitamins & minerals are crafted with unique know-how, ensuring high quality and full traceability from source to final ingredient.
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