Over the past few years, the gut health conversation has largely centered on biotics. But could another ingredient category be poised to reshape the discussion?

From fibermaxxing to genetically engineered probiotics, consumers are embracing products that help them optimize everyday life. As biotech gains traction, a new generation of supplements designed to deliver targeted health benefits is emerging.

Hydration has evolved beyond simply replacing electrolytes. Today’s consumers expect products that are effective, enjoyable and emotionally engaging, prompting brands to rethink how functional beverages are developed and marketed.

Beta-alanine has long been one of sports nutrition’s most established performance ingredients, but it has also carried a challenge: paresthesia—that tingling, itchy sensation many consumers experience after use. While some users embrace the feeling, others find it uncomfortable.

Jordan Brannon, president and co-founder of Coalition Technologies, breaks down why many supplement brands don’t always appear in AI-generated search results despite investing in content creation. He explained how visibility in platforms like ChatGPT differs from traditional SEO and why brands need to rethink how they structure, distribute and reinforce their online messaging.

What started as a military solution for fatigue has evolved into one of the more unexpected formats in performance nutrition: Military Energy Gum (MEG). The chewable delivery system was originally developed for warfighters and has become the first gum product to become NSF Certified for Sport certification.

As India’s nutraceutical sector continues to accelerate onto the global stage, the upcoming Nutrify C-Suite SumFlex Summit in Mumbai is positioning itself less as a traditional conference and more as a high-level working boardroom for industry leaders.

Biotech company Pendulum Therapeutics is expanding beyond probiotics with the launch of Gut Fuel, a prebiotic fiber and polyphenol blend designed to support gut microbiome function and metabolic health.

For years, energy drinks have been built around one simple promise: more stimulation. But as consumers start using these beverages as part of everyday wellness and performance routines, the category is beginning to evolve.

As AI tools reshape how consumers discover dietary supplements, brands may be chasing the wrong signals, according to HALO Comms co-founder Derek De Vette. With more than 30 years of experience advising organizations across technology and consumer sectors, he offers a long-view perspective on how communications strategy is evolving in the age of AI.