In the evolving landscape of dietary supplements, one trend stands out: consumers are growing weary of traditional tablets and capsules.

One in five consumers globally use creatine,¹ with increasing awareness of its benefits influencing its rapid expansion. Here’s a look at the creatine trends and opportunities for the European market.

The evolving science of sports nutrition creates new product opportunities to support athletes’ core needs of strength, energy, and recovery—while incorporating emerging interests like mood benefits, plant proteins, and eSports nutrition.

The shift toward healthier eating is an exciting trend that’s reshaping the snack food industry. It’s raising the bar and encouraging innovation among brands to produce healthy snack options that also deliver that moment of indulgence consumers expect from a snack.

Health and taste are driving global dairy trends, with functional dairy, healthier cheeses, and new flavors on the radar for 2025.