Sustainability, regional market developments, and emerging nutrition trends such as GLP-1-related solutions and nutricosmetics are set to feature at the event running from May 5–7, 2026.
Gareth Baguley, brand director of Vitafoods, told NutraIngredients that 2026 marks one year on from the move to Barcelona, as well as the start of the event’s 30th anniversary countdown.
“The show has become a reflection of the industry itself; global, fast-paced, innovation-driven and focused on delivering better health outcomes worldwide,” said Baguley.
A year in Barcelona
After 26 years in Geneva, the event’s relocation to the Fira Barcelona Gran Via in 2025 proved to be a strong move for several reasons, Baguley noted.
“As well as sitting within one of Europe’s leading nutraceutical markets, Spain, the city brings a natural cultural fit for an international industry built on connection, innovation, and exchange,” he said. “Barcelona also has excellent international accessibility and benefits from a highly developed hospitality and transport infrastructure.
“These factors not only enable the event to grow in line with industry demand but also help create an environment where ideas and people can come together with ease.”
Baguley added that regional innovation will be showcased across the event, with exhibitors from around the globe highlighting how different markets are translating local strengths into practical applications for markets worldwide.
Furthermore, there will be several content sessions dedicated to the needs of the European market, like the European Specialist Sports Nutrition Alliance’s (ESSNA) presentation on upcoming changes to food labelling and marketing in Europe.
So what’s new?
For 2026, Vitafoods has expanded the show footprint by 20% with an additional hall.
Baguley said this year’s significantly more expansive and immersive event experience has been designed to match the pace and complexity of innovation across the nutraceutical sector.
This includes the Startup Challenge, Vitafoods Europe Innovation Awards, and the New Ingredients Zone and New Products Zone.
Baguley noted that the larger area enables expanded meeting areas such as an additional VIP lounge and newly introduced spaces like the Community Lounge.
He added that with the expansion comes more environmental responsibility, and their sustainability commitments continue.
“This year, we have a spotlight focus on upcycling and circularity, offering both practical initiatives and insights to drive meaningful change,” he said. “As part of this, we have partnered with MeNow to explore how AI can be used to reshape sustainable ingredient innovation.
“The aim is to encourage exhibitors to share their waste stream data with MeNow for analysis using its cutting-edge AI technology to uncover hidden potential in waste streams, as well as identify ingredients that can be upcycled.”
This theme also integrates into the event content, with a session focused on transforming waste into a source of innovation and a panel on how upcycling can strengthen resilient supply chains and generate economic value.
Key themes at this year’s Vitafoods
Baguley noted several key defining themes at the forefront of this year’s event.
“The rapid adoption of GLP-1 medications is fundamentally reshaping eating and nutrition, driving demand for targeted solutions that support users throughout their weight management journey,” he said.
“Similarly, nutricosmetics is emerging as a major growth frontier, driven by increasing consumer awareness of the link between nutrition and skin health.”
These trends have dedicated spotlight sessions taking place on day three.
“In what is perhaps the most dynamic period of nutraceutical innovation in recent history, these half-day sessions aim to help the industry respond to the most disruptive trends of the last 12 months,” said Baguley.
Other trends to watch include healthy aging and longevity, gut health, mental wellbeing and cognitive performance.
“Rather than slowing, these categories are continuing to evolve through advances in science, novel delivery formats and new ingredient combinations, and we anticipate a strong presence of solutions in these areas across the show floor,” said Baguley.
