23rd of June 2025

Industry News Roundup – May 2025

Each month we prepare a curated selection of only the most relevant news, new clinical studies, and new product launches in the nutraceutical industry.

research.

Rosemary and Grapefruit Extracts Support Skin Health after UV Exposure
A clinical study on Monteloeder’s nutroxsun® formulation made of rosemary (Rosmarinus officinalis) and grapefruit (Citrus paradisi) extracts showed a reduction in reactive oxygen species levels and proinflammatory compounds, accelerated recovery from redness, and a dose-dependent countering of matrix metalloproteinases.

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Dietary Interventions Support Migraine Self-Management
Swiss startup Brain Ritual, which produces medical food formulated to support brain energy production, gathered early observational data from 123 high-frequency migraine sufferers and their daily experience of metabolic support. Participants reported changes not only in migraine symptoms but also in fatigue, concentration, and mood, all of which frequently co-occur in people with energy regulation issues in the brain.

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Seppic Presents New Data on Their Beauty-from-Within Ingredients
At Vitafoods Europe, Seppic presented new consumer data on their ingredient CERAMOSIDES™, indicating benefits for men’s skin and hair health. The results showed decreased hair loss, increased hair density, improved skin hydration, and reduced wrinkle severity. They also presented details of a new clinical research on their ingredient  SEPIBLISS™, which showed multi-protection benefits against UV exposure and improved skin firmness.

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Ergothioneine Shows Anti-Aging Potential for Cognitive Function
Analysis of 19 studies, including cellular, animal, and human clinical and observational studies published over the past 10 years, indicated that ergothioneine (ET) plays a role in neurotransmission and neuroprotection, thereby offering cognitive improvements.

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Microphyt’s BrainPhyt™ May Improve Cognitive Function in Older Adults
A new study found that BrainPhyt™ may significantly reduce blood levels of C-reactive protein (CRP), a marker of inflammation widely recognized as a predictive factor of cognitive decline.

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Microencapsulated Curcumin Shows Skin Health Potential
A new clinical study showed that Lubrizol’s CURCUSHINE™, a branded microencapsulated curcumin extract, was associated with reduced wrinkle depth and fewer signs of aging and skin oxidation.

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Seed’s DS-01® May Boost Metabolic, Immune, and Cellular Health
A randomized, placebo-controlled clinical trial found that Seed Health’s DS-01® Daily Synbiotic may boost the production of Urolithin A and butyrate, two key microbial metabolites linked to whole-body health.

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IminoTech’s Cucumber Extract May Improve Sleep and Dexterity
A standardized cucumber extract, Q-actin™, may improve sleep quality and finger dexterity, according to a new clinical trial in healthy older adults. The study is the first to show that an iminosugar may benefit sleep at a relatively low dose of 20 mg daily.

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Vitamin B2 May Lower Risk of H. pylori
A new analysis suggested that increased consumption of dietary vitamin B2 (riboflavin)—found in foods including yogurt, eggs, lean meats, and some vegetables—is associated with decreased rates of seropositivity for the gut-altering Helicobacter pylori bacterium.

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Vitamin D and Probiotics May Improve Migraine
Results of a new study showed that supplementation with a multi-species probiotic and vitamin D may improve migraine index scores and nitric oxide levels in adults who suffer from migraines lasting longer than 12 weeks.

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Skullcap Extract May Improve Sleep Quality
A new study on the supplement BlueCALM®, a Scutellaria lateriflora L. extract, suggested it may improve sleep quality scores in people with insomnia, with effects persisting for at least a month after discontinuation.

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AllegroSan’s OMNi-BiOTiC® May Repair Stress and Sleep
AllergoSan’s multi-species probiotic supplement OMNi-BiOTiC® STRESS Repair may enhance vagus nerve function and sleep among people with depression, a new study suggested. STRESS Repair appeared to have beneficial effects on sleep parameters, gut microbiome diversity, and morning vagus nerve function compared to placebo.

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Gencor Running Second Trial on GLP-1 Producing Ingredient
Gencor is running a second clinical trial on its fatty acid amide ingredient Trpti and its impacts on metabolic health, following positive findings from its first clinical study and a pilot study, which showed an increase in the body’s GLP-1 production.

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Post-Meal Blood Glucose Levels Affect Sleep Quality
A new set of study findings from Nestlé showed that a lower post-meal blood glucose spike could significantly shorten the time needed to fall asleep. This was achieved with the supplementation of Reducose®, combined with tryptophan, zinc, magnesium, and vitamins B3 and B6.

