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Vitafoods Europe took place in sunny Barcelona this month (5-7 May 2026) for a vibrant showcase of the latest innovations in nutraceuticals and functional food ingredients. This year, we observed three key trends dominating the show, with these themes demonstrating a huge influence on product development in 2026.
For its second year in Barcelona following the move from its previous home in Geneva, Vitafoods Europe returned to the monumental Fira Gran Via convention centre earlier this month. An estimated 30,000+ attendees joined from over 135 countries globally, with more than 1,600 exhibitors taking to the halls to showcase their latest innovations in nutraceutical and functional product development.
From gut health to mood support, many themes from previous years remained prominent at the 2026 event – however, what was most notable was the significant growth of solutions tailored to support GLP-1 medication use. Though this was already gaining traction in 2025, this year’s event highlighted a major shift within the food and supplements industry, as the numbers of consumers using these medications (around 12% in the US, as of early 2026) continues to surge. As a result, functional ingredients to support current GLP-1 medication users – as well as ex-users, and those who are seeking to manage their weight in alternate ways – were a focal point for many companies FoodBev spoke to.
Women’s health was also a returning favourite focus, continuing to dominate conversations across the show floor as awareness grows of the complex challenges women face across key life stages. Abundant throughout the show were ingredient solutions tailored to support the demands on the body and mind brought by pre-menstrual syndrome (PMS), pregnancy and menopause – an encouraging display of dedication to what has been an underserved area of wellbeing in the past, with Givaudan’s marketing manager Elena Sava noting the shift of the outdated ‘taboo’ on discussing women’s health issues, from menstruation, fertility and pregnancy to urinary tract health.
Elsewhere, longevity was one of the buzzwords for 2026 as companies continued to explore how virtually every facet of health feeds into the concept of ‘healthy ageing’ and living well, not just living longer. What was once a conversation about ‘anti-ageing,’ dominated by demand for supplements promising glowing, youthful skin, has transitioned into a broader appreciation of holistic wellbeing across the lifespan as consumers seek support in areas such as immunity, joint and cardiovascular health to ensure happy, active lifestyles for longer.
Read on to discover the innovations that captured our attention this year…
GLP-1 and weight management
Research has already illustrated the impact of the sharply rising uptake of GLP-1 receptor agonist drugs – such as Ozempic, Wegovy and Mounjaro – on consumer eating and grocery shopping behaviours.
Consumers taking these medications are eating smaller portions due to their appetite-supressing effects, leading to a rise in convenient and smaller-sized snack formats; meanwhile, impact on users’ taste and food cravings means many are seeking out more nutritious ‘better-for-you’ food options over high-fat, salty and sugar-laden snacks. Additionally, one of the biggest challenges for those taking the medications is the loss of muscle associated with calorie restriction and fast weight loss, further fuelling the ‘protein boom’ seen across the F&B industry over the past few years.
Carbery's head of marketing for nutrition, Fiona Rawlinson, emphasised the importance of nutrient-dense formulations and high-quality dairy proteins as GLP-1 use rises and consumer priorities continue to shift. The company showcased several high-protein beverage concepts at Vitafoods to demonstrate the versatility of its dairy protein ingredients, including hot protein coffee and an iced matcha latte.
Elsewhere in dairy, Arla Foods Ingredients showcased two high-protein, low-fat shots positioned as GLP-1 companions: a fermented yogurt shot containing 15% protein, and a clear shot containing Arla Foods Ingredients’ Lacprodan beta-lactoglobulin solution and 20% protein in a honeydew melon flavour.
Positioned as on-the-go, convenient formats, the shots – which also contained probiotics from Novonesis’ portfolio, developed in collaboration – reflect growing demand for maximum nutrition packed into smaller and more easily digestible formats for GLP-1 users in contrast to large, more dense protein shakes.
This was also highlighted in the company’s Easy Bite protein bar format, which contained 6g of whey protein per smaller 18g bar size, as well as its new Air Bar concept featuring an aerated filling designed to be lighter and fluffier in texture than traditional, more dense protein bars.
