Nutraceuticals are evolving to meet a growing demand for holistic health benefits, ranging from weight management and women’s health support to mental wellness and sleep aids. As consumers are more informed and empowered by social media, they seek transparent, effective, and science-backed solutions.
Nutrition Insight explores new health frontiers for nutraceuticals, popular ingredients, and the importance of scientific evidence in holistic health innovations with Lycored, Saanroo, Nexus Wise, FrieslandCampina Ingredients, and Sirio.
Megan Dunn, senior manager of Global Marketing at Lycored, tells us that consumers are becoming more health-conscious and ingredient-savvy, demanding “transparency and wholesomeness in the products they choose.”
“They are seeking clean label products made with nature-based ingredients and avoiding those with synthetic dyes and additives. At the same time, consumers value convenience and need products that can be easily integrated into their busy daily routines and offer multiple benefits in one.”
Maggie McNamara, VP of Global Marketing at Saanroo, adds that consumer education has always been a hurdle in this market. “Many companies and suppliers demonstrate and support their products through clinical research, but breaking through to the everyday consumer is more complex, especially with social media leading the way in consumer education.”
“Working with credible sources, conducting peer–reviewed, gold-standard research, and having a solid marketing outreach plan are several ways to continue overcoming these obstacles.”
McNamara highlights three emerging trends in nutraceuticals: healthy weight management, female-specific products, and a growing role for active nutrition beyond muscle and strength.
New health frontiers
Hooi Nee Tiew, assistant marketing manager at Nexus Wise, points to several “new frontiers” in nutraceuticals.
“Mental wellness and cognitive health are increasingly important, as rising levels of stress, sleep disturbance, and burnout drive demand for adaptogens and nootropics that support resilience, focus, and mood balance.”
Consumers are more informed and empowered by social media, and seek transparent, effective, and science-backed solutions.“At the same time, resilience and recovery are gaining attention, with consumers seeking solutions that sustain long-term vitality through respiratory, immune, and energy restoration support,” she details.
In addition, Tiew says that women’s holistic health is an expanding area, moving beyond prenatal care to include natural options for mood regulation, hormonal balance, metabolic wellness, and beauty-from-within.
“Finally, sports performance and energy are dynamic frontiers, with both athletes and active lifestyle consumers turning to natural enhancers that improve oxygen efficiency, endurance, and strength.”
In terms of ingredients, she highlights mushrooms and adaptogens are trending for stress and energy management, as well as plant-based proteins and whole-food blends for daily nutrition, and polyphenols like resveratrol for promoting healthy aging.
“Demand is also shifting toward multi-benefit solutions — for example, ingredients that support both respiratory and immune health while enhancing sports endurance — rather than single-function offerings,” adds Tiew.
GLP-1 medication support
As another key health area for nutraceuticals, Sophie Zillinger Molenaar, global marketing execution lead at FrieslandCampina Ingredients, highlights weight management, metabolic health, and the growing use of anti-obesity medications.
“There’s no escaping GLP-1 agonists right now,” she says. “As we enter the new ‘Ozempic era,’ there’s a major cultural and clinical shift in how people manage their weight and metabolic health — making lifestyle changes much more manageable.”
Zillinger Molenaar notes that this already has a “knock-on” impact on the nutraceutical market, with growing demand for GLP-1 companion products.
Zillinger Molenaar details that prebiotics can support GLP-1 users to overcome side effects, while protein can support their muscle health during weight loss.“On a lower-calorie diet, for example, users often don’t get enough protein, which is crucial for maintaining muscle mass. Protein-rich products are stepping up to the plate to deliver important muscle protein synthesis benefits — and now emerging evidence suggests they can make users fuller for longer when on GLP-1 agonists, too.”
In addition, she notes that GLP-1 users can experience side effects such as nausea, digestive discomfort, vomiting, and diarrhea, particularly at the start of a treatment course or if they use a higher or more frequent dosing.
“Here, gut-boosting prebiotics like galacto-oligosaccharides (GOS) offer real potential in GLP-1 companion products, to help soothe these common side effects and help consumers feel their best,” says Zillinger Molenaar. “By combining protein and GOS in a single product, brands can create solutions that support health, enhance well-being, and empower consumers to thrive as they manage their weight.”
