Key Takeaways
- Expo West Preview: The upcoming Natural Products Expo West is set to showcase major industry trends, including GLP-1 support, longevity science, and targeted microbiome solutions from leading brands like Morinaga, Nexira, and Layn Natural Ingredients.
- $173M Protein Bar Acquisition: In a major deal, Turkish snack giant ETi Gıda has acquired Miami-based plant-based protein bar company Trubar for $173 million, signaling strong investor confidence in the functional foods sector.
- Third-Party Certification Gains Traction: A new report highlights a growing consumer demand for third-party certified supplements, with bodies like NSF Certified for Sport and Informed Choice becoming key trust signals for brands and consumers alike.
- Clinically Backed Ingredients: Recent clinical trials have demonstrated the efficacy of ingredients like NOVOS Core for improving vascular aging markers and ThymoQuin for significantly reducing cortisol, underscoring the industry's shift toward scientifically validated products.
- Innovative Product Launches: The market is seeing a variety of new product formats, from Momentous's performance-focused Fiber+ to Host Defense Mushrooms' creative collaboration with the Grateful Dead on a line of functional gummies.
Top Stories
A wave of innovation is set to crest at Natural Products Expo West in Anaheim next week, with numerous companies unveiling new products and ingredients that highlight key industry trends. Major themes emerging from pre-show announcements include the growing focus on GLP-1 support, longevity science, and targeted microbiome solutions. Morinaga Nutritional Foods will showcase microbiome science for healthy aging, while Nexira is set to feature its natural ingredients for GLP-1 support, including Carolean and OliOla. In the cellular energy space, Layn Natural Ingredients will debut a high-purity Nicotinamide Adenine Dinucleotide (NAD) ingredient, building on its existing NMN offering to provide a dual-pathway approach to healthy aging. The event will also see launches from CAVU Nutrition, which is introducing a cortisol-modulating supplement, and Host Defense Mushrooms, which is partnering with the Grateful Dead on a line of functional gummies.
In a significant acquisition, Miami Beach-based protein bar company Trubar has been acquired by Turkish snack giant ETi Gıda for $173 million in an all-cash transaction. The deal marks a strategic move for ETi Gıda to expand its footprint in the competitive North American market. Trubar, known for its plant-based protein bars, will continue to be led by its founder and CEO, Erica Groussman, ensuring continuity for the brand as it integrates into its new parent company. The acquisition reflects continued investor interest in the functional food and protein bar segment, which remains a high-growth area within the broader wellness industry.
A new report from the Sports and Active Nutrition Summit, highlighted by NutraIngredients, indicates a significant market shift towards third-party certification as a primary trust signal for consumers. As the performance nutrition sector matures, elite and tactical athletes are driving demand for products verified by bodies like NSF Certified for Sport and Informed Choice. This trend is compelling brands such as Thorne Health, Momentous, and Designs for Sport to invest in rigorous testing and certification to validate the efficacy, safety, and precision of their formulations. The report suggests that what was once a niche requirement for professional athletes is becoming a mainstream expectation for all consumers seeking reliable and effective supplements.
Business and Investment
ZeroHarm Sciences, a nano-formulated, plant-based nutraceutical brand, has successfully raised Rs 65 crore (approximately $7.15 million) in a Series A funding round. The investment was led by Kotak Life Sciences Fund with participation from Alkemi Growth Capital. The company plans to allocate the new capital toward brand building, international expansion, and scaling its research and manufacturing capabilities. This funding round underscores the growing investor confidence in innovative delivery systems and plant-based health solutions.
Herbalife Ltd. has received a credit rating upgrade from S&P Global Ratings, moving from 'B+' to 'BB-'. The upgrade reflects the company's improved operating performance and a stated commitment to reducing its debt load. S&P Global Ratings noted that Herbalife's plans to refinance a portion of its capital structure will extend debt maturities and lower interest expenses, positioning the company for decreased leverage in the coming years.
Science and Research
A new clinical trial has found that NOVOS Core, a multi-ingredient longevity supplement, may significantly improve markers of vascular aging. The study, reported by Medical News Today, found that the supplement, which contains 12 bioactive compounds including fisetin, glycine, and magnesium malate, improved arterial flexibility and helped maintain healthy blood pressure in participants. These findings suggest that targeted nutritional interventions can have a measurable impact on the biological processes of aging.
Further clinical data has emerged supporting the efficacy of ThymoQuin, a standardized black seed extract from TriNutra. A study published in Food Science & Nutrition Research demonstrated that the ingredient led to a 44% reduction in cortisol levels compared to a placebo after three weeks. Participants also reported a 62% decrease in upper-respiratory tract complaints and improvements in mood and sleep quality, highlighting the extract's potential for stress management and immune support. For those looking to manage their stress and cortisol levels, products like Love Life Supplements' CALM offer a targeted approach.
New Product Launches and Formulation
Momentous has launched Fiber+, a performance-focused fiber supplement designed to support gut health, metabolic balance, and recovery. The formula contains a blend of psyllium husk, rice bran, and Solnul resistant potato starch, providing 6 grams of fiber per serving. The launch aims to innovate a stagnant category by applying the latest science on fermentable fibers and short-chain fatty acid production.
Host Defense Mushrooms has announced a unique collaboration with the iconic band, the Grateful Dead, to launch a line of functional gummies. The range includes three distinct formulas: 'Cosmic Focus' with lion's mane and B vitamins; 'Stay Mellow' with reishi, ashwagandha, and chamomile; and 'Beary Well' with a blend of immune-supporting mushrooms and elderberry. The partnership marks a creative entry into the gummy market, leveraging cultural branding to reach a wider audience. For those interested in cognitive support, a high-quality Lion's Mane Mushroom supplement can be a great addition to their routine.
Japanese firm Otsuka Pharmaceutical has unveiled /zeroz, a "self-conditioning food" with plant-derived kaempferol. The product, which comes in a tablet format with a citrus and tea flavor, is the result of 13 years of research into oxygen utilization. It is designed to support the body's natural abilities by helping it make more effective use of oxygen.
Regulations and Quality
The U.S. Food and Drug Administration (FDA) has issued a request for public comments on its Current Good Manufacturing Practice (CGMP) regulations for dietary supplements. The agency is seeking feedback from the industry on the necessity of the current information collections, the estimated burden they place on businesses, and potential ways to improve the clarity and efficiency of the rules. This initiative provides an opportunity for stakeholders to help shape the future of supplement regulation.
In enforcement news, the FDA has issued warning letters to several companies for CGMP violations. Beta Bionics, ExThera Medical, and A. Nelson & Co. were cited for various failures to comply with federal regulations. These actions underscore the FDA's continued focus on ensuring product quality and safety within the supplement and medical device industries.
Marketing and Consumer Trends
The market for probiotic ingredients is projected to reach $14.7 billion by 2036, according to a new report from Future Market Insights. This substantial growth is being driven by increasing consumer awareness of gut health and a corresponding demand for clinically validated probiotic strains in foods, beverages, and supplements. The report highlights the significant commercial opportunity for companies that can deliver effective and scientifically supported probiotic solutions, such as a high-quality Multispore Probiotic.
The trend of pet humanization continues to fuel growth in the U.S. pet supplements market, which is forecast to reach $3.29 billion by 2033, expanding at a compound annual growth rate of 6.8%. As pet owners increasingly view their animals as family members, they are investing more in preventive health and wellness products, mirroring trends in the human supplement space.
About the Author
Ben Law is the Founder of Love Life Supplements. You can learn more about him at https://www.lovelifesupplements.co.uk/pages/ben-law-primal.