In the food supplement industry, we are not heavily constrained by regulatory limits on sugar or salt, as their content is typically quite low. However, with current trends and growing public awareness, the demand for sugar-free products is increasing—especially in novel product forms such as powders and liquids. The food supplement industry is moving closer to the functional food sector, as consumers are becoming increasingly conscious of their choices and are starting to prefer products that do not contribute to higher calorie intake or increased glycemic index. This trend demands innovation in sugar alternatives and taste masking solutions; however, it also leads to increased costs and regulatory limitations.

One specific category in the food supplement sector, where consumers globally are looking for sugar-free products to avoid unnecessary sugar consumption, is hydration. In hydration products, sugar is present for a reason – to enhance water and electrolyte absorption – and brands are facing a challenge how to exclude sugar while still providing consumers with an efficient product. This can be achieved in several ways, one of which is using amino acid complexes designed to enhance rapid absorption of water and electrolytes into our system. Instead of sugar-dependent pathways, such complexes take advantage of amino acid-electrolyte cotransport mechanisms in our intestine to increase the uptake of water and electrolytes. Such technologies thus eliminate the need for sugar and provide consumers with smart, clean, and efficient hydration.

We are seeing an increase in technological solutions aimed at improving stability, organoleptic properties, visual appeal, or technical usability of ingredients or finished products. Multiple technologies are already leading in the food and food supplement sectors, including microencapsulation or liposomal delivery systems (1). Microencapsulation is a process, where substances are coated with a protective layer, forming microcapsules, and liposomal delivery systems are based on a method of encapsulating substances with sphere-like structures called liposomes, which are made of lipid bilayers. The end goal of both technologies is to enhance bioavailability and the product’s efficacy.

Recycling and upcycling methods, along with plant- and insect-based alternatives, are already widely used or gaining authorizations and acceptance across multiple markets. Cell-based ingredients, lab-grown foods, and 3D food printing (2) remain in the early stages of development but may gain momentum at any time. However, commercial promise may not always align with regulatory promise, particularly in regions with strict and slow-moving regulatory frameworks.

Precision fermentation using engineered microorganisms has been used for decades mainly in pharmaceuticals and nutraceuticals but has now been applied to food industry as well to improve product quality and reduce costs.

The rapid progress in artificial intelligence (AI) now allows us to discover, design, and build new molecules such as proteins and enzymes. Moreover, it can help optimize production and supply chains, enhance sustainability, and reduce waste.

Regulations and food safety standards are essential to ensure consumer safety, avoid misleading information, and protect the public health. However, overly strict regulations can limit innovation and pose significant challenges for formulators trying to differentiate their products in the market. For example, in Europe the European Food Safety Authority (EFSA) (3) poses very strict rules on introducing novel ingredients or technologies, especially for sensitive populations. Another challenge lies in long approval timelines for new ingredients or scientific evidence. Additionally, outdated or unclear regulations can often be interpreted differently by various stakeholders, leading to uncertainty and confusion that hinders the development of new and exciting products. Furthermore, due to limited approved health claims, communicating the science behind some ingredients can be challenging as well.

Different recommendations and restrictions across countries further complicate entry into new markets - for example, EFSA restrictions prohibit the use of many ingredients which are considered safe and commonly used in other markets, such as the US. This regulatory barrier results in many lost opportunities. Developers of novel or alternative food products must therefore consider regulatory challenges from the earliest stages of development and prepare the necessary documentation and studies to accelerate safety assessments and authorizations. Beyond safety, the labelling and marketing of such products also require careful consideration.

Recent advances in recycling and upcycling allow manufacturers to use by-products that would otherwise be discarded and create high-value ingredients. One such example is the remains of the fish industry (e.g. bones, heads, skins) which are now used as more sustainable source of collagen or functional peptides. Another great example is using whole plants or fruits instead of only juice powders, like in the case of cranberries. Using the often discarded, visually less appealing or less tasty parts not only reduces waste but also provides new beneficial components that may act synergistically with the main actives or be used separately for additional health benefits.

These solutions, however, rely on the cooperation of final consumers, who must be willing to embrace products made from “non-traditional” sources (4). Education and transparency in both directions are crucial for building a sustainable future.

Biotechnology has been one of the main drivers of innovation for many years, beginning with fermentation to produce novel ingredients/products (5), following by techniques to improve the productivity, resilience, and nutritional value of crops. With advances in genetic engineering and cell culture technology, we can now produce many biological molecules found in nature using cleaner processes and fewer harsh chemicals.

Using microorganisms, we can produce known molecules more sustainably through fermentation compared to traditional synthetic processing or harvesting from animals or endangered plants. Fermentation is often more sustainable because it relies on renewable or biodegradable feedstocks, operates under milder conditions, uses less water and energy, and generates less waste or toxic byproducts. Of course, this may not apply to every process, but the potential for reducing environmental impact is significant.