November 2024
Evolution or revolution? Meeting consumer expectations for active nutrition in 2025. By Karsten Smet, Group CEO of ACI Group
The food and beverage industry is highly competitive: categories are becoming blurred, and product democratisation means that items previously aimed at niche consumers and age groups are now available to all.
:quality(80))
This, coupled with a rise in savvy and informed shoppers, has resulted in a fundamental change in attitudes and preferences for new products, seeing it shift and expand to functional products that offer not only health and wellness positioning but are backed by science.
Until recently, the food and nutraceutical industry approached a new year by questioning what trends would have the biggest impact. ‘What’s new?’ was the common refrain, rather than ‘What’s changed?’ ‘What’s evolving?’ or ‘What’s redefining itself?’
At ACI, we not only track contemporary trends, but continuously horizon scan to cut through the noise, looking beyond the trend to understand the deeper movements that will drive new formulations in the year ahead.
Functional ingredients: driving a new wave of change
In terms of functional ingredients for active nutrition, we believe that products and formats in the category are well-defined.
Allergen-free, plant and vegetable-based, clean labels are all USPs that have driven the category in the past. While this is still relevant, these attributes must be coupled to functional benefits, for instance, the ability to enhance cardiometabolic health, or solutions aimed at men’s sexual health or the ageing population.
This has prompted us not only to ask what the biggest trends in active nutrition are for the year ahead, but how and where our ingredients and product solutions can impact most - whether you are developing a new formulation or product or simply reformulating an existing product to enhance bioavailability, texture or flavour.
It’s not always about what is new, but what can we do better to enhance the scope and availability of nutrient-dense and bioavailable products that can make a positive difference to the health and well-being of consumers.
In the past, many brands oversubscribed their product offering – taking a ‘more is better’ approach. This is now shifting with a new dynamic that focuses on creating ‘platforms’ with a select product portfolio. Formulating fewer products but harnessing the unique power of nutraceuticals means that brands can now focus on building a core offering that offers tangible results.
At ACI we believe when it comes to health-supporting supplements and nutraceuticals, staying ahead of consumer trends isn’t simply good business sense – it’s an essential part of what we do.
Our partnership with DolCas Biotech is a prime example. As a leader in clinically researched health ingredients, its branded solutions not only make bold claims but are backed by solid science that can significantly impact active nutrition formats.
In this article, we explore 5 key areas for new product development growth in 2025. Coupled with selected nutraceutical ingredients, we are confident that these trend snapshots will allow you to enhance your NPD or reformulate existing products – meeting the key requirements of brands and customers.
Specialist ingredients: winning the inflammation battle
One of the biggest health concerns facing consumers today is inflammation and its impact on whole-body health. Inflammation has already been identified as a culprit instead of just a side effect in many illnesses and has a role to play in many so-called lifestyle illnesses and conditions including heart disease, obesity, and metabolic syndrome.1
While inflammation is a natural response to injury, chronic inflammation can cause serious and permanent harm to the body. In this fight, specialised ingredients that target the root causes of the inflammation can be a game changer.
Turmeric and its active compound curcumin have long been viewed as a natural inflammation buster and many offers anti-inflammatory effects in people with chronic inflammatory diseases.2
A study conducted in 2020, is just one of many which found that curcumin could offer positive benefits due to its antimicrobial, antiviral, and antioxidant properties.3
The branded ingredient Curcugen is a next-generation curcumin formula and a clinically researched turmeric extract that boasts a whopping 39 to 52 times more bioavailability than standard curcumin extracts.
It works by utilising turmeric’s natural components to enhance absorption and efficacy, allowing for lower doses with higher results. Not only does it improve overall bioavailability, but it also delivers a less bitter taste and is more food and beverage friendly.
Studies have shown Curcugen’s potential in supporting cardiovascular health and reducing inflammation, making it an excellent addition to supplements aimed at combating chronic inflammation.
Health hacks: optimising the gut/brain axis
Categories in active nutrition are often remarkably similar, so it is important that you differentiate your product from competitors.
While personalisation has long been touted as a key trend in new formulations, we are now seeing a shift to high-impact daily essentials that are available to all consumers by integrating nutrition and lifestyle changes to enhance our health and well-being.
