Walking the aisles at Vitafoods Europe 2025, one thing was impossible to miss: the growing presence of synthetic micronutrients.
Compared to past editions, more companies are highlighting non plant-based vitamins and minerals, reshaping the conversation in a sector historically anchored in “natural” positioning.
💬 This isn’t just a detail, it raises important questions for the future of micronutrition…
Are economic pressures driving the shift?
The VMN (vitamins, minerals, nutrients) category is massive, but margins are notoriously tight. Manufacturers often face the tough reality of balancing cost, scalability, and standardization.
For many, synthetic forms may appear as the only viable option when natural solutions become too expensive or difficult to source at scale.
But what happens when economic pragmatism collides with consumer expectations for
transparency, sustainability, and natural origin?
Synthetic vs. Nature: do we really have to choose?
Consumers are increasingly savvy, questioning not only what works but also where it comes from. For some, “synthetic” raises concerns around purity or sustainability. For others, the reassurance of precise dosing and consistent quality outweighs the need for a plant-based label. Perhaps the real future lies not in opposition?
What does this mean for positioning in micronutrition?
For ingredient suppliers and supplement brands, this trend creates both opportunity and responsibility:
- Opportunity to meet market demands with scalable, standardized natural solutions.
- Responsibility to remain transparent, avoid greenwashing, and clearly communicate the added value of either choice, synthetic, natural, or hybrid.
At innoVactiv, we see this not just as a supply chain question, but as a strategic turning point for how micronutrition will be defined in the coming years.
👉 What about you?
- Do you view synthetic micronutrients as a necessary evolution of the market?
- Or do you believe the future still belongs in nature-inspired innovation?
We’d love to hear your perspective.
📍 Speaking of industry shifts, our team will be attending SupplySide Global in Las Vegas on October 29th and 30th. If you’re attending, we’d love to meet you and continue the conversation in person!