DSM forecasts nutrition trends to take root post-COVID-19 pandemic across health supplement innovation

11 May 2022 --- Royal DSM is showcasing its latest “purpose-led” offerings for the immunity, gut, brain and maternal health categories. As global communities emerge from the COVID-19 pandemic and new consumption habits are formed, the nutrition, health and bioscience company is examining what trends may be set to take over in supplement innovation.

Kristina Tahiri, business unit director of pharma, dietary supplement and medical nutrition at DSM, speaks to NutritionInsight on the show floor of the ongoing Vitafoods 2022 exhibition in Geneva, Switzerland.

Next to gut-healthy ingredients, she highlights that “traditional cultural ingredients” are particularly trending across product formulations.

“The trend and interest for immunity will continue to be there after the COVID-19 pandemic created a lot of awareness. And now it’s just about how we will see immunity moving forward,” says Tahiri.DSM is exploring how immunity can be taken beyond traditional vitamin supplements and delivery formats.

“We hear a lot that it’s not just about immunity, but it also includes a more kind of holistic approach to it. It also includes mental health, their ability to manage stress, anxiety and fears.”

Vitamin D shines in spotlight
The company’s exhibition is allowing visitors a look into solutions to streamline product development and time to market, as well as DSM’s ingredient portfolio.

With attention to immunity as a top consumer health concern this year, DSM is introducing ampli-D, a bioavailable source of vitamin D that is pending a novel food status approval from the European Commission. 

The supplement is said to be more efficient in action, entering a global market where 88% of individuals have suboptimal vitamin D levels.

She says DSM’s strategy includes strategic partnerships, with more agreements on the way:

“We have a few in the pipeline. Nothing we want to mention at this point in time. This is a very exciting area with a lot to explore further and we are at the beginning – there is a lot to come.”

Immunity innovation
Tahiri notes that while immunity is still a strong category, consumers may be looking for solutions beyond vitamins.

“The big question is what comes next after vitamin D and vitamin C, which became very popular during the present COVID-19 pandemic,” she remarks. “We don’t think that [consumers’] awareness about immunity will go down after the COVID-19 pandemic.”Probiotics and natural ingredients are still emerging as key consumer focus areas.

“But the question is, how can you make it more interesting and how can you have a more holistic approach addressing this area?”

She says that DSM is looking at different solutions to bring new ingredients into the immunity category with revamped delivery formats. 

“[We are] trying to bring some technology solutions in terms of the delivery format, which can also be quite disruptive in the area of dietary supplements.”

Growing gut health category
Tahiri indicates that DSM holds particular interest in the space of prebiotics and probiotics.

“There is an area of health from the gut, which is also quite prominent now and the interest is increasing. Everybody’s speaking about healthy microbiomes and it includes much more than all biotech, so we’ll see.”

Within the gut health category, the company is highlighting developing science within the human milk oligosaccharides (HMO) market. Last year, the company celebrated a “pivotal” ruling from Chinese courts regarding its HMO manufacturing strains.

In the plant-based category, DSM is highlighting it life’sOmega, which is entering its third year on the market. The ingredient is a concentrated algal-derived omega 3 in its natural triglyceride form with the health benefits of eicosapentaenoic acid (EPA) and docosahexaenoic acid (DHA). 

DSM's latest "Sea the Difference" campaign showcases how the ingredient, among other DSM lipids, is more environmentally sustainable than traditional nutrient sources. 

Furthermore, DSM’s new life’s-brand Sprinkle delivers vitamins and minerals in the form of granules that can be mixed with food or taken as is, expanding DSM’s portfolio of personalization solutions.

Traditional ingredients and appealing delivery formats are gaining consumer attention.Traditional solutions
Tahiri says that traditional ingredients are gaining traction: “We are seeing how we can combine different traditional cultural ingredients with more innovative solutions to bring something new in this area, and potentially address other areas or other benefits under the gut health umbrella.”

Referring to prebiotics, probiotics and postbiotics, Tahiri indicates that various combinations may be in the works at DSM: “We have to develop further in this area.”

She says that the company is looking at how all three may be combined in accordance with consumer concerns to develop holistic solutions, which can require more than one ingredient.

DSM is also shaking up the supplements space with its CBD for stress, mood and sleep applications. This year at Vitafoods Expo, the company is showcasing its customized pre-mix and other CBD solutions, designed to expedite time to market, pending the ingredient’s authorization by the European Union.

Maternal and early-life nutrition solutions
The company also plans to have early-life nutrition experts present to discuss and demonstrate new maternal health offerings. 

DSM’s life’sDHA, also sourced from algae, is said to be an environmentally friendly and plant-based alternative to fish oil. 

DSM says the ingredient is proven to support infant brain health and cognitive development while reducing the risk of premature birth. 

Among other product offerings, Metafolin is DSM’s bioavailable form of folate that is easily absorbed by the body.

Representatives from the company’s subsidiary – Hologram Sciences – are also present at the Vitafoods event to explore partnerships in personalized nutrition. 

Recently, Hologram Sciences launched Phenology, a care brand offering comprehensive and tailor-made solutions for the menopause space. 

By Olivia Nelson, with live reporting from Andria Kades from Vitafoods Europe