As part of Nutraceuticals World’s 2026 State of the Industry review, Danny Hofeditz, Director of Quality & Product Innovation at AQUANOVA AG, examines how brands are adapting to pricing pressures, supply chain uncertainty, and rising consumer expectations for validated performance. He points to the growing importance of micellar delivery systems, flexible manufacturing, and authentic digital storytelling as key drivers of success in a more science-driven, competitive marketplace.

Over the past year, the supplement industry has experienced a shift from quick-fix trends toward science-backed well-being and longevity. As the global population continues to age, consumers are increasingly looking for clinically substantiated ingredients that promise measurable health outcomes rather than marketing hype. This change is driving renewed interest in botanical actives, adaptogens, and micronutrients supported by robust bioavailability data and human trials.

At the same time, the industry has navigated significant pricing and tariff uncertainties. Fluctuating raw-material costs, energy volatility, and global transport disruptions have continued to pressure margins. Strategic sourcing and long-term supplier partnerships have therefore become key competitive advantages, ensuring both cost stability and product integrity in a challenging supply landscape.

Outlook: Agility and Innovation Shape the Year Ahead

Looking forward, lead-time challenges, particularly in encapsulation and specialized manufacturing, are likely to persist. Brands that integrate agile planning, multiple sourcing options, and closer alignment between R&D and production will fare best in mitigating delays.

On the B2C side, the shift to online commerce is accelerating. Consumers expect guidance, education, and authenticity at every digital touchpoint. Transparent storytelling and evidence-based communication will be critical to convert marketing reach into real sales. However, the pressure of inflation and declining purchasing power will test brand loyalty, pushing companies to prove the tangible value of their products.

In the B2B environment, demand is rising for full-service private- and white-label solutions that combine formulation expertise, regulatory know-how, and ready-to-launch concepts. Flexibility will define success: both in product formats that fit modern, on-the-go lifestyles and in supply chain models that can adapt to rapidly changing consumer demand.

Scientifically advanced delivery systems remain a powerful differentiator. Micellar technologies, for example, are emerging as the logical next step after liposomes, offering enhanced stability, transparency, and bioavailability for lipid-soluble actives.

Finally, digital agencies are becoming indispensable partners, bridging science and storytelling. Their ability to translate complex product benefits into engaging, credible consumer education will define how effectively the industry connects with a more discerning, better-informed audience.