The nutrition industry is witnessing a notable evolution towards “hybrid” or “mashup” products, as highlighted by Morgan. Brands are increasingly merging different categories, such as protein and hydration or electrolytes and fibers, instead of sticking to one-dimensional supplements. This shift comes in response to consumers seeking greater value for their purchases.
“If you spot a trend emerging in one area, why not integrate it with another?” Morgan suggested.
Trending Nutrition Ingredients
Essential ingredients like collagen and magnesium remain as crucial as they were at last year’s Vitafoods Europe, Morgan pointed out.
“These ingredients are still vital, but the larger principle is reinventing and reimagining our approach,” he remarked. “What was once viewed as a trend has evolved into a fundamental aspect of industry development over time.”
“The discussion around collagen and magnesium has now broadened to include electrolytes and hydration,” Morgan noted. “Numerous companies are creating solutions centered around these essential consumer needs.”
He also mentioned the resurgence of creatine, which has gained immense interest as new benefits and applications are discovered.
“This has generated significant buzz in the market, prompting many companies to enter this sector,” Morgan explained.
The Evolution of Protein
Previous trend analysis confirmed that despite its solid foundation, protein continues to evolve into various forms, leading to “protein-ified” products tailored to specific functional needs.
“Looking back, it’s amusing that we ever considered protein a mere trend, given its established presence,” Morgan reflected. “However, what we observed was its rapid integration into virtually every product format, particularly in mainstream foods.”
This momentum shows no signs of slowing down, often driven by unexpected brands, he noted.
Additionally, the sources of protein have emerged as a significant theme.
“Whey protein is currently facing considerable price pressure,” Morgan explained. “Many might not be aware of the challenges associated with the cost of whey concentrate and isolate, and supply issues are also prevalent.”
“Indeed, some exhibitors have very limited product availability, which is intriguing in its own right.”
Consequently, interest in alternative protein sources is on the rise, encompassing plant protein, fermentation-derived proteins, mycoprotein, and yeast-based solutions.
“Protein remains a key topic, but now discussions are increasingly focused on which protein sources will rise to prominence and how they will be utilized,” Morgan stated.
Hybrid Ingredients and Functional Combinations
Morgan observed a distinct increase in hybrid ingredient combinations, especially involving protein.
“If I were to define a trend for this year, it might be ‘hybrid’,” he remarked. “This term can have different meanings, but there’s definitely a notable rise in hybrid formulations within the protein segment.”
“This represents a pivotal shift, and we will likely see it gain traction in the upcoming months,” he added.
This trend is apparent in the emergence of functional foods.
“Beverages offer a highly accessible format,” Morgan noted. “They naturally facilitate hydration and electrolyte replenishment, but brands are also enhancing these products with protein, prebiotic fibers, and other functional components.”
He highlighted that consumers are seeking convenience and value, and since there’s a limit to how many separate products one can consume, merging benefits into a single offering is both logical and commercially enticing.
“In effect, blending ingredients, benefits, and categories is becoming a crucial area for innovation, as brands strive to distinguish themselves in a crowded marketplace,” Morgan pointed out.
However, gummies are starting to reflect the role they’ve played in the U.S. within the European market, propelled by demand for specific trending ingredients like creatine and lion’s mane.
“Consumers are becoming increasingly enthusiastic about gummies that offer specific functional benefits, as opposed to the traditional multivitamin varieties, which may lack the same allure,” Morgan noted.
Future Predictions for Nutrition Trends in 2027
Morgan emphasized that one of the most significant changes this year compared to last is the integration of concepts like GLP-1 and longevity into the core of the industry.
“These concepts have evolved into fundamental pillars of the sector—more so than many previous trends ever did,” Morgan observed. “This shift warrants reflection.”
He also mentioned that trends like hydration, creatine, and hybrid formats may similarly solidify over time as foundational aspects.
“The challenge for industry players is to remain slightly ahead of emerging trends,” Morgan highlighted. “Hydration and creatine have already been significant consumer trends for the past 18 months.”
“The critical question now is: how can companies identify the next wave of consumer demand before it fully materializes? That’s the real challenge.”