Sarah Meyer, head of sales development for Performance Nutrition, explained that the lighter texture unlocks additional opportunities in flavour development compared to traditional bar textures, which can often feel heavy and indulgent – samples of the Air Bars were offered in ‘banoffee,’ ‘spicy cola’ and ‘cherry berry flavours,’ bringing unique taste and mouthfeel to the crowded bar category.
Cargill also highlighted GLP-1 companion concepts, including its VitalFuel cocoa drink. Based on Cargill’s Radipure pea protein alongside soluble fibre, the drink is designed to pack a nutrient-dense hit into a portion-reduced format, and contains a blend of vitamins and minerals targeting GLP-1 users’ muscle support needs specifically. It is lightly sweetened with EverSweet, the company’s metabolically neutral fermented stevia solution, while using a rich chocolatey base made from its Gerkens Sweety cocoa powder.
Elsewhere, its VitalBite concept for GLP-1 users was highlighted to provide a bite-sized, high-protein and high-fibre snacking format, also based on Radipure pea protein and containing healthy fats from almond butter, peanut butter and sunflower seeds. The 7.5g bites are enriched with phosphatidylcholine (PC) lecithin, providing 60mg of choline per 50g serving to support liver function and lipid metabolism – choline is among the micronutrients often reported to be deficient after taking GLP-1 therapies for 6-12 months, the company noted.
Alongside combatting muscle loss, reducing fatigue as a side effect of GLP-1 medications was a focus for HTBA, which was highlighting its newly launched dual-effect Leanara solution.
Based on naturally derived, clean-label bioflavonoid innovation with advanced vitamin B12 technology, the clinically-backed ingredient helps to protect against muscle mass loss while enhancing metabolic energy to reduce fatigue associated with caloric restriction. The solution is suitable and approved for use across various supplement formats such as powder and emulsion sticks and functional shots, as well as bars and snacks in the US.
Gastrointestinal side effects are another common challenge for those on GLP-1s, making solutions for gut health support an attractive proposition for this consumer group.
At Kerry’s booth, a unique strip concept was displayed to target this very need – resembling an ultra-thin edible piece of paper, the mint-flavoured strip is designed to simply be placed on the tongue where it quickly dissolves, a convenient format well-suited to those seeking something light and easy to integrate into their daily routine.
The strip contains Plenibiotic, Kerry’s rice-based postbiotic ingredient to support digestive health. It is a heat-inanimated postbiotic derived from Lacticaseibacillus paracasei 327, and demonstrated significant benefits for digestive regularity and quality of life in a four-week study of GLP-1 users. The strip’s peppermint flavour was also tailored with digestive support in mind, with many of those on the medications reporting nausea as a side effect.
Ingredients that could provide alternative or complementary weight management solutions to GLP-1 therapies were also widely showcased.
BGG was highlighting its ApplePhenon solution for weight management and metabolic health, in a powder format suitable for mixing into beverages and showcased in two trendy flavours – watermelon dragonfruit, and turmeric lemon ginger.
The powder sachets contain 600mg of ApplePhenon, the recommended daily dosage of the ingredient, which is based on apple polyphenols produced from unripe green apples using the company’s proprietary gentle extraction process.
In studies, ApplePhenon has been shown to play an effective role in weight, glucose management, cardiovascular support and athletic performance. Pre-clinical studies demonstrated that it can potentially decrease the transcription of genes involved in fatty acid synthesis, similarly to a calorie-restricted diet.
Clinically, the ingredient was found to play a role in decreasing visceral fat within an 8-12-week timeframe in a randomised, double-blind and placebo-controlled study on 94 subjects with BMI from 25-30.
BGG’s Tamara Higgins, managing director for Americas and head of western regional sales, explained that although the solution is seen as separate to GLP-1s, it could be beneficial for those aiming to maintain weight loss after discontinuing the medications.
