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This year marked a significant milestone for the nutraceutical industry as Vitafoods Europe made its highly anticipated move from Geneva to Barcelona, drawing a record-breaking 25,500+ attendees and over 1,400 exhibitors to the Fira Gran Via exhibition centre.

The relocation to Barcelona – a city known for its international connectivity, hospitality and thriving life sciences sector – proved a strategic success. The venue allowed the show to expand by 25%, offering 75,000m² of exhibition space and a fresh atmosphere for innovation and connection.

From the outset, the event buzzed with energy. The show floor was vibrant and diverse, with companies showcasing everything from gut health solutions and adaptogens to cutting-edge delivery systems and personalised nutrition tech. A key addition this year was the Nutraceutical Showcase Theatre, which offered live presentations on trending topics, including women’s health, cognitive support and sustainability.

Kicking off in style

Before the bustling halls of Vitafoods Europe opened, I had the pleasure of attending a special cocktail dinner hosted on the evening of May 19 at the historic University of Barcelona building. Organised by the Spanish Association of Food Supplements (AFEPADI) in collaboration with the Vitafoods Europe team, the event brought together industry leaders, exhibitors and invited guests in a relaxed and elegant setting.

Held in the grand surroundings of one of Barcelona’s most iconic institutions, the evening offered the perfect opportunity to network with fellow professionals, make new connections and hear from organisers and sponsors about the goals and ambitions driving this year’s event. Against the backdrop of exquisite architecture, the cocktail reception was a welcome moment of calm before the show’s busy days ahead.

A huge thank you to the organisers and sponsors for the warm welcome – and for setting the tone for a truly engaging and insightful week at Vitafoods Europe 2025.

Trending topics for 2025

Women’s health

Women’s health emerged as a standout theme this year, especially solutions for perimenopause and menopause. Formulators highlighted targeted support for hormonal balance, bone density, mood and sleep, recognising the growing consumer demand for proactive, personalised solutions during this life stage. The event featured a dedicated spotlight on female health, with talks that underscored the importance – and commercial potential – of addressing overlooked needs with science-backed innovation.

AB Biotics told FoodBev that probiotics may alleviate certain menopause symptoms. This effect is attributed to the interaction between probiotics and estrogen levels in women's digestive systems, which can enhance the activity of estrogen-reactive galacto-oligosaccharides (GOS). Gyntima Menopause is a specialised probiotic formula crafted to support women during the menopause transition. It features three potent AB Biotics strains: Lactobacillus plantarum KABP 051, Lactobacillus brevis KABP 052, and Pediococcus acidilactici KABP 021. These strains work synergistically to help mitigate the decline of estrogen levels and alleviate menopause-related symptoms. With 2 billion CFU per dose, it provides a natural approach to balancing the microbiome and reducing discomfort associated with menopause.

AB’s Gyntima Restore is designed to restore healthy pH levels, providing comfort and protection against recurring vaginal infections such as vaginosis. This formula includes the strain Lactobacillus plantarum KABP 061, which supports vaginal health.

IFF has also made significant strides in women's health with its Howaru range of probiotics. These products address various aspects of women's health, including vaginal health, preparation for childbirth and the transition into perimenopause. Maintaining a balanced microbiome is crucial throughout a woman's reproductive life. The team highlights that strains like Lactobacillus rhamnosus HN001 and Lactobacillus acidophilus La-14 can help balance vaginal microbiota, maintain a healthy vaginal pH, and promote overall wellbeing during both prenatal and postpartum periods. IFF also introduced cranberry and probiotic water-soluble sticks specifically designed to support urinary health.

Givaudan's Lifenol is a hops extract designed to assist women experiencing menopause and post-menopause symptoms. Clinical studies have demonstrated its capability to increase bone mineral density and may provide support for those experiencing symptoms such as night sweats and hot flashes. Elsewhere, the company’s Pacran is a cranberry extract that has been shown to reduce the urgency to use the toilet by preventing bacteria from adhering to the urinary tract. Additionally, there is a version available for men experiencing similar health issues.

Balchem spotlighted VitaCholine, a concentrated choline supplement with notable benefits for women’s health, particularly during pregnancy and early life. When combined with DHA, it has been shown to support maternal DHA status and cognitive development in children. VitaCholine also contributes to cardiovascular and liver function while supporting brain health, memory, focus and mental alertness.

Performance, active and sports nutrition

Performance, active and sports nutrition was front and centre, with brands showcasing innovative ingredients and formulations designed to support endurance, recovery and muscle health. Clean label proteins, hydration blends and energy-boosting supplements reflected growing demand from both athletes and active lifestyle consumers. Hydration plus was another core sub-trend, with products going beyond basic electrolytes to incorporate adaptogens, nootropics and functional minerals.

For Sirio, the hydration plus trend was a core focus. The company aimed to move beyond traditional beverages with a fizzy tablet format that dissolves on the tongue – offering a fun and appealing way to boost energy and support recovery after physical activity. The FizzyBits tablets are fast-dissolving and require no water, making them an ideal solution for on-the-go and active lifestyles.

