The probiotic shelf grew up around a single use case and a handful of generic and branded strains. The demand data shows a category that has already split into twenty distinct conversations, each with a different playbook: defend and upgrade share in gut health, harvest the wallet in mature categories through line extensions, and build new entries where demand is already outrunning supply.
A randomized, double-blind, placebo-controlled trial by HEM Pharma and Amway found that probiotic–phytonutrient blends containing dandelion root powder and citrus bioflavonoid complex improved bowel function and normalized stool patterns in adults. The blends also increased beneficial short chain fatty acids, particularly butyrate, and reduced levels of the gut barrier marker zonulin, especially in overweight participants. Microbiome analysis showed increased fermentation-associated microbes and a metabolic shift supporting intestinal barrier function. The study suggests these supplements may enhance gut health, but further research is needed to confirm clinical significance.
Practitioner-only probiotic company Biome Australia is assessing a potential launch into China following what its founder, Blair Vega Norfolk, says is a market that has “evolved a lot” in the past five years.
NOW has partnered with LeafWorks to incorporate next-generation DNA sequencing into its botanical identity testing, reflecting broader advances in genomic quality control for supplements.
The European Federation of Associations of Health Product Manufacturers (EHPM) has unveiled new guidance for influencers and food business operators working in the supplement sector.
A recent study in lab mice suggests that ketone ester supplementation may help preserve muscle mass and strength in semaglutide users without diminishing fat loss. Researchers found that co-administering ketone esters with semaglutide prevented muscle atrophy and maintained mitochondrial function, counteracting negative changes typically induced by the drug. While these preclinical results are promising and indicate potential for ketone therapy to protect muscle during GLP-1RA treatment, experts emphasize that further clinical studies in humans are necessary to confirm these effects.
See new developments from health and nutrition brands across Asia-Pacific, including Bayer India’s probiotic, antacid innovation, MuscleBlaze’s creatine chews, G-NiiB’s first synbiotics for supporting mental wellness and more.
Rising demand for cognitive health is fueling interest in nootropic ingredients designed to support thinking, learning and memory. However, uncertainty remains around how nootropics are defined and the claims that can be used.
The cognitive health supplement market is one of the fastest growing supplement categories, with a growing number of supplement brands entering the category to meet rising consumer demand for focus, memory and mental clarity.
China is one of the “best and fastest” probiotic markets for IFF Health Sciences, and more importantly, the market has seen consistent growth over the years, senior vice president Allyson Fish tells NutraIngredients.
The Natural Products Association met with representatives of the Texas attorney general's office to discuss the state's investigation into protein powder manufacturers, launched two weeks ago.
The Western diet is killing us, environmental contaminants are contributing to the disease burden, and our separation from the natural world has reduced our contact with the beneficial bacteria that once helped protect us. These themes, among others, emerged at this year’s Probiota Americas conference in Vancouver, as academia and industry continued to fine tune the role biotics might play in countering the modern insults that have contributed to a global metabolic and mental health crisis fed by chronic inflammation.
NutraWomen Wednesday welcomes ClostraBio CEO Ritu Shah to discuss her biotech leadership journey, gut health innovation, mentorship and advice for women pursuing careers in STEM.
Vitamins and supplements became TikTok Shop’s largest Health & Beauty category, generating $784 million in sales during the year ending February 2026, outpacing facial skin care and fragrance. The platform serves as a key discovery and trial channel, with leading brands like Micro Ingredients and Goli gaining prominence through social-first strategies and fostering increasing buyer loyalty. TikTok Shop users spend more per buyer than those at drug and mass retailers, and trust in the platform remains strong, especially among younger consumers. Experts note that TikTok Shop’s influence extends beyond its own transactions, driving product discovery and sales across multiple channels.
June launches spotlight gut health, GLP-1 support and women's health, with brands introducing multifunctional products targeting metabolism, menopause, skin health and digestive wellness.
In this Q&A, Brightseed co-founder and CEO Lee Chae explores how AI-powered platforms are helping ingredient manufacturers and supplement companies evaluate bioactive compounds, improve R&D decision-making and accelerate innovation.
From CEO appointments to clinical, regulatory and international roll-out roles, the latest hiring moves show a supplement industry continuing to build leadership teams designed to scale growth, sharpen execution and turn science into market advantage.
The women’s longevity market is moving beyond surface-level appearance and toward a broader focus on healthspan, resilience and function, according to new research from Mintel. The report highlights muscle health, ovarian function and gut adaptability as three key systems that could shape the next wave of innovation in supplements, functional foods and women’s wellness.
A recent randomized controlled trial from Texas A&M University found that adding Kimere-derived probiotic supplements to a lifestyle-based weight loss program resulted in modest additional reductions in body fat compared to placebo in overweight adults. The study, which used strains K7-Lb1, K8-Lb1, and K11-Lb3, also observed an increase in bone mineral density in the probiotic group, though decreases in bone mineral content and area prompted calls for cautious interpretation. While both groups lost weight, the probiotic group lost an average of 2.7 kg more fat over 12 weeks, though not all differences reached statistical significance. Researchers suggest these preliminary results indicate potential additive benefits of targeted probiotics during weight loss, but larger trials are needed for confirmation.
