Vitamins & minerals

NAD+ market analysis: From hype to reality check

Guest column

NAD+ market analysis: From hype to reality check

By Afif Ghannoum, CEO, CPG Radar

The NAD+ supplement market is experiencing a dramatic transformation that reveals a fundamental shift in consumer behavior. While scientific curiosity about NAD+ has surged 133% since early 2024, actual purchase intent has collapsed by nearly half.

Special edition: Mind health matters

Special edition: Mind health matters

With the brain clearly being front of mind for a wide demographic of consumers, supplement and functional food and drink developers are getting creative with cognitive support products.

Mind health methodologies: The science behind brain claims

Mind health methodologies: The science behind brain claims

By Nikki Hancocks

With a rising number of supplements targeting various aspects of mind health, NutraIngredients dives into the science behind the products, discovering the tried and tested methodologies, some of the more innovative approaches and how tech is advancing...

Resistant starch prebiotic may boost antioxidant and choline levels

Resistant starch prebiotic may boost antioxidant and choline levels

By Stephen Daniells

MSP Starch Products Inc., the company behind Solnul, continues to strengthen its science, with two new studies showing that the potato-derived resistant starch prebiotic may boost absorption of antioxidants like vitamins A and E, and levels of choline...

FDA declares NMN lawful in dietary supplements

FDA declares NMN lawful in dietary supplements

By Stephen Daniells

The U.S. Food and Drug Administration (FDA) has responded to a Citizen Petition from the Natural Products Association (NPA) and the Alliance for Natural Health USA (ANH) on the status of NMN, declaring the vitamin B3 form to be lawful for use in dietary...

Balchem kicks off consumer-facing K2VITAL promotion

Balchem kicks off consumer-facing K2VITAL promotion

By Olivia Haslam

Supplier Balchem launched its consumer-facing marketing campaign for its K2VITAL ingredient following a successful trial partnership with the FC Bayern (FCB) women’s football team.

Myoform debuts personalized nutrition platform

Myoform debuts personalized nutrition platform

By Stephen Daniells

UK-based Myoform is launching its new personalized nutrition platform after 18 months of beta-testing with a group of elite athletes, biohackers and everyday Joes. The initial focus is on its home market with expansion plans for the United States for 2026.

Professor disputes low vitamin D limit recommendation

Professor disputes low vitamin D limit recommendation

By Nikki Hancocks

Dr. Manfred Eggersdorfer, professor for healthy aging at the University of Groningen in the Netherlands, has outlined a number of studies which call into question the recent assessment issued by a recent German report.

Calling all Sports & Active Nutrition start-ups!

Calling all Sports & Active Nutrition start-ups!

NutraIngredients is inviting early-stage active lifestyle brands to enter its “Start-up Stars” competition, which will spotlight three pioneering entrepreneurs at the Sports & Active Nutrition Summit 2026.