Mood and mobility take center stage at Vitafoods Insights Virtual Expo as post-pandemic hopes rise

12 May 2021 --- Taking place from May 10 to 13, Vitafoods Insights Virtual Expo is putting the spotlight on mental performance, immunity and mobility. NutritionInsight speaks to experts from Lonza, Lubrizol Life Science Health (LLS Health), ADM, Pharmactive, Rousselot and Gelita from the digital floor to learn more about the longevity of these trends.

“As the conditions and considerations surrounding the pandemic continue, health needs are evolving,” observes June Lin, global vice president of marketing, health and wellness at ADM. 

She flags weight and immunity concerns as key concerns that have emerged this year in light of the pandemic and decrease in consumers’ physical activity during lockdown measures.

Lindsey Toth, associate director of product management nutrition at Lonza Capsules & Health Ingredients, has seen the immune health category begin to stabilize in the time since the Vitafoods Virtual Expo in September.

“Other benefit areas are regaining their share of wallet with consumers. Mental health is now top of mind for many, and we see a growing interest in nootropics and relaxation benefits in this space globally,” Toth explains.Gelita is spotlighting how Bioactive Collagen Peptides can advance immune health. 

Seeking inner peace
Globally, well-being has shifted from a focus on physical health and nutrition to an emphasis on mental and psychological health, argues Isabel Gómez, global marketing manager of nutraceutical ingredients at LLS Health. 

In respect to that, consumers’ health concerns have shifted toward a more holistic approach and are therefore actively looking for products that provide emotional well-being-enhancing properties. 

Following this trend, Gómez expects to see sustainable growth in new product launches that contribute to sleep, calmness, mood enhancement and stress relief.

This has been reflected in one of Innova Market Insights’ Top Ten Trends for 2021, “Mood: The Next Occasion.” The market researcher reports that 44 percent of global consumers have taken action to improve their mental and emotional well-being. 

In this space, LLS Health is presenting its natural algae-based nootropic, Astagile microcapsules. According to Gómez, it is the first product that combines astaxanthin with spirulina designed to support healthy aging with proven cognitive performance claims.

Also on show at Vitafoods Insights Virtual is Pharmactive’s Affron saffron extract, which helps maintain a positive mood. The company is also promoting AffronEye for eye health care and ABG+, an aged black garlic extract for cardiovascular health.Percentage of global consumers saying that they have taken action to improve their health and well-being by wellness type. (Source: Innova Market Insights)

Shedding pandemic pounds
As many consumers begin to emerge from a year spent largely at home, concerns around weight and mobility are on the rise. 

“We expect a resurgence of interest in mobility and movement as the world reopens and more people become vaccinated. We are seeing continued interest in steadfast joint ingredients like turmeric, with increasing interest in new joint health stars like boswellia and collagen, which are experiencing significant growth,” says Toth. 

In this space, Lonza is showcasing its UC-II organic non-GMO collagen for the US market. The company also recently launched the TWK10 sports probiotic made from Taiwanese kimchi. 

Metabolic health is also a hot topic for ADM, with Lin noting that 37 percent of consumers are more concerned about their weight because of COVID-19. 

“With 22 percent of consumers using supplements to address their weight and 66 percent doing so to improve their immunity. Manufacturers offering clear benefits in these areas can leverage an already-engaged market,” she details.

Tapping into this space, ADM is highlighting how its Bifidobacterium animalis subsp. lactis CECT 8145 (BPL1) can positively impact waist circumference, abdominal fat mass proportion and body mass index in certain situations. Consumers are considering the links between metabolic and immune health, according to Lin of ADM. 

Immunity maintains hold
Unsurprisingly, immunity also has a major presence at Vitafoods Insights Virtual Expo. Brochard-Garnier of Rousselot explains that vitamins that support immunity, as well as nutrients and mineral supplement sales, have risen by 21 percent since the pandemic began. 

“Immune health is one of the fastest-growing supplement categories, and it is here to stay. After vitamins and minerals led the first wave of immunity supplements, protein is now emerging as a critical nutrient,” details Oliver Wolf, head of global B2B marketing at Gelita.

The company is hosting a webinar at the virtual trade show that will shed light on the role of collagen in immune health, as well as presenting Immupept. 

“Consumers are more sensitive and willing to spend money for supplements promising to strengthen their immune system. The category is now receiving the right demand for its potential, as immune health is a core need-state for health, even in the absence of a pandemic,” emphasizes Wolf. 

Finally, Rousselot is highlighting how functional gummies can address a variety of demands, including immunity. One key offering is SiMoGel, which enables producers to create fortified gummies with a liquid center. 

Trends stay stable
In the view of Mariana Ortega, Pharmactive’s marketing associate, trends have not shifted significantly since last September. 

“Rather, it has confirmed the change in consumer behavior toward a greater concern for improving quality of life. The current landscape in which we find ourselves will remain with us for a long time,” she details. 

Caroline Brochard-Garnier, director of communications and public relations at Rousselot, agrees that the pandemic has made consumers aware of the importance of conducting a healthy lifestyle and having a healthy diet.

“With the pandemic still hitting many countries and with some others only now starting to rebound to normality – we note that many trends are still strong partly because of necessity but also since they have been engraved in consumers’ minds. We expect to continue to see a strong focus on healthy diets and lifestyles, as well as a rise in supplements sales,” she predicts. 

Vitafoods Asia Digital Week, held in February, also highlighted regional healthy aging and immunity demands.

By Katherine Durrell