From hero ingredients to the key areas brands and suppliers are prioritizing, Nick Morgan, managing director of Nutrition Integrated, shared insights on top trends with NutraIngredients at Vitafoods Europe 2025 in Barcelona.
Ingredients that have long been established in the market are now being redefined with a focus on specific health benefits, Morgan said.
Collagen continues to be a 'hero ingredient' with strong market dominance, Morgan said, describing it as a "tier one priority" ingredient for many in the industry.
However, it has seen significant consolidation, particularly in specific applications such as beauty and longevity. At the same time, interest is expanding into new areas like sports performance, as seen in Bioiberica's feature of Collavant n2, an undenatured type II collagen for joint health.
Collagen is also being explored for its potential in metabolic health in the context of GLP-1 pathways. At the trade show, Rousselot showcased Nextida GC, a hydrolyzed collagen designed to target glucose control and help regulate post-meal blood sugar spikes.
Protein as a trend also continues to gain momentum, Morgan added. Despite being well-established, protein is evolving across diverse formats, giving rise to "protein-ified" products that cater to specific functional needs. At the event, Arla Foods Ingredients featured its protein soda concept for muscle support and satiety, as well as a high-protein, no-added sugar bar and a ready-to-mix protein shake for recovery.
Magnesium also maintains its upward trajectory. Suppliers at the show emphasized the importance of different types and sources. Threotech announced the launch of its magnesium L-threonate ingredient Magtein in Europe, designed to support memory, cognition, calmness, mood and quality of sleep.
"Magnesium is a great example of how ingredients can continue to evolve," Morgan said.
Women's health was a clear hot topic on the show floor, but as Morgan noted, it is often used as an "umbrella term". Now, suppliers and brands are looking into specific health areas such as pre and post-natal health, fertility, perimenopause and menopause, menstrual cycle health, PCOS and urinary tract infections.
HealthTech BioActives (HTBA) showcased its DiosVein ingredient derived from sweet oranges, formulated to support blood circulation and reduce vascular discomfort in women. The Kerry Group presented its Sensoril-branded ashwagandha for menopause support. Ingood by Olga focused on results of new clinical trial on Sulfodyne, a form of sulforaphane that has shown promise in reducing PMS-related discomfort, and Lubrizol Life Science featured Lipofer, a microencapsulated iron designed to support pregnancy.
Longevity emerged as a prominent trend, though, as Morgan noted, much of the innovation in this space is currently geared towards women. This was seen at the Monteloeder by Suannutra stand, which showcasednutricosmetic botanical solutions, and Kaneka's presentation of Ubiquinol for fertility, longevity and overall vitality.
IFF also presented its healthy aging offering and co-hosted a presentation with Ewa Hudson, director of insights at Lumina Intelligence, exploring next-generation microbiome solutions for healthy aging. Puredia presented its Omegia ingredient, a vegan omega-7 formula positioned as an alternative to estrogen therapies, as well as its CyanthOx antioxidant formulation derived from sea buckthorn berries for healthy aging. Dsm-firmenich presented its Healthy Longevity platform, a comprehensive system of ingredients, knowledge and services to support companies in creating supplements that target cellular health and senescence.
Although the phrase GLP-1 was expected to be a pervasive theme on the show floor given its popularity, Morgan noted that while it was less visible than anticipated, it remained hot topic during the event.
"GLP-1 is a stimulus for a lot of conversations," he said, adding that it is helping to push weight management solutions to the forefront.
These include not only natural GLP-1 boosters but also companion products supporting related health areas such as protein and muscle maintenance, microbiome and gut health and nutrient-dense multivitamins, vitamins and minerals.