From 5 to 7 May, the nutraceutical industry came together in Barcelona for a record-breaking Vitafoods Europe. But for us, the real value was in connecting with you.
In just three days, we had inspiring conversations across the value chain. Not only about what’s new, but also on what the latest trends could mean for (y)our portfolio.
Thank you for visiting our fully recyclable stand (the greenest corner of Vitafoods), an open space where we explored research-led innovations for the next generation of probiotics, shared perspectives, and looked ahead together.
What stood out and what opportunities does this create?
Many of the key themes were not new, but clearly evolving – increasingly translated into real-world applications that are more targeted, tangible, and closer to everyday use.
Longevity: from ambition to application
Longevity was visible across the exhibition floor, with a clear ambition: helping people stay active and healthy for longer. This is now clearly translating into more preventative approaches, supporting health earlier in life, not just treating symptoms later on.
However, longevity remains a long-term goal. Combining long-term benefits with short-term, noticeable effects is key to keeping consumers engaged.
Opportunity: developing solutions that combine immediate, noticeable benefits with clear long-term longevity.
Our Chief Commercial Officer, Tara Corduwener: ‘Winclove supports partners in making the right evidence-led choices, ensuring longevity translates into consistent, meaningful impact across the entire lifespan.’
GLP-1: shifting health behaviour
Demand for solutions supporting GLP-1 use was clearly visible. There is growing interest in ingredients and formulations that support weight management while helping the digestive system adapt.
Opportunity: develop targeted support for GLP‑1 users, improving digestive comfort and supporting daily nutrition routines.
Leontien Koster, B2B Marketing Manager at Winclove, reflects:
‘Vitafoods showed how strongly GLP‑1 agonists are reshaping health management. As weight becomes more widely addressed, users are adopting a broader, more proactive approach to self-care. They consume less, but more consciously, and actively look for products that support their daily health. This creates a major opportunity, not only in mitigating side effects, but especially in enabling a sustainable, healthy lifestyle. Winclove helps translate this into scientifically substantiated microbiome solutions with lasting relevance.’
Women’s health: increasing precision
Women’s health remains a strong and evolving category, with menopause clearly taking center stage. More solutions are being tailored to specific life stages, such as peri- and post-menopause, moving away from a one-size-fits-all approach. Other areas, including PMS, fertility and vaginal health, continue to develop, though on a smaller scale.
Opportunity: develop more targeted, life stage-specific solutions instead of broad women’s health propositions.
Brain health: performance and protection
Brain health, one of our focus areas, continues to gain momentum. Consumers are looking beyond immediate performance towards protecting cognitive function over time. Probiotics are playing an increasingly relevant role, alongside other functional ingredients.
Opportunity: explore solutions that support cognitive health over time, combining performance and protection.
Within our current portfolio, the formulation Ecologic® Barrier for Brain Health offers a solution for vulnerability to depression and improves cognitive functioning under stress.
Gut health: from benefit to foundation
Gut health is more and more seen as not just a single benefit, but as a foundation for health in a broader sense. With consumers recognising the link of gut with especially immunity, but increasingly also with brain, stress resilience and other areas of health.
Opportunity: combine gut health with other benefits in a more holistic health positioning.
Consumers seek steadier energy
The concept of energy is shifting. Consumers are moving away from quick boosts towards more stable, sustained energy throughout the day. The gut is increasingly recognised as playing a relevant role here, linking metabolism to energy levels and creating new opportunities for microbiome-based solutions.
Opportunity: position solutions around sustained energy and daily functioning, rather than short-term boosts.
Our current portfolio includes Energy Support, an everyday solution to maintain energy levels. The bacterial strains in this formulation are linked to different mechanisms that stimulate energy production and help lower inflammation, addressing the core of energy regulation. And it includes vitamin B12 for additional support.
Format innovation: making solutions work in daily routine
One of the most noticeable shifts is not only what is being developed, but how products are being delivered and consumed. As health is more often approached from a preventive perspective rather than a curative one, solutions are becoming part of everyday routines. To support this shift, formats need to be easy, intuitive and – importantly – enjoyable to use.
New, more experiential formats – such as oral strips, microbubble lozenges and fast-melting applications – are making products more seamless to integrate into daily life. At the same time, the boundary between food and supplements continues to blur. Functional foods, such as drinks and bars, are gaining ground, making it easier for consumers to incorporate health solutions into their daily nutrition habits.
Together, these developments highlight that ease of use and enjoyment are becoming key drivers of product success, not only supporting adherence, but enabling a more sustained, preventive approach to health.
Opportunity: use format innovation to differentiate, improve usability, and integrate microbiome solutions into daily routines.
Diana Kusuma, Senior Product Developer, Winclove: ‘New dosage forms, such as a fizz tablet that dissolves directly in the mouth or soft chews as an alternative to gummies, make supplements more convenient and appealing, helping to reach broader target groups. For probiotics, I see strong potential in the fizz format, while soft chews are better suited to postbiotics due to the heating step in the production process.’
Let’s continue the conversation
Thank you to everyone who visited our stand and shared their perspective.
If you would like to explore how these insights can support your next product or portfolio decisions, we would be glad to continue the conversation.
We look forward to seeing you again next year.