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More interesting studies

  • A new study on Affron®, a saffron extract developed by Pharmactive Biotech Products, S.L., showed beneficial effects on depressive symptoms in adults.
  • A study on SKIN, Nutrafol Skin Capsules by Nutraceutical Wellness Inc., showed significant improvements in acne and overall skin health compared to placebo.
  • A new study on DailyColors™, a polyphenol-rich blend by DailyColors Health Inc., suggested it may enhance cognitive function, physical fitness, and systemic health.
  • A study on PEATONIDE®, a blend of hydrodispersible PEA and melatonin by Pharmaluce S.r.l., suggested it may be a promising adjunctive approach for migraine management.
  • A new study on Pravotin®, Hygint’s lactoferrin supplement, suggested it may play an important preventive role against asymptomatic bacteriuria and symptomatic urinary tract infections.
  • A study on a probiotic Streptococcus thermophilus iHA318 showed its beneficial effect in major dry eye symptoms.
  • A study on Tri-Low®, an Emblica officinalis extract by Arjuna Natural, demonstrated its efficacy as a weight management supplement.
  • A new study on the GABA-producing strain Lactiplantibacillus plantarum Lp815 suggested it may offer a safe option for anxiety reduction in people with mild to moderate anxiety.

new launches.

Ostia Sciences and Lallemand Create New Oral Care Probiotic
Ostia Sciences Inc. and EXPERT’Biome™ CDMO by Lallemand joined forces and produced a new oral care probiotic strain, Streptococcus salivarius (SALI-10). After initial pre-clinical findings, the ingredient will be tested in clinical trials to evaluate its ability in maintaining a healthy oral microbiome.

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Brightseed Launches New Bioactive Developed with AI
Brightseed launched Bio Gut Core, a new two-in-one bioactive shown to strengthen the gut barrier and reduce bloating and abdominal pain in a recent human clinical trial.

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Nexira Unveils GLP-1 Collection and New Beauty-from-Within Research
At Nexira’s booth at Vitafoods Europe 2025, the company unveiled its GLP-1 Collection, including Carolean™, a patent-pending ingredient derived from cactus and carob. They also highlighted new research on Oli-Ola™, a natural olive extract standardized in polyphenols with antioxidant and anti-aging effects.

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Givaudan Introduces Zensera for Same-Day Cognitive and Mood Benefits
Givaudan introduced its patent-pending Zensera™, a lemon balm extract that, according to research, supports calmness and cognitive performance under stress. The company promises a same-day health benefit in nutraceutical applications.

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Seppic Launches New Chaga Nutraceutical for Immunity
At Vitafoods Europe, Seppic launched CHAGADVANCE™,  its first nutraceutical active ingredient based on organic chaga for immune support and wellness.

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OmniActive Health Technologies Unveils Sleep, Stress, and Mood Botanical Nutraceuticals
OmniActive Health Technologies debuted two specialty ingredients, Sleeproot and Zenroot, positioned toward sleep, stress, and mood benefits. Sleeproot is a plant-based, melatonin-free, low-dose valerian extract that increases sleep duration according to research. Zenroot is a low-dose, root-only ashwagandha extract, standardized for consistent quality and reliability.

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AG1 Launches Reformulated Daily Greens Powder
AG1 Next Gen is AG1’s improved daily health drink, which contains an upgraded methylated B complex, added vitamins and minerals, and five clinically studied probiotic strains. The launch is backed by four randomized, placebo-controlled clinical trials.

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The Good Bug Introduces Advanced Metabolic System™
The company’s Metabolically Lean probiotic supplement features the Advanced Metabolic System™, a proprietary blend of clinically tested prebiotics and probiotics. This formulation is designed to naturally increase GLP-1 levels to deliver sustainable weight loss without the side effects associated with GLP-1 agonists.

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Kitozyme Debuts Fungal Fibers Ingredient for Metabolic Health
Kitozyme’s KiOLIFE, a fungal-derived fiber ingredient, contains a blend of two bioactive fibers, Chitin-glucan and Chitosan, claimed to work synergistically to regulate blood sugar levels, support healthy cholesterol and lipid metabolism, and enhance the composition of the gut microbiota.

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O Positiv Expands Product Offerings
O Positiv unveiled two new products: Uro Boric Acid Suppository, which helps support vaginal balance, and Uro Bladder Control, which helps with occasional urinary urgency, frequency, and leakage.

