10 Euro ingredient innovations we found at #Vitafoods 2024

How is the European supplements market different from the U.S. market? We saw clues at Vitafoods 2024.

Todd Runestad, Content Director, NaturalProductsInsider.com

May 22, 2024

10 Slides

At a Glance

  • 20,000 attendees and 1,000 companies exhibited at Vitafoods.
  • Here's 10 pieces of market intel for you.
  • From probiotics to emotional health to the value-add, here's our list.

Europe’s biggest and best supplements ingredients show just wrapped up in Geneva, Switzerland, attracting some 20,000 attendees and 1,000 exhibiting companies to the show floor. The Geneva convention gave us an opportunity to take the pulse on the European supplements milieu — the state of the research, the state of the supplements market, how companies communicate health benefits, and — yes! — how European beer stacks up to America’s craft movement.  

"I personally find USA’s finished supplement products more innovative in terms of what can be launched; consumerism is at its finest here in America," said Shaheen Majeed, global managing director and CEO of ingredients supplier Sabinsa. "The required safety data parameters set by, for example, Europe and Japan, are more difficult to meet, which can limit innovation. Many of the leading brands found here in USA sell abroad, so they’re aware of and adhering to those safety standards already, at a global level."

Amanda Jepson, vice president of business development at ingredient supplier Biova, has a similar take. "The US does tend to push the envelope when talking about delivery formats and new ingredients," she said. I do think that there are levels of innovation that occur elsewhere just based solely on culturay trends and expectations."

Related:11 suppliers we’ll fly across the pond to see at Vitafoods

For a view into innovation at the Euoprean level, click through to see what we saw.

About the Author(s)

Todd Runestad

Content Director, NaturalProductsInsider.com, Natural Products Insider

Todd Runestad has been writing on nutrition science news since 1997. He is content director for NaturalProductsInsider.com and Natural Products Insider digital magazines. Other incarnations: supplements editor for NewHope.com, Delicious Living!, and Natural Foods Merchandiser. Former editor-in-chief of Functional Ingredients magazine and still covers raw material innovations and ingredient science.

Connect with me here on LinkedIn.


Todd writes about nutrition science news such as this story on mitochondrial nutrients, innovative ingredients such as this story about 12 trendy new ingredient launches from SupplySide West 2023, and is a judge for the NEXTY awards honoring innovation, integrity and inspiration in natural products including his specialty — dietary supplements. He extensively covered the rise and rise and rise and fall of cannabis hemp CBD. He helps produce in-person events at SupplySide West and SupplySide East trade shows and conferences, including the wildly popular Ingredient Idol game show, as well as Natural Products Expo West and Natural Products Expo East and the NBJ Summit. He was a board member for the Hemp Industries Association.

Education / Past Lives

In previous lives Todd was on the other side of nature from natural products — natural history — as managing editor at the Denver Museum of Nature & Science. He's sojourned to Burning Man and Mount Everest. He graduated many moons ago from the State University of New York College at Oneonta.


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