Vitafoods 2020: Immunity, digestion and healthy aging take center stage amid COVID-19

18 Aug 2020 --- While COVID-19 has created newfound consumer interest in immunity, it has also created a knock-on effect in the gut health arena. The pandemic is also behind Vitafoods Europe’s move to a virtual expo this year (September 7-11). Ahead of the event, NutritionInsight speaks to a selection of this year’s exhibitors who elaborate on the increasingly holistic digestive space, as well as the importance of healthy aging.

“Due to the current situation, the importance of a strong immune system is constantly growing and people are more interested in health products. Micronutrients play an important role. Even a minor-deficit in immune-relevant minerals can have a fatal effect on the immune status,” notes Klaus Brockhausen, Sales Director Business Unit Food and Animal Nutrition at Dr. Paul Lohmann. 

Myrthe de Beukelaar, Market Analyst at Innova Market Insights also notices that links between particular nutrients and health benefits are increasingly made. Additionally, immune health is among the fastest-growing active health claims for global F&B launches in recent years.

Recent months have seen unprecedented disruption as consumers form new habits and patterns, as catalyzed by the pandemic and the consequent quarantine measures. In turn, the spotlight on immunity shines brighter, while health, well-being and nutrition comes to the fore, adds Joris Dewit, Business Development Director of Lonza Capsules & Health Ingredients.

“As such, more individuals are seeking solutions that will help them to live better. Many consumers are, for instance, looking for supplement products to support better sleep and immune health, as well as to ease stress and improve cognitive performance,” Dewit details. 

Nexira is launching inavea Baobab Acacia, which has prebiotic effects. Holistic gut health addresses immunity
Closely connected to immunity is gut health, according to Vanessa Azevedo, EMEA Marketing Manager of Probiotics at DuPont. “Probiotics will be a key theme at Vitafoods due to the increased interest of consumers on the role of microbiota in boosting the immune system. In the context of so many options available, we decided to frame our participation [in the virtual expo] into selected topics that would bring the most value to our customers at this moment,” she details. 

Lallemand Health Solutions’ Product Manager, Elodie Aragon, also anticipates that natural defenses and immunity will certainly be among common themes for the expo. “As customers in spring were looking for natural solutions to support their natural defenses, they still considered probiotic supplements to be a priority purchase. The probiotic market was less badly hit than other markets for less essential goods. Plus, there was an increasing trend of customers purchasing probiotic online and taking advantage of home deliveries,” she explains. 

Azevedo notices that a major theme in the gut health space is the lack of consumer understanding of the role probiotics play in overall health. This is despite a shift from a one-size-fits-all approach to probiotics to more personalized offerings for target groups. “I also foresee the need to move narratives from stigmatized health indications to a broader approach embracing more consumers, for example ‘holistic well-being.’”

Consumers of the future will be looking into scientifically backed probiotics solutions and specific strains that can confer a specific health benefit, adds Aragon from Lallemand. “[They] will not only look to have an impact on their gut but also on their overall well-being.”

De Beukelaar of Innova Market Insights notes that the gut microbiome may yet be “the most important – and largely unexplored – factor” in determining the interplay between diet and health on an individual level. She speculates that insights on this emerging field of nutritional science will likely revolutionize the diet, nutrition and health industry in the long-term.

In the prebiotic space, Nexira is launching inavea Baobab Acacia to aid the balance of microflora for enhanced digestive health and general well-being. “Across scientific literature, prebiotic activities for baobab pulp have been suggested but never evaluated, even if lots of suppliers use this claim. We have done important work on screening the literature and studying the scientific evidence from competitors. Our long experience with the acacia fiber has allowed us to select the best sourcing of baobab to have a prebiotic effect,” details Marketing Manager Julie Imperato. 

Healthy aging in the spotlight
Joint health is a major concern for both seniors and younger generations.Another major theme set to dominate at Vitafoods is healthy aging, with Lonza and Innova Market Insights both planning to hold webinars on the topic. De Beukelaar notes that with an aging population globally, consumers are increasingly looking for solutions to live their lives to the fullest while maintaining high levels of health and wellness regardless of their age.

She explains that products with active health claims are increasingly featuring in the healthy aging market to cater to a variety of needs. F&B launches with active health claims tracked by Innova Market Insights are seeing a growth of 11 percent (Global, 2018 versus 2019) and there is a particular focus on healthy aging or aging well, both for seniors and for younger demographics already engaging with preventative care.

Addressing some of these needs, Lonza will be highlighting its UC-II undenatured type II collagen and the range of ready-to-market solutions. “Staying mobile throughout life remains a key priority for the modern consumer, particularly as the global population continues to age. However, mobility is no longer just a concern that affects seniors. Consumers across the generations are now looking for solutions to promote aging well, as well as exploring ways in which peak physical performance can be achieved in the short-term,” explains Dewit of Lonza. 

Meanwhile, Bioiberica will be showcasing its ingredients for joint health and mobility, including b-2Cool native type II collagen and Mobilee. The company’s Heath Care Director, Jaume Reguant, notes that the COVID-19 pandemic has had a significant impact on consumer attitudes and buying behavior towards their health and wellness. 

“Joint health is one area in particular that has seen a growing level of interest among consumers, many of whom have become less mobile and active during the pandemic as a result of working from home and the restrictions on travel and leisure activities,” he explains. 

Dewit adds that in the current climate, investing in looking good can also provide a morale boost and welcome distraction from the strains of daily life. “We anticipate that solutions designed to support these priorities and empower consumers to live better – alongside ongoing trends in the health and nutrition market such as healthy aging – will be prominent at this year’s expo,” he concludes.

By Katherine Durrell