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HealthyCell Launches Glucose Support Supplement
HealthyCell’s latest innovation, Glucose Support, includes berberine (as BerberiSOL™ by Verdant Nature), chromium, cinnamon bark extract, aloe vera powder, and extract of banaba leaf (Lagerstroemia speciosa). Formulation works to support insulin function and promote healthy blood sugar metabolism.

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Qualia Introduces Joint Health
Qualia Life Science’s Qualia Joint Health includes trademarked ingredients CuberUp® (Euromed®), a cucumber extract that claims to help regulate compounds associated with cartilage breakdown, and AprèsFlex® (Boswellia extract, PLT Health Solutions), to support joint mobility and cartilage preservation.

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Metagenics® Launches HerWellness™ Line
Metagenics®’ HerWellness™ line of five new products offers a natural approach to hormone balance. All the products are based on their proprietary Healthy Hormones blend, which combines scientifically proven botanicals, including saffron and green tea extract, with activated vitamin B6.

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Healthy Extracts Launches Whitney Johns Gut Health Straws™
Whitney Johns Gut Health Straws™ are formulated with a blend of prebiotic fiber, the probiotic strain Bacillus coagulans MBPL® BCM9, and licorice root. The product is positioned for daily gut health support and claims to be the world’s first multi-nutrient-infused straw.

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Garden of Life® Debuts Men’s Hair Supplements
Nestlé Health Science’s Garden of Life® introduced two products under its Dr. Formulated line to support men’s hair growth with the central ingredient Actrisave™ and other nutrients to support men’s wellness.

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PlantTech Biotech Launches New Weight Management and Energy Ingredients
PlantTech Biotechnology launched two new ingredients, NOW® Energy and NOW® Weight. NOW® Energy is a carob concentrate shown to help moderate postprandial blood glucose levels, thereby naturally reducing blood sugar spikes. NOW® Weight is a carob extract shown to help reduce abdominal fat and promote healthy weight management as part of a balanced diet.

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Akay Bioactives Debuts FenuMat® PEA and FenuMat® Berberine
Akay Bioactives debuted two new ingredients, FenuMat® PEA and FenuMat® Berberine, which are powered by Akay’s plant-based delivery technology FenuMat®, said to enhance the bioavailability of natural actives. FenuMat® PEA, positioned for bone and joint health, is clinically substantiated for 5,4x better PEA and metabolite bioavailability. FenuMat® Berberine, positioned for metabolic management, is clinically substantiated for 6x better bioavailability of “free” berberine.

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Ingredia Introduces New Bioactive Ingredient for Joint Health
Xelflex® by Ingredia is a new bioactive ingredient that promotes joint comfort due to an anti-inflammatory effect, which has been scientifically proven through its inhibitory effect on inflammatory markers.

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Doctor’s Best Outlines New Product Strategies for China in 2025
Doctor’s Best, the US subsidiary of a Chinese biotech firm Kingdomway, is expanding its anti-ageing and liver care products portfolio in China this year. Some of these new launches will include NMN, liver care tablets, and ergothioneine.

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partnerships, M&A.

Brightseed Partners with Haleon to Advance AI-Driven Discovery
Haleon and Brightseed, experts in the AI-driven discovery of bioactive compounds, joined forces to advance the discovery of plant-based, small molecules that can improve human health. The collaboration will leverage Brightseed’s proprietary AI platform, Forager, which will be made directly accessible to Haleon’s scientists.

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Roquette Acquires IFF Pharma Solutions
Roquette bolstered its footprint in the pharmaceutical sector with the completion of its acquisition of IFF Pharma Solutions, cementing its status as a major supplier of plant-based excipients and drug-delivery technologies.

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Myota Partners with Suannutra in Exclusive Distribution Agreement
Suannutra partnered with the D2C brand Myota and secured exclusive distribution rights to Myota’s patented Metabolic Regulator blend for blood sugar and cholesterol management. They will distribute the blend across the United States, the United Kingdom, and the European Union, excluding Germany and Austria.

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Bayer Acquires the Remaining Stake in Natsana
Bayer made a significant move in the dietary supplement market by acquiring the remaining 70% stake in Natsana, the parent company of top-selling Amazon supplement brands such as Nature Love, Natural Elements, and Feel Natural. This acquisition underscores Bayer’s strategic shift towards preventive health and wellness, aiming to strengthen its presence in the consumer health sector.

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Kenvue Partners with Microsoft to Harness Power of AI
Kenvue announced a 5-year collaboration with Microsoft, aiming to establish a strong foundation for transforming digital operations through advanced Artificial Intelligence technologies.

