If we looked slightly unhinged at the beginning of Vitafoods this year, it’s because our booth banner arrived at 17:50. Setup closed at 18:00. Nothing like a little last-minute adrenaline to really bring a team together on the eve of the show.
But once the chaos settled, Barcelona delivered exactly what Vitafoods always should: fascinating science, brilliant conversations, old partners, new faces, questionable trends, and enough supplement samples to nutritionally sustain a small village.
It was illuminating to explore what’s new in health and nutrition, and discovering the ideas and ingredients quietly shaping where the industry is heading next.
And yes, amongst the innovation, there were also some truly important observations:
First: the return of the man bun. In serious numbers. We genuinely thought we left those somewhere around 2016, but apparently they’ve returned with the confidence of a category trend report.
But beneath the wonderfully strange exterior of Vitafoods, some very clear scientific and commercial trends emerged.
Longevity, anti-ageing, hydration and cognitive health continue to dominate the conversation. Creatine was absolutely everywhere, alongside continued growth in the perimenopause and menopause categories — with brands finally acknowledging that women may, in fact, require targeted nutrition too.
One of the most interesting shifts was the move away from traditional capsules and pills, with liquids, shots, gummies and stick packs continuing their rapid rise. Consumers increasingly want supplements that are convenient, highly absorbable, and — perhaps most importantly — enjoyable to take.
Taste is no longer a secondary consideration. It’s becoming one of the defining factors behind compliance and repeat purchasing.
That became even more obvious while walking the show floor. Some of the busiest stands weren’t necessarily the most scientific — they were the ones creating experiences people actually wanted to consume.
At Virun, that’s exactly where we believe the future lies.
We specialise in patented lipid emulsions that make supplements more effective, more stable, and significantly better tasting. Because here’s the uncomfortable truth: if supplements taste terrible, people simply stop taking them.
Our Creamy Edible Emulsions™ allow us to formulate indulgent supplement blends using ingredients like almond butter for natural sweetness and texture, without relying on unnecessary additives. Esolv™ supports lipid encapsulation for improved absorption, nutrient stability and shelf life, while our nitrogen-flushed packaging and bicarbonate processing help brands avoid preservatives much of the industry still quietly depends on.
The future of supplements isn’t just about what’s inside the formula. It’s about compliance, experience, stability and trust.
Some standout innovations from the show included Seppic’s Sepibright™, shown to improve cognitive function and short-term memory in just 42 days, and L-cell’s Senolytic longevity blend designed to support autophagy and limit senescent cell proliferation.
We also loved discovering Yacon & Co syrup — a high-fibre, low-GI sweetener with a rich caramel flavour that was dangerously addictive — and hearing fascinating conversations around Creatine HCL potentially offering reduced bloating and water retention compared to traditional monohydrate forms.
And amongst all of the science, trends and slightly surreal moments, the real highlight was reconnecting with people. Partners old and new, suppliers, formulators, founders, scientists, creatives and customers — all trying, in their own way, to build better products and push the industry forward.
By the end of the show, we escaped to a rooftop bar overlooking Barcelona, slightly exhausted, mildly delirious, but incredibly grateful to be part of an industry evolving this quickly.
Man buns and all.
Meet us this year:
IFT – Chicago | July 12–15 | Booth 449
SupplySide Global – Las Vegas | October 28–30 | Booth 3437
If you’re ready to rethink delivery, let’s talk. Email us innovate.today@virun.com