This is an issue that continued to come up in conversations about GLP-1s throughout the event, with many ex-users experiencing the return of ‘food noise’ and intense cravings that were previously dampened by the drugs’ appetite-suppressing effects. A recent University of Cambridge study found that patients underwent rapid initial weight regain when stopping taking the medication, with individuals regaining 60% of their original weight loss on average by 52 weeks.
Rousselot’s Nextida GC peptide composition, based on collagen and gelatine, was also showcased as a solution to naturally stimulate GLP-1 release and support glucose control.
The ingredient is designed to be consumed 30 minutes before a meal to support post-meal glucose levels and was shown in studies to slow down gastric emptying by 37 minutes compared to a placebo group, helping people to feel fuller and satiated for longer and reduce post-meal snacking.
Rousselot’s global marketing manager, Florencia Moreno Torres, explained that this solution could be used by those who wish to manage weight without the use of medications, or who are discontinuing or avoiding the medications due to their unwanted side effects, and seek a more natural alternative.
ADM showcased a solution that could support those coming off the medications too – its ‘Sip of Wellness’ drink concept, a functional shot for easy, on-the-go consumption, containing ADM’s Fibersol prebiotic fibre as well as its BPL-1 postbiotic. ADM’s global VP of marketing, June Lin, explained that it can help to address metabolic health, weight management and satiety as a ‘companion product’ for those transitioning off GLP-1s.
Women’s health
A range of women’s health needs were under the spotlight at the event, with menopause and menstrual cycle support solutions significantly gaining traction.
Nexira was highlighting BloomEase among its portfolio of solutions, a targeted solution designed to support women across the entire menstrual cycle. Made from the botanical yarrow (Achillea millefolium) and combined with marine magnesium, the dual-approach ingredient has been shown in clinical studies to reduce pain and discomfort both before and during menstruation, as well as improving emotional wellbeing, energy levels and sleep quality.
Elsewhere, for menopause support, Symrise was showcasing its Chondractiv Move solution – a four-in-one, collagen-based ingredient targeting active, perimenopausal and menopausal women aged 40 and above. The ingredient is designed to support joint health, mobility and recovery, helping women across these life stages to continue feeling strong and maintain an active lifestyle.
The company also highlighted a brand-new ingredient launch at the event – Hibicyan, a hibiscus extract that has been found to support blood flow and vascular health. The solution could be used across functional food, beverage and supplement applications, with potential to target the beauty-from-within, women’s health and healthy ageing markets due to its skin health benefits. It was sampled in a hibiscus-flavoured beverage format, combined with Symrise’s Acerowell acerola-based ingredient for supporting metabolic health and skin appearance.
Meanwhile, Kerry showcased a menopause support powdered beverage solution, made with its Sensoril ashwagandha ingredient, which was shown in studies to help support women’s quality of life and reduce menopause symptoms. The powder was cranberry and green tea-flavoured, and included 250mg of Sensoril, with the use of Kerry’s taste modulation technologies leveraged to mask the bitter taste associated with ashwagandha.
Also offering a powdered beverage format was Givaudan, highlighting Lifenol – a natural, plant-based ingredient delivering phytoestrogen and prenylnaringenin (8-PN) in an 85ml dosage format. In studies, this dose has been shown to alleviate common menopausal symptoms such as hot flushes and sleep disturbance. It was showcased in a 10g sachet to be diluted in water, flavoured with blackcurrant and coloured with the company’s Vegebrite Black Carrot solution from its Sense Colour portfolio. The ingredient has approved health claims in Canada and South Korea, and has also been shown to support total bone mineral density.
Additionally, the company was highlighting its Pacran solution, a natural blend of whole cranberry ingredients, optimised to support urinary tract health. It has been demonstrated in clinical studies to offer activity against E.coli adhesion in the urinary tract, aiming to help prevent a common health issue for women – 60% of women will experience a urinary tract infection (UTI) at some point in their lives, with around 20-40% suffering from recurrent UTIs.
