In the competitive nutraceutical market, brands need to innovate in format and function to stand out. Consumers look for effective supplements backed by science that support body-and-mind wellness but fit seamlessly into their busy lives, while companies need to meet strict regulations.
Nutrition Insight meets with Gencor, FrieslandCampina Ingredients, Lycored, Sirio, and Nexus Wise to discuss nutraceutical innovations and the need for clinical evidence around delivery formats and formulation technology.
“Consumers are increasingly seeking functional ingredients that support their busy lifestyles. They want supplements, foods, and beverages that are backed by scientific research to support their overall health and well-being,” says Maggie McNamara, VP of global marketing at Gencor.
“Common and trending health benefits include weight management due to the rise in GLP-1 pharmaceuticals, gut health, increased energy, stress relief, improved sleep and relaxation, immune support, and enhanced cognitive function.”
She points to oleoylethanolamide (OEA), curcumin, palmitoylethanolamide (PEA), fenugreek, saffron, and adaptogenic herbs such as Gynostemma pentaphyllum as key ingredients in these categories.
Meanwhile, Sophie Zillinger Molenaar, global marketing execution lead at FrieslandCampina Ingredients, adds that the “pivot from pills to experiences” is one of the biggest trends in nutraceuticals. “Consumers want nutrition they can taste, enjoy, and seamlessly weave into daily life. Brands are responding with functional products that are as delicious as they are effective.”
“This need is not happening in isolation — it’s fueling, and fueled by, other megatrends such as the booming demand for protein. As such, protein is moving beyond sports nutrition into mainstream formats. Advances in formulation now make it easy to enjoy protein-rich options round-the-clock — from whey-enriched breakfast bars to refreshing sodas, or after-dinner yogurt treats fortified with casein for overnight recovery.”
Body-and-mind wellness
Zillinger Molenaar highlights that longevity is a “refining trend” as consumers of all ages aim to extend their healthspan. This drives demand for ingredients like DHA (docosahexaenoic acid) that support brain and heart health.
Zillinger Molenaar says consumers want delicious and effective nutraceuticals they can enjoy and add into daily life.“At the same time, gut health continues to dominate, with prebiotics like GOS (galactooligosaccharides) gaining traction not just for their role in digestion, but even mood via the gut-brain axis.”
“These trends highlight the growing focus on body-and-mind wellness — and the most successful brands will be those ensuring functionality never comes at the expense of enjoyment,” Zillinger Molenar underscores.
Megan Dunn, senior manager of Global Marketing at Lycored, adds that demand for healthy aging and expanding healthspan is beginning earlier in life.
“Younger and older generations are seeking nutraceutical solutions to support long-term overall health, appearance, and vitality throughout the aging journey.”
“Within this trend, the newest frontier is cellular wellness and anti-inflammaging, which is a primary focus in our innovations at Lycored. For example, our flagship wellness solution Lycomato works at a cellular level to reduce oxidative stress, balance inflammation, protect mitochondrial health, and slow cellular senescence.”
New and convenient formats
Dunn says consumers are looking for convenient ways to integrate wellness into daily routines. She emphasizes that brands’ adaptability to such new formats is essential for a competitive edge in the nutraceutical market.
“Emerging technologies and delivery systems unlock new opportunities for brands to integrate novel nutraceutical solutions into products consumers want. Today, that means gummies, functional ready-to-drink and powdered beverages, chocolates, capsules, softgels, and more.”
For example, Lycored developed a new format for its skin care supporting Lumenato last year, Lumenato Emulsion. This has the same phytonutrients as its original formulation but has a nine-month shelf life and no visible particles for use in the F&B and supplement industries.
Dunn says brands’ adaptability to new and convenient product formats is essential for a competitive edge (Image credit: Lycored).Sara Lesina, general manager at Sirio Europe, reiterates that convenience is a key innovation driver in formats. “People want concentrated products that maximize dosage (and efficacy) in smaller amounts and formats so they can fit seamlessly into fast-paced lifestyles.”
“Taste and palatability are also major priorities, as enjoyable sensory experiences encourage consistent consumption and combat ‘pill fatigue.’ This is fueling the soaring popularity of nutraceutical gummies.”