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marketing campaigns.

C4® Partners with Saquon Barkley
Nutrabolt, owner of C4®, the performance powerhouse brand renowned for developing products that deliver explosive energy, endurance, and focus, announced a new partnership with football superstar Saquon Barkley. They aim to drive awareness of C4 Sport® and inspire athletes and fitness enthusiasts everywhere to push their boundaries.

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NOW Launches Women’s Health and Wellness Campaign
During Women’s Health Month, natural products company NOW launched its “Be You, NOW” campaign, featuring insights from several female voices in health and wellness, aiming to support women of any age in their fitness and well-being routines.

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Nicholas Hall Group Announces Winners of the Worldwide Marketing Award 2025
The winners of the best marketing campaigns, announced at the 35th European CHC Conference, are:

Worldwide Digital Marketing Awards

  • 1st: Starazolin (Polpharma)
  • 2nd: Promag (Kalbe Consumer Health)
  • 3rd: Allertec (Polpharma)

The Colin Borg Creative European Marketing Awards

  • 1st: Pevaryl (Karo Healthcare)
  • 2nd: Maxon Forte (Adamed)
  • 3rd: Stillaxx Drops (Kosan Pharma)

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Goody’s® Links Pain Relief with Smiles
Goody’s® (Prestige Consumer Healthcare Inc.) launched a white paper and campaign targeting marathon runners, linking fast-acting pain relief with smiling. Backed by research showing smiles can ease pain and fatigue, they introduced Smile20, a surprise activation at mile 20 of a marathon. Runners saw AI-edited photos of themselves grinning on a giant screen, prompting real smiles to help them push through “the wall”.

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Solgar® Teams Up with Kelly Holmes
VMS brand Solgar® (Nestlé Health Science) announced Dame Kelly Holmes as the official Ambassador for its Wellness Partnership with The Great Run Series, 2025.

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Allegra® Sponsors Honda at Indy 500
Non-drowsy allergy relief brand Allegra® teamed up with Andretti Global to sponsor the No. 28 Allegra® Honda of Marcus Ericsson at the 109th Running of the Indianapolis 500. Allegra® is using the adrenaline and precision of the iconic 500-mile race to spotlight its key benefit – non-drowsy allergy relief with 0% brain interference.

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Haleon Accompanies Panadol Brazil Relaunch with 360° Campaign
Haleon celebrated the official relaunch of Panadol systemic analgesic in Brazil (marketed locally as Sonridor) with a 360° campaign entitled “No Time for Pain”, which features the 6-time FIFA World Player of the Year, Marta Vieira da Silva. Centering on speed of relief, the initiative highlights a new use of Haleons Optizorb technology, claimed to offer 5x faster absorption compared to standard paracetamol.

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pH-D Introduces “Raise Your Vagina IQ” Campaign
pH-D Feminine Health introduced the Raise Your Vagina IQ campaign, the core of which is the Raise Your Vagina IQ Quiz, a shareable tool designed to help individuals test their knowledge, debunk common myths and build confidence in their body vocabulary.

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Haleon Replicates China VMS Success in the Philippines and Korea
Haleon revealed how it is replicating features of its successful Vitamins, Minerals and Supplements (VMS) business model in China to other markets, including the Philippines and South Korea. In contrast to China, where the focus has been largely on the ageing population, the key target audience in the Philippines will be pregnant women.

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technology.

Atomo Diagnostics Offers HIV Self-Tests
Atomo Diagnostics announced the national expansion of the CONNECT Programme, funded by the Federal Government, which will provide free HIV self-tests through vending machines across Australia. Atomo also launched its HIV self-test in New Zealand through Chemist Warehouse, marking its entry into the country’s largest retail pharmacy chain.

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Teal’s At-Home HPV Screening Device Approved by the US FDA
The FDA approved Teal Health’s Teal Wand, said to be the first and only at-home vaginal sample self-collection device for cervical cancer / HPV screening in the USA.

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other market data.

Joint Health Market Insights
According to Innova Market Insights, new supplement launches for joint health support grew on average by 4% annually between April 2020 and March 2025. 57% of these launches had a skin health claim, and 51% had a bone health claim.

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Women‘s Health Market Insights
From 2020 to 2024, there was a 12% growth in women’s health supplements and sports nutrition launches according to Innova Market Insights. 36% of global female consumers report taking vitamins or minerals related to their hormonal cycle. Among the top claims are also brain and mood health, and there is a growing emphasis on supplements targeting blood pressure.

