As part of Nutraceuticals World’s 2026 State of the Industry review, Annemarie Halter, Vice President of Health Ingredients at Lallemand Bio-Ingredients, discusses how brands can earn trust through rigorous science, regulatory reliability, and authentic communication. She highlights key trends in gut health, healthy aging, longevity, and sustainability—underscoring that consumers are willing to invest in products backed by sound evidence and proven performance.

The past 12 months have seen the world managing uncertainty at many levels. The unpredictable nature of economic and political challenges is affecting all facets of industry, from raw material availability to prices on store shelves.

Insecurity of supply and cost have created an atmosphere where one might expect to see a more conservative approach with regards to product development and innovation.

New products on the market will need to provide solutions to well established challenges, while minimizing risk.

In the face of such frequent and rapid instability, society becomes more skeptical and distrustful. The need for honesty and reliability becomes more important. Having a manufacturer with a strong regulatory foundation and access to registered ingredients provides brands with the ability to quickly create concepts that can be marketed around the world. 

Safety of ingredients is paramount. Brands must demonstrate that the ingredients they use are trustworthy, and that products are free from ingredients and chemicals deemed detrimental to health and the environment. Transparency and authenticity are essential for consumers.

The global regulatory framework continues to evolve.

Validation and evidence will go a long way to gain consumer trust. Consumers are demanding more scientific evidence to back health claims. Increasing prices have become the norm over the past year. While consumers are willing to pay a premium to support their health, they demand that ingredients have a sound scientific basis and proof of performance. Sensationalism and wellness claims do not go hand-in-hand. The industry needs to continue to invest in science-backed ingredients.

The past year has been rife with inconsistency. Consumers have a greater need for balance and harmony in their lives. Products that bring a sense of comfort, stability, and well-being are in demand. Consumers want to feel like they have control over some aspects of their lives.

For example, there is an increasing number of global consumers who say they are currently using GLP-1 drugs such Ozempic or Wegovy. These medications allow consumers to directly manage their health in a way previously unachievable. However, they come with serious side effects that must be mitigated. At Lallemand, we offer a natural postbiotic ingredient that can address the gastric discomfort from such medications. Most other treatments are synthetic and come with their own unpleasant side effects.

Simple and authentic ingredients can support consumers’ need for trust and transparency while offering unique solutions to health challenges.

The main market trends that we identify today include:  

• Gut and digestive health, as well as immune health, remain mainstream and comprise a significant proportion of the dietary supplements market
• Healthy aging: A preventative approach and condition-specific health solutions prevail. The aging population and their related health complications are fueling demand for supplements targeting cognition, joint health, metabolic support, oxidative stress and more.
• Longevity: Living longer while remaining healthier combined with a rise in personalized nutrition (women’s health, men’s health, among various age groups) are becoming key areas of focus.
• Sustainable and ethical sourcing of natural ingredients remains a strong trend.
• E-commerce and online channels for education and distribution, including influencers and social media, continue to be important.