Instant dissolution tech
Lesina explains that novel delivery systems can differentiate supplement brands while elevating efficacy.
“One innovation we’re particularly excited about is instant dissolution technology, which we have harnessed in our market-first X Mg Recovery FizzyBits. The unique instant fizzy tabs are designed for fast, effective post-workout recovery — dissolving on the tongue with no water required.”
The supplements contain high-dose vitamin C, essential B vitamins, magnesium, and sodium to support hydration and replenish electrolytes. They also have a low sugar content and offer consumers enhanced absorption and on-the-go convenience in tubes or single-dose blisters.
“Plus, as a first-of-its-kind innovation in this space, they enable brands to truly differentiate and capture the attention of active consumers seeking smarter, faster solutions,” adds Lesina.
Clinical validation as gateways
Hooi Nee Tiew, assistant marketing manager at Nexus Wise, highlights that the EU’s rigorous regulatory landscape has a strong impact on companies’ innovation strategy. “For Europe, the trend is clear: clinical evidence and regulatory compliance are not hurdles but gateways to consumer trust and long-term brand credibility.”
Sirio launched two tablets with its instant dissolution tech, FizzyBits Energy and Recovery, at Vitafoods Europe this year.“EFSA’s (European Food Safety Authority) strict standards for health claims mean that companies must invest in robust clinical data and well-defined endpoints before market entry,” she underscores. “This environment favors science-driven branded ingredients and makes transparency non-negotiable.”
“In comparison, the US allows faster commercialization through structure/function claims, while parts of Asia emphasize Halal requirements and Traditional Chinese Medicine heritage.”
She says that the cost of clinical validation is one of the biggest hurdles in the EU, especially for smaller players, as meeting the rules requires substantial investment in human trials.
Grabbing consumers’ attention
Tiew details that Nexus Wise is bridging heritage botanicals with modern clinical science in its nutraceutical development.
“Through innovations like Eczefolia, delivering eczema symptom relief in just 12 days without steroids, Restake, which reduces stress by 45% in only two weeks, and TigerPro, the world’s first human clinical study for respiratory health rooted in 400 years of Malaysia’s rainforest heritage, we transform natural treasures into clinically validated solutions for today’s needs in mental wellness, resilience, women’s health, and lifestyle-friendly formats.”
FrieslandCampina Ingredients’ Zillinger Molenaar says that one of the main hurdles in novel nutraceuticals is translating science into tangible health benefits that shoppers can readily understand.
“Clear, transparent on-pack communication and accessible messaging help bridge the knowledge gap and build trust.”
“For protein products, this means going beyond naming the source — such as ‘plant-based pea protein’ or ‘grass-fed whey’ — and pairing it with functional claims like ‘20 g of protein to support muscle recovery.’”
McNamara says that technology allows companies to enhance bioavailability, functionality, and purity to improve the delivery format and results.She adds that icons or infographics, such as a gut health symbol or a muscle icon, can help grab consumers’ attention.
Technology advances
Lesina from Sirio says brands must overcome hurdles such as formulation stability, bioavailability limitations, and manufacturing scalability to translate compelling studies into consumer-ready products.
“Magnesium exemplifies this challenge perfectly,” she details. “Despite being one of the most researched minerals worldwide, with strong consumer interest in its benefits for muscle health, sleep, relaxation, and more, it can be very difficult for brands to meet this demand with products that are effective, convenient, and differentiated.”
To address this gap, Sirio launched its X Mg range of science-backed formulations with proven stability and efficacy in consumer-friendly delivery systems, “making it easier than ever for brands to succeed in this fast-growing market.”
Gencor’s McNamara adds that technology allows companies to enhance bioavailability, functionality, and purity to improve the delivery format and nutraceuticals’ results.
“Most often, the leading ingredients are very poorly absorbed by the body, which significantly affects their performance. Advanced delivery systems, such as LipiSperse (a solid lipid dispersion technology), AquaCelle (a micelle technology), CPO (liquid to solid conversion), and PlexoZome (a liposomal technology), address these issues very efficiently and are supported by multiple human studies.”
She says these specialty products are designed to enhance bioavailability and uptake by the body, while significantly improving the functionality of actives.
