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With the gap between food and medicine narrowing, the nutraceuticals market is exploding with innovative, flavour-packed solutions that promise wellness without compromising taste. And with Vitafoods Europe 2025 just around the corner, we are seeing some innovative solutions and ingredients shaping the sector this year. From healthy gummies to botanical-powered powders and functional snacks, this sector is transforming how we think about health, with science-driven convenience and indulgence leading the way. FoodBev explores.

As the concept of ‘food as medicine’ gains ground, the nutraceuticals market is rapidly evolving into a dynamic sector, blending health and wellness with indulgence and convenience. With consumers increasingly seeking proactive health solutions through food and beverages, the call for evidence-based, clinically validated products is louder than ever before.

Whether it is brain-boosting beverages, immunity-supporting snacks or stress-relieving gummies, today’s nutraceuticals are not just functional – they are fun, flavourful and formulated to fit seamlessly into busy modern lifestyles. With the market expected to reach $722.49 billion by 2027, according to Grand View Research, the way forward is clear: food is no longer just nourishment, it is medicine, too.

Personalisation and plants

2025 has seen nutraceuticals shaped by trends such as personalisation, plant-based innovation and the growing popularity of the overall health and wellness industry, particularly on social media.

Jennifer Toomey, head of new product development US at TopGum, has observed a clear shift in

nutraceutical trends, noting: “The nutraceutical sector is rapidly evolving, driven by consumer demand for holistic wellness, personalised nutrition and functional convenience”.

Personalised nutrition is set to be a major trend in 2025, with tailored supplements and diets helping individuals achieve better health outcomes. As technology advances and consumer interest in personalisation grows, this trend is becoming essential in both the healthcare and food industries.

This growing awareness has fuelled the rise of personalised nutrition, with start-ups like ADM-backed Remedy Health making waves. Its Nourished brand delivers 3D-printed, customisable nutrition stacks, tailored to individual wellness goals and available in a variety of flavours and functions – marking a new frontier in supplement innovation.

“It is all about the experience,” added Willy van Arkel, product management and business development director at ingredients company Corbion. “Whether through personalised, tailored formulations or innovative taste and texture combinations, consumers will continue to seek new indulgent moments and try new things.”

According to Brian Appell, product manager at Givaudan’s health and functional business unit, popular areas for targeted nutraceutical formulation include sports nutrition and cognitive health, as well as relaxation or stress support. “Moving forward, nutraceutical, food and beverage manufacturers are likely to focus on stress management, brain and gut health solutions, as these areas continue to gain further interest among consumers,” he highlighted.

“Consumers are now taking a more proactive approach to their health, seeking personalised solutions based on their life stage and lifestyle,” explained Peggy Diby, head of corporate affairs at Nestlé’s nutrition division. “As a result, nutrition products that focus on specific aspects of health – such as metabolic health, healthy longevity, gut microbiome balance and women’s health – are trending.”

In recent years, there has been a surge in products specifically targeting women’s health, with ingredients like iron, folate (and other B vitamins) and magnesium leading the way. These ingredients are closely tied to mental wellness and cortisol imbalance, which have become hot topics among social media influencers.

Nestlé has unveiled its Ferri Pro technology – an innovative food fortification solution that, according to

Diby, “delivers effective iron fortification to tackle one of the world’s most prevalent nutritional deficiencies – all without sacrificing taste or texture”. Originally developed by the Riddet Institute at Massey University, the technology was acquired by Nestlé in December 2018. In 2022, the company introduced Bunyad Iron+ in Pakistan – an affordable, dairy-based drink fortified with this unique iron source, which offers three times greater absorption than conventional alternatives.

Within its maternal health portfolio, Nestlé has launched Materna Pre, the first product in its Materna range inspired by insights from the pioneering NiPPeR study – the largest nutritional intervention trial improving pregnancy outcomes through preconception supplementation. “This patented nutritional blend has been shown to reduce time-to-conception and improve the nutritional status of women during the preconception period,” explained Diby.