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A New Era for Women’s Health in the Supplement Industry
NBJ fielded a survey in November 2024 to try to better understand gender-specific consumer concerns. According to the survey, top female concerns include pleasure enhancement (34%), low libido (32%), anxiety about sexual performance (26%), menstrual irregularities (24%), and hormonal imbalances (19%). Despite these needs, the market remains underdeveloped, which offers an opportunity for brands to develop products that prioritize women’s sexual wellness. While male-specific supplements held the majority share of the sexual health supplements category in 2024, they were not the fastest-growing segment. Female-focused sexual health supplements outpaced their male counterparts, with a growth rate of 7,7%, compared to 6,3%.

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Preventative Care, Wearable Devices, GLP-1 Push Sales in the Natural Supplement Market
NBJ and SPINS presented data highlighting shifts in consumer delivery format preferences, evolving sales channels, and the conditions driving consumer demands. The overall results are:

  • In 2024, the supplement industry grew about 5,2% to reach $69,3 billion in industry sales.
  • Vitamins make up 27,5% of total industry sales, with a 2,7% growth rate.
  • Sports nutrition, the fourth largest category in supplement industry sales, is experiencing the highest growth, with an 8,4% growth rate.
  • 52% of consumers say they’re using a wearable, and about 50% of general consumers surveyed said the data from their wearable device influences their dietary supplement purchases.
  • 12% of the population is taking a GLP-1 product, while up to 40% say they have no desire to take such products.

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New Data Reveals Surge in Hormone Testing Among Consumers
According to NBJ’s Sexual and Reproductive Health Report, 43% of men test their cortisol levels, twice the number test testosterone. Gen X and millennial women are driving a new wave of comprehensive hormone testing as they navigate menopause and perimenopause, and their focus on estrogen, cortisol, and testosterone indicates they’re increasingly aware of how hormone balancing can reduce mood swings and stress caused by menstruation and menopause. Gen Z women are also reshaping the market, showing unprecedented interest in progesterone testing, signaling growing awareness of conditions like PCOS and endometriosis.

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Need for Individualized Menopause Solutions
Nature’s Bounty shared survey data conducted by Leger on behalf of the brand to better understand women’s needs during the menopausal lifecycle. The data shows that, across all stages, women experience 8-10 bothersome symptoms on average, yet 62% have trouble accessing relevant healthcare, and most wait for symptoms to pass. The survey of 450 women found that they have different needs depending on their age.

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Diversity of Menopause Care Approaches and Menopause Symptom Experiences
Two surveys, conducted by The Harris Poll, were commissioned by Bayer to gather more information about the menopause experience for women and their health providers. One survey focused on women in menopause, collecting the most common symptoms, identifying gaps in women’s understanding of menopause symptoms, and the need for better menopause education. Most common symptoms women experience during menopause are weight gain (51%), waking up at night (48%), “hot flashes” (44%), mood changes and irritability (41%), and the loss of libido (40%). The second survey collected responses from healthcare providers about provider-patient interaction, revealing differences between each side’s perspective of patients’ menopause experience. 73% of surveyed providers proactively bring up menopause at an age-appropriate time, 78% believe patients are aware of menopause-related changes, and 98% agree menopause symptoms are worthy of medical treatment.

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regulatory.

Joint Health Claims in China
China’s State Administration of Market Regulation (SAMR) is considering adding new joint health support claims to the current 24 approved functions. This would allow health foods sold in China to make claims such as “helps support maintain joint health”, “helps alleviate joint pain/stiffness”, “helps reduce swelling of the joints”, “helps maintain joint cartilage health”, and “helps maintain bone and joint health”.

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New Clinical Trial Regulations in the UK
New regulations for conducting clinical trials in the UK were signed into law, initiating a 12-month roll-out to deliver the most significant update to UK clinical trials regulation in 20 years. The aim is to strengthen patient safety, accelerate approvals, enable innovation, and help more people benefit from taking part in research.

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explore further.

Vitafoods Europe 2025 insights podcast by PharmaLinea

Vitafoods Europe 2025 insights

Top market trend, product launch, and showcased ingredient highlights from Vitafoods Europe 2025.

Nutraceutical market trends for 2025

PharmaLinea has partnered with Euromonitor to deliver a webinar on nutraceutical products market trends for 2025. The webinar is now available on demand.

Nutraceutical market trends for 2025 webinar PharmaLinea IQVIA

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