Stay up to date with the latest trends in the nutraceutical industry. Explore useful expert insights into innovations, emerging ingredients & other key market developments.
As Vitafoods Europe grows larger each year, visiting all the stands and taking in all the innovation becomes increasingly difficult. To counter that, PharmaLinea's team collectedinsights on the showfloor and prepared an overview of what were, in our opinion, the highlights: top market trends, new product launches, interesting ingredients, and brand owner insights from our stand.
Highlights:
00:00:00 Introduction
00:02:47 Beauty from within
00:21:37 GLP-1
00:34:23 Longevity
00:42:52 Creatine
00:53:07 Hydration
00:59:02 Delivery formats
01:04:00 Honorable mentions
13 May 2026
The Creatine Revolution: Unpacking the Ingredient Trend with Scott Dicker
Where are the emerging white spaces in the expanding creatine supplement category and how crucial is a deep understanding of consumer needs in shaping the next wave of innovation? To unpack the data behind the creatine trend, we dived into the explosive growth of the ingredient, explored the key drivers of its rising popularity, and discussed how consumer demographics are evolving with Scott Dicker, Senior Director and Head of Research and Insights at SPINS.
Highlights:
00:00 Introduction to the creatine supplements trend
03:11 Understanding the ingredient growth
08:32 Nutraceutical trends comparison: creatine vs. hydration
12:22 Drivers of creatine's popularity
15:41 Formats and innovations in creatine nutraceutical products
19:26 Consumer demographics and market opportunities
24:17 The role of women in the creatine market
29:46 Future of creatine supplements
36:32 Future trend predictions
25 Sept 2025
Accessible science: Re-imagining clinical trials on nutraceuticals
For a product to stand out in the flooded nutraceutical market, differentiation through clinical substantiation is key; however, many brands view this as a risk due to the high upfront costs and the lack of a guaranteed positive outcome. We discussed the future of clinical trials and how Radicle Science's technology-based platform aims to make them more accessible to everyone with Pelin Wood Thorogood, the company's Co-Founder and Executive Chairwoman.
Highlights:
00:00 Introduction
03:43 Radicle Science background
10:20 The need for alternate clinical trials design
12:59 Studies on ingredients vs. finished products
17:53 Radicle Science business model & trial design
21:11 Clinical trial platform & how it works
25:56 Trial range
28:10 Client case study
33:30 Investing in clinicals before going to market
38:15 Using the clinical data in marketing
41:02 Targeting specific subpopulations
48:10 Recognition within the industry
49:00 Justifying the investment
51:25 How marketing and clinical trials will evolve in the future
58:30 What's next for Radicle Science?
4 Jun 2025
Vitafoods Europe 2025 insights by PharmaLinea
PharmaLinea shares insights from Vitafoods Europe 2025, exploring market trends, product launches, ingredients, and brand owner perspectives, offering a comprehensive overview of industry highlights.
27 Feb 2025
PharmaLinea's story, industry evolution, and sailing (halfway) around the world with Blaž Group
We discussed the story of PharmaLinea, the key factors for the company’s success, and how the nutraceutical industry has evolved in these past years with Blaž Gorjup, PharmaLinea’s chairman and founder. Blaž also shared with us the story of his sailing journey (halfway) around the world.
00:00 Introduction
01:11 How it all began
06:09 Why this industry
07:49 From ingredients to finished products
10:47 The beginning of PharmaLinea
12:35 Exhibiting at Vitafoods
13:40 Defining the niche
18:39 Target market analyses and selection
20:52 Key factors for success
29:16 The 5-step programme
30:24 Advice for those just starting out
33:50 Industry evolution
42:44 AI vs. doctors & pharmacists & consumer trust
45:32 Sailing journey
15 Jan 2025
How can brands utilize doctor-driven influencer marketing to stand out with Taeyoon Kim
We discussed doctor-driven influencer marketing and how nutraceutical brands can utilize this kind of promotion to stand out in the market with Taeyoon Kim, Founder & CEO of TopHealth.
0:00 Introduction
1:50 Deciding on promoting through online channels
5:25 Promotional activities and channels
8:19 Working with influencers
12:15 Co-operating with doctor-influencers
15:17 Number of followers vs. trust
17:43 A typical campaign overview & expected results
22:18 Types of products to promote through these channels
23:58 The importance of first movers
25:14 Advice for brand owners
24 Oct 2024
Current consumer trends and upcoming health priorities with Will Cowling
We discussed current consumer trends in the nutraceutical market and health priorities that will gain popularity in the future with Will Cowling, commercial manager at FMCG Gurus.
00:00 Introduction
01:25 Current health areas of concern
04:08 Top-of-mind supplement ingredients, claims, and product formats
05:46 Addressing several health areas at once
06:52 How cost of living is affecting consumers
08:42 Recent consumer surveys
09:09 Emotional wellness
09:55 Hydration & sports nutrition products
11:17 Digital health & personalized nutrition
15:08 How to use FMCG Gurus data for strategy and new product development
17:21 Important factors for consumers that make a product stand out
18:47 Mushrooms
19:42 Energy
21:17 Strategy tips for brand owners
24 Oct 2024
Interesting ingredients for market differentiation in nutraceuticals with David Foreman
We discussed interesting nutraceutical ingredients that can provide brands with much-needed market differentiation with David Foreman, Founder of The Herbal Pharmacist, who has almost 30 years of industry experience.
00:00 Introduction
01:26 Under-the-radar ingredients: Sorgum – applications, delivery formats, and taste
06:55 Recognized, added-value ingredients, new technologies
10:42 Advantages of branded technologies behind the ingredients in the consumer market
14:03 Educating the consumers
15:12 B2C marketing for branded ingredients
24 Oct 2024
Global CHC market trends with Amit Shukla
We discussed how the global CHC market will evolve in the future with Amit Shukla, VP & Head of Global Consumer Health Consulting Services at IQVIA Consumer Health.
00:00 Introduction
00:50 The current status of the global CHC market and future outlook
03:06 Major trends influencing the growth
05:36 Potential markets for expansion
07:47 Winning strategies from smaller markets
12:00 The role of innovation in the global CHC market growth
14:33 Food supplements’ role and development in the consumer health space
18:20 Strategies from leading players
19:37 Regulations
20:45 Clinical support on finished formulations
23:10 Personalization & digital health in nutraceuticals
17 Oct 2024
Nutraceutical trends talk with Kenn Israel
We discussed upcoming indications, delivery formats, and other trends in the nutraceutical industry with Kenn Israel of Innovation Nutrition Consulting LLC, a distinguished professional with over 25 years of expertise in the nutritional supplements, botanicals, and nutraceuticals industry.
Highlights:
00:00 Introduction
01:30 Macro trends
04:33 Lab-grown ingredients
05:23 AI bioactives discovery
09:15 Trending indications
13:45 Trending ingredients
15:55 Delivery format trends
About our guest
Kenn Israel is a veteran in the nutraceutical and dietary supplement industry, with over 25 years of experience. He founded Innovation Nutrition Consulting and co-founded BeyondBrands, focusing on product development and innovation. Previously, he was VP of Marketing at Robinson Pharma Inc. and has been active in industry organizations like the Natural Products Association.
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