Five wellness and nutrition trends that dominated Vitafoods 2026

I am just back from Vitafoods, where I was speaking at the Women's Networking Breakfast about “Women's wellness: Personalised science, practical solutions, and empowering leadership” as Co-founder of Valerie. 

Here is my roundup of the trends I saw. Consumers are more educated. And brands are being pushed to prove efficacy, not just market benefits. The 5 biggest trends I saw shaping the future of nutraceuticals and wellness:

 

1. GLP-1 support is becoming an entire category. 

This was everywhere. Not just weight loss conversations, but the wider nutritional impact of GLP-1 medications and what consumers now need support with alongside them. The opportunity isn’t the drug itself. It’s the ecosystem around it.

Key areas of focus are:

  • muscle preservation

  • protein intake

  • nutrient depletion

  • digestive support

  • energy

  • hydration

  • skin health

  • metabolic health

  • healthy ageing

  • appetite-related nutrition gaps

This category is going to grow very fast.

 

2.Longevity is evolving into “living better for longer”. 

The conversation around longevity has matured. It’s no longer just about extending lifespan. It’s about quality of life:

  • energy

  • cognition

  • mobility

  • sleep

  • resilience

  • metabolic health

  • independence as we age

Consumers increasingly want to feel good for longer, not simply chase anti-ageing claims.

 

3.The microbiome conversation has exploded beyond gut health. 

Gut health remains huge, but the microbiome conversation is now much broader. The extension of this is:

  • vaginal microbiome

  • oral microbiome

  • skin microbiome

  • gut-brain connection

  • immune health

  • hormonal health

The understanding of how interconnected these systems are is becoming far more mainstream.Probiotics are also evolving beyond digestive support into much more targeted functional solutions.

 

4.Delivery format and absorption became a major focus. 

Consumers are becoming more sceptical and asking smarter questions. Does this actually absorb? Does format matter? How much of this is my body really using?

There was a huge focus on:

  • liposomal delivery

  • liquid formats

  • gummies being replaced by chewables

  • targeted release technologies

  • bioavailability

The future isn’t just about ingredients anymore. It’s about whether the body can actually utilise them effectively.

 

5.Science-backed wellness is now expected. 

Clinical backing, ingredient quality, transparency and measurable outcomes were major themes throughout the event. Consumers are moving away from blindly buying into wellness marketing. They want proof. They want efficacy. And increasingly, they want solutions tailored to their specific life stage and health needs.

The biggest takeaway overall? There is a shift from reactive health to proactive optimisation.

Consumers are no longer waiting until something feels seriously wrong. They’re looking for ways to support energy, focus, sleep, mood, hormones and long-term health much earlier. Preparation for the future is at the centre of purchase decisions for many

Wizz Selvey