Discover Mintel at Vitafoods Europe 2025

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Explore Mintel’s expert-led sessions at Vitafoods Europe 2025, where we uncover the latest trends and opportunities in the health and nutrition industry. Gain invaluable insights and actionable strategies to navigate this dynamic market.

Ageing Well: Expanding the Healthspan
29 April | Online
Though consumers in many regions are living longer than in previous decades, they are not always living healthy, for longer. The gap between lifespan and healthspan is concerning for consumers and governments alike, which can create ‘new’ opportunities for products that support healthy ageing. The shift away from a reactive or curative approach to health, towards a preventative approach, can open opportunities for healthy ageing to start young. Healthy nutrition profiles that help to protect consumers against issues like heart disease, coupled with health ingredients that support joint or brain health, may come to the fore as consumers look to protect their health through to the later years. This presentation focuses on key consumer and innovation trends in the healthy ageing space.
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Sweet solutions: Replacing and Reducing Sugar
6 May | Online
Food businesses face increasing pressure to reduce sugar in their products, but this often comes with the challenge of maintaining consumer satisfaction. Reformulated products risk rejection due to changes in taste or the inclusion of additives like artificial sweeteners. This presentation examines how sugar reduction can be aligned with current dietary trends, emphasising the added health benefits of ingredients commonly used in the process, such as fibre.
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How to target the nutritional needs of each generation for lifelong health
20 May | In-Person at Vitafoods Europe | 10:30 – 10:55, Conference Theatre 4F84, Presented by Rick Miller, Associate Director, Specialised Nutrition, Mintel (Track: Lifelong Health)

The conversation surrounding healthy ageing has shifted from lifespan, how many total years lived, to healthspan, how many years lived in good health. This fundamental demand shift is exemplified by each generation of consumer having different nutritional needs. From Gen Z consumers looking for instant health gratification with mood and energy boosts to Baby Boomers needing support to meet their fruit and vegetable intake, brands need to stay ahead of the curve to satisfy consumers. In this presentation, you’ll learn what each generation of consumers wants and why, whilst unravelling the interplay of technology, such as AI, and functional ingredients in the ‘generation game’ of longevity.
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Future of Nutrition Lunch & Learn: Hack the mass-market: creating game-changing nutraceutical products
21 May | In-Person at Vitafoods Europe | 13:00 – 15:30 (TBC), Floor 1, CC5/5.1 ft. Rick Miller

Launching exclusively at Vitafoods Europe 2025, the Future of Nutrition Lunch & Learn will bring together key leaders from across the nutraceutical, health, and supplement industries for an eye-opening afternoon of inspiration, connection, and pushing the boundaries of innovation. This intimate afternoon session is tailored for C-suite professionals at the top of their game, looking to uncover the solutions and opportunities that are set to revolutionise the industry in the 3, 5 and 10 years ahead, ensuring they stay well ahead of the competition.

Through keynote sessions from trailblazing brands, dynamic panel discussions, and engaging roundtable conversations, this event will deep dive into the next big opportunities shaping the future of the sector. Hear how industry pioneers have redefined traditional consumer categories, such as Huel, Liquid Death, and ZOE, converting products from niche to notorious.

Gain first-hand actionable insights into hacking the mass market, by designing stand-out products for specialist consumers such as women, athletes, infants, diabetics, that not only serve their unique needs but also appeal to a broader audience. Uncover the most innovative strategies for shifting consumer perceptions, breaking into new demographics, and creating products that truly resonate with modern consumers.

This premier gathering for the global health and nutrition community is hosted annually by Informa. This event offers remarkable networking opportunities, valuable insights, and the latest industry innovations across the entire nutraceutical supply chain.

Date: 20-22 May 2025
Location: Fira Barcelona Gran Via, Av. Joan Carles I, 64, 08908 L’Hospitalet de Llobregat, Barcelona, Spain

Stay connected by requesting access to our presentations post-event and continue benefiting from Mintel’s expertise and insights at Vitafoods Europe 2025.