Health ingredients are transforming, blending deliciously with food and supplements. This trend was evident at Vitafoods Europe 2026 in Barcelona, where suppliers showcased exciting new products like fizzing probiotics and tasty vitamin jellies.
Taste has long been key to getting consumers to return for more. Now, it feels like the industry is on the brink of a flavorful revolution. Two French companies—Mane Kancor and Prova—attended the event for the first time, showing a serious push in flavorings for health products. Mane presented drinks made with unique colors and botanical blends, while Prova offered chocolate-coated bars that highlighted their sweet flavor expertise.
Melin Pasho, a flavor scientist at Glanbia Nutritionals, noted, “You can’t escape health when it comes to formulating food and beverages today. Food is health.” He shared that the company is actively looking to innovate in this space.
Among the standout ingredients was creatine, gaining attention as a booster for brain health and sleep. Balchem promoted its Creatine MagnaPower, while Dutch company Qura Creatine drew crowds with a video showing off its highly dispersible creatine.
Vitamin D is also making waves, now derived from light-activated mealworm oil. Nutriearth showcased apple sauce enriched with this new ingredient, particularly aimed at elderly consumers.
Protein, however, took center stage. Demand is skyrocketing as consumers become more health-conscious. A recent Innova Trends Survey indicated that 60% of people are seeking more protein. The trend is especially strong among younger generations, with 65% of Gen Z and 62% of Millennials increasing their protein intake.
This rising demand is transforming the protein market. Marina Crocker from Hilmar, a US dairy supplier, observed that American dairy ingredients are becoming more competitive due to tight supply in Europe. FrieslandCampina Ingredients is responding by boosting its whey protein production capacity, investing €90 million to meet growing needs.
Today, consumers are not just chasing protein quantity but quality. Niina Gerritsen of Valio points out that attention is shifting to the overall nutritional value of protein sources, creating new challenges and opportunities for companies.
Interestingly, the coffee industry is also getting in on the protein trend. Starbucks recently introduced protein foam to its drinks, leading many suppliers at Vitafoods to showcase their own protein-enhanced coffee products. Essentia presented a bone broth coffee concept, offering 10 grams of protein per serving, while Carbery introduced a hazelnut protein coffee with a solid 20 grams.
Some trends stand out in flavor preferences, too. Coffee and tea flavors are among the hottest in supplements. Popular options include mocha, vanilla chai, and matcha, underscoring a growing interest in unique, flavorful health products.
As we look ahead, one thing is clear: consumers want great taste and health benefits to coexist. The success of Starbucks’ marketing shows that focusing on enjoyable experiences can help brands navigate the competitive landscape of fortified foods. It’s an exciting time as taste and wellness merge in new and innovative ways.
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Health ingredients are getting delicious makeovers.
