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The nutrition industry is at a pivotal moment, with consumer demand for holistic health solutions driving rapid innovation across the sector. From gut health to cognitive function, there's a growing recognition that wellbeing is interconnected, and a one-size-fits-all approach no longer meets the mark. As companies race to develop products that address the diverse needs of today’s health-conscious consumer, this evolving landscape will be under the spotlight at Vitafoods Europe 2025, which will take place for the first time in Barcelona (20-22 May). For this exclusive article, leading industry experts to detail the top trends and insights they are expecting to see at this year’s show, and share their thoughts on how brands can innovate to shape the future of nutrition.

A multi-functional approach to healthy ageing

With the global 60+ population set to exceed 2.1 billion by 2050, demand for healthy ageing solutions is surging. But, according to Professor Colin Dennis, chair board of trustees at IFIS Publishing, success in this space requires a multi-functional approach that considers the interdependence of different health areas.

“In 2025, we are seeing an increasing focus on metabolic, digestive, cognitive and emotional health and their inter-relationships," he explained. "Particularly in light of an ageing population in the Western world, there will be significant opportunities and interest in ingredients which promote healthy ageing across all of these areas.”

Nick Henson, FIFST, food product developer and freelance consultant, agreed, adding that some ageing concerns like joint health and skin vitality are often linked by underlying factors such as inflammation. “The healthy ageing category represents strong and growing opportunities, driven partly by changing demographics, but also by increased self-diagnosis and preventative approaches to ageing. These opportunities are varied – tackling 'ageing' requires a multifactorial approach.

“The key to success is identifying the specific conditions with the most appeal. Three areas where I feel the potential is most promising include cognition, skin and joints; all of which can be targeted with ingredient combinations that include both recognised micronutrients and well-supported bioactives."

Henson continued: "These 'symptoms' of ageing are often advanced by inflammation, which can be impacted by combinations of these nutrients and non-nutrients. The exciting aspect is that research continues to build the understanding of the mode of action for traditional, naturally derived compounds.”

All eyes on holistic health

And it is not just older adults for which holistic benefits are an increasing priority; 57% of consumers consider multifunctional benefits to be an important factor when buying health products.

This may be especially true of consumers with more active lifestyles – as they recognise that feeling healthy overall impacts performance. As such, these consumers are increasingly looking beyond traditional sports nutrition benefits.

This is something Luca Bucchini, chair of the European Specialist Sports Nutrition Alliance (ESSNA), is seeing. “In recent years, we have seen a broader focus on health and wellbeing for physically active consumers and athletes,” he said. “New ingredients and products have emerged that enable consistent training and competition by focusing on multiple areas – such as supplements for joints, gut health, immunity and mental health. I think this broader segment of products has had a real impact on the marketplace, and on the performance and wellbeing of physically active consumers.”

One area that has of course gained significant attention for its broader health benefits is gut health, which is now recognised for its holistic support across various aspects of physical and mental wellbeing. It is one the areas of research that Dr V Krishnakumar, president of Giract, is keeping a close eye on.

“While the term microbiome may be relatively new, research on microbial activity was started in the late 19th and early 20th centuries by Winogradasky, a brilliant scientist from Kiev,” he commented. “Today, we know the gut microbiome plays a very important role in human health. The bacteria and other microbes in your gut help you digest food, and growing evidence shows they may also support immune, heart, and brain health, among other benefits – and it is these health benefits where most of the microbiome research focuses today.”

Krishna added: “The gut microbiome affects the body from birth and throughout life by controlling the digestion of food, immune system, central nervous system and other bodily processes. This means that the areas of research in microbiomes are vast. Certain unhealthy species in the gut microbiome are also being studied to see if they also contribute to heart disease by producing trimethylamine N-oxide (TMAO). TMAO is a chemical that contributes to blocked arteries, which may lead to heart attacks or stroke."

“What’s more, the gut microbiome also may help control blood sugar, which could affect the risk of type 1 and 2 diabetes. One recent study examined 33 infants who had a genetically high risk of developing type 1 diabetes. It found that the diversity of the microbiome dropped suddenly and levels of unhealthy bacterial species increased before the onset of type 1 diabetes. Another study found that even when people ate the exact same foods, their blood sugar could vary greatly. This may be due to the types of bacteria in their guts.”

Data-driven innovation

Just as every individual person’s gut microbiome is unique, so too is their nutritional needs. According to the judges, advances in technology are enabling more personalised approaches to nutrition – powered by the growing accessibility of individual health data, as well as key advancements in AI.

“We are starting to see some degree of personalisation, and the tools – including medical devices – that enable it,” explained ESSNA's Bucchini. “These are beginning to appear in the general field of nutrition and that's where I hope we see further innovation. The integration of wearable devices and nutrition is a hot topic and it would be great to see solutions that both work and are welcomed by consumers.”

According to IFIS Publishing's Dennis, however, leveraging data is not without its challenges – particularly when bringing in more sophisticated technologies such as AI. “Data and digitalisation are undoubtedly shaping the nutraceutical industry,” he said. “The growing focus on collecting health data is fast-growing and areas like genetic testing have plenty of room for further developments – especially as AI advances."

"We already have lots of data on the nutritional value of food and its impact on key health markers – the big challenge is how to combine and integrate all this information to make meaningful conclusions to enhance the innovation process. I believe as the technology develops, we shall continue to see ‘evolution’ rather than ‘revolution’. Advances in technology will undoubtedly speed up development in the nutraceutical space – but it’s not a shift that will happen overnight.”

Nick Henson agreed, adding that consumer adoption is also a considerable barrier to overcome. “Personalised nutrition offers great potential for the future, but we have to accept that it is at a very early stage with regards to its access, reliability and impact. Confidence needs to be built with users that data collection can be turned into effective and convenient dietary interventions that will have meaningful impact, at acceptable cost."

He continued: "What’s more, effectively impacting health through diet requires adjustment to whole dietary regimes, rather than piecemeal interventions. The potential is there – what’s unknown is the willingness of consumers to adopt this rigorous approach.”

Sustainability: Here to stay

According to Joao Brites, director of growth and innovation, HowGood, sustainability is “alive and kicking”.

“Sustainability practices in operations have become table-stakes,” he explained. “The data we are seeing at HowGood shows that customers are paying more for sustainable products and that investors are willing to reward companies meeting science-based targets with lower costs of capital and dedicated funding pools. Brands have taken notice, and it is exciting to see sustainability becoming part of the commercial proposition of many nutraceutical companies.”

“For the majority of nutraceutical companies, the main environmental impact comes from their sourcing – and this is where the new game-changers are taking place. For companies that rely on natural extracts, regenerative agriculture has become a powerful way to help shift their thinking and action from ‘How can I do the least harm?’ towards ‘How can I do the most good?’.”

This outside-of-the-box thinking is what’s driving real progress – not just in sustainability, but in innovation as a whole. Brites argued that "there is no innovation without diversity and inclusion – it’s that simple." By bringing together diverse perspectives, companies tap into a wider range of ideas and solutions, which can lead to more creative and effective approaches to both health and sustainability challenges.

“Every major innovation today relies on knowledge and innovations from literally every corner of planet Earth,” says Brites. “Companies with diversity and inclusion will attract a broader pool of innovation talent, will consider a broader pool of innovation possibilities and will market better to a broader pool of audiences.”