Vitafoods Europe 2025: what’s new, plus trend predictions from key nutraceutical brands

With Vitafoods Europe 2025 just around the corner, players from all across the nutraceutical, functional food/beverage and supplement niches are adorning their most comfortable shoes in preparation for one of the biggest shows in the nutrition space. During the three day event, brands will use the opportunity to network, build partnerships and discover what’s new in their respective fields.

With more than 1,200 exhibitors from all corners of the sector gathering at this year’s event, many companies have some interesting developments to share — with everything from new research to ingredients launches, partnerships and facility investments to be debuted at Vitafoods Europe 2025.

As previously seen on NBR.com, ADM will place a core focus on postbiotics and their connection to the gut-brain axis, while Lonza will showcase its range of next-gen dosage formats for effective nutraceutical delivery. Balchem will debut its range of vitamins and minerals for active consumers, whereas Lallemand Health Solutions is debuting recent research into its mental health and skin-focused probiotic ranges. Meanwhile, Willows Ingredients will introduce attendees to the Mg Neezium Series, Nektium will showcase research into its stress and active nutrition ingredients, Vanizem and Zynamite, while Faravelli will display its plant-based functional food solutions.

To get the scoop on what the other key players within the natural ingredient space are exhibiting and what they believe will be “big” at this year’s show, we spoke to representatives from Nutriearth, dsm-firmenich, Solabia Nutrition, Mycotrition, Sabinsa, GC Rieber VivoMega, Gencor, Activ’Inside, Lubrizol, TSI Group, Concordix, Musheez, Epax and Prinova.

Top trends include women's health, beauty from within, gut health and personalised nutrition

Nutriearth

Situated at booth 3J136E, vitamin D3 specialist Nutriearth will be showcasing its vitamin D3-rich mealworm flour, N-utra, which recently gained novel food approval in the EU. On top of this, the company will display N-oil, a highly potent and bioavailable vitamin D3 oil that is currently in the advanced stages of novel food approval within the EU and North America.

Meanwhile, Nutriearth’s CEO, Jeremy Burks has told NBR that the company has built two new cleanrooms in Lille, France, which will scale up the company’s production of both N-utra and N-oil — with the first batches being made in late April.

Trend prediction: Burks told us that R&D will take centre stage, with effective ways to measure product safety and efficacy being a core focus.

ThreoTech, LLC

ThreoTech will debut its magnesium L-threonate nutraceutical to the European market. Rory Lipsky, SVP of Marketing at the company, commented: “Vitafoods attendees can expect to see evidence of several exciting trends in the nutraceutical industry."

"A few to watch out for are advancements in personalised nutrition, innovative botanical extracts and cutting-edge probiotics. Mushrooms and other high-value herbal extracts also continue to gain traction in the ingredient space with broad appeal to brand marketers looking to add differentiation to core ingredients."

One of the standout products this year is Magtein, he added, the world’s first "Brain Magnesium." It’s a patented form of magnesium L-threonate that's scientifically studied for its unique ability to cross the blood-brain barrier, enter neuronal brain cells and enhance the structure of the brain to improve its cognitive functions.

"Having gained EFSA Novel Food approval at the end of 2024, Magtein is gaining significant attention in the EU for its benefits in areas such as mood, sleep and overall brain health.”

dsm-firmenich

Over at booth 3G58, dsm-firmenich will be introducing its all-new Healthy Longevity platform, which is designed to assist supplement manufacturers in creating health expectancy-expanding solutions through formulation expertise, end-to-end capabilities and scientifically backed ingredients.

The company will also showcase its Humiome gut health range, as well as market-ready ampli-D and life’s OMEGA range.

Trend prediction: dsm believes that early life nutrition will get people talking at this year’s event, with the company’s Q1 results revealing that this sector is currently driving strong growth for the company’s Health, Nutrition & Care division.

Solabia Nutrition

At booth CC.B8, Solabia Nutrition will be on hand to discuss new research on its women’s health ingredient, Bonolive, which was found to slow down skin ageing and boost overall skin health in a recent clinical study. The company will also share some brand-new research on its sports nutrition nutraceutical, WATTS’Up, which suggests that an effervescent form can reduce fatigue and boost energy levels in athletes straight after training.

Trend prediction: Solabia’s Billie Icheva believes that the core focus of this year’s Vitafoods will be either women’s health or beauty from within — though gut health and cognition retain strong industry interest.

Mycotrition/1Q Health Group

Nutraceutical CDMO 1Q Health Group recently acquired functional mushroom specialist Mycotrition, so the companies will make their debut as a joint alliance at booth 4J3. Mycotrition will also debut the results of a study involving the company’s lion’s mane, cordyceps and Agaricus subrufescens extracts, suggesting that all three are helpful in reducing inflammation and boosting immunity.

Trend prediction: Heidi Kärkkäinen, Mycotrition’s B2B Marketing Manager, predicts that personalised and segmented supplement solutions for specific health areas will take centre stage this year, as well as AI-supported systems such as wearables.

Sabinsa

Ayurvedic natural ingredient expert Sabinsa, situated at booth 3G104, will showcase its wide range of nutraceuticals, with everything from ashwagandha to curcumin, cirpuscins and Nigella seed extracts. The company will also debut LactoBeet, a novel ingredient that combines the probiotic strain, LactoSpore, with Sabeet — which has recently been touted for its cardiovascular health benefits.

Sabinsa will also be this year’s official curcumin sponsor for the event.

