Health is moving upstream. European consumers increasingly manage their wellbeing every day rather than waiting for something to go wrong, and supplements are becoming part of that daily routine. In this session, Akhil Eashwar Aiyar, Senior Consultant at Innova Market Insights, revisits the themes that shaped 2026 and shows how they evolve in 2027 across the health areas that matter most. Drawing on Innova's European consumer research and new product launch data, the session also looks at how formats and applications are changing, from the pill to everyday food and drink, and where the opportunities lie for brands and their ingredient partners in 2027. The 30-minute presentation is followed by a live Q&A.

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