This edition is dedicated to Vitafoods Europe 2016 and the emerging trends in the field of nutraceuticals. As an active sponsor of the event analyze & realize was engaged in interesting discussions with experts in the field at booth N20 and was moreover active in presenting hot scientific topics on several stages. Dr. Gordana Bothe talked about how the beneficial effect of natural mineral water on bowel function was turned into an industry success story, while Dr. Wolfgang Hoeffer showed how to secure return on investment from clinical trials as well as comparing and contrasting R&D of natural health products VS pharmaceuticals. Dr. Volker Spitzer spoke about innovation in healthy aging. On request, we can share these presentations with you (click here).

Hot Topics

Consumer are seeking new formats with additional benefits. This year, where Vitafoods celebrates its 20th anniversary,  functional drinks with probiotics were on the rise.

Hot health areas

Support of cognitive functions, heart health and gut health have been strong topics for years and received major attention during this Vitafoods event. Also, sports nutrition is gaining more importance for consumers.

Healthy aging

At times where the Western population is getting older, healthy aging is the most important health catherogy in the nutraceutical market. As they grow older consumers wish to maintain their health so they can continue to take an active part in society, enjoying independent, fulfilling life.

Vitafoods 2016

Ingredient Trends

Vitafoods 2016Probiotics were one of the hottest ingredients offering a wide range of supplement applications. They have appeared alone or in combination with prebiotics. Vitamin D is still a strong focus area and new application forms such as an oral spray are supporting consumers to get the right dose in an convenient format. Vitamin K2 is another vitamin on the rise. The scientific evidence is increasing especially in terms of heart health and reducing arterial calcification.

Packaging and Innovation

The supplement market usually takes the lead in new application forms, and this year was no different. Capsules and tablets are not “it” this year. Instead, sachets, sticks with easy to swallow granules and pearls as well as shots and especially spray applications are in trend. Other key delivery packaging products were dispensing bottle caps, a technology that entered the marked few years ago. The functional caps can be filled with active ingredients from liquid or dry pre-mix which can be later released by pushing the cap, so that consumers can prepare an always fresh health boost.

New Product development

In the field of functional food, powdered smoothies made from fruits and vegetables enriched with vitamins, minerals, and proteins are the new trend. Soluble Curcuma longa (tumeric) was another new product development allowing new liquid product applications. Indulgence formats such as functional chocolate with probiotics and bar formats were also a novelty. Sugar replacement products with erythritol and steviol glycosides were once again an interesting take-home product.

Overall / Awards

Even thought there are not yet any official numbers for 2016, the 2015 event attracted 15,627 attendees networking with over 820 leading industry suppliers. Meanwhile, The Independent NutraIngredients awards, which were launched last year with great success, announced 11 awards this year within each categories such as ingredient-based and finished product categories. Examples of these awards are Aquamin by Marigot (Ingredient of the Year – Healthy Ageing) and HOWARU® Protect EarlyLife by DuPont Nutrition & Health (Finished Products of the Year – Immunity). The first being an unique marine multi-mineral complex derived from the red algae Lithothamnion and containing bio-active calcium, magnesium and 72 trace minerals and the second being a trademark for a range of specific premium probiotic strains in this specific case for the probiotic strain Lactobacillus rhamnosus HN001™ (HOWARU® Protect EarlyLife) designed specifically for pregnant women and children between 0 to 2 years old.

Your experts

Irene Wohlfahrt
Irene WohlfahrtSenior Consultant
Dr. Inês Rocha
Dr. Inês RochaScientific Consultant

At analyze & realize, we are experts in the field of natural health products, having provided our services for more than 20 years. We offer a unique combination of expertise in natural health products through our scientific, regulatory, and strategic innovation consulting and our clinical research organization with its own clinical trial center in Berlin, Germany. Thanks to our close interaction with the natural product market as well as our extensive network, we are always at the forefront of the latest information and innovation trends. With its international team of 35 employees, a&r is a leading European one-stop-shop ready to guide and support your needs in natural health product innovation.

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