In a one-on-one chat outside the show, Masterson and Stern discussed how energy on the floor was high throughout the week. Stern described the mood as “electric,” adding, “Everyone here is so excited to be here. They’re really putting their best forward at the show.” Still, beyond the packed aisles and booth activations, both noted signs of a market recalibrating rather than simply expanding.
Protein remained a commercial anchor. Masterson referred to the continued “proteinification” of the marketplace, noting that “Everything is proteinified, from chips to candy bars to everything.”
What has changed is intensity. Brands are not just adding incremental grams; “They’re really maxing out the protein, like forty, fifty grams,” she said, pointing out how products once positioned squarely for athletes are now targeting mainstream consumers.
At the same time, previously fast-growing formats appear to be stabilizing. For example, gummies were present but no longer dominated new product development.
“I definitely feel like there’s not so much of a focus on gummies,” Masterson observed. In their place were soft chews, gel applications and advances in encapsulation technologies, suggesting that delivery systems themselves are becoming a competitive differentiator.
Beauty-from-within maintained a strong presence, though it was increasingly integrated into broader longevity positioning. Stern was unequivocal: “Beauty from within is absolutely everywhere. It is definitely not just a trend. It’s something that’s here to stay.”
Skin, hair, and nail support claims appeared across traditional supplements, RTD beverages, and hybrid functional formats, often tied to collagen or gut health ingredients. Rather than existing in isolation, beauty benefits are being framed as part of overall healthy aging.
Women’s health reflected a similar evolution toward specificity. Instead of generalized claims, exhibitors spotlighted formulations addressing menopause, cognitive health and other defined needs.
Stern emphasized that the category is moving past surface-level branding. “It’s not so much as to just relabel the product and make it pretty and appealing to a woman, but to actually look at things like dosage, ingredient efficacy.” She also pointed to increasing recognition that more studies are needed in female populations to support these formulations.
Going forward, Masterson shared that she expects fiber to become more segmented, with greater discussion around distinct fiber types and functions. Stern foresees ongoing development in plant-based and alternative protein innovation.
For deeper insights, be sure to watch the video above, register to receive the NutraIngredients newsletter and consider attending an upcoming webinar or in-person event.