Urinary tract support was also one of the focuses for TopGum, which chose to centre women’s health innovation at its booth this year. The gummy manufacturer offered samples of a range of gelatine-free and fibre-based gummies, each designed to support different women’s health areas.
These included a cranberry, cherry and raspberry fibre-based gummy to support urinary tract health, a lemon and ginger-flavoured gummy designed to reduce nausea, and a grape-flavoured gummy containing 5mg of iron and 13mg of vitamin C to aid absorption – iron deficiency is a common condition in women, often experienced due to blood loss from menstruation as well as in pregnancy. The company also highlighted fibre-based prenatal support and PMS support gummies, showcasing their breadth of innovation across women’s various life stages and support needs.
One gummy showcased was a collaboration with Ixoreal Biomed, incorporating the company’s SRI-81 Shatavari herbal ingredient. Shatavari has been shown in clinical studies to broadly support women’s hormonal balance, reducing symptoms of PMS and perimenopause/menopause.
Lubrizol also demonstrated a focus on women’s health across life stages, with its women’s health growth platform showing how its solutions can address health needs such as energy, pregnancy and menopause support, and skin glow. Its ‘carousel of personas’ showed five key female target personas, from busy young professionals in need of energy-supporting gummies, to menopausal women seeking supplements to support active and healthy ageing.
The number one focus for Lubrizol was its new pectin-based gummy application concept for its Curcushine microencapsulated curcumin extract, turmeric’s key bioactive polyphenol compound.
Curcumin’s antioxidant and anti-inflammatory properties are associated with multiple wellness benefits including skin health and appearance, with Lubrizol noting its potential in beauty-from-within, women’s health and healthy ageing formulations. While curcumin traditionally has poor water solubility, Lubrizol’s microencapsulation technology enables the ingredient’s integration into a wide range of applications including gummies (successfully tested in both pectin and gelatine formats), beverages and snacks.
A recent clinical study showed Curcushine’s potential as a nutricosmetic, with a daily intake of the solution for six weeks demonstrating significantly reduced wrinkles, skin redness and brown spots compared to a placebo. The Curcushine group also showed improved skin luminosity and homogeneity with less oxidative stress.
Longevity
Longevity and healthy ageing continued to inspire innovation across the show floor, with the concept of extending your healthspan – the period of life spent in good health – influencing new concepts for all age groups proactively seeking fit and healthy lives for longer.
With more emphasis on holistic wellbeing, preventing skin ageing effects was just one part of the conversation, though still inspired many of the concepts showcased. Collagen remained a popular formulation staple across various formats including gummies, powders and drinks.
Bioiberica highlighted a collagen-enriched milk drink, developed in partnership with dairy group Lactalis, responding to consumer demand for new functional food and beverage formats alongside more traditional nutraceutical applications. The company noted the rising demand for collagen-enriched foods to support joint health and mobility, with FMCG Gurus research showing that consumers would be most interested in seeing mobility claims on dairy-based yogurt and milk products.
The drink contained Bioiberica’s Collavant N2, a native type II collagen solution derived from chicken sternum. The ingredient can be used at a low dose (40mg per day) and specifically targets joint health.
Bioiberica also showcased its hyaluronic acid (HA) matrix ingredients Dermial and Mobilee – with the former targeting skin health and beauty, and the latter targeting mobility.
The solutions are made up of more than 60% HA, along with polysaccharides and collagen. Both are scientifically backed, with Dermial shown in studies to increase skin glow and boost hydration at only 60mg per day. Meanwhile, Mobilee supports muscles and joints at a dose of 80mg per day.
Prinova was also highlighting collagen and HA, showcasing an ‘Everyday Radiance’ beverage concept designed to support skin, hair and nails. Offered in a maracuya and pineapple-flavoured blend, the beverage contained marine collagen peptides and HA alongside vitamins and minerals such as biotin, zinc and vitamin C and E.
