After 28 years as SupplySide West, the industry’s most anticipated ingredient showcase returned to the Mandalay Bay Convention Centre with a new name and an even bigger mandate. SupplySide Global 2025, held October 27-30, wasn’t just a rebrand—it was a statement of intent for an industry that’s truly gone worldwide.
With over 20,000 attendees and more than 1,600 exhibitors filling the expo halls, this year’s show proved that the health and nutrition sector isn’t just thriving—it’s transforming. For Canadian retailers and brands looking to stay ahead of consumer demands, the insights gathered from these four days are nothing short of essential.
A Show Floor That Speaks to Our Times
Walking the aisles this year felt different. The energy was electric, but more focused. Exhibitors weren’t just showcasing ingredients—they were presenting solutions to real consumer challenges. The introduction of dedicated zones for food and beverage, dietary supplements, and first-time exhibitors made navigation intuitive and ensured that even smaller innovators had their moment in the spotlight.
The New Exhibitor Zone deserves special mention. It’s where we discovered some of the show’s most exciting finds, including BioVivo Science making their U.S. debut with American-grown botanicals like American ginseng and saw palmetto. For an industry increasingly focused on supply chain transparency and “grown close to home” narratives, these locally sourced ingredients represent exactly the kind of innovation Canadian retailers should be watching.
The Top Trends Reshaping Retail Shelves
1. Healthspan Takes Centre Stage
Forget anti-ageing—the conversation has evolved. Scott Dicker, senior director of market insights at SPINS, who walked the show floor with industry watchers, confirmed what many suspected: healthspan is the dominant theme of 2025 and beyond. “We’ve been talking about healthspan for a couple of years, and we’ve really seen it evolve to the point where this is probably the thing we’re seeing most on the show floor,” Dicker explained.
This trend is manifesting in sophisticated ways. Exhibitors showcased ingredients targeting hormonal health, beauty-from-within, bone and muscle health, and cellular protection. The narrative has shifted from simply living longer to living better—a message that resonates deeply with the conscious consumers walking into Canadian health food stores today.
2. Pycnogenol’s Expanded Wellness Portfolio
At booth #4724, Horphag Research demonstrated why some ingredients become category staples—they keep delivering new science. This year’s spotlight on Pycnogenol®, the French maritime pine bark extract, revealed compelling clinical findings that build on Pycnogenol®’s key antioxidant and anti-inflammatory properties, addressing the versatile healthspan support consumers are looking for today. The new research presented at the show focused on three particularly relevant areas for today’s consumers: its ability to act as a powerful extracellular matrix activator for skin, joint and eye care , cellulite reduction, and support for GLP-1 users. The cellulite research is especially noteworthy—a clinical trial conducted in China showed that daily supplementation with Pycnogenol significantly reduced cellulite severity and improved skin roughness, giving retailers a science-backed beauty-from-within story that extends
beyond the usual collagen narrative.
Even more timely is the emerging data on Pycnogenol’s role in supporting individuals using GLP-1 medications. As the weight management landscape shifts toward pharmaceutical interventions, ingredients like Pycnogenol that can support cardiovascular health, skin elasticity during weight loss, and overall wellness provide exactly the kind of companion nutrition consumers are seeking.
Pycnogenol’s evolution to a multi-faceted wellness ingredient demonstrates how established, well-researched ingredients can find new relevance by addressing contemporary health concerns. For retailers, it’s a reminder that the “classics” deserve shelf space—especially when backed by decades of research and over 160 published studies.
3. The GLP-1 Phenomenon—Companion Over Competitor
Love it or hate it, you couldn’t escape the GLP-1 conversation at SupplySide Global 2025. But here’s where it gets interesting for retailers: the smartest brands aren’t trying to compete with pharmaceutical weight loss drugs—they’re complementing them.
Dicker noted that traditional weight management supplements (fat burners, appetite suppressants) have been declining by double digits year-over-year, but companion products designed to fill nutrient gaps for GLP-1 users are surging. “If people look to fill nutrient gaps, multivitamins certainly have higher household penetration,” he observed. This creates a genuine retail opportunity: educating customers on proper nutritional support during their weight loss journey rather than positioning against mainstream medical treatments.
That said, exhibitors making overblown claims about “natural GLP-1 alternatives” were met with skepticism—and rightly so. As one industry veteran put it bluntly, “Companies making real or implied claims that their food ingredients are somehow acting like a drug are begging for trouble.” The message for retailers? Focus on evidence-based companion nutrition, not miracle claims.
4. Brain Health Gets an Energy Boost
The convergence of cognitive health and energy management emerged as a defining megatrend—what some are calling “brainergy.” From nootropics enhancing mental performance to mushroom extracts supporting focus, exhibitors presented ingredient solutions that go far beyond caffeine.
Lion’s mane mushroom continued its dominance as the category leader, with its erinacines delivering measurable cognitive benefits that consumers can actually feel. New forms of caffeine—like sustained-release varieties and paraxanthine, caffeine’s primary metabolite—promise focused energy without the jitters or crash.
