After 26 years in Geneva, the event has relocated to Fira Barcelona, Gran Via—a move that responds to visitor and exhibitor feedback, said Julien Bonvallet, group brand director at Informa Markets, which hosts the three-day event.
“The move will allow Vitafoods Europe to grow in line with the growing nutraceuticals market, which is predicted to achieve a significant CAGR of 9.3% by 2030,” he said.
“This year, we will cover a record-breaking 75,000 m² of exhibition space, creating room for new features, more content and enhanced networking opportunities to better serve the industry’s needs.”
Barcelona’s strong connectivity played a central role in the decision, Bonvallet explained, citing wide availability of direct flights and accommodation options. Moreover, Spain is one of the top five countries influencing the European nutraceuticals market according to Grand View Research’s 2023 Nutraceuticals Market Report. A Frost & Sullivan report also highlighted Spain’s position as a valuable test market for new product launches.
“The country has a unique nutraceutical ecosystem—from access to high-quality, locally sourced ingredients like Mediterranean superfoods to a robust research ecosystem that brings together universities, biotech companies and R&D centers,” Bonvallet said. “So, it’s only right to showcase some of the best-in-country innovation in our first year in Barcelona.”
In celebration of the new location, the event will feature a dedicated Spain Pavilion highlighting emerging regional companies, as well as a ‘Welcome to Barcelona’ stand hosting daily Cava receptions.
What differences can visitors expect?
New features of the event will include the Nutraceutical Showcase Theatre which focused on breakthrough innovation across the supply chain, and a Women’s Health Spotlight on May 22 that will explore underrepresented areas such as hormonal health, fertility and maternal wellness.
There will also be a new Pet Nutrition Hub showcasing “innovations in weight management, dental care, complete nutrition and immune health” to cater for the rising demand for functional pet foods and supplements.
The new venue boasts being “one of the largest and most modern fair venues in Europe”, with room for over 21,500 visitors and 1,400 exhibitors.
With the additional space, comes a bigger floorplan, more halls, more exhibition stands and “enhanced feature areas” such as a bigger finished products area.
To help visitors navigate the larger venue, the Informa team has improved its Vitafoods app to “allow visitors to plan and navigate the show floor, find quiet seating areas, as well as access information on networking opportunities such as the networking brunch and lunch and learn session.”
Key trends at Vitafoods
During the event, there will be 54 hours of varied content across four theaters. While a wide range of topics will be covered, several clear trends are expected to emerge.
“One of the key trends we expect to dominate conversation on the show floor this year is the impact of GLP-1s on nutraceutical innovation,” Bonvallet said,
According to Innova Market Insights, Lifestyle & Attitudes Survey, 2024, weight loss is a top three health goal in key markets like France, the UK and Germany. Medications like Ozempic and Mounjaro have significantly influenced this space.
“It is estimated that tens of millions of people will turn to these solutions, whether to manage chronic metabolic diseases or to support with weight loss,” Bonvallet noted.
“This presents a huge opportunity for supplement brands to help fill some of the nutritional gaps widespread use of GLP-1s could open. For example, protein solutions to support with satiety and muscle maintenance, or collagen supplements to maintain skin integrity during weight loss phases.”
Women’s health also remains a central main theme, continuing as one of the fastest-growing segments in the nutraceutical market with a projected CAGR of 5.1% from 2025 to 2030, according to Bonvallet.
“While there’s still lots to focus on when it comes to women’s health issues such as pregnancy and menopause, there’s also exciting and untapped opportunities that take more of a holistic view on women’s health—such as how the menstrual cycle can impact sports performance,” he said.
Another major trend expected to feature prominently at Vitafoods Europe is personalization.
“One-size-fits-all approaches to health are outdated, as nutraceutical consumers seek personalized solutions tailored to their unique needs, lifestyles and genetics,” Bonvallet said.
“With nearly one in four Europeans using digital health tools to make informed choices, especially in the case of Gen Z, there’s ample exploration to be had when it comes to how tools like AI, big data and wearable tech can bring personalized solutions to life. We expect to see plenty of chatter on this topic on and off the stage at this year’s show.”