Michael Robbins, technical sales manager at Prinova, acknowledged the increasing portion of beverages with added functionalities and health claims now found in the soft drinks market. This is clear in the UK, where FoodBev is headquartered – of our recent UK Soft Drinks Awards winners for 2026, an overwhelming majority of winning and shortlisted entrants were functional beverages, such as drinks for energy, gut health or sports performance. Additionally, recent NielsenIQ data has shown that the UK’s functional health shot market is now worth £100 million in value sales – one of the fastest-growing segments in beverages, delivering a 47% compound annual growth rate over the past three years.
Prinova decided to highlight a range of beverage concepts at the event in response to this trend, with its female-targeted ‘Everyday Radiance’ concept targeting longevity and beauty-from-within trends.
Meanwhile, at Sirio’s booth, longevity was the primary focus across a range of applications. The company showcased its new longevity platform, Aeion, which was developed in collaboration with the Sirio Institute on Ageing.
Different dosage formats were on display, designed to help consumers develop lasting wellbeing habits – including younger consumers, who are increasingly taking proactive, forward-thinking measures to extend their healthspan earlier on in life.
Its brand-new Snowmelt format was highlighted in a unique experience where attendees were invited to step into an immersive room complete with 360° imagery and a subtle fruity aroma. The Snowmelt sachet – an ‘instant melt’ powder delivering Sirio’s NAD+ Energy solution – was offered in a mango and grapefruit flavour. The powder is incredibly fine and smooth, melting immediately on the tongue and designed with convenient, enjoyable use in mind.
Other formats highlighted were a fast-melt tablet containing BPL-1 postbiotic, to support metabolic and cardiovascular health, alongside Sirio’s recently launched LifeChew solution – a plant-based, chewable ‘jelly tablet’ format proven to improve bioavailability. The tablet format is suitable for ingredients like omega-3 oils, fat-soluble vitamins, coenzyme Q10, and carotenoids such as lutein and astaxanthin. Its concept offered at Vitafoods included algal DHA and vitamin D, included for their brain health and immunity benefits.
Elsewhere in algae-based innovation, Corbion was highlighting its AlgaVia DHA and AlgaVia omega-9 oils, showcasing how they can provide a sustainable alternative to fish oil-based ingredients. AlgaVia omega-9 contains over 90% monounsaturated fats, positioning it as an ideal solution for heart health-conscious consumers.
The ingredient has a high smoke point (up to 251°C), making it well-suited to high-heat cooking methods. Meanwhile, its neutral taste means it can seamlessly integrate into a broad range of food applications. To demonstrate this at Vitafoods, Corbion offered indulgent, pistachio ganache-filled chocolates made both with and without AlgaVia oil – there was no clear taste difference, with the AlgaVia-enriched chocolate notably lacking any of the ‘sea-like’ aftertaste commonly found with algae-based ingredients, while its creaminess was also enhanced by the oil.
Mitsubishi Gas Chemical (MGC), meanwhile, was celebrating its latest research study focusing on longevity – specifically, how its pyrroloquinoline (PQQ) solution could extend healthy lifespan and boost physical function. While the lifespan data was drawn from animal research, the company noted that the findings reinforce PQQ’s role in supporting the biological processes behind cognitive performance, energy metabolism and resilience against age-related decline.
The company’s MGCPQQ is naturally derived, produced via fermentation, and remains the only PQQ approved as a novel food ingredient in the EU. It can be used across a range of dietary supplement formats, including powders and capsules.
Further key topics: Vitafoods 2026 trends in brief
While the above topics felt much like this year’s big three, other areas of innovation caught our attention too. An interesting element of Vitafoods is noticing how much overlap there can be between different segments, with many solutions tailored to specific health needs – yet also able to extend appeal to broader audiences. Lubrizol’s global marketing manager, Isabel Gómez, spoke to FoodBev about this as she explained how the market positioning for the company’s solutions can be pivoted to adapt to current trends, with Curcushine offering benefits that span broad consumer demographics.
Aside from GLP-1 support, women’s health and longevity, here’s what else we noticed trending at this year’s event.
