Natural Products Insider

MAY-JUN 2018

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

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8 INSIDER May/June 2018 In the News The world of nutrition changes quickly, and an understanding of key consumer trends, as well as new opportunities constantly being created by science and technology, can be the key to business success. With that in mind, this year's Vitafoods Europe (May 15 to 17, Palexpo, Geneva) will have a strong focus on the future with a range of interactive attractions and a top-notch education program. The Future's Personal The future of nutrition is personal. "Personalized nutrition will be a major development," said Monica Feldman, president of Consumer Health Strategy Inc., who will be speaking on the Vitafoods Centre Stage. "Each individual has a unique physiology and unique nutritional needs and the one-size-fi ts-all model in supplementation will be out sooner rather than later." DNA and data revolutions are among technologies reinforcing the shift to personal nutrition. "The -omics research (nutrigenomics, metabolomics and transcriptomics) will shed new light on how the food we eat affects our predisposition to diseases based on our genotype," said Nicoleta Pasecinic, regulatory affairs associate at Pen & Tec Consulting. Iris Hardewig, Ph.D., head of consulting and strategic innovation at analyze & realize GmbH, agreed: "Big data will allow the analysis of individual responses to different foods or supplements based on biomarkers. This will lead to a continually higher degree of personalization." Mark J.S. Miller, Ph.D., principal of Kaiviti Consulting, will discuss the interaction between marketing and research and development (R&D) in the Vitafoods Europe Education Programme. He is excited about the potential of bespoke nutrition to empower consumers. "When you have knowledge of your own personal gaps, pitfalls or tendencies, you can better manage your health as an individual," he said. "It empowers the individual to learn about their own health and wellness drivers and then take responsibility for their management." However, Steffi Dudek, senior scientifi c consultant at analyze & realize GmbH, noted the category has yet to hit the mainstream. Big questions consider how consumers can feed into the process—and how much they will want to. "Personalization providers are still trying to determine what is both relevant and reasonable in terms of consumer inputs," said Jeff Hilton, co-founder and chief marketing offi cer at BrandHive. Issues also suround the outputs, like ensuring data are meaningful for consumers. With personalized nutrition nearing a crucial tipping point, the Personalized Nutrition Workshop in the Vitafoods Europe Education Programme will be exploring ways to help it reach its full potential. Probiotics for Prevention With growth of the aging population, lifestyle-related disease on the increase and medical costs rising across the globe, many experts are looking to nutrition as a form of preventive health care. The emphasis on prevention will become more apparent as people who are currently in middle age enter later life. Awareness is growing of the role of nutrition—particularly functional ingredients such as probiotics—in the prevention of disease, per Pasecinic. Another promising area of digestive health, and one that taps into the personalization trend, is prebiotics. "The individualization of nutrition may mean that we try to meet the needs of our individual microbiota, so feeding our individual microbiota to maintain optimal health might become an interesting target," Dudek said. The Vitafoods Europe Education Programme includes the Probiotics R&D Forum, sponsored by DuPont Health & Nutrition, that will explore challenges such as ways to incorporate benefi cial bacteria into a food matrix. The Vitafoods Europe Probiotics Resource Centre, in association with the International Probiotics Association (IPA), will also include new product showcases, a guide including a probiotics discovery trail, a presentation theatre, digital iPad presentations and infographics showcasing the latest market statistics. Science Opens New Manufacturing Possibilities Technology is not only changing consumer habits, but also opening up new ways to manufacture ingredients. "The progress being made in biotechnology may complement traditional food manufacture," Dudek said. "Plant cell culture and fermentation with engineered microorganisms will enable the economic manufacture of new ingredients that were not previously accessible on a commercial scale." 3-D printing is another technology poised to change the way nutraceuticals are produced. "Imagine having your own multivitamin or supplement made just for you for a reasonable price and, of course, based on your specifi c nutritional needs," Feldman said. "As a result, we will see a shift in the sale of dietary supplements and nutrition products from the retail shelves of pharmacies and stores to online." In the Vitafoods Education Programme, there will be a stream of R&D Forums devoted entirely to emerging ingredients, and visitors will also be able to engage with entrepreneurs at the cutting edge of the nutrition sector at the Springboard Pavilion, or by taking one of the themed innovation tours or self-guided discovery trails. Exploring European Trends at Vitafoods Europe by Jade Sterling For more information about the education and networking opportunities at Vitafoods Europe, or to register to attend, visit Scan Here

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