Vitafoods Europe 2025: Key Trends and Takeaways from Barcelona

One of the clearest emerging trends is the rise of supplements targeting GLP-1 (glucagon-like peptide-1) pathways. Rather than solely framing these products around weight loss, many brands are shifting focus toward appetite regulation and satiety. This subtle change reflects a broader industry movement: supporting energy balance and healthier lifestyle habits without perpetuating the stigma of dieting. As consumer understanding of metabolic processes deepens, expect more demand for natural GLP-1 supporting ingredients and products that fit into holistic wellness routines.

High protein content remains a must-have feature across a wide range of functional food formats, from bars and powders to ready-to-drink beverages and savoury snacks. But the conversation is evolving. It’s no longer just about adding protein; it’s about quality, bioavailability, and purposeful formulation. With plant-based and alternative protein sources continuing to gain traction, the real question for 2025 and beyond is: where will the next wave of protein innovation originate? Fermented proteins, precision fermentation, and sustainability-focused blends may lead the way.

Traditionally associated with muscle gain and athletic performance, creatine is now being embraced in a new context: female wellness. We saw increasing numbers of formulations designed specifically for women, highlighting creatine’s benefits for cognitive performance, hormonal balance, and mood support. As more research underscores its broader applications, creatine could become a staple ingredient in women’s health supplements — especially for those navigating perimenopause and active aging.

A noticeable shift in messaging was evident throughout the show floor: the term “anti-aging” is giving way to “longevity” and “healthy aging.” Brands are placing greater emphasis on cellular health, mitochondrial support, and inflammation reduction. This aligns with consumers’ growing interest in proactive, preventive approaches to wellness, rather than simply reacting to visible signs of aging.

Finally, we saw a convergence of solutions targeting the gut-brain axis, blood sugar stability, and hormonal balance, all under the umbrella of metabolic health. Rather than isolating one area of concern, brands are beginning to create comprehensive ecosystems of support, recognising the interconnected nature of human physiology. This systems-based thinking marks an important step forward in how we approach long-term health and vitality.