Sustainability, personalization and nutraceutical innovations to take center stage at Vitafoods Europe

19 Apr 2023 --- This year, Vitafoods Europe 2023 nutraceutical trade show which will run in Geneva, Switzerland from May 9-11 (virtually from May 1-12), is expanding to include a conference, a summit meeting, a sustainability resource area and a nutraceutical pitch challenge for startup companies in addition to show favorites such as the Tasting Center.

NutritionInsight speaks with Vitafoods Europe at Informa Markets’ brand director, Andy Mather, and its head of content, Kinga Wojcicka-Swiderska, about what’s new, what’s different and what trends they expect for this year’s show.

What will be the main differences between this year’s show and previous ones?
Mather: For 2023, we’re adding even more into the Vitafoods Europe experience. Not only will visitors be able to experience long-running show favorites – including Innovation Tours, the Tasting Center, the Vitafoods Insights Theater and the New Ingredients and New Products Zones – they can also access a range of brand new expert content and features to inspire their next project.

Take sustainability for example. In light of increased living costs, it’s still hugely important to consumers that they’re able to make sustainable choices. That’s why, for the first time ever, Vitafoods Europe will feature a dedicated Sustainability Resource Center. Created specifically to help brands find opportunities to boost their sustainability credentials, tap into expert knowledge and find sustainable partners, the Sustainability Resource Center will showcase real-life solutions, innovations and ideas that can help businesses enact real transformational change.Kinga Wojcicka-Swiderska, head of content for Vitafoods Europe at Informa Markets.

We’re also launching the Startup Innovation Challenge for 2023. This is an exciting opportunity to discover trailblazing startups with leading-edge nutraceutical solutions, as they pitch their ideas live at the Vitafoods Insights Theater in front of an audience. Together with the long-established Innovation Tours and Startup Pavilion, this new feature is part of Vitafoods Europe’s dedication to spotlighting cutting-edge innovation that is shaping the future of the nutraceuticals industry.

What can you tell us about the new premium content that Vitafoods will be offering, what will be featured and how people can access it?
Mather: This year, Vitafoods Europe will offer brand new premium content, including the Future of Nutrition Summit (May 8) and the Vitafoods Europe Conference (May 9-10). These paid-for events have been specially designed to enable visitors to experience expert insights that will keep their business at the leading-edge of the nutrition industry – from the top trends and innovations driving product development today, to the industry advances that will be instrumental in shaping the future of health.

Taking place offsite at the Marriott Hotel in Geneva, the exclusive one-day Future of Nutrition Summit brings together a diverse range of C-suite industry leaders and futurist thinkers to discuss the trends and technologies that will shape the nutrition industry over the course of the next five years, as well as insights on how to turn these opportunities into strategic plans that meet business goals.

Delegates can expect to explore cutting-edge technologies and new scientific research helping deliver sustainable nutrition, deeper personalization and better health outcomes for consumers.

For example, pioneering biotech startup Helaina is at the forefront of the companies creating a new category of infant formula from the functional proteins in breast milk, while Unilever will host an exciting session on the evolving science of personalized supplementation – among many other thought-provoking talks from nutrition leaders.

Andy Mather, brand director for Vitafoods Europe at Informa Markets.

In addition, the Vitafoods Europe Conference will be taking place in a brand new format and location on the main Vitafoods Europe show floor. The Conference will see experts from across the industry – including scientific researchers and global nutrition players – dive into the challenges and opportunities for nutraceutical innovation across trending health areas, including sports and active nutrition, cognitive and emotional health, metabolic and immune health and life stages and healthy aging.

Finally, can you tell us a little about what major trends you expect to see at this year’s show?
Wojcicka-Swiderska: Vitafoods Europe 2023 has a packed agenda of expert presentations, and plenty of opportunities to discover the key trends influencing nutraceutical innovation. Perhaps the biggest overarching trend that visitors can expect to see is the evolving consumer attitude towards proactive health management. Crucially, consumers are not just taking the initiative in one area – in 2023, health is a holistic, whole body-and-mind issue.

Because of this, we’re seeing significant growth and innovation across a whole range of nutrition categories, from sports performance, immunity, emotional wellbeing, healthy aging and everything in between. For formulators, there’s a huge opportunity to develop products that tap into multiple health needs at once.

Interestingly, however, another key trend we’re seeing emerge now is the need for personalization. Consumers are rejecting a ‘one-product-fits-all’ approach – instead of ‘mass-personalized’ products based on factors like sex or age, they want holistic health solutions that are tailored to their individual needs. One of the exciting ways brands can tap into this is by leveraging innovative technologies and utilizing data.

For example