Trend prediction: Dr Alphons Philips, Director of Scientific Affairs, notes that research tailored to specific demographics will be at the forefront; specifically in categories such as women, children and ageing populations.

GC Rieber VivoMega

At stand 4F44, omega-3 titan GC Rieber VivoMega will debut its new, cost-effective algal DHA and EPA concentrate, Algae 1060 TG Premium as part of its growing vegan omega-3 portfolio. Meanwhile, the company will introduce VivoSens, a new proprietary quality management tool designed to objectively assess taste and smell in omega-3 oils.

Meanwhile, OmegaQuant will be present at the company’s stand, and will be conducting on-site omega-3 index testing, allowing attendees to measure their omega-3 status in real-time.

Trend prediction: Merethe Thomassen, Communications and Marketing Manager, believes that quality and clean label will be the primary focus of this years, event, with solvent-free processing and bioavailability also being a key consideration.

Gencor/Pharmako Biotechnologies

Nutraceutical powerhouse Gencor will be highlighting some newly published clinical data at booth CC.B33, which demonstrates the efficacy of Levagen+ for acute menstrual pain. The company will also share results from a study on Tesnor, suggesting the cocoa bean and pomegranate peel blend can boost sexual health in older men.

Pharmako Biotechnologies, Gencor’s partner company, will also celebrate its 10th anniversary, while Gencor will give three talks on active nutrition, menstrual pain and AI’s role in boosting health span. The company is also to make an exciting new announcement, of which details were not provided — something to keep us on our toes!

Trend prediction: Gencor predicts that both women’s and men’s health will be a primary focus for this year’s Vitafoods event, with natural solutions catering to every stage of life shining through.

Activ’Inside

Plant-based ingredient specialist Activ’Inside can be found at booth 3D44, where the team will be debuting a premium formula for the management of cellulite. The formula, which consists of a patented grape extract rich in monomers and viniferin, combined with Coenzyme Q10 – a well-established skin active – targets cellulite and microvascular dysfunction. Notably, 88% of participants in a real-world study experiencing reduced fat mass. The company will also be on hand to discuss the results of two recent studies conducted on its saffron extract, Safr'Inside, in a sleep health context.

Trend prediction: Maïté Jeanroy, our Marketing & Communications Director believes that the convergence of pharmaceuticals and nutraceuticals will be a key theme of this year, as clinically validated and pharmaceutical-grade preventive ingredients take the spotlight.

Lubrizol

Over at Booth 4F10, Lubrizol will be showcasing its consumer-centric nutraceutical solutions, spotlighting its beauty from within-focused product CURCUSHINE, which has been proven to enhance skin luminosity and support anti-ageing. The company will also focus on women’s health, with ingredients covering everything from menopause and pregnancy support to cardiovascular health and relaxation.

Trend prediction: Global Marketing Manager Isabel Gomez touted the growing popularity of the beauty from within niche — with a specific focus on collagen, vitamins and Ayurvedic herbs. She also believes gummy innovation will be a popular topic.

TSI Group

At booth 4C68, TSI Health Sciences will be showcasing Tailored Script, a targeted personalised nutrition platform designed to match real human needs with precision formulations — with the company’s Head of Product Formulation, Alex Glover, will also giving a talk about the technology on the 21st at 1:40PM.

Trend prediction: Glover noted that personalised nutrition will be a popular topic of conversation this year, as catered solutions become the industry standard over one-size-fits-all approaches.

Concordix by Vitux

Situated at 3D91, Concordix will be introducing its range of gummy supplement delivery systems, specifically focused on the effective delivery of difficult ingredients such as omega-3s. A range of supplement products will be available for tasting following the success of the company’s gummy in the SupplySide West Tasting Bar.

Trend prediction: Catherine Nardone, Vice President Global Marketing, stated that algal oils will be at the forefront of people’s minds this year, with growing research uncovering their role as anti-inflammatory, antioxidant and health-promoting ingredients.

Musheez

Functional mushroom innovator Musheez® can be found at booth 3A244, where the team will be debuting its three-strong PureMushroom™ product range, which has trademarked products such as PureReishi, PureChaga and PureLionsMane under its name. The extracts contain batch tested compounds of interest including hericenones, ganoderic acids, betulinic acids and more, which are all heavily researched for health benefits in their own right.

Trend prediction: CEO Robin Gurney believes that stress management will take the lead at this year’s Vitafoods, as consumers look for natural ways to cope with the challenges of everyday life.

Epax

At this year’s show, Epax will launch the very first commercial very long chain polyunsaturated fatty acid (VLC-PUFA) at booth 3J58. The ingredient, which has been deemed GRAS and non-novel, has already shown great promise in skin health and male fertility. Since this product is now commercially available, researchers can also receive samples of EPAX Evolve 05 for intervention studies.

Trend prediction: Bjørn Refsum, CEO of Epax, believes that beauty from within, healthy ageing and sports nutrition will be popular this year; niches the company hopes to tap into with its products soon.

Prinova

Making its appearance at booth CC.B38, functional ingredient distributor Prinova will debut the results of consumer surveys it has conducted, while also focusing on its functional beverage portfolio that caters to gut health, active nutrition and healthy ageing. The company will spotlight its Good Guts Lemon Ginger Tea, as well as its Citrus Blast and Young at Heart blend.

Trend prediction: Global Marketing Director, James Street, stated that brands will likely be offering new takes on mega-trends such as healthy ageing and gut wellness, and that these innovations will be on everybody’s mind this year.