SupplySide Connect Expands, Reshaping Health Ingredient Landscape

By Melissa Adams

SECAUCUS, N.J. – March 19, 2026 – As the health and wellness industry prepares to gather for SupplySide Connect New Jersey on April 14-15, the event signifies more than just the East Coast’s premier tradeshow for ingredient innovation. This year’s gathering at the Meadowlands Exposition Center is a pivotal moment in a larger strategic evolution for its organizer, Informa Markets, as the SupplySide Connect series embarks on a national expansion, temporarily pausing its New Jersey presence after this year’s show until 2028.

With over 260 exhibitors and a slate of high-profile attendees from companies like Nestlé Health Science, Bayer, and Kraft Heinz, the 2026 event serves as both a critical hub for the supplement, food, and beverage industries and a launchpad for a new chapter in how the industry connects, collaborates, and grows across the United States.

A Strategic Shift to New Frontiers

The decision to expand the SupplySide Connect series is a calculated move reflecting a dynamic and geographically diverse industry. While the New Jersey event has long been a cornerstone for East Coast professionals, Informa Markets is broadening its reach by launching two new regional events in 2027: SupplySide Connect Utah (April 7-8) and SupplySide Connect Madison (June 8-9).

This expansion is not merely a change of scenery; it's a strategic initiative to tap into burgeoning regional ecosystems. The Utah event, for example, is being positioned to serve the “vibrant dietary supplement ecosystem of the Mountain West,” a region known for its high concentration of supplement companies and innovators. By taking the event directly to these hubs, SupplySide aims to foster more targeted collaboration and provide localized access to the resources, partnerships, and market insights that drive growth. This approach acknowledges that innovation isn't confined to one coast and that creating a more interconnected national network benefits the entire supply chain, from raw ingredient suppliers to CPG brands.

The temporary hiatus in New Jersey until 2028 allows the organization to focus its resources on successfully launching these new ventures, establishing them as essential dates on the industry calendar before returning to the established East Coast market. It’s a strategy that reflects a deep understanding of market development, aiming to stimulate growth in new territories while avoiding potential saturation in a mature market.

Navigating a Complex Web of Trends and Regulations

The agenda for the ConnectEd Theater at this year's event offers a clear window into the forces shaping the future of health and nutrition. The sessions are designed to move beyond theoretical discussions, providing attendees with what Danica Cullins, Executive Vice President of Health & Nutrition at Informa Markets, calls “actionable insights and foster impactful conversations.”

One of the most significant growth areas is women’s health, a market projected to exceed $100 billion by 2026. The conversation has evolved far beyond prenatal vitamins, now encompassing personalized, science-backed solutions for hormonal balance, metabolism, and healthy aging. The integration of wearable and digital technologies is a key driver, allowing for unprecedented personalization as consumers track everything from menstrual cycles to sleep patterns, demanding supplements that align with their specific data-driven needs.

Similarly, the men’s health supplement market is on a rapid growth trajectory, expected to reach nearly $97 billion in 2026. The focus is shifting toward holistic well-being, with emerging trends in stress management using adaptogens like the event's flagship sponsor KMS-66 Ashwagandha, cognitive performance enhancers, and products supporting hormonal balance. The rise of plant-based solutions is also making a significant impact here, meeting consumer demand for clean-label and sustainable options.

However, this innovation is unfolding against a complex and challenging regulatory backdrop. A major concern for the industry is the fragmented “patchwork” of state-level regulations, particularly those imposing age restrictions on weight loss and muscle-building supplements. In response, the industry is closely watching the progress of the federal “Dietary Supplement Regulatory Uniformity Act,” introduced in February 2026 to reaffirm the FDA’s authority and create a more consistent national standard. This regulatory tension makes the event's SupplySide Compliance Program, which educates exhibitors on prohibited claims and supports self-regulation, more critical than ever.

Where Industry Giants and Innovators Converge

The true power of SupplySide Connect lies in its ability to bring together the entire spectrum of the industry under one roof. The attendance of global leaders like ADM, L’Oreal, and dsm-firmenich alongside agile startups creates a fertile ground for partnership and discovery. The presence of food and beverage giants Kraft Heinz and Nestlé Health Science is particularly noteworthy, as both are actively pursuing ambitious health and wellness strategies.

Kraft Heinz is reformulating its portfolio with healthier options, while Nestlé Health Science recently launched a comprehensive GLP-1 Nutrition platform to support individuals on new-generation weight management journeys. Their participation underscores a broader industry trend: major consumer brands are increasingly looking to the ingredient supply chain for the innovative, science-backed solutions needed to meet evolving consumer demands for functional and nutritious products.

The event is structured to maximize these connections. Specialized mixers focused on supplement trends and food and beverage innovation will provide attendees with exclusive market data from SPINS and Nutrition Business Journal, respectively. In partnership with Women In Nutraceuticals (WIN), a gender equity networking event aims to empower female leadership and foster a more inclusive industry. Meanwhile, initiatives for newcomers, in partnership with SupplySide Fresh, ensure that the next generation of entrepreneurs has the resources and connections to thrive.

As professionals prepare to walk the floor of the Meadowlands Exposition Center, they are not just attending a tradeshow; they are participating in a pivotal moment for the industry. The 2026 New Jersey event offers a unique and final opportunity for East Coast stakeholders to connect in this format until 2028, all while serving as the official kickoff for SupplySide's ambitious national expansion. It is a clear signal that the future of health and nutrition will be built on a foundation of both deep regional engagement and a robust, interconnected national network.