Vitafoods Europe 2025: Key Supplement Industry Trends

If there’s one place to witness the pulse of the global supplement industry, it’s Vitafoods Europe. The 2025 edition brought together over 1400 exhibitors, and 22000 attendees from more than 160 countries, giving a crystal-clear view of what’s next in health, nutrition, and consumer behavior.

Evolut conducted over 30 in-depth interviews with DTC supplement brand founders and marketers at the show, analyzed presentations on industry forecasts, and observed product launches and content strategies on-site.

The conclusion? The supplement industry is in the middle of a fundamental evolution. Below, we unpack the 9 core trends shaping the category and what they mean for product innovation, consumer demand, and supplement marketing strategy in 2025 and beyond.

You couldn’t walk through Vitafoods without hearing about GLP-1. The once-niche hormone involved in appetite regulation has exploded into the public consciousness thanks to medications like Ozempic. But its side effects, like facial volume loss and skin sagging are creating new opportunities for supplements.

When people lose weight quickly, they worry about looking gaunt or tired. We’re exploring GLP-1 support products that preserve muscle tone and skin elasticity. — Frédéric, Purasana (Belgium)

In the coming year, expect a rise in multi-functional supplements that support metabolic balance while protecting skin hydration and collagen levels.

Ingredients like hyaluronic acid, elastin peptides, adaptogens, and targeted proteins are being formulated to ride the GLP-1 wave in a wellness-safe way.

Purasana’s vibrant Instagram feed highlights the true multifunctionality of their products

From a supplement marketing strategy perspective, the opportunity lies in cross-category positioning: weight management + beauty + aging support, all in one clear narrative.

Collagen remains the backbone of beauty-from-within, but the way brands talk about it is changing. The generic “glow boost” claim is out. In are specific collagen types (I, II, III), clear sourcing information, and precise pairings with bioavailability boosters like vitamin C, magnesium, or hyaluronic acid.

We’re seeing a huge push toward marine collagen and UC-II collagen for joint and skin health. — Berglind, Kavita (Iceland)

According to the Future of Collagen panel, one of the biggest gaps in the market is consumer education around collagen types. Despite the rise of more targeted formulations, a staggering 95% of consumer conversations online don’t mention the collagen type – suggesting that most buyers still choose based on brand or packaging, not molecular structure.

The panel also highlighted the emergence of biotech-based and vegan-friendly collagen alternatives, especially in Asia and North America, where demand for plant-derived options is accelerating, even though they may not be molecularly identical.

Another key takeaway: collagen works best when it’s stacked with supportive nutrients, and brands that guide consumers in how to combine products are seeing stronger retention and loyalty.

People want to know not just what type of collagen they’re taking, but what to pair it with to see real results. — Elizabeth Thundow, Kline + Company

This shift is driven by educated consumers – especially Gen Z and millennials – who demand proof, not promises. Brands that win will be those that simplify the science without dumbing it down.

Collagen is one of our top-performing categories, but what’s changed is how we talk about it. — Konstantin, Fitspo (Bulgaria)

For marketers, this means rethinking supplement marketing strategy around ingredient education, sourcing transparency, and stacking guidance (what to combine and when).

Lion’s Mane, Reishi, and Chaga were everywhere. These functional mushrooms are becoming the new go-to for brands looking to offer inner calm, clarity, and hormonal balance, attributes increasingly tied to beauty and longevity.

We focus on mushrooms that help with stress, immunity, and healthy aging – key issues linked to skin quality. — Martin, MycoMedica (Czech Republic)

They’re also a marketer’s dream: story-rich, exotic, and packed with dual benefits (beauty + brain health). A well-designed supplement marketing strategy can turn a mushroom blend into a ritualistic, lifestyle-based product with strong brand affinity.

Probiotics are no longer just for bloating or digestion, they’re a must-have in beauty routines. Brands are launching formulas that support skin clarity, hydration, and resilience by targeting the microbiome.

Consumers are asking for specific probiotic strains now, not just general blends. The gut-skin link is driving a lot of innovation. — Madalina, Good Routine (Romania)

We also spotted postbiotics and fermented botanical blends aimed at inflammation control and acne management. The next level? Probiotic pairings with collagen, zinc, and vitamin A.

A modern supplement marketing strategy should spotlight the emotional and visual benefits of microbiome balance – clearer skin, calmer mood, better sleep – not just gut health.

This is perhaps the most important cultural shift. Consumers no longer view skin issues as isolated, they see them as the external display of internal imbalance.

For marketers and brand builders, this means reframing skin health not as cosmetic correction, but as a system-wide reflection of well-being. True skin health isn’t just skin deep, it starts with what’s happening inside the body.

Pro tip for marketers: Use before/after visuals in gut-skin campaigns, but pair them with story-driven education: stress, gut imbalance, hormones, diet. That’s how trust (and retention) is built.

Capsules and powders are giving way to experiential formats like jellies, chocolate bites, sachets, dry shots, and dissolvable strips. These formats blend indulgence with function, improving compliance and social sharing.

The form matters. People don’t want to swallow big capsules anymore, they prefer soft gels, liquids, or even tasty formats they can enjoy daily. — Zdanék, Terezia (Czech Republic)

This shift is largely driven by a younger generation of consumers who value convenience, flavor, and experience just as much as efficacy. Products that feel like part of a daily ritual or even a treat are more likely to become habitual. 

Consumers want snacks that are enjoyable and functional. That’s where we come in with mushroom-enhanced chocolate bites. — Cherie-Anne, Kairi Chocolate (Trinidad and Tobago)

This shift also brings new visual and sensory branding opportunities. Supplement packaging and delivery methods are becoming a storytelling canvas, not just a utility.

Across the board, Vitafoods attendees agreed: trust is the new premium. Consumers want to know exactly what they’re putting in their bodies, where it came from, and what it’s doing for them.

People are asking for more than just trendy ingredients. They want natural products with clear benefits, transparent sourcing, and convenience. — Isabel, Marnys (Spain)

For marketing teams, this means more than labeling. A modern supplement marketing strategy should include:

• Ingredient origin stories
  
• Clinical research summaries
  
• QR codes for third-party testing
  
• Plain-language science explanations

According to a recent analysis shared during Vitafoods, over 70% of supplement-related online searches are driven by confusion, not confidence. That’s the opportunity. Consumers aren’t looking for complexity, they’re looking for clarity they can trust.

Most people just want to know what works for them and why. If we don’t guide them clearly, they’ll find answers elsewhere. — Konstantin, Fitspo (Bulgaria)

Transparency is no longer about listing ingredients, it’s about making consumers feel informed, not lost.

One of the most surprising takeaways from Vitafoods 2025 wasn’t about ingredients, it was about marketing maturity. Many supplement brands are scientifically advanced but digitally underdeveloped.

We spend years perfecting the science… but we still struggle to explain that online in a compelling way. — Dorota, Dwatro (Poland)

While digital-first DTC players like Athletic Greens, Seed, Supergut, and Ritual dominate feeds with storytelling, emotional design, and community building, many legacy and emerging brands still treat their website like a product catalog.

High performing ad examples from AG1 and Supergut

The new bar? Your digital strategy must:

• Educate like a coach
• Inspire like a lifestyle brand
• Convert like a DTC native

This includes UGC content, influencer collaborations, micro-community building, and content that bridges use case + aspiration.

At a time when dozens of brands use the same hero ingredients, what truly sets a product apart isn’t just the what, it’s the why and where.

Winning ingredient-focused ads from Paleovalley, Cuure, and GEM

Multiple interviews revealed that consumers increasingly want to know:

• Where ingredients are grown or harvested
• Who is behind them (e.g. farmers, scientists, small producers)
• What makes a given version of an ingredient better than others

We grow our own spirulina and astaxanthin on our farm in Hawaii. That’s our biggest point of difference. Most other brands just buy it in bulk. — Stephanie, Nutrex Hawaii

Ingredient transparency is becoming ingredient storytelling and it’s especially potent when wrapped in visuals, heritage, sustainability, or origin narratives.

Instagram posts from Nutrex Hawaii showcasing powerful ingredient storytelling

This trend also aligns with the rise of ingredient-focused landing pages, video series, and QR-code-enabled product journeys. Consumers want more than just a functional compound, they want to connect to the source.

For marketers, this means: stop treating ingredients like checkboxes. Instead, treat them like characters in a story. Show where they come from. Why they matter. What their journey was before they entered your formula.

A standout insight from the Vitafoods Europe market forecast session was the rise of healthy aging as a top motivator for supplement use and not just among older demographics. Younger consumers, especially in their 20s and 30s, are now proactively purchasing supplements to prevent conditions long before symptoms appear.

This chart illustrates how longevity – defined as living well for longer – is shaped by two macro trends: an aging population and growing health awareness

This “longevity-first” mindset is shifting how brands position everything from collagen and nootropics to immune and gut health blends.

Healthy aging was the fourth-fastest-growing category in 2024 and is projected to be the second-fastest in 2025. Younger consumers are increasingly driving this growth — Bill Giebler, Nutrition Business Journal

Dwatro’s LongLife and Memory formulations reflect a modern approach to longevity – supporting cellular vitality and cognitive health

This shift demands a repositioning of age-neutral formulas. Brands are now framing ‘anti-aging’ not as repair, but as prevention, and crafting narratives around vitality, energy, and cognitive clarity.

From a supplement marketing strategy perspective, this opens the door to reframing classic condition categories as lifestyle tools: sleep for sharper thinking, gut health for emotional balance, joint care for sustained mobility, not just for seniors.

Vitafoods Europe 2025 wasn’t only about product launches, it was a window into how today’s consumers are rethinking wellness, aging, and daily health rituals. One that seeks:

• Smart support (evidence + performance)
  
• Sensory delight (fun formats + rituals)
• Emotional resonance (brands that get them)

To win in this next era, your supplement marketing strategy must move beyond ingredients and even outcomes. It must leverage identity, lifestyle, and long-term transformation.

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