LYMA has launched ID², a synbiotic drinkable powder designed to support gut health, microbiome diversity, and nutrient absorption using a multi-fibre prebiotic blend, spore-forming probiotics, omega-3 DHA, and a full spectrum of vitamins and minerals. The product is positioned as a science-led gut health system aimed at supporting digestive function, cellular health, and the gut–brain axis, with a focus on energy levels, brain fog, and overall wellbeing.
Whey protein prices have increased five-fold since 2023 according to new data, with demand continuing to grow faster than available production capacity.
China’s new rules for regulating the sales of health foods on livestreaming platforms and new developments on vitamin B6 intake limits are some of the latest updates in this regulatory news round-up.
Veterinarians and scientists spoke at this year's Probiota Americas conference about advancements in the development of strains and ongoing safety data collection to inform research about companion animals.
Recent nootropic research reflects a shift from generalized “brain boost” claims to targeted, evidence-driven approaches focused on specific cognitive domains and responder populations.
As demand for targeted pet nutrition grows, ingredient suppliers are exploring opportunities in healthy aging, cognitive health, microbiome support and species-specific formulations to help companion animals live longer, healthier lives.
The timeline of the NY Attorney General’s 2015 herbal supplement probe highlights how flawed DNA barcoding research triggered industry-wide scrutiny, regulatory action and retailer crackdowns. Years later, whistleblower revelations and a 2024 study retraction undermined the investigation, illustrating the risks of weak science driving policy and ongoing impacts on supplement regulation and credibility.
Leading consumer dairy brands like Lactalis, Nestlé and Danone are targeting sports nutrition because whey protein and high-protein products deliver higher margins, stronger growth and lower volatility than traditional commodity dairy markets. The shift is driven by rising global demand for protein in sports nutrition, weight management and healthy ageing, plus the ability to monetize whey (once a by-product) into premium functional nutrition products and brands.
Ireland’s Food Safety Authority (FSAI) is consulting on draft guidance for food health claims, focusing on general and non-specific claims under the EU Nutrition and Health Claims Regulation (NHCR). The review highlights growing pressure to adapt food marketing rules to the digital age, particularly across social media, influencer marketing, and online advertising, where implied claims and compliance challenges are increasingly common.
As more human-focused supplement brands enter the companion animal market, they have supported research geared toward pets. However, this research can sometimes be difficult to conduct.
Budenheim has expanded beyond phosphate-based ingredients with the launch of its BUDAL Plus chelated minerals range, targeting supplement manufacturers seeking greater formulation flexibility.
CJ Wellcare unveils findings on strain-customized prebiotics to improve viability and functionality of lactic acid bacteria, partners sleep tech start-up
A recent randomized placebo-controlled crossover trial from the University of Illinois Urbana-Champaign sought to evaluate the effects of soluble corn fiber on cognitive performance, gut microbiota composition and the substances those bacteria produce, with the aim of identifying changes in the gut environment affecting cognitive function.
Herbalife is leveraging its longstanding partnership with Cristiano Ronaldo to broaden the appeal of sports nutrition, aiming to make athlete-inspired habits accessible to everyday consumers, especially among underrepresented Hispanic audiences. The campaign, built on pillars like prepare, perform, recover, and repeat, focuses on translating elite nutrition strategies into practical routines, supported by community engagement through Herbalife’s distributor network. This initiative coincides with major soccer events, tapping into Ronaldo’s cross-cultural influence and the growing interest in wellness among soccer fans. The effort addresses barriers such as limited health awareness and supplement use, pairing products with education and guidance to encourage healthier lifestyles.
As pet supplement makers roll out new products, the category is starting to look less like a narrow digestive-health niche and more like a broader wellness market. As pet supplement makers roll out new products, the category is starting to look less like a narrow digestive-health niche and more like a broader wellness market.
Benicaros, Ingredion’s newly acquired patented prebiotic carrot-fiber (RG-I) ingredient, has received EFSA Novel Food approval under EU Regulation 2026/1306, allowing use in food supplements and functional foods across the EU within safety limits. The authorization grants a competitive advantage and five-year exclusivity, supporting gut microbiome benefits (e.g., Bifidobacterium growth, short-chain fatty acids) and making replication difficult due to protected clinical data, manufacturing process, and regulatory barriers.
Function, a health platform that provides lab testing, imaging and personalized health insights, has acquired SuppCo, a supplement intelligence platform focused on helping consumers evaluate supplement quality and trustworthiness.
Short-term New Zealand blackcurrant (NZBC) supplementation improved selected resistance exercise performance (bench press, leg press, lifting volume) and cognitive function (Stroop test) in resistance-trained adults, with generally stronger or more consistent effects at the low dose. However, it did not enhance sprint cycling performance, suggesting NZBC may offer small, task-specific ergogenic and cognitive benefits rather than broad improvements in high-intensity performance.
