1. Women's health
As in previous years, it is clear to us that health and lifestyle products specifically for women continue to gain in importance. The focus is shifting from multivitamins to targeted areas of application such as hormonal balance, energy, skin health and metabolism.
Why this will remain relevant in 2026:
- Women are a large, active consumer group looking for personalized, science-based supplements.
- Market observers see growth potential in health and hormone-related formulations in particular, as consumers expect holistic support - from cycle support to menopause balance.
Therefore, products that are specifically tailored to the needs of women will continue to flourish in 2026.
2. Protein, mix of benefits & weight management
The protein trend is changing significantly in 2026: the focus is no longer just on traditional muscle building for athletes, but much more on a "mix of benefits" that is relevant for a much broader target group. The topic is also present in social media.
The following is attributed to proteins
Protein not only provides building blocks for muscles, it
✔ supports satiety (especially caseinates),
✔ is said to stabilize the blood sugar curve ,
✔ contributes to the maintenance of muscle mass,
✔ supports recovery and energy in everyday life.
Protein is a crucial tool, especially for people who want to manage their weight - regardless of whether they exercise regularly or are simply looking for a better eating routine.
3. Longevity
This trend theme also carries over from previous years into the new year: longevity is increasingly seen as a holistic life strategy in the health context - and this is reflected in the supplement market. Consumers not only want to treat acute complaints, they also want to age healthily. Dietary supplements such as omega 3 or collagen are taken as a preventative measure.
Examples of longevity focus:
✔ Cell protection and antioxidant nutrients
✔ Brain health formulations
✔ Joint and bone support
BHI tip: Take a look at our corresponding blog article, where we have already gone into this topic in more detail.
4. Dietary fiber / Gut Health
Another megatrend is gut health - it is increasingly seen as the basis for general well-being. The demand for probiotics, prebiotics and postbiotics, like the other topics, already existed last year.
The demand for plant fibres and other gut-friendly formulations is increasing because consumers have realized how closely gut health is linked to the immune system, mood and digestion.
- People are paying more attention to digestive balance and microbial balance
- Diet and lifestyle trends increase interest in functional fibers
Take-away: Gut Health remains an evergreen - only more scientific and relevant to everyday life.
5. Creatine
For a long time, creatine was primarily a sports supplement - but that is changing. The demand for creatine formulations is also increasing in everyday life as consumers become aware of its versatile effects. Creatine should
✔ S trength & performance
✔ Regeneration & energy
✔ Cognition & physical vitality
support.
Take-away: Creatine is establishing itself from the fitness community to a broader target group that wants to support daily performance and health, similar to the previous topic of "protein".
Tablets
Tablets continue to dominate the European market and, according to Grand View Research, already held the largest market share of 31.2% in 20241. Consumers are looking for reliable, easy-to-dose and mobile solutions, perfectly suited to an active, on-the-go lifestyle. The growing older target group in particular, as well as people who are specifically pursuing prevention, prefer to take tablets because they offer precise dosages, stable quality and a high level of suitability for everyday use.
For us as a manufacturer, this means that tablets remain a key technology for implementing complex formulations reliably, scalably and in high quality.
Maximum stability, precision & convenience!
Powder products
At the same time, the powder products segment is growing the fastest, with a forecast CAGR of 9.6% from 2025 to 20331. Powders are particularly popular because they can be flexibly integrated into everyday life:
✔ easy to mix into water, milk or smoothies
✔ ideal for personalized dosing
✔ perfect for functional blends such as proteins, fibre, vitamins or plant extracts
With our powder expertise, we can develop just such products for you: from high-protein shakes and meal replacement products to vitamin-enriched blends for longevity or gut health.
Maximum flexibility, individualization & variety of functions!