Additionally, as veganism and flexitarianism continue to rise, the trend for plant-based formats is also reshaping the nutraceutical landscape. In the gummies space, gelatin replacements and other plant-derived materials are becoming increasingly popular, allowing brands to meet ethical, dietary and environmental expectations.

Corbion’s van Arkel told FoodBev: “Plant-based alternatives are booming – particularly pectinbased gummies as a substitute for gelatin, along with natural colours and flavours derived from fruits and vegetables. However, formulators must carefully manage pH to balance stickiness, sourness and overall flavour integrity.”

Corbion supports manufacturers with Purac CLM 30 – a buffered acid blend tailored for higher pH levels and particularly effective in pectin-based confectionery. This solution is designed to enhance sourness and stability during production, while also improving processability in applications such as extruded snacks by making them easier to cut.

Unlike gelatin, which provides a firmer texture, pectin is more hygroscopic and prone to moisture absorption, which can result in stickiness if not properly managed. Achieving the desired chewiness and structural integrity often requires careful pH control, typically through the use of acidulants.

“Choosing the right acid blend – such as Purac CLM 30 – alongside predictive formulation tools like the Corbion Sourness & Stability Calculator, can help manufacturers accelerate product development, ensure consistent texture and flavour release, and maintain quality throughout shelf life,” said van Arkel.

“Plant-based remains relevant, but consumer needs have evolved even further,” added Diby. “Instead of just looking for alternatives to animal protein, consumers are demanding complete solutions that balance taste and nutrition.”

Format, flavour and function

With trends leaning into personalised nutrition and holistic wellness – all without compromising convenience and taste – nutraceuticals are edging ever closer to everyday food and beverage formats.

“Reimagined nutraceutical ingredients are driving innovation in this space,” commented Nikki Kennedy, director of insights and content at Glanbia. “Whether it’s uncovering new health benefits of creatine, the tidal wave of interest in collagen or the renewed focus on colostrum for holistic health, many of today’s most in-demand ingredients aren’t new – but they’re being approached in entirely new ways.”

According to Nestlé’s Diby, convenience is a key driver of format choice. “Given the increased pace of life, on-the-go consumption is becoming increasingly relevant,” she said. “Consumers are looking for ways to consume and benefit from nutraceuticals in ways that fit into their lifestyles and habits.”

Sara Lesina, general manager at dietary supplement manufacturer Sirio’s Europe and Americas divisions, added that “pill fatigue” is shifting the format landscape, with gummy consumption projected to increase by 70% this year. Valued at $1.7 billion globally, nutraceutical gummies are now a serious contender to capsules and tablets.

“Gummies continue to be one of the most sought-after delivery formats, driven by their convenience, enjoyable taste and ability to mask the bitterness of active ingredients,” noted TopGum’s Toomey. “Unlike traditional pills and capsules, they offer an appealing sensory experience.”

It is not hard to see the appeal. Gummies are easy to consume, require no prep and can be taken on the go – qualities that make them ideal for today’s time-poor consumer. For manufacturers, “gummies provide a palatable delivery vehicle that masks bitterness and enhances compliance,” Toomey added.

To ensure great taste without compromising function, TopGum has developed a proprietary microencapsulation technology designed to work with challenging ingredients. Its IronGum formulation delivers 30mg of iron in a sugar-free gummy, using its TopCap system to mask metallic aftertastes and reduce common gastrointestinal side effects.

“This innovation makes iron supplementation more accessible and enjoyable – particularly for women with increased iron needs during menstruation, pregnancy and menopause,” said Toomey. Sirio is innovating with its vegan softgels.

“Traditionally, individual oils are encapsulated within the shell,” Lesina explained. “But through our advanced formulation and processing technology, Sirio can create suspensions that blend oils with vitamins and botanicals. These suspensions not only deliver additional nutrients but also incorporate flavour notes, enhancing both the functional value and sensory appeal of the final product.”

Meanwhile, Sirio’s XtraGummies range is designed to overcome the often-conflicting challenges of high dosage, stability, taste and convenience. “XtraGummies enable brand owners to offer powerful nutraceutical solutions with maximum nutritional impact in minimal doses,” said Lesina.