Arla Foods Ingredients showcased Lacprodan BLG-100, a whey-derived beta-lactoglobulin with a higher content of essential amino acids, including BCAAs, than standard whey. Alongside it, the company unveiled a protein soda concept aimed at the growing demand for functional soft drinks. The range targets not just fitness enthusiasts but health-conscious consumers in general – highlighting the shift toward everyday wellness.

Symrise presented Chondractiv Plus, a chicken-derived collagen type II formula designed to support joint health. Targeted at athletes, the elderly and overweight individuals, the solution combines collagen with chondroitin sulfate and hyaluronic acid to enhance mobility and joint comfort. Bioiberica also stood out in the collagen space with a unique innovation: a tasty and unique collagen milk formulated using its Collavant solution, a type II collagen derived from chicken sternum, designed to support joint health and mobility.

Sleep, relaxation and stress management (holistic wellbeing)

In addition to targeted active/sports nutrition, a rising focus on overall holistic wellbeing was also clear, with exhibitors blending physical, mental and emotional health in one offering. Cognitive health, for instance, was addressed not just in ageing populations but also in products aimed at focus and mental clarity for younger consumer groups, such as Gen Z and Millennials.

Givaudan's ZenSera ingredient is a lemon balm extract designed to help manage stress and enhance cognitive performance. It specifically targets students facing exam pressure, as well as Gen Z and younger generations. This extract is clean water-extracted, soluble and light in taste and colour, making it an ideal addition to beverages, gummies, instant powders and even chocolate. Also from Givaudan, Cereboost is an American ginseng extract that targets cognitive health and focus. It is available in a protein bar format for convenience and on-the-go consumption.

Mitsubishi Gas Chemicals showcased its MGCPQQ ingredient, also known as pyrroloquinoline quinone or 'Stardust,' recognised for its cognitive health benefits, energy enhancement and improved mood. This water-soluble antioxidant has been studied by Mitsubishi for over 40 years. The team is currently exploring ways to incorporate this solution into F&B products, such as energy and sports drinks.

Nektium demonstrated Zynamite, a mango leaf extract supported by clinical studies to improve cognitive health, energy and focus. It is aimed at individuals with an active lifestyle as well as those looking to enhance their holistic health. Nektium highlights a shift away from caffeinated energy drinks and showcased that its product can be completely soluble in water, thanks to the company's patented salification technology. Zynamite has been shown to increase attention, processing speed and clarity while reducing tension and confusion, providing sustained levels of energy for up to five hours.

Also from Nektium, Vanizem is derived from an African spice known as grains of paradise (Aframomum melegueta). It is a fast-acting, non-sedative botanical extract that supports a positive mood and effectively manages day-to-day stress. Studies indicate that after three days of taking Vanizem, anxiety levels dropped by 37%, and both mood and quality of sleep improved.

Beauty from within

Beauty from within was a prominent theme, reflecting the continued consumer shift toward skin, hair and nail health solutions that start on the inside. Ingredients such as collagen peptides, ceramides, antioxidants and botanical extracts were widely showcased, targeting skin hydration, elasticity and radiance. The gut-skin axis was another hot topic, with growing scientific interest in how gut health can influence skin appearance and conditions like acne or inflammation. As the category matures, brands are increasingly blending science-backed claims with lifestyle appeal, positioning beauty supplements as part of a broader holistic wellbeing routine.

FrieslandCampina Ingredients showcased its Biotis range, offering solutions to support gut, brain and immune health. The brand also spotlighted the gut-skin axis, with Biotis Lactoferrin – a bioactive milk compound known for its antioxidant and anti-inflammatory properties – highlighted for its role in promoting skin health. Made from fresh, high-quality milk, this solution has been shown to support skin cell regeneration, while also offering antioxidant and anti-inflammatory effects.

Lubrizol leaned into the beauty-from-within trend with Curcushine, a bioavailable, microencapsulated curcumin designed to protect against skin ageing. Positioned as a holistic beauty solution, the ingredient also offers gut health benefits, such as reduced bloating. In a female-led clinical study, Curcushine was shown to reduce the appearance of dark spots and wrinkles.

Symrise showcased its Acerowell range – natural acerola-based solutions rich in polyphenols and vitamin C, designed to support healthy ageing. These ingredients support metabolic health, skin anti-aging and beauty from within, as well as skin pigmentation and brightening, aligning with multiple key wellness trends.

Skin hydration was another focus for Sirio, which showcased HydraPearls Vital, a first-to-market, high-performance softgel gummy. The formulation combines krill oil, collagen type I and hyaluronic acid – three powerhouse ingredients known to support hydration and skin health from within. Meanwhile, HydraPearls Radiance combines aloe vera, evening primrose oil and vitamins A and E to support skin hydration, reduce inflammation and protect against oxidative stress. The formula features Sirio’s Plantegrity tech, based on gellan gum, offering a plant-based solution for inner beauty and skin health.