AI-powered nutrition company Rem3dy Health has raised £14 million in funding at an £84 million valuation to scale its AI-driven personalized health and 3D-printed nutrition platform globally, backed by investors including Suntory, Apollo Hospitals and UPSA. The Birmingham-based health-tech company, behind personalized gummy brand Nourished, will expand across the US, MENA and India while advancing AI-powered nutrition, advanced manufacturing and data-driven personalized health solutions
A Haleon-funded review argues that most multivitamin clinical trials focus on disease prevention, which does not align with the main consumer motivations of maintaining health and improving quality of life. The researchers highlight a mismatch between the endpoints studied and what consumers value, noting that despite little evidence for disease prevention, multivitamin use remains widespread due to perceived benefits in daily well-being. They recommend shifting trial designs to assess outcomes like cognition, mood, energy, sleep, and resilience, using tools such as the WHO-5 and ICE CAP-A to better reflect consumer priorities.
More than half of consumer spending in China occurs online, making it essential for brands to understand the unique digital ecosystems dominated by platforms like Alibaba, Jingdong, WeChat, and Douyin. The Chinese market for nutraceuticals and probiotics is rapidly growing, with strong consumer preference for foreign brands, particularly from Australia and the U.S., although domestic brands remain competitive. Success for foreign brands requires a targeted strategy and understanding of local consumer needs, as well as effective operations and logistics. Overall, health and wellness trends, especially in gut health, are driving significant growth opportunities in China’s digital retail landscape.
Pet supplement science is widening well beyond traditional multivitamins, with new studies spotlighting a more diverse ingredient mix that includes postbiotics, host-adapted microbial strains, plant extracts, beta-glucans and specialty compounds such as palmitoylethanolamide.
A randomized crossover trial in Nutrients found that adding TSI’s beta-hydroxy-beta-methylbutyrate (HMB) to a 40 g whey protein drink increased muscle protein synthesis (MPS) in older women and prolonged the suppression of muscle protein breakdown (MPB) in both sexes. The results suggest HMB may help overcome anabolic resistance and enhance muscle health in older adults, particularly improving muscle-building responses in women compared with protein alone.
Gnosis by Lessafre’s branded vitamin K2 as menaquinone-7 (K2-7) may slow the progression of coronary artery calcification, according to new research published in JAMA Cardiology.
The European Union has adopted potentially ‘challenging’ maximum limits for Mineral Oil Aromatic Hydrocarbons (MOAH) in food and supplements, along with monitoring recommendations for Mineral Oil Saturated Hydrocarbons (MOSH). The recommendations impact any food supplement containing fats or oils including fish oils, liposoluble extracts, botanical ingredients that are high in natural fats, oils or resins, and fat-soluble vitamin supplements such as vitamins A, D and E.
A 12-week randomized controlled trial in 52 healthy adults found that a high-linoleic acid (LA) diet (10% energy) significantly reduced EPA, ETA, and some DPA levels compared with a low-LA diet, despite equal ALA intake. Higher LA intake increased the omega-6:omega-3 ratio, ARA:EPA ratio, and ARA-/EPA-derived oxylipins, shifting lipid mediators toward a more pro-inflammatory omega-6-dominant profile, with implications for populations consuming ultra-processed foods high in vegetable oils.
As research into microplastics exposure and human health continues to evolve, Sifts founder Jacob Gilson discusses the scientific rationale, formulation strategy and regulatory considerations behind the company’s digestion-focused supplement approach, including the use of chitosan, apple pectin and baobab to support the body’s natural elimination processes.
A randomized, double-blind, placebo-controlled trial in China found that daily supplementation with the Bifidobacterium longum subsp. infantis BLa80 probiotic significantly reduced the incidence of respiratory infections and eczema in formula-fed infants and toddlers over six months. The probiotic group also showed fewer gastrointestinal and respiratory symptoms, improved immunological markers, and enrichment of beneficial gut bacteria compared to placebo. These findings support the role of BLa80 in promoting immune and metabolic health during early childhood.
The Weston Family Foundation has launched the Microbiome Innovations for New Therapies (MINT) program, committing C$37 million over seven years to support new microbiome-based interventions that show strong preclinical promise and are ready to move toward clinical trials. The program is open to a variety of microbiome modulators, including probiotics, prebiotics, synbiotics, postbiotics, fecal microbiome transplants, and bacteriophages, with the goal of improving health and wellbeing, particularly for Canadians, while also considering global impact.
New mouse study suggests pyrroloquinoline quinone (PQQ) and its derivative imidazopyrroloquinoline (IPQ) may support anti-aging benefits, improve healthspan, and reduce midlife mortality risk by enhancing mitochondrial function, reducing oxidative stress, and suppressing inflammatory signaling (NF-κB). In SAMP8 mouse models, both lifelong and midlife supplementation preserved muscle function, delayed sarcopenia, improved fat metabolism, and slowed visible aging, indicating potential to promote healthier aging and extended lifespan.
