探索营养保健品领域的B2B营销

INTRODUCTIONWellbeing goesmainstream:inside thenew era ofnutraceuticalsVitaFoods Europe 2025 marked a turning point: whatwas once a niche event dominated by supplement andpharmaceutical players has now expanded into a vibrantshowcase of mainstream health innovation. More foodand beverage brands than ever joined the conversation,signalling a powerful industry shift—nutraceuticals are nolonger just for specialists, they’re becoming an everydaypart of how people eat, live, and care for themselves.Driven by consumers’ growing desire for healthier,more holistic lifestyles—accelerated by the pandemic—the event reflected how wellbeing is evolving froma personal goal into a cultural norm. Physical andemotional health, once separated, are now beingaddressed in parallel through science-backed productsthat are also enjoyable, convenient, and part of daily life.This year’s show in Barcelona captured that evolution.From taste-driven formats and lifestyle-centric brandingto human-centric booth design, innovation today isdefined by what can be validated through science, abaseline requirement, and how it fits into real life.In this report, we translate what we observed, tasted,and discussed into key industry insights and strategictakeaways—designed to help brands lead with relevancein a health-conscious world. 2 Here we used to havelike four or five years agomostly dietary supplementcompanies or pharma with ahealthcare business. Now wesee a lot of food companies.3— Global Brand Manager Norvell Jefferson is a globalcreative marketing agencyspecializing in building brands,crafting campaigns, and designingexperiences that inspire action.As specialist in Food we believecompanies across the foodvalue chain have the power tomake a meaningful differenceby transforming food, beverage,and agriculture processing. We’rehere to help them tell theirstories with greater impact.With a deep focus on B2Bindustries, we transform complextopics to become comprehensiveand insightful and use yourauthenticity to make visualunique stories. With offices inAmsterdam, Antwerp, Boston,and Vancouver we transformbusinesses into strong go-tobrands in their industry.DISCOVER OUR WEBSITE Whatstoodout atVitaFoods2025? Making human interactionthe main ingredientIn an increasingly digital world, human contactproved to be the most powerful marketing tool onthe floor.Leading with science to stand outScientific validation emerged as a non-negotiablefor credibility. From clinical trials to universitycollaborations, exhibitors leaned heavily on data todistinguish themselves.From pills to taste-driven prototypesAs supplements integrate into food, taste takes thelead. Gummies, bars, and drinks replaced capsulesas the preferred formats, transforming supplementsinto tasting experiences.Engaging experiences still finding its placeSome brands tested interactive tools like QRcodes and touchscreens, but few delivered a trulyengaging experience.Leading by sharing knowledgeActive participation in seminars and innovationawards showcased expertise, reflecting a value-driven marketing approach focused on informing,inspiring, and engaging industry audiences.50102030405 6Making humaninteraction themain ingredient Human contactwas the mostpowerfuldifferentiatorAt Vitafoods Europe 2025, it became clear: ina space saturated with science, product claimsand technical specifications human connectionwas the real differentiator. Throughout the fair,the importance of face-to-face interaction wasechoed in nearly every conversation. Whilethe pandemic initially underscored the valueof in-person engagement, that value has onlyincreased over the years.For the first time, Vitafoods took place inBarcelona. The new venue brought wideraisles, more open layouts, and a calmer energythat encouraged spontaneous encounters andmeaningful exchanges. The result was a shownot only designed for business, but also for realconnection.What’shappening?Human interaction shaped the space, thetone, and the strategy at Vitafoods Europe2025.Booths weren’t just built for display, theywere designed to make visitors feel at ease,spark conversation, and reflect the deeper valuesof the nutraceutical industry.Organized tours added another layer of guidedengagement. By curating themed journeys acrossselected booths, these tours encouraged deeperstorytelling and gave brands the opportunity todeliver their message in a structured, face-to-facecontext. Bridging physicalpresence with digitalefficiencyDigital tools complemented the human touch. The Vitafoods app playeda key role in streamlining networking, helping attendees schedulemeetings, look up products, and follow speaker announcements. Thiscombination of physical interaction and digital convenience made forsmoother, more targeted experiences.While digital tools existed on the floor, many remained surface-levelor passive. The opportunity lies in making digital touchpoints moreinteractive, more integrated, and more aligned with human engagement.Sales teams as the