One standout in the range is Sirio’s Xtra Magnesium solution, which delivers 150mg of magnesium in a single gummy – one of the highest doses available – offering consumers a more convenient way to meet their daily requirements.

And gummies are not the only innovation on the menu. “Beyond gummies, functional beverages like coffees, carbonated drinks and mocktails are emerging as alternative delivery formats offering diverse health benefits,” Givaudan’s Appell pointed out. Traditionally used for high protein delivery, bars are also evolving to support immunity, cognition and relaxation, reflecting broader shifts in consumer

priorities. Meanwhile, Europe is seeing a rise in dissolvable powders and functional beverages.

No matter the format, flavour is king. “Products outside of traditional pill formats must taste exceptional to ensure repeat purchase,” Glanbia’s Kennedy emphasised. “There’s a growing convergence between health-driven products and emotionally positive flavours, such as botanicals, teas and fruits.”

According to Innova Market Insights’ Lifestyle & Attitudes Survey 2024, 42% of global consumers now place greater emphasis on flavour than in previous years. Rich, indulgent profiles are in demand, paving the way for ‘candyceuticals’ – candies infused with pharmaceutical properties that provide health benefits beyond basic nutrition.

“Nearly one in two consumers globally value traditional foods that reflect their heritage, and 64% express a desire to see old and traditional recipes appear on supermarket shelves,” TopGum’s Toomey explained. “This signals a growing opportunity for nutraceutical brands to introduce gummies and functional confectionery inspired by regional flavours, nostalgic ingredients and artisanal taste profiles, making supplementation a more immersive experience.”

Fruity flavours remain a staple, while nostalgic tastes continue to top the bestseller lists. “Younger consumers are responding to exciting twists, such as extreme sour and hot-cold flavour combinations, especially on social media,’ said Corbion’s van Arkel. Meanwhile, “older consumers are seeking comforting, nostalgic flavours,” noted Nestlé’s Diby.

Sirio reports a growing demand for botanicals, florals and warm ‘brown’ notes like nutty and caramel, suggesting broader creative opportunities for brands. Botanicals are shaping up to be the flavour and function heroes of the future.

“They offer multi-functional benefits and versatile applications,” Lesina noted, with turmeric gaining traction across wellness categories from joint health to cognitive support. Diby also highlighted mulberry leaf extract, for its positive impact on glucose metabolism.

Clean, complex and in-demand

Nutraceutical formulation, particularly for gummies, is extremely complex – and this is one of the reasons that manufacturers whose roots lie in the confectionery industry find it almost impossible to add such products to their portfolios – especially high-quality ones, as Sirio’s Lesina pointed out.

“The factors to consider fall broadly into four categories: raw materials, recipe design, process and finished product specification,” Lesina explained. “From active ingredient particle sizes and compatibility issues to texture and solvent choices, evaporation profiles to taste masking requirements and finished product specification, there are numerous decisions to make correctly and parameters to perfect.”

Glanbia’s Kennedy highlighted some of the other challenges in this space: “Key industry challenges include protecting active ingredients, managing their release profiles, ensuring efficacy throughout shelf life and masking unpleasant odours or flavours – all while meeting clean label demands”.

She continued: “To increase functionality in food, beverage and supplements, Glanbia has developed TechVantage Functionally Optimised Nutrients – a powerful portfolio of vitamins, minerals, botanicals, amino acids, sweeteners, carbohydrates, fats (oils), fibres and acids. These solutions are created using in-house technologies to improve the functionality of nutrients in food, beverage and supplement products.”

When incorporating botanical or nutraceutical ingredients, unwanted aftertastes can often compromise the consumer experience. Givaudan has proactively addressed this challenge by identifying and removing the off notes commonly found in botanical extracts across its portfolio. “In their place, we have developed more sophisticated and refined flavour solutions – ensuring that non-pill delivery formats remain both effective and enjoyable for consumers,” said Appell.

