Key Insights from Vitafoods Europe 2025

Vitafoods Europe 2025 exceeded expectations in the new host city of Barcelona. Spanning 75,000m² and engaging over 23,000 professionals from 120 countries, Vitafoods was a prime venue for networking and business development. This year some of the key topics emphasized were on personalized nutrition, sustainable sourcing, and innovative products, highlighting the importance of addressing individual health needs and the role of nutraceuticals. Looking closer at the industry’s commitment to specific health goals, numerous innovations in sports nutrition, women's health, gut health, and weight management were discussed at the event.

Insights and Trends:

1. Gut Health: A Growing Priority in Wellness

Gut health continues to represent a crucial role in overall well-being, with probiotics and prebiotics dominating the market.¹ However, postbiotics and short chain fatty acids are starting to gain awareness from consumers in the gut health space. As consumers begin to better understand the gut-brain axis, manufacturers are highlighting the connection between gut health and mental well-being, to better align with consumers’ desire for holistic health solutions. 

2. Women’s Unique Health Needs

Women have finally started to take a leading role in the supplement industry, with over 2,500 product launches in Europe over the past five years.² Throughout all stages of life, women face distinct challenges along their journey that go beyond reproductive and hormonal changes. From mental health to mood to skin health or bone health, women are seeking solutions to meet their challenges. As women make up 80% of supplement purchasers for the home, it’s no wonder the industry is starting to prioritize them.³

3. Active Lifestyle and Hydration

The sports nutrition market in Europe is experiencing rapid growth, driven by increasing consumer interest in performance enhancement, recovery, and overall well-being. As more individuals adopt active lifestyles, there's a growing focus on how nutrition can support not only physical endurance but also mental agility and acuity. At the same time, the demand for convenient, multifunctional formats, like drink sticks with indulgent flavors, is on the rise. Combining ingredients that support a variety of health benefits such as focus, hydration, and agility aligns with what the active consumer is seeking in this category.

4. Weight Management

Aligned with the growing active lifestyle trend, weight management supplements are of high consumer interest. The entrance of pharmaceutical options into the space, most notably GLP-1 drugs, has created a lot of discussion around the role of supplements vs. pharmaceuticals in the weight loss journey. While these medications can offer results that supplements typically cannot claim, they are often associated with side effects and limited long-term effectiveness once usage is discontinued. This evolving landscape highlights that there is still significant opportunity—and responsibility—for the supplements market to continue innovating and developing safe, effective, and sustainable solutions for weight management. 

5. Cognitive and Emotional Wellbeing

In 2025, a clear trend is emerging: consumers are increasingly defining good health through the lens of mental wellbeing. ⁴ This shift is driving the demand for new ingredients and innovative solutions aimed at supporting stress relief, anxiety reduction, improved sleep, and enhanced post-sleep recovery while still supporting cognitive function as we age.

6. ROI of Gender Equity

The importance of gender-specific nutraceuticals is being emphasized by highlighting the return on investment (ROI) of addressing the unique health needs of men and women.⁵ Gender equity in the nutraceutical industry ensures that both men and women have access to products that support their health and well-being.

7.  Personalized Nutrition

Personalized nutrition continues to be a major trend, with companies leveraging genetic, lifestyle, and health data to create tailored dietary supplements. This approach aims to provide individuals with the exact nutrients they need, enhancing the effectiveness of supplements and promoting overall health. Advances in technology are making it easier to analyse data and create personalized nutrition plans.

8. Consumer Experience

Companies are focusing on the consumer experience, ensuring that products are not only effective but also pleasant to use. This includes developing products with appealing flavors, convenient formats, and easy-to-follow instructions. Products that give consumers the experiential effect they are wanting are standing out in the marketplace.

9.  Sustainable Sourcing

Sustainability is at the forefront of the nutraceutical industry, with a growing emphasis on eco-friendly and ethically sourced ingredients. Companies are increasingly adopting sustainable practices, from sourcing raw materials to manufacturing processes of their products. 

Looking Forward

Vitafoods Europe 2025 highlighted its essential role in the nutraceutical industry by promoting collaboration, knowledge exchange, and the advancement of health and nutrition. As attendees look forward to future editions, the insights gained reflect the dynamic and innovative spirit that defines Vitafoods Europe. With a sustained emphasis on personalized, holistic health solutions supported by scientific innovation, Vitafoods continues to be a key event for industry professionals around the globe.

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References:

1. Smith, Rob, and indigo. “2025 Trends & Predictions: Gut Health, Mood, and Market Innovation - Magnitude Biosciences.” Magnitude Biosciences, 17 Dec. 2024, magnitudebiosciences.com/2024/12/17/gut-health-mood-and-market-innovation-trends-2025/.
2. Innova Market Analysis. June 20, 2025.
3. McKinsey & Company. (2022, February 14). Unlocking opportunities in women’s Healthcare. McKinsey & Company. https://www.mckinsey.com/ industries/healthcare/our-insights/unlocking-opportunities-in-womens-healthcare.
4. FMCG Gurus Global Consumer Survey 2024.
5. “Women’s Health: Unlocking Immense ROI for the Predominant Healthcare Decision-Maker.” Fticonsulting.com, 26 Mar. 2025, www.fticonsulting.com/insights/articles/womens-health-unlocking-roi-healthcare-decision-maker.