Magnesium for holistic health
In addition to specific health benefits, Sara Lesina, general manager at Sirio Europe, observes that the holistic health trend continues to accelerate as well-informed consumers seek multifunctional ingredients that deliver multiple health benefits, while maximizing effectiveness, convenience, and value.
She adds that magnesium “exemplifies this trend perfectly.” For example, Innova Market Insights data indicates that magnesium stearate was the most widely used nutraceutical ingredient between July 2023 and June 2025, and also highlights magnesium as one of the top ingredients in mood health supplements and bone health.
Sirio showcased the potential of the mineral in various health benefits at the recent CPHI trade show (Oct 28–30), where the company presented its X Mg range of market-ready concepts featuring magnesium.
Lesina highlights magnesium’s potential in sleep and stress relief due to its muscle-relaxing and nervous system-calming properties.Lesina says that magnesium’s multifunctional benefits across trending health areas, including sleep, stress, and muscle health, make it “the ideal ingredient for today’s holistic-minded consumers.”
“According to Innova Market Insights, sleep is emerging as a top health concern, driven by rising levels of stress and digital overstimulation,” Lesina details. “This aligns with holistic health trends, as poor sleep impacts multiple aspects of both mental and physical well-being.”
“While melatonin has traditionally dominated this space, consumers increasingly prefer hormone-free alternatives such as botanical extracts like lavender, chamomile, and passionflower, which they perceive as more natural.”
She points to magnesium’s potential in sleep and stress relief due to its muscle-relaxing and nervous system-calming properties. Sirio’s X Mg sleep gummy leverages this popularity, which delivers “ten times the market average dose of magnesium,” plus eight other proven sleep-support ingredients, in a convenient and appealing berry flavor gummy.
Moreover, Lesina says that clean energy and hydration are gaining traction. “Consumers, both in active lifestyle and everyday wellness categories, look to move away from familiar, caffeine-based products that provide a short-term boost with an equally rapid crash.”
“Again, magnesium shines in this arena, contributing to normal energy-yielding metabolism and electrolyte balance. It’s this crucial activity that powers three of our new X Mg concepts: X Mg gummy, X Mg HydraBites, and X Mg Recovery FizzyBits.”
Evidence-based innovation
The experts emphasize that scientific support is crucial for ingredients to succeed, as consumers increasingly seek out products that deliver results.
Tiew from Nexus Wise says that demand for personalized, evidence-based, and clean label solutions is reshaping nutraceutical innovation.
Dunn emphasizes that brands and consumers want to see the research that proves specific meaningful benefits, which requires extensive resources.“Consumers expect products that are preventive, trustworthy, and backed by clinical science. Branded ingredients with proven efficacy are rising above generic commodities, as EU regulations require substantiation for health claims,” she says.
Lycored’s Dunn adds that an evolving regulatory landscape can be a driver of both product innovation and marketing strategy. “By anticipating shifts, we can develop ingredients that are fully aligned with consumer expectations and policy requirements.”
“One trend we’re seeing across key markets is the need for ingredient transparency and a move to more nature-based ingredients to ensure consumer acceptability and meet shifting regulatory requirements. In the US, the recent ban of synthetic dyes is a clear indication of this movement.”
She emphasizes that it is not sufficient to communicate general product benefits. “Both partners and consumers want to see the research that proves specific meaningful benefits. This commitment to science and research requires extensive investment, resources, time, and expertise, but ensures product efficacy.”
Tiew highlights that technology is becoming a “key enabler” of compliance and efficacy. “Advanced delivery systems such as microencapsulation and liposomal formulations improve the bioavailability of sensitive actives like tocotrienols and polyphenols, ensuring measurable results.”
Technology enables “snackification” formats, including gummies, functional chocolates, and powder-to-drink sachets, which cater to consumers’ preferences for enjoyable, lifestyle-friendly supplementation.
Tiew adds: “Biotransformation and fermentation technologies are unlocking new postbiotics and enhanced botanical actives, offering greater stability, efficacy, and safety.”
