CPHI 2025: 4 Key Trends Shaping the Nutraceutical Landscape

This year’s CPHI confirmed how the nutraceutical sector is rapidly evolving – blending science, consumer insight and new delivery formats in response to wellness-driven demand. Across the exhibition floor, several themes stood out, pointing toward where the market is heading next.

1. Magnesium: The Revival of a Classic Mineral

Once viewed as a basic staple, magnesium made a strong return at this year’s CPHI – with companies like Haver showcasing advanced formulations and new positioning strategies.

Consumers are increasingly aware of magnesium’s role in energy, stress balance, and muscle recovery. What’s new is how brands are differentiating through bioavailable forms (like bisglycinate and citrate), improved sensory profiles, and combination products pairing Magnesium with Omega-3, B vitamins, or adaptogens for holistic wellness.

This renewed interest suggests that even established ingredients can regain momentum through smarter delivery systems and updated storytelling aligned with modern lifestyles. Our own release of a multi-format portfolio (softgels, gummies, fizzy tabs) was cited by Nutrition Insight, underscoring how even “mature” ingredients can be revived through format innovation.

2. Women’s Health: Expanding Beyond Hormonal Balance

The women’s health category continues to diversify. At CPHI, we saw strong representation from companies such as Valentis and Lucovitaal, emphasizing expansion into energy, cognition, stress and beauty-from-within domains – beyond the classical hormonal/menopause frame.
This signals a shift: more women’s health ranges are being designed as lifecycle portfolios rather than narrow stage-based offerings. Nutrient synergies (vitamins + minerals + botanicals) and multi-format delivery are increasingly important to meet these needs.

As Joris Dewit insightfully noted in our recent podcast episode of The Source,  “The consumers are women, but then you develop products for them by men.”
This remark captures a crucial point: genuine innovation in women’s health starts with rethinking who designs, formulates, and markets these products – ensuring authenticity and real understanding of women’s experiences.

3. Hydration & Electrolytes: From Sport to Everyday Wellness

Hydration is no longer just a sports-nutrient category. At CPHI, formulations featuring full electrolyte profiles – sodium, potassium, magnesium, trace minerals – appeared more frequently, tailored for daily wellness not just athletic recovery. Companies like Valentis showcased these blends.
In addition, formats such as sticks, liquid sachets and fizzy tabs are gaining traction, delivering convenience and on-the-go appeal. As consumer awareness grows around hydration’s impact on cognition, mood and overall health, this segment looks set for significant growth. PharmaLinea Hydramin Sticks with AminoAbsorb® stood out – a smart, sugar-free hydration solution featuring a proprietary amino acid complex that supports faster absorption of electrolytes and water, packaged for on-the-go convenience.

4. Collagen: Still a Category Powerhouse

Despite many newer ingredients vying for attention, collagen remains front-and-centre at CPHI. Companies such as Gruppo Erbozeta prominently featured collagen-based solutions – demonstrating its resilience in the market.
What’s new: we’re seeing more synergy-driven formulations (collagen plus hyaluronic acid, vitamin C, creatine) and a broadening of application (beauty-from-within, joint & muscle health, active ageing). Format innovation (chews, gummies, softgels) and differentiated sources (marine, bovine, plant-derived) continue to drive growth and consumer interest.

The Takeaway

CPHI 2025 showed that the path forward for nutraceutical brands lies in improving the familiar – taking trusted ingredients like magnesium, collagen and electrolytes and giving them fresh relevance via science, delivery formats and lifestyle alignment.
And as the mention of SIRIO in the Nutrition Insight article emphasizes, brands that merge R&D, format innovation and consumer-friendly delivery are well positioned in this evolving landscape.