She tells us that solutions at this year\u2019s event will reflect how far nutricosmetics have traveled from a niche category, and how much room it still has to grow.<\/p>\n
\u201cThis year\u2019s event features our first-ever, full-day spotlight dedicated to the dynamic world of nutricosmetics, during which the best and brightest minds in the industry will explore the essential forces shaping the future of ingestible beauty,\u201d Berry details.<\/p>\n \u201cWe have a packed schedule of expert sessions on offer, covering topics such as the convergence of beauty, nutrition, and pharma innovation, the evidence for emerging ingredients \u2014 including peptides, antioxidants, and marine compounds \u2014 and the preventative strategies resonating with younger consumers.\u201d<\/p>\n She adds that these sessions will reflect trends influencing the nutricosmetics market today: the blurring of category boundaries, increasing demand for clinically-backed solutions, and a shift toward proactive, holistic approaches to beauty and well-being.<\/p>\n Berry also notes that the nutricosmetics consumer base has also become much broader, with expectations spanning life stages, wellness priorities, and, increasingly, gender. For example, younger consumers seek preventative solutions for skin resilience and vitality, and traditional gendered assumptions about who buys beauty supplements are being challenged.<\/p>\n \u201cOut of the niche\u201d<\/p>\n Berry expects one of the most significant shifts in beauty-from-within this year is for the sector to step out of its niche.<\/p>\n \u201cOn the show floor at Vitafoods Europe 2026, we can expect to see more established ingestible beauty products designed to directly support hair, skin, and nail health, in addition to new supplement concepts that support holistic beauty-from-within \u2014 think gut balance, hormonal harmony, nutrient optimization, and inflammation management,\u201d she predicts.<\/p>\n Moreover, Berry says that biomarker testing and metabolic monitoring advances are opening the door to connections between metabolic function, skin vitality, and healthy aging.<\/p>\n In terms of ingredients, she expects collagen and collagen peptides to continue to dominate, currently accounting for over a third of the market.<\/p>\n \u201cBut probiotics and postbiotics are now the fastest-growing categories, reflecting rising awareness of the gut-skin connection,\u201d Berry adds. \u201cVitamins, hyaluronic acid, omega fatty acids, polyphenols, and minerals like zinc are also coming into focus as brands respond to demand for multi-benefit solutions.\u201d<\/p>\n She says the pace of evolution is \u201cstriking\u201d across this year\u2019s exhibits, underscoring that the nutricosmetics trends on display at Vitafoods Europe 2026<\/a> are \u201cfully-fledged opportunities ready to be seized.\u201d<\/p>\n Science-based personalization<\/p>\n Berry points to a considerable shift in consumer expectations, urging brands to keep pace so they don\u2019t fall behind.<\/p>\n \u201cThe modern beauty supplement consumer collects research from a wide range of on- and offline sources before deciding to buy, with social media and word of mouth as the primary routes to purchase,\u201d she highlights.\u00a0<\/p>\n \u201cWhat unites these research channels is their inherently personalized nature \u2014 from algorithm-driven content tailored to individual preferences to peer recommendations rooted in personal experience,\u201d says Berry. \u201cAs a result, consumers are increasingly conditioned to expect the same level of relevance from the products they choose.\u201d<\/p>\n \u201cAs consumers become more proactive in seeking out information, expectations naturally shift toward greater scientific rigor and demonstrable proof.\u201d<\/p>\n The trade show\u2019s Innovation Awards will also include Nutricosmetic Ingredient as a new category, along with Weight Management Ingredient, to reflect the nutrition industry\u2019s most dynamic areas of growth. Finalists include Activ\u2019Inside for Hair\u2019Inside, to revitalize hair from within, and Mibelle AG Biochemistry\u2019s DracoBelle Nu vegan collagen booster.<\/p>\n Format formulations<\/p>\n One of the \u201cmost exciting areas\u201d to watch at this year\u2019s Vitafoods Europe is format innovation, says Berry. While nutricosmetics deliver benefits to consumers, they need to stick to a routine.<\/p>\n \u201cWhat\u2019s interesting is that the convenience conversation has moved on from being simply about ease of use \u2014 it\u2019s now understood as being fundamental to efficacy. A product that fits naturally into consumers\u2019 daily routine is a product that gets taken consistently, and consistent consumption is what actually delivers visible results.\u201d<\/p>\n She notes that capsules still dominate the market, as these formats are highly regarded for their bioavailability and effectiveness. \u201cBut we\u2019re seeing powdered blends, gummies, functional foods, and ready-to-drink formats all making their mark in different ways.\u201d<\/p>\n For example, at Vitafoods Europe 2026, Tosla and Geltor will unveil a vegan collagen beauty shot<\/a>, while Lubrizol Nutraceuticals will launch a sugar-free Curcushine gummy<\/a> at the show, supporting skin health from within. In addition, Pharmactive Biotech will feature its first nutricosmetic ingredient at the event, derived from a rocket leaf extract<\/a> to support hair follicle function and growth.<\/p>\n \u201cWhat has changed compared to previous editions is that these formats are no longer positioned as novelties or as more accessible alternatives to \u2018serious\u2019 supplements,\u201d says Berry. \u201cInstead, they\u2019re being developed with adherence and real-life usability built into the innovation brief from the ground up.\u201d<\/p>\n \u201cWhether it\u2019s a student blending a collagen powder into a morning coffee or a parent grabbing a beauty shot on the commute, we\u2019re seeing brands shift the focus from \u2018ideal use\u2019 to a more realistic view on how, when, and why people consume nutricosmetics.\u201d<\/p>\n Focus on sustainability<\/p>\n Berry highlights sustainability as a mainstay trend in the nutricosmetics market, as this topic elicits strong feelings in European consumers.<\/p>\n \u201cAccording to Innova Market Insights, 50% state that buying sustainable food and beverages makes them feel good about themselves and the environment \u2014 and there\u2019s a clear expectation that brands should take on the same level of responsibility. Factors like sustainable packaging, biodiversity efforts, and reducing carbon footprints are increasingly seen as baseline requirements rather than bonus credentials.\u201d<\/p>\n She also highlights regulatory changes in sustainability, as the EU is actively tightening sustainability rules, raising the bar for brands working with ingredients like krill and fish-derived omega-3s, botanicals, soy and pea proteins, and collagen.<\/p>\n![\"arrow\"](\"https:\/\/resource.innovamarketinsights360.com\/fif\/banners\/25eb3832-d3e2-4a14-a117-eeadfcde757c.webp\" "\\"arrow\\"")
<\/a><\/p>\nAccording to Berry, the nutricosmetics consumer base has become much broader, with expectations spanning life stages, wellness priorities, and gender.\u00a0\u201cRather than being positioned as a specialist or premium add-on, nutricosmetics are increasingly being integrated into everyday routines, sitting alongside categories like gut health and immunity. The result will likely be a broader range of solutions on display than ever before \u2014 including accessible, targeted formats and lifestyle-led products designed for younger, prevention-focused consumers.\u201d<\/p>\n
Berry says that trade show visitors can expect expert-led deep dives into the expanding nutricosmetics market and a global outlook with actionable insights.She also notes changes in the level of scrutiny around claims, where consumers now expect each benefit to be backed by credible, clinically supported science, instead of vague claims or \u201ctoo-good-to-be-true\u201d promises that may have worked in the past.<\/p>\n
Consumers collect research from on- and offline sources before deciding to buy, with social media and word of mouth as the primary routes to purchase.As a result of these format shifts, she notes the nutricosmetics category is broadening its reach.<\/p>\n