Retailers should note that younger consumers are particularly drawn to these functional mind-and-mood products, often preferring them in beverage formats rather than traditional capsules. The opportunity to cross-merchandise cognitive support with energy drinks and functional beverages has never been clearer.
5. Bioavailability Becomes Non-Negotiable
Here’s a trend that separates serious brands from pretenders: bioavailability. It’s no longer enough to list impressive-sounding ingredients on a label—consumers and retailers alike want proof that those nutrients are actually being absorbed.
From liposomal delivery systems to next-generation nanovesicles like Nusomes, ingredient suppliers are investing heavily in technologies that enhance absorption. For retailers, this creates a powerful differentiation story. When customers ask, “What makes this brand better?” you can now point to clinical bioavailability data showing nutrients actually reaching the bloodstream.
6. Gut Health’s Expanding Universe
The gut-health conversation has matured beyond probiotics. While targeted, strain-specific probiotics for mood, cognition, heart health, and even skin continue to proliferate, prebiotics and postbiotics are claiming their share of the spotlight.
SPINS research reveals a fascinating generational split: younger consumers prefer getting digestive health benefits from functional foods and beverages, while older demographics over-index on supplements. This insight should inform merchandising strategies—positioning prebiotic sodas and fermented snacks where Millennials and Gen Z shop, while ensuring robust supplement options remain accessible for Boomer customers.
7. Natural Colours Paint a Brighter Picture
With consumer backlash mounting against synthetic, petroleum-based food dyes—and regulatory threats looming—natural colour solutions are experiencing a renaissance. The show floor was awash (literally) with vibrant natural alternatives derived from fruits, vegetables, and minerals.
For Canadian brands formulating gummies, beverages, or any product requiring visual appeal, the investment in natural colours isn’t just about clean-label marketing anymore—it’s about future-proofing against potential regulatory changes and meeting consumer expectations for transparency.
8. India’s Ayurvedic Innovation
The presence and sophistication of Indian ingredient suppliers was impossible to miss. Backed by thousands of years of ayurvedic tradition and modern scientific validation, ingredients like ashwagandha, curcumin, shilajit, and shatavari have moved from obscure botanicals to mainstream wellness staples.
What’s particularly impressive is how Indian suppliers are combining traditional knowledge with cutting-edge extraction technologies and clinical research, delivering standardised, bioavailable ingredients that meet Western regulatory expectations. For retailers, these ingredients offer compelling stories rooted in ancient wisdom validated by modern science—exactly the narrative today’s educated consumers crave.
9. Creatine’s Comeback—Beyond the Gym
Thirty years after its bodybuilding heyday, creatine is experiencing a dramatic mainstream renaissance. The catalyst? Recognition that this metabolic energy booster benefits far more than just muscle performance.
Menopausal women seeking bone health support, everyday fitness enthusiasts, and anyone needing mental energy are discovering creatine’s benefits. Since the brain uses 20% of the body’s energy despite being only 2% of body weight, creatine’s cognitive support potential is enormous. Expect to see creatine in innovative formats—gummies, ready-to-drink beverages, even functional waters—reaching demographics that would never have considered traditional powder supplements.
Sustainability Wasn’t Just Talk—It Was Action
SupplySide Global 2025 demonstrated that sustainability commitments are becoming operational reality, not just marketing rhetoric. The show ran on 100% renewable electricity, eliminated 380,000 square feet of aisle carpeting, replaced printed materials with digital alternatives, and featured compostable serviceware throughout.
Perhaps most touching was the Bark Park, where attendees could decompress with adoptable puppies—combining wellness with social impact in a way that felt authentic rather than performative. Post-show, booth materials were donated to Habitat for Humanity, and trees from the expo hall were replanted in Las Vegas neighbourhoods.
The Retail Takeaway
SupplySide Global 2025 delivered a clear message: the health and nutrition industry is maturing rapidly, moving from trend-chasing to solution-providing. For Canadian retailers, the implications are significant:
Stock smarter, not just broader. Focus on ingredients with proven bioavailability and clinical backing. Your customers are getting educated, and generalisations won’t cut it anymore.
Tell better stories. The ingredients showcased in Las Vegas come with compelling narratives—from Indian ayurvedic wisdom to American-grown botanicals to decades-researched pine bark extracts. Use them to create emotional connections with your customers.
Think cross-category. The lines between supplements, functional foods, and beauty products are blurring. Merchandising strategies should reflect this convergence.
Prepare for the companion revolution. As pharmaceutical interventions become more common, natural products will increasingly play supporting roles. Frame your offerings accordingly.
Next year’s show shifts to a three-day format (October 28-30, 2026), but the momentum from this year’s event will carry the industry forward for months to come. For those who attended, it was a reminder of why this show remains essential. For those who missed it, the trends are clear: innovation is accelerating, standards are rising, and the future of health and wellness looks brighter—and more scientifically grounded—than ever.
For more coverage of natural health industry trends and retail strategies, visit IHRmagazine.com
