Gut health, protein and holistic wellness take center stage at Fi and Hi Europe Connect

23 Nov 2020 --- With health currently at the forefront of most people’s minds, it is no surprise that wellness and immunity are dominating the virtual floor at this year’s Food and Health Ingredients Europe Connect (FiE and HiE), which will take place online over the next two weeks. 

NutritionInsight takes a first look at some of the highlights of this year’s tradeshow, with gut health and protein also being significant trends.

The foundational role of the gut microbiome on holistic well-being is of growing interest to consumers and brands alike, according to ADM. 

“People are becoming increasingly knowledgeable and aware of functional, microbiome-supporting products that can support individual aspects of health, such as weight management, immune function and cognitive support,” the company details.

In light of this, ADM will be showcasing its microbiome solutions for functional food and beverage offerings. Notably, the company’s corporate venture capital arm recently made a major investment in the microbiome space. It also spotlighted the gut microbiome as a “gateway” to wellness as a major trend for 2021.

Dietary fiber is all the rage
Also appealing to demands for healthy microbiomes, a host of companies are revealing their gut-friendly offerings. 

Samyang Corporation is putting the spotlight on its indigestible dextrin, which promotes the growth of beneficial gut bacteria, improves bowel regularity, supports healthy blood glucose level and lowers serum triglyceride level. 

“Several products related to the microbiome and gut health are increasingly popular. In particular, products that are good for the immune system, gut health and inner beauty for skin are being launched continuously,” Sehui Jeon, global specialty ingredient marketing manager of Samyang explains. 

Jeon continues that the gut health market for dietary fiber, including indigestible dextrin and oligosaccharides – the most popular ingredients for prebiotics – is growing rapidly. 

In the coming months, Samyang will also be launching Kestose, which is a functional trisaccharide. It will be positioned as an ingredient that can strengthen the immune system, as well as relieve atopic dermatitis and moisturize the skin.Alland & Robert is promoting its new study investigating the impact of acacia gum on digestive well-being. 

Spotlight on acacia
Meanwhile, Alland & Robert is promoting its latest study, which found 80 percent of people who consumed acacia gum every day for two months saw improved intestinal well-being. 

Specifically, 88 percent of consumers saw a reduction in their bowel pain after two months of a daily acacia gum intake. Bloating was reduced for 75 percent of them, and stomach aches were reduced for 65 percent of those tested.

Nexira is also active in this space and will be showcasing its Inavea Baobab Acacia and Inavea Pure Acacia, which were first revealed at Vitafoods Virtual Expo 2020. Inavea Baobab Acacia offers scientifically-backed prebiotic effects that contribute to the balance of microflora for enhanced digestive health and general well-being.

Protein popularity soars 
According to Oliver Wolf, head of global B2B marketing at Gelita, collagen peptides are considered to be among the “hottest” ingredients right now. 

In this space, the company is presenting the latest updates about its Bioactive Collagen Peptides and their effect on white tissue for the sports nutrition arena. 

Meanwhile, Lactalis Ingredients is putting its sunflower lecithin protein ingredients front and center. They launched earlier this month and are positioned as an alternative to the traditional soy-based lecithin ingredient.

Also tapping into this market, Carbery will be showcasing Optipep 4Power. The hydrolyzed whey protein launched last month and was found to help people generate more power for longer in their workouts. 

Valio argues that protein is no longer a niche market of workout enthusiasts but an important part of a normal, healthy lifestyle. The company is pointing to its potential in snacks and indulgence products. In this space, it is offering Eila Nutri F+, a milk protein powder blend for aging nutrition.

“The world is aging, and older adults want to stay active and energetic, maintain their mental health, and enjoy the taste of food. In fact, their quality of life depends on it. As a result, aging adults are willing to invest in food products that support these objectives. This is a great opportunity for the food industry,” says Timo Pajari, senior vice president of food solutions sales.AstaReal, which is showcasing new delivery formats, notes that astaxanthin can be used in a number of ways.

Holistic wellness
Finally, companies offering ingredients for holistic wellness are rounding off this year’s exhibitors. 

Dr. Paul Lohmann is focalizing its zinc ingredients, which can help support the immune system. It also offers direct compressible-grade mineral salts, which can be made into tablets. 

Also addressing delivery formats, AstaReal is presenting new concepts for its astaxanthin, ranging from gummies to liquid shots and sachets. The latest prototype is a chewable soft gel capsule that caters to people who have swallowing difficulties or are seeking convenient delivery formats. 

AstaReal notes that astaxanthin can be used in a number of ways, including in combination with vitamin C, vitamin D, zinc or elderberry extract to address immunity. 

“At the start of 2020, no one could have predicted the impact events this year would have on the nutraceutical world. Consumers are more focused on their health than ever before and, as a result, we are seeing them make proactive efforts to improve it through diet, supplementation and lifestyle decisions,” says Andie Long, AstaReal’s marketing and sales manager. 

Meanwhile, Brenntag is also showcasing a drink concept centered around immunity. Other dominant themes across the F&B world at this year’s FiE will also be plant-based and clean label. 

By Katherine Durrell