Gut health and immunity
Gut health remains a driving force when it comes to functional F&B innovation – prebiotic fibre claims are bigger than ever, with many dubbing fibre ‘the new protein,’ influenced by social media trends such as ‘fibremaxxing,’ and biotics (pre, pro and post) continue to be a popular choice in nutraceutical formats.
Concepts on display in this are included Prinova’s ‘Everyday Harmony’ beverage in a ginger and lime mojito flavour, containing three plant prebiotics – Aquamin, glucomannan and inulin – alongside live probiotic cultures, calcium and ginger root to aid digestion.
Cargill also highlighted plant-based, sugar-free gummies made with its EpiCor postbiotic and a ‘FizzMunity’ tablet concept with vitamin C. Meanwhile, Kerry showcased orange and mango-flavoured gummies containing its Wellmune postbiotic, designed specifically for children’s immunity.
Alternatives to whey protein
Several companies pointed out the unprecedented rising costs of whey protein as manufacturers struggle to keep up with demand for protein-boosted foods and drinks.
Major players in the functional ingredient space responded to the need for alternative ingredients. Ingredia was highlighting its ProDiet Hydrolysate B40, a 40% hydrolysed micellar casein containing more than 80% protein and ideal for both sports nutrition and medical nutrition innovations. It is heat-stable and suitable for use in RTD beverage formats, with high digestibility and fast assimilation.
Meanwhile, plant-based proteins were on the menu for many companies – Meurens and Tirlán both showcased oat-based protein ingredients, with Tirlán’s Keith Cooney acknowledging rising interest in hybrid plant-based and dairy product formulations as manufacturers look to cut costs and boost sustainability.
Rousselot also pointed out that its Nextida collagen-based solution can be blended with whey protein in formulations.
Sports and performance nutrition
Besides protein, other areas of sports nutrition innovation were prominent. As explored in FoodBev’s latest cover feature, one such rising trend is creatine, becoming increasingly popular due to its well-researched performance and muscle-boosting benefits. Additionally, emerging research suggests potential benefits in other areas like cognition and mood support.
Glanbia was highlighting a CreaBev beverage based on creatine, while Creapure was showcasing its premium creatine across formats including a ready-to-drink chocolate protein and creatine shake, and a white chocolate and raspberry creatine protein bar.
Hydration was also a focus – Cargill was offering a reduced-sugar isotonic sports drink concept, and Kerry showcased an electrolyte option among its beverage shot concepts.
Energy and performance-boosting concepts generated further buzz, with Givaudan highlighting a recent study carried out with professional racecar drivers – the study found that the drivers saw improved focus and performance after supplementing with Cereboost, its American ginseng-based ingredient.
Nektium also highlighted a new study, finding students gained energy and improved emotional balance during stressful studying periods after taking its mango leaf extract Zynamite, showcased at the event in a lemon and lime-flavoured energy drink concept.
Sleep, relaxation and mood support
Mood-boosting ingredients provide a clear market opportunity as people struggle to balance increasingly busy lifestyles.
Additionally, consumers are more aware of the link between mood, lifestyle factors and sleep than ever before, with FMCG Gurus research showing that emotions and financial worries topped the list of reasons consumers suffered worsened sleep. Solutions to help consumers relax, improve their mood and get a good nights’ rest are, unsurprisingly, highly in demand, with the natural sleep aids market booming.
Offerings in this area included BGG’s Theraprime, a tocotrienol ingredient designed to support mood and sleep as well as memory and focus; Givaudan’s Zensera lemon balm extract designed to support calmness; and Nektium’s Vanizem, derived from the West African spice Aframomum melegueta.
As always, it was a pleasure to attend Vitafoods and connect with so many inspiring innovators working to address today's most vital challenges and trends within the global nutraceutical industry. Jesús and I extend our thanks to all who invited us to their booths and took the time to chat with us this year.
We look forward to seeing you all again for Vitafoods 2027, and to our continued collaborations in the future!
