Vitamins & minerals
Mintel reveals top taste trends driving food and beverage formulation
Economic uncertainty is driving consumers towards comforting, familiar flavors, according to Mintel’s 2026 The Future of Flavors report.
May Launch Pad: Energy, portability and skin for the win
This month’s launches highlight a wide array of need states. From energy to cognitive support to beauty benefits tied to longevity, brands are increasingly developing targeted wellness solutions focused on performance, healthy aging and everyday well-being.
Across the Nutraverse: FDA leadership shake-up, NMN in the EU, TetraSOD in the USA
Catch up with our weekly round-up of key news from across the Nutraverse.
NAD decision on magnesium gummies raises questions around compound weight claims
The ruling adds to broader industry discussion about how mineral forms and elemental nutrient amounts are communicated to consumers.
TopGum completes PLD gummy manufacturing acquisition
The deal gives the Israeli functional gummy company its first manufacturing site in the United States and expands its capabilities in pharmaceutical-grade gummies.
David Beckham’s IM8-Inter Miami deal signals shift toward equity-based sports nutrition partnerships
Under the agreement, IM8 becomes Inter Miami’s exclusive official health supplements partner, while the club will also take an equity stake in parent company Prenetics Global Limited.
RTC: 5-MTHF matches folic acid while lowering unmetabolized folic acid in prenatal vitamins
Despite folic acid remaining the recommended form for early pregnancy, manufacturers are increasingly turning to 5-MTHF as questions persist about excess intake and metabolism.
Review positions early-life nutrition as ‘systems-level’ intervention
Early-life nutrition may play a broader role in development than typically reflected in prenatal and infant supplement strategies, says a new review by scientists from SmartyPants Vitamins.
Fasting mimetic may improve cardiometabolic health markers: RCT
A dietary supplement containing spermidine, nicotinamide, PEA and OEA may improve cholesterol levels, hunger measures and daily ratings of hunger and appetite, says a new study.
Sermo data challenges ‘consumer-driven’ narrative in supplement purchases
Findings suggest clinical validation may play a key role in determining which supplements gain traction in a crowded marketplace.
Spate: US supplement market is moving toward a ‘symptom-first’ consumer
Shifting consumer behavior, including targeted health concerns and rapid growth in personalized formats, is driving growth across US supplement categories, with custom probiotics emerging as a key trend, according to Spate.
Vitamin K2 may influence neuromuscular signaling: RCT
Supplements of vitamin K2 may exert positive neuromuscular changes in older adults, says a new study using Balchem’s K2VITAL ingredient.
FTC order in TruHeight case signals scrutiny of height claims and incentivized reviews
The Federal Trade Commission’s (FTC) action against TruHeight is providing the dietary supplement industry with a detailed look at how the agency is approaching claim substantiation, youth-targeted marketing and consumer review practices, combining...
AG1 reports short‑term micronutrient gains, targeted microbiome effects
Consuming a complex multi-ingredient supplement for two weeks improved micronutrient sufficiency and enriched beneficial gut microbiota in healthy, resistance‑trained adults without affecting digestive tolerance, according to a study funded by all-in-one...
NAD flags Bayer One A Day men’s fertility positioning
The National Advertising Division (NAD) has recommended that Bayer HealthCare LLC discontinue or modify a series of claims tied to its One A Day Men’s Pre-Conception Health Complete Multivitamin, concluding that product positioning and messaging conveyed...
Hiya brings kids chews and greens powder to UK parents
US-based children’s supplement startup Hiya has announced its official launch in the UK as its first international expansion.
Across the Nutraverse: China’s top supplement categories, Danone acquires Huel, B3 + B6 for muscles
Catch up with our weekly round-up of key news from across the Nutraverse.
Vitamins B3 plus B6 may boost muscle repair after high intensity exercise: Nestlé study
A combination of vitamins B3 (nicotinamide) and B6 (pyridoxine) may stimulate muscle stem cells and accelerate muscle regeneration and repair after high intensity exercise, says a new study.
‘Exciting’: Multivitamin-minerals linked to slower aging
Two years of daily supplementation with a multivitamin-mineral may slow aging in older adults, says a new data from the COcoa Supplement and Multivitamin Outcomes Study (COSMOS), a large-scale, nationwide, randomized trial.
Industry leaders praise ‘high bar’ of NutraIngredients USA awards as entry deadline approaches
With the extended deadline for the NutraIngredients-USA Awards 2026 now just days away, the window for companies across the U.S. supplement and nutrition sector to submit their entries is almost closed.
Danone expands complete nutrition portfolio with €1 billion Huel deal
French food giant Danone is acquiring British meal-replacement brand Huel in a €1 billion deal to tap into the fast-growing market for functional, complete nutrition and accelerate its shift toward health-focused products.
Across the Nutraverse: GOED unveils new database, Magtein in the UK, gut microbe and muscle strength
Catch up with our weekly round-up of key news from across the Nutraverse.
MaryRuth’s targets ingestible skin category amid beauty-from-within boom
MaryRuth’s upcoming launch of its Advanced Liquid Skin Restore + Renew comes as the brand builds on momentum in adjacent categories and responds to growing demand for beauty-from-within solutions.
