“Each has its merits”: Vitafoods Europe’s organizer embraces hybrid approach
29 Jul 2021 --- Vitafoods Europe is embracing a hybrid format for its comeback this fall. The trade show will combine an in-person program in Geneva, Switzerland (October 5-7) with an online event (October 4-8) targeting visitors around the globe.
“As the pandemic is still ongoing both in Europe and further afield, the scale of the in-person element of Vitafoods Europe is understandably different this year, in part due to travel restrictions still in place in some countries,” Chris Lee, managing director of Europe’s health and nutrition network at Informa Markets, tells NutritionInsight.
He explains that the addition of the hybrid feature of Vitafoods Europe this year means that anyone can take part in Vitafoods Europe, regardless of their local or regional circumstances.
The organizers anticipate that buyers, suppliers, manufacturers and distributors will join from over 110 countries. Lee is also expecting over a thousand exhibitors to attend the hybrid event.
“Interest in both in-person and virtual visitor registration has already been very strong, highlighting the continued desire for many in the industry to reunite and connect with peers, experts and suppliers to push their business forward, especially in these ongoing challenging times,” he adds.
Previous in-person editions of Vitafoods Europe attracted exhibitors like Lonza, DSM and Naturex.
A range of features
Registration for the event is now open, and all live sessions will also be available online. The show will include data-driven matchmaking for people meeting both in-person and online. New Product and Ingredient Zones will highlight new ingredients.
For example, Omya will launch two new excipients for nutraceutical tablets, and Euromed is unveiling its Wellemon botanical ingredient, which boasts good bioavailability.
Meanwhile, Themed Resource Centers will display new research in growing markets like omega 3s and probiotics.
“The pandemic has also placed a renewed spotlight on the microbiome, with immune health and wider benefits for consumers from gut health products also a major focus over the last year,” explains Lee.
Finally, the Sustainability Corner will explore consumer demand for supply chain transparency, as well as environmentally and socially responsible food sourcing and production practices, plant-based options and circular packaging.
Mood and mobility trend
Weighing in on hot trends for Vitafoods Europe, Lee flags that another area that has received increased interest over the past year is mental and cognitive health.
“The increase in stress caused by the COVID-19 pandemic globally, due to changes or renewed pressures on our work, home, and social lives, as well as health. This has led to mental well-being and cognitive performance being more important than ever.”
Additionally, as consumers searched for ways to stay fit at home during the pandemic, opportunities opened up for brands to adapt to the emerging home-based active consumer – invigorating interest in an already booming sports nutrition market.
“Finally, the healthy aging category also continues to evolve in the face of the pandemic, with adults of all ages looking for products to support joint, skin and overall health. Mobility remains a key focus – and after a year of reduced mobility due to lockdowns, this category will be key to getting many of us back on our feet,” Lee explains. 
Vitafoods Europe 2021 is working with Swiss authorities to follow all local legislation and guidelines in place at the time of the event.
Attracting a new audience
Feedback from the nutraceutical community was the driving force behind the decision to return to Geneva, as many people value the ability to meet face-to-face to support their businesses.
“Our recent industry research of over 900 people, globally, indicated that 78 percent of people surveyed preferred face-to-face networking over virtual,” says Lee.
“While that is a significant amount in favor of meeting in-person, we believe each has its own merits and place in the future of both business and our industry,” he continues.
He notes that the virtual events have attracted a new audience to Vitafoods and Vitafoods Europe – meaning it is attracting people who may not have previously been able to attend in-person events.
“The pandemic has not only had a huge effect on our personal and business lives, but it has also changed the way we do business. Without being able to travel and meet one another face-to-face, virtual events provided a new platform for connections, innovation and growth in the last year.”
Responding to strong demand
Creating and maintaining a space to facilitate networking, knowledge-sharing and community-building is key to the industry, Lee emphasizes.
“After running four virtual events in the last year, we know there is strong demand for our audience to connect online as well as in person, and we are confident the virtual offering at the hybrid Vitafoods Europe event will be what our audience needs.”
At Vitafoods Virtual Expo 2020 in September, immunity NPD was out in full force. In February, Vitafoods Asia Digital Week emphasized regional opportunities, and Vitafoods Insights Virtual Expo highlighted mental performance and mobility in May.
By Katherine Durrell