Products that offer a health hack, such as those targeted a gut health could have a dual function that impacts cognitive health. This gut-brain axis (GBA) allows bidirectional communication between the central and the enteric nervous system, linking the emotional and cognitive centres of the brain with peripheral intestinal functions. Recent advances in research have described the importance of gut microbiota in influencing these interactions.4
Ginfort® is a concentrated ginger extract and functional ingredient that supports gut health. Up to 26% of its bioactive compounds are derived from ginger roots, offering a potent dose of gingerol and shogaol, which are known for their anti-inflammatory and digestive benefits. Its highly bioavailable, patented formula allows it to be effective in extremely low doses, making it an attractive option for formulators seeking to add a gut-brain health hack to their product lines.
Ageing populations: targeting sexual health & beauty from within
The active nutrition space is also evolving to meet the needs of specific demographics, particularly the ageing population. One of the areas under scrutiny is how ageing, characterised by physiological, pathological, behavioural, and psychosocial changes, may affect sexual functioning.
While there has been relatively little research into sexuality in old age, available surveys show that some form of sexual activity usually continues until the end of life. For example, in a sample of people aged 80-102, 62% of the men and 30% of the women were still having sexual intercourse. It is problematic that some clinicians tend to ignore this aspect of the lives of elderly people, who themselves can find sexual problems difficult to talk about. However, it is wrong to assume that little can be done about problems at this stage in life, as many causes are potentially reversible.5
Fortiquin®, a botanical blend inspired by Ayurvedic practices, is designed to address male sexual health and stamina. The branded ingredient is clinically tested and proven to increase stamina fivefold by blending botanicals with amino acids to create a natural but potent solution for male vitality.
The healthy ageing demographic is also invested in beauty from within as consumers recognise the connection between nutrition and overall wellness. Morikol® is a marine collagen tripeptide that taps into the growing trend for whole-body wellness. Its unique tripeptide structure ensures better absorption and utilisation in the body – ideal for consumers seeking natural performance and overall health and wellbeing enhancers.
The substance behind the logo: cardiometabolic health
Cardiometabolic health remains one of the top concerns for consumers, particularly as heart disease continues to be a leading cause of death globally. It is estimated that cardiovascular diseases are the leading cause of mortality globally with up to 20.5 million CVD-related deaths reported in 2021.6
Bergacyn®FF offers a unique blend of bergamot citrus and Cynara cardunculus (artichoke leaf) extract, formulated to support liver health, reduce fat storage, and promote healthy weight management.
Bergacyn’s clinical studies demonstrate its effectiveness in lowering liver fat and improving lipid transport, two critical factors in metabolic health. The combination of polyphenols and other bioactive compounds enhances bioavailability and provides a comprehensive solution for heart and liver wellness, helping to support consumers battling obesity or metabolic syndrome. The ingredient is free-flowing, solvent-free, and offers a clean-label option for formulators – perfect for your next formulation targeting CVD.
Performance 2.0: from athletes to everyday fitness
In the past, products targeting performance nutrition was seen for elite athletes, but the category is evolving, now catering to a broader audience of everyday fitness enthusiasts.
With performance an everyday lifestyle ambition, the sports nutrition market is expanding to offer products that support or enhance natural performance. Here, NitrateBurst™, a spinach-derived nitrate extract is capitalising on the growing trend of clean-label performance enhancers. As a natural source of nitrates, NitrateBurst supports nitric oxide production, which plays a crucial role in blood flow and endurance during exercise.
For fitness enthusiasts, whether competitive athletes or weekend warriors, NitrateBurst offers an edge in stamina and cardiovascular support. Clinical studies show that it enhances energy levels, improves endurance, and supports healthy blood pressure—all without synthetic additives or stimulants – meeting demand for growing cleaner labels and plant-based performance enhancers.
A dynamic new future in active nutrition
As we look ahead to 2025, it’s clear that the active nutrition market is on a steady upward trajectory. The global demand for functional food and beverages, once the domain of niche health products, is now expanding rapidly. Consumers are not just seeking new products—they are searching for products and ingredients that offer tangible, science-backed benefits that align with their evolving health needs.
From anti-inflammatory supplements to gut health - and from men’s health solutions to performance boosters, the future of active nutrition lies in effective, and scientifically validated ingredients. For brands, the key to success is staying ahead of consumer expectations, leveraging innovative ingredients that not only meet health goals but are also easy to incorporate into everyday life.
For more information on ACI’s nutraceutical ingredients, and how it can drive new formulations that target active nutrition, contact our research and development team today.
References
Inflammation: A Double-Edged Sword for the Immune System < Yale School of Medicine
Gut-Brain Connection: What It Is, Mental Health, and Diet (zoe.com)