New pharmacovigilance survey on natural health products to roll out globally
A new survey covering global pharmacovigilance approaches in the natural health products sector is launching soon and will be extended to over 200 industry organizations and regulatory bodies, including those in China, the United States, Europe and other...
Women at greater risk of micronutrient gaps according to AG1 research
New research published in the Journal of Nutritional Science finds that healthy, exercising adults widely lack key micronutrients—especially vitamin D, vitamin E, calcium and magnesium—and women face the highest risk.
NAD+ boosters may also boost gut microbes and beneficial metabolites: Nestlé data
The NAD+ boosting effects of nicotinamide riboside (NR) and nicotinamide mononucleotide (NMN) may be linked to the action of the gut microbiome on these compounds, says a new study from Nestlé.
World Customs Organization formally recognizes dietary supplements as a standalone category
Dietary supplements are set to be formally recognized as a distinct category in global trade for the first time, following a recent update to the Harmonized System by the World Customs Organization.
SPINS: Protein still reigns but fiber, hormone support gain momentum
Scott Dicker, senior director of market insights, SPINS, stepped away from the Sports & Active Nutrition Summit to share that active nutrition and performance supplements have led the vitamins and supplements category for the fifth consecutive year,...
Vitamin B1 supplementation may improve gut motility and constipation
Vitamin B1 supplementation has emerged as a potential tool to manage irritable bowel syndrome (IBS) and functional constipation in a multi-ancestry study.
Expo West 2026 supplement preview: What’s happening on the show floor
Thousands of exhibitors across the natural products spectrum will descend on the Anaheim Convention Center for the 45th annual Expo West trade between March 3 and March 6.
Q&A: KAL Vitamins on navigating 93 years of industry change
As KAL Vitamins marks 93 years in business, the brand remains one of the longest-operating pioneers in the U.S. supplement industry. Founded during the early days of vitamin science, KAL helped shape standardized mineral supplementation and played a role...
How Bevi’s expansion strategy is driving revenue growth beyond the office
Smart water cooler company Bevi is accelerating its growth by tapping into a new, high-traffic market. After weathering a near-existential threat during the pandemic, the company is emerging with a broader footprint —and driving momentum by tapping into...
Survey shows 76% of Americans use supplements daily
Results show foundational supplements anchoring routines as targeted health needs drive portfolio expansion.
2026 SANS Start-up Star
Q&A: Theorem on launching daily wellness shots for supplementation without friction
Theorem recently opened access to its beta program as it prepares to roll out a flagship line of liquid wellness shots designed to integrate easily into daily routines.
Magnesium L-threonate may boost cognitive performance and improve sleep: RCT
Six weeks of supplementation with Magtein magnesium L-threonate may reduce brain cognitive age by 7.5 years, compared to placebo, says a new clinical trial from Australia.
Legal expert: Compliance challenges rise with novel supplement delivery formats
Delivery formats are becoming a growing compliance risk under DSHEA, warns industry attorney Jennifer Adams.
Rae Wellness returns after operational overhaul
“When Rae had to pause, I thought that chapter was over,” said Rae Wellness founder and CEO Angie Tebbe. “But our community never stopped showing up, thousands of messages, tens of thousands of site visits, even when we had nothing to sell.”
Cyvex adds plant-based ferritin iron to distribution portfolio
Ingredient supplier Cyvex Nutrition has expanded its portfolio with the addition of plant-based ferritin iron through a partnership with SloIron, Inc., as supplement brands continue to look for alternatives to conventional iron salts and chelates.
FDA denies ANH petition to roll back suppression of nutrient-disease health claims
The U.S. Food and Drug Administration (FDA) has denied a petition from the Alliance for Natural Health USA (ANH-USA) seeking to allow over 115 ‘government-backed’ disease risk reduction health claims.
Across the Nutraverse: MLB’s Ohtani get new immune ambassador role, Tru Niagen for beauty, rhodiola for athletic performance
Happy New Year, Nutraverse! Catch up with our weekly round-up of key news from across the global nutrition, functional foods and dietary supplements industries.
Across the Nutraverse: Canada warns about turmeric, Australia approves NMN, gut bacteria rankings
Catch up with our weekly round-up of key news from across the Nutraverse.
Ritual CEO on what will define beauty-from-within in 2026
As brands enter a “prove-it” era shaped by clinical validation, ingredient transparency and evolving consumer expectations, Ritual’s founder outlines the standards she believes will separate leaders from laggards in 2026.
FDA reinstates NDI status of NMN with new letters to ingredient players
The U.S. Food and Drug Administration has sent letters to specific NMN ingredient suppliers confirming it has set aside previous determinations that the vitamin B3 form is excluded from the definition of a dietary supplement.
Across the Nutraverse: Hi-Tech Pharmaceuticals CEO convicted, Vitamin B6 in Australia, creatine
Catch up with our weekly round-up of key news from across the Nutraverse.
CRN updates vitamin K2 MK-7 intake limits
The Council for Responsible Nutrition (CRN) has determined a Highest Observed Intake (HOI) level for vitamin K2-MK7 of 375 mcg/day following a review of over 40 clinical trials.
dsm-firmenich on targeting select hallmarks of aging for measurable effects
The hallmarks of aging are all connected, but not all are amenable to dietary intervention. Ingredient giant dsm-firmenich is focusing on four specific hallmarks that can be targeted via supplementation.