Markets & trends

Trendspotting with SPINS: Protein, creatine take over Expo West 2026

Trendspotting with SPINS: Protein, creatine take over Expo West 2026

By Danielle Masterson

With creatine flooding the show floor in every format imaginable, what’s the next wave of differentiation in the supplement space? SPINS’ Scott Dicker breaks down the major shifts at the trade show—and it’s all about convenience meeting innovation.

Magtein joins Schwarzenegger platform for brain health push

Magtein joins Schwarzenegger platform for brain health push

By Cassandra Stern

Magtein supplier ThreoTech has announced a partnership with Arnold Schwarzenegger’s Arnold’s Pump Club wellness platform to broaden consumer education around magnesium L-threonate and its potential role in cognitive health and healthy aging.

The Vitamin Shoppe president talks big trends and growth areas

The Vitamin Shoppe president talks big trends and growth areas

2025 was a breakout year for creatine, but the ingredient has been a headliner for The Vitamin Shoppe for longer. The retail giant anticipated its transformation from gym niche to mainstream star several years ago. It is now predicting similar explosive...

SPINS: Protein still reigns but fiber, hormone support gain momentum

SPINS: Protein still reigns but fiber, hormone support gain momentum

By Danielle Masterson

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,...

Expo West highlights Climate Day for sustainable innovation

Expo West highlights Climate Day for sustainable innovation

By Cassandra Stern

The upcoming Expo West natural products tradeshow will inlcude a full day of workshops on climate risk assessment and scaling sustainability initiatives, culminating in a networking fair and awards ceremony recognizing leadership in net-zero climate...