6 Key Trends from SupplySide Global 2025

Bioavailability

Bioavailability was the buzzword at SupplySide Global 2025. In a world where we are seeing functional food and beverages that target specific health benefits become table stakes, maximizing the efficacy of those ingredients has become a key driver for innovation.  

Bioavailability, or the rate and extent to which a nutrient or bioactive compound is absorbed and utilized by the body, is manifesting in a variety of ways:  

• A shift from sheer quantity to quality and making sure the body can efficiently use the functional ingredient is key.  

• Movement beyond single ingredients to leverage the synergistic power of ingredient combinations for maximum absorption and optimal nutrient release.  

• R&D focus on the intricate link between the gut microbiome and nutrient absorption. Biotics, Specialized Fibers, and Gut-Brain Axis Products are increasingly being designed and used in end-product formulations.  

• New processing techniques to maximize nutrient retention and bioavailability, moving away from harsh traditional thermal methods. 

GLP-1 Companions 

Approximately 6% of Americans currently use GLP-1 receptor agonist drugs, equivalent to about 20 million people.¹ As a result, this is shaken the landscape of the weight management category for food, beverage and supplements.  

Traditional weight management supplements are shrinking and manufacturers are pivoting to showcase companions or adjacent categories, instead focusing on ingredients and claims to support side effects of GLP-1 drug use. Consumers demand nutrient-rich, protein-fortified foods, digestive health products, and those that provide metabolism and muscle support.  

Longevity 

The concept of longevity or “aging well” has fundamentally shifted from a niche concern for the elderly to a primary, preventative nutrition focus for all adult consumers, driving massive innovation across the food, beverage, and supplement sectors. This trend moves beyond simple “anti-aging” cosmetics and focuses on “healthspan”—the number of years lived in good health—by addressing the root causes of age-related decline at the cellular and metabolic level. 

This demand is accelerating the development of functional foods and beverages fortified with high-value ingredients that target the hallmarks of aging, positioning everyday nutrition as a proactive investment in long-term cognitive function, mobility, and sustained energy. 

Functional Beverage Innovation 

The functional beverage trend at SupplySide Global was characterized by an explosion of innovation focusing on targeted wellness, flavor creativity, and new ingredient experimentation. Key functional areas driving product development include cognitive performance, gut health, and advanced hydration solutions. Ingredient science is pushing boundaries with unique ingredients like creatine, kefir, hops and black seed oil.  

Furthermore, brands are addressing the “sober-curious” movement by developing sophisticated, low- and no-alcohol concepts and mocktails, often utilizing exotic or hybrid flavors to offer engaging alternatives to traditional drinks while delivering clean, effective energy without excess sugar. 

With 61% of young consumers already identifying as ‘forever customers’ of their current health brands², the time is now to focus on this application.  

Botanicals & Mushrooms 

The food and beverage landscape is increasingly dominated by botanicals and functional mushrooms, reflecting a powerful consumer shift toward preventative, holistic wellness and stress mitigation. These ingredients, particularly adaptogens from Ayurvedic tradition, are moving rapidly from the supplement aisle into mainstream beverages, snacks, and prepared foods. Ashwagandha is now a ubiquitous ingredient, appearing in everything from sparkling functional teas and canned coffees to granola and protein bars, while Shatavari, an herb traditionally favored for vitality, showed up as a new one-to-watch, popping up all over the trade show floor. Similarly, the functional mushroom category, featuring varieties like Lion’s Mane (for cognitive support) and Reishi (for calm/sleep), is flourishing.  

Women’s Health 

Solutions for the health and wellbeing of women were prominent among the trade show floor. This trend has matured beyond general wellness to emphasize targeted, science-backed solutions across the entire female life cycle, with a major emphasis on areas like menopause management, hormonal balance, gut and vaginal health, and “beauty-from-within.” Exhibitors highlighted innovative ingredients including probiotics, adaptogens, and specific herbs, piggybacking off the natural botanical trend. Once again, Shatavari was one of the most popular ingredients highlighted for its benefits to the population, with three different companies hosting education sessions on their ingredient.