Vitafoods Europe 2024 Trend Guide - post-show edition

Sep 28, 2026

Vitafoods Europe 2024 Trend Guide maps product innovations, health trends, and nutrition science shaping the nutraceutical industry. It presents expert interviews and market insights on top startup and brand strategies, including digitalisation and data interpretation, DIY at-home testing for health markers, and how to use consumer data to create meaningful outcomes. The guide also highlights themes spanning functional wellbeing, metabolic health, personalised nutrition, sports nutrition, protein innovation, and sustainable seaweed nutrition, alongside Startup Innovation Challenge finalists and winners.

LanguageEnglish

CategoryHealthcare

FormatPDF

Pages42

Reading Time1 h 46 min

AccessFree to download

Which top startup trends are transforming the nutraceutical industry?

How brands can help consumers overcome health barriers in 2024

Innova Market Insights: How can brands deliver functional wellbeing through nutrition?

Mintel: Tackling metabolic syndrome through product innovation

Cosun Protein: Bringing taste and texture to active nutrition

Holland & Barrett: customer-first, science-first R&D strategy

Huel: a holistic approach to addressing evolving nutritional needs

Science is key to unlocking the female sports nutrition market

Tapping the potential of seaweed to deliver sustainable nutrition

Epigenetics is key to effective personalised nutrition

Revealed! Startup Innovation Challenge finalists and winners

Innovation Tours at Vitafoods Europe 2024 by NutriMarketing

ick-12239239 7770 Vitafoods Europe 2024 Trend Guide Product innovations, health trends, and nutrition science Contents Which top startup trends are transforming the nutraceutical industry? . . . . . . . . . . . . . . . . . . . 4 How brands can help consumers overcome health barriers in 2024 . . . . . . . . . . . . . . . . . . . . . 6 Innova Market Insights: How can brands deliver functional wellbeing through nutrition? . . . . . . . 10 Mintel: Tackling metabolic syndrome through product innovation . . . . . . . . . . . . . . . . . . . . 14 Cosun Protein: Bringing taste and texture to active nutrition . . . . . . . . . . . . . . . . . . . . . . . 18 Holland & Barrett on its ‘customer-first, science-first’R&D strategy . . . . . . . . . . . . . . . . . . . 20 Huel takes a holistic approach to addressing evolving nutritional needs . . . . . . . . . . . . . . . . . 22 Science is key to unlocking the female sports nutrition market: Dr Susan Kleiner, Founder and Owner, Consultancy High Performance Nutrition . . . . . . . . . . . . 26 Tapping the potential of seaweed to deliver sustainable nutrition: Vincent Doumeizel, Senior Advisor to the United Nations Global Compact . . . . . . . . . . . . . . . . 28 Epigenetics is key to effective personalised nutrition: Dr Jordana Bell, Associate Professor in Epigenomics, King’s College London ............... 30 Revealed! Meet the finalists and winners of the Vitafoods Europe 2024 Startup Innovation Challenge . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Innovation Tours at Vitafoods Europe 2024 by NutriMarketing . . . . . . . . . . . . . . . . . . . . . . . 38 Welcome to the Vitafoods Europe 2024 trend guide This trend guide shines a spotlight on some of the most important innovations at Vitafoods Europe 2024, bringing together interviews with leading experts and market analysts. It also looks at the finalists and winners of the Vitafoods Europe Startup Innovation Challenge, which celebrates innovative startups that are breaking new ground in nutraceutical ingredient development. As the most important nutraceutical trade show held in Europe, it attracted over 25,000 nutraceutical and supplement industry experts from over 130 countries and offered an ideal opportunity to scout out the biggest trends and innovations shaping the future of the nutraceutical, supplement, health, and wellness industries. the most important nutraceutical trade show held in Europe Vitafoods Europe 2024 Trend Guide Product innovations, health trends, and nutrition science 3 Which top startup trends are transforming the nutraceutical industry? 4 From digitalisation and data interpretation to DIY testing to assess health markers, three startup experts at Vitafoods Europe highlighted the trends that are set to transform the nutraceutical industry. The panel included Imran Afzal, the R&D open innovation lead for the EU at Mondelez International; Aline Santa Izabel, startup ecosystem services lead at Health Data Sweden; and Nard Clabbers, founder of NCNC Nutrition Consultancy. The panel was hosted by Martyna Halas who leads the Vitafoods Europe Startup Innovation Challenge. Don’t jump in at the deep end with data! Panellists discussed how technology is impacting startups in the nutraceutical world. In particular, the space is seeing a lot of development with respect to digital innovation, which is largely pegged to consumer data. “Data-driven innovations and digitalisation is something that is really shaping consumer industries, and that is what weare focused on at EDIH Health Data,” said Santa Izabel.“It’s a massive and fast-growing area but there is still room for plenty of development, particularly with re

FAQs

What startup trends are highlighted as transforming the nutraceutical industry in 2024?

The guide focuses on digitalisation and data interpretation, DIY testing for health markers, and using technology to support nutraceutical innovation and consumer engagement.

How does the guide describe the role of data in digital and consumer-focused innovation?

It emphasizes serious attention to data collection and professional resources, plus the need to combine wearable/app-generated data so it becomes meaningful for health insights.

Why is DIY testing presented as important for nutraceutical businesses after the pandemic?

Self-testing is described as something consumers are more comfortable with, enabling nutraceutical companies to measure the effects of foods on health through at-home measurement and longer-term feedback.

Sep 28, 2026

Uploaded by Maya Linwood