Over the past few days, we attended Vitafoods Europe 2026, held from May 5–7 in Barcelona. Like every year, the event brought an incredible amount of inspiration, new brands, ingredients, and trends that clearly show where the industry is heading in the coming years.
And these are our strongest insights from Vitafoods 2026 👇
The Beauty Segment Is Growing Rapidly
One of the most visible trends was the merging of the beauty and wellness segments. Collagen is no longer just a dietary supplement in powder or capsule form. At the event, we saw a wide range of collagen drinks, functional beverages, and products focused on longevity, skin health, and healthy aging.
Today’s consumers no longer see beauty and health as separate categories. More and more people are looking for products that support energy, inner health, and appearance at the same time.
Protein Is No Longer Just a Fitness Trend
One of the biggest themes throughout the event was protein — but in a completely different context than a few years ago. It is no longer limited to sports nutrition products. Protein is now being integrated into everyday products such as smoothies, snacks, bars, and cereals.
A strong emphasis is being placed on better taste, texture, and easy integration into daily life. Brands are focused on creating products that are functional while still feeling natural and far from the typical “sports nutrition” image. Plant-based and blended proteins were also a major trend, combining functionality, sustainability, and improved digestibility.
Science-Backed Products Build the Strongest Trust
Another clear shift was the move toward science-backed wellness. Attractive branding or trendy ingredients alone are no longer enough. Brands are increasingly investing in clinical studies, data, and proven benefits.
Consumers are more informed than ever and want to understand why a product works. Transparent communication, high-quality formulations, and scientifically supported benefits will, in our opinion, become some of the most important success factors in the years ahead.
Gut Health Remains One of the Strongest Categories
Gut health was present at almost every second booth. Probiotics, prebiotics, and postbiotics are no longer niche products aimed only at people with digestive issues. Today, they are positioned as a foundation of overall health — supporting immunity, energy, mental well-being, and even skin health.
It was also interesting to see how brands are innovating product formats. Functional drinks, convenient products, and snacks designed to naturally support gut health as part of a daily routine are becoming increasingly common.
Transparency and Sustainability Are the New Standard
Transparency and sustainability were also major themes throughout the event. Consumers want to know what products contain, where ingredients come from, and what impact they have on the environment.
Many brands showcased products with clean formulations, ethically sourced ingredients, upcycled raw materials, and eco-friendly packaging. These elements no longer feel like added value — they are becoming the absolute foundation for building brand trust.
During meetings with clients, the strongest interest was focused on our best-selling products. Clients also responded very positively to the range of packaging solutions we offer — from various packaging formats to flexible design and production options tailored to the specific needs of each brand. Another important factor in their decision-making process was our favorable MOQ and short lead times, enabling partners to plan production more efficiently and launch products to market faster. The quality of our packaging and labels also left a very strong impression, as clients had the opportunity to examine them in person and experience the high standard of craftsmanship and attention to detail firsthand.
Vitafoods Europe 2026 once again confirmed that the future of the wellness industry will be far more functional, personalized, and naturally integrated into everyday life. It is no longer just about dietary supplements — wellness is becoming a natural part of the modern lifestyle.
If you’re ready to develop cutting-edge formulations for your brand, contact us today to explore private label and contract manufacturing solutions.