Manufacturers must find innovative ways to maintain product quality and shelf life while avoiding artificial additives and preservatives. Nutraceuticals are increasingly being marketed as clean solutions,

opening the door for innovation.

Appell added: “The demand for clean label and sustainable products has never been higher. Young consumers are more inclined to buy products that support environmental and social causes, and many are even willing to pay a premium for products that align with these values.”

Givaudan’s portfolio includes Cereboost, a clinically proven American ginseng extract that supports mental and cognitive wellbeing. It can be used across various nutraceutical formats – including tablets, capsules, sachets and gummies – and is sustainably sourced under Givaudan’s Sourcing4Good programme. Similarly, OatWell, a natural prebiotic fibre supporting gut, heart and blood glucose health, is also responsibly sourced in line with the company’s sustainability commitments.

Kensing, a producer of plant-based phytochemicals, is expanding its natural vitamin E portfolio with the introduction of Sun E – a sustainably sourced, upcycled tocopherol derived from sunflowers.

Following its acquisition of Advanced Organic Materials (AOM), Kensing is now bringing the clean label, non-GMO ingredient to new international markets. Sun E offers a vitamin E solution that reduces waste and minimises environmental impact while meeting the growing demand for traceable, plant-based alternatives.

“Sun E is sourced exclusively from an upcycled side-stream of sunflower oil production,” said Serge Rogasik, CEO of Kensing. “We create tangible value by harnessing the full potential of a precious byproduct of the food industry. Our approach not only maximises process efficiency but also significantly contributes to sustainability by ensuring nothing goes to waste.”

Regulation, reformulation and the race to stay relevant

“Nutraceutical manufacturers face challenges such as ensuring ingredient efficacy, maintaining product stability and complying with varying regulatory standards across markets,” Nestlé’s Diby told FoodBev.

Retaining efficacy and taste amid tightening global regulations is a key concern. Authorities such as EFSA (EU), FDA (US) and TGA (Australia) are increasing scrutiny on health claims. “The category must adapt to clearer distinctions between nutrition and supplement labelling, while continuing to meet functional expectations,” Appell warned.

In many markets, including the US and parts of Europe, nutraceuticals are regulated as dietary supplements or functional foods rather than pharmaceuticals. While manufacturers are responsible for product safety and accurate labelling, they are not always required to prove efficacy before launch. This creates a grey area around health claims: products can claim to ‘support immune health,’ for example, but cannot state they prevent or cure disease without prior regulatory approval.

Diby highlighted the lack of global harmonisation as a barrier to innovation: “More countries are following a similar approach to the EU, whereby they are not only requiring authorisation but are also setting a high bar for scientific substantiation”. What qualifies as a nutraceutical in one country may be treated as a drug or food additive in another.

Packaging regulations are also tightening. In the EU, new rules mandate that all packaging must be recyclable by 2030. Corbion’s van Arkel noted: “This shift towards paper-based packaging requires the development of more stable candyceuticals that do not stick together and have more effective moisture control”.

Packaging must now serve both function and form. “Protection of active ingredients is paramount,” said Sirio’s Lesina. “Regulatory compliance must be met without compromising consumer appeal or product efficacy.”

While social media continues to drive interest in ingredients like collagen, ashwagandha, algae and sea moss, it also creates new pressures. Misinformation, poor quality control and influencer-drivenmarketing have led regulators to demand clearer labelling and stricter oversight. But these challenges also open doors for science-backed solutions that meet the demand for wellness with integrity.

The consumer demand for convenient, enjoyable and effective products shows no signs of slowing. While gummies are leading the charge, powders, functional drinks and plant-based formats are quickly gaining traction.

As Toomey puts it: “We believe that the future of wellness isn’t just about what goes into a product, but also how it’s made, sourced and consumed. By combining clean label innovation with smart, high-dosage efficiency, we’re setting new standards for sustainable, next-generation nutraceuticals.”

With science, sustainability and sensory appeal converging, the future of nutraceuticals is shaping up to be not only functional – but delicious.

Featured image credit: Nourished