Food for thought: The evolving nutraceutical industry

We are what we eat, and international consumers are seeking to optimise their nutrition to achieve their health and beauty goals. This has fuelled new growth in the nutraceutical sector, driving innovation and encouraging diversification. In particular, consumer demand for prevention and personalisation is pushing companies to expand into lifestyle, wellness, and “food as medicine”. 

As a case in point, many exhibitors at Vitafoods Europe 2025 showcased offerings spanning both pharmaceutical and nutraceutical spaces. Amongst a sea of thought leaders at the event, the Notch team was in attendance, bringing a keen eye for current marketing and ingredient trends. We took the opportunity to hear directly from industry movers and shakers on important considerations and opportunities in the sector.

Below is our shortlist of 5 pivotal developments to look out for.

1. The stars of the nutraceutical industry: Collagen, GLP-1 agonists, and magnesium

Collagen, GLP-1, and magnesium are going strong in the nutraceutical industry. Collagen has achieved prominence for its ability to promote beauty and longevity, with some interest in its applications for sports and metabolic improvements as well. Meanwhile, given the popularity of FDA-approved GLP-1 medications like Ozempic and Wegovy for weight loss, natural GLP-1 boosters and related products are a hot topic. At the same time, magnesium is maintaining its upward trend as consumers seek out its beneficial effects on mental wellbeing and muscle function, among other applications. The impact of specific magnesium sources is increasingly emphasised, with different types of magnesium being advertised. 

2. Beauty from within is here to stay

Ingestible beauty supplements have taken the world by storm and, with nutraceutical and beauty companies expanding into the category, it’s a trend that will continue to grow in momentum. From healthy aging to skin rejuvenation, ingredients that promote beauty from the inside out are set to be in high demand for the foreseeable future.

3. Women’s health is no longer niche

Supplements that address the unique health challenges faced by women are on the rise. It’s an exciting and welcome trend that will see more options on the market, covering everything from menstruation to fertility, pre- and post-natal health, perimenopause, menopause, polycystic ovarian syndrome (PCOS), urinary tract infections, and more.

4. Convenience is paramount

For today’s busy world, supplement manufacturers are increasingly prioritising the development of convenient, on-the-go formats, like orosoluble powders and gummies. Accessibility is a primary concern, and ingredient producers are keen to address this with targeted marketing that speaks to the application flexibility of their ingredients.

5. Clinical data is increasingly emphasised

The nutraceutical industry faces a sceptical public that needs reassurance on whether ingredients will deliver on their claims. As a result, the B2B world is seeking out tried and tested ingredients with clinical data that can be used to persuade uncertain consumers. Many nutraceutical ingredients now come with clinical data backing, a growing expectation as regulatory scrutiny and consumer demands for transparency continue to rise.