Nexira displayed Oli-Ola, an olive fruit extract that was initially targeted at cardiovascular health but has since been positioned as a skin health solution due to its antioxidants, which act as free radical scavengers and improve skin hydration, glow and elasticity. The solution has a guaranteed level of hydroxytyrosol, a very potent form of polyphenol, and comes in stick pack and powder formats.

Biotics for gut health and beyond

Biotics continues to be a cornerstone of the nutraceutical industry. The category was present across all halls, with brands highlighting the evolving science of the gut microbiome and its link to immunity, skin health, mood and metabolism. Interest is growing not just in probiotics and prebiotics, but also in postbiotics – non-viable bacterial products or metabolic byproducts that can still deliver health benefits without the stability challenges of live strains. Many exhibitors also explored synbiotic combinations and next-generation microbiome modulators, positioning gut health as a gateway to holistic wellbeing.

ADM highlighted its Lactobacillus gasseri CP2305 postbiotic, designed to support issues like poor sleep, stress, mood and women’s health. Clinical trials showed benefits for digestive health and recovery in athletes, particularly under intense training and stress. The team emphasised that postbiotics offer formulation advantages, remaining stable across different food matrices and heat-processing conditions.

Gummy supplement manufacturer TopGum has unveiled its latest innovation, Gummiotics – an all-in-one functional gummy solution containing probiotics, postbiotics and prebiotic fibre. The patentgummies offer a ‘powerhouse trio’ of probiotics and postbiotics bound together in a patent-pending prebiotic fibre-based matrix. They are designed to provide comprehensive gut health benefits in a convenient, chewable format.

Taste improvement

Taste improvement is no longer a ‘nice to have’ in the functional nutrition space – it is essential. Companies are investing heavily in flavour masking, sweetness enhancement and texture optimisation to ensure that health-boosting products are genuinely enjoyable to consume. Innovations ranged from natural bitter blockers and fermentation-based solutions to microencapsulation techniques that conceal off-notes from botanicals, proteins and minerals. The message was clear: in today’s market, good taste equals repeat purchase.

HTBA, based in Murcia, Spain, has developed a line of citrus flavonoid solutions designed to help food and beverage manufacturers tackle taste modulation challenges. These products optimise sweetness, balance flavours and mask unwanted tastes. Beyond taste, the flavonoid solutions offer functional benefits: DosVein reduces vascular discomfort and improves blood circulation; Cardiose targets cardiovascular health and enhances active performance; Olews, a natural olive leaf extract, supports bone health; and QuerceClen has immunity support, antioxidant activity and anti-inflammatory benefits.

Elsewhere, Givaudan showcased its My Romi technology – a smartphone-controlled, patent-pending portable scent delivery system designed to accelerate flavour development. Through a personalised digital interface, this innovation enables real-time interaction, allowing users to create new scent profiles and gather valuable customer feedback.

Sustainability

Sustainability was more than just a buzzword at this year’s show – it was embedded throughout product development, packaging, and procurement strategies. Many exhibitors showcased upcycled ingredients, turning waste streams into valuable sources of nutrition. Carbon footprint transparency, clean sourcing and local supply chains were also key talking points, with several companies highlighting third-party certifications and regenerative agriculture partnerships. As regulatory scrutiny on green claims increases, the industry is clearly stepping up to ensure sustainability messaging is both credible and measurable.

Nexira’s Oli-Ola product is derived from the pomace left over from olive oil production. This upcycled ingredient is produced organically, sourced from ancient olive trees in the Southern Mediterranean region. Meanwhile, HTBA’s flavonoids come from upcycled immature baby oranges produced after the blossom stage. These oranges result from the tree’s natural thinning process, where it sheds excess fruit to maintain optimal growth when overloaded.

Givaudan spoke about its Guarana Best natural caffeine programme, based in Latin America. This initiative aims to provide a sustainable supply of guarana seeds and is the first programme of its kind in the world. Since its inception, the project has supported over 200 farmers by offering education, sanitary systems and farming practices to help them cultivate guarana as well as other crops for year-round sustenance.

That's a wrap

In addition to the standout themes mentioned above, GLP-1 and weight loss management were also significant trends, with several companies shining a spotlight on innovative solutions in this nascent area.Darling Ingredients-owned Rousselot showcased its Nexida GC collagen peptides composition, designed to support glucose control and stimulate GLP-1. Clinical studies show the supplement can reduce post-meal glucose spikes by an average of 42%. The solution can be incorporated into various applications, including powders, snacks and beverages, and may also offer additional benefits for gut support, muscle building and skin rejuvenation – particularly for those taking GLP-1 medications.

Jesús and I would like to extend our heartfelt thanks to everyone who invited us to visit their booths and contributed to making this event a success. It was a pleasure to connect with so many industry professionals and innovators.

We look forward to continuing these conversations and collaborations in the future. Here’s to another successful year ahead, and look forward to seeing you all again next year!