It’s fair to say that this year’s Vitafoods Europe and its new home of Barcelona were a resounding success. The sun shone, energy was high, and the buzz across the show floor was palpable.
But what really stood out? That’s the question we all ask ourselves once we get home and have time to digest everything we saw (and the hundreds of photos we took).
For us, there were four big areas that made us think: GLP-1, creatine, gummies, and longevity. So let’s consider each in turn.
GLP-1: just the headline
Let’s start with GLP-1 because it was everywhere, with a number of the event’s panel discussions and expert sessions also dedicated to the topic.
GLP-1 is grabbing the spotlight and for good reason. But – and actually we have two buts here – there are a couple of points to consider.
- GLP-1 is just the headline
GLP-1 may be in the spotlight but what we’re really seeing is the full-blown renaissance of weight management, a topic that’s attracting more attention than it has done for years. Only a small proportion of consumers will use GLP-1, but a much larger proportion will be concerned with weight management, so there’s a world of opportunity here beyond GLP-1 products and companion products. Let’s not forget that.
- What we saw at Vitafoods is very much a B2B response to GLP-1
That is to say, while the industry showcases a huge range of GLP-1 solutions, actual consumer-facing products are still few and far between – only 0.14% of products in our database have GLP-1 claims (and these are all US products thanks to strict EU laws about what can and cannot be claimed).
So there’s a big gap here between B2B momentum and real-world execution at brand level. That’s not to temper the trend or say there aren’t more products coming, because there most certainly are, but it’s worth stepping back from the excitement to see the bigger picture – see point one!
Creatine: the ultimate reinvention story
Creatine has officially entered its redefinition era and is the perfect example of a basic ingredient that’s gone through the reimagined and redefined cycle to become relevant across multiple spaces beyond sports nutrition.
What we’re seeing now is creatine showing up in conversations around ageing and longevity, women’s health and even (of course) GLP-1, thanks to a better understanding of the ingredient and growing research into its benefits.
It’s the epitome of how a well-established ingredient can still evolve to sit right at the heart of several major macrotrends.
Gummies: a trade show flex?
There were a lot of gummies on show this year. But the question we kept coming back to was why?
Is it because the European market is finally embracing the gummy format like the US has, or are gummies just an effective way for B2B brands to showcase a concept and draw people to their stands?
To be honest, we aren’t entirely sure.
While many gummies are a credible delivery system for supplements, Europe is still culturally more cautious when it comes to using the format – we talked about some of these reasons following last year’s Vitafoods.
So, much like with GLP-1, whether the presence of so many gummies at Vitafoods is a trend or just a reflection of how trade shows work remains to be seen.
Longevity and cellular health: a shift in language and mindset
This one felt quieter, but widespread: the shift in both language and mindset from “healthy ageing” to “longevity” and “cellular health.”
It didn’t matter whether it was a big hero statement on a booth or just a single line buried in a product description, the new language has well and truly entered our industry’s vocabulary.
It’s a subtle but significant shift that broadens the conversation beyond older demographics, positioning cellular health and longevity as relevant for every stage of life.
And with wellness continuing to gain traction across generations, the shift also brings with it huge potential for innovation and engagement. This is a super exciting one to watch and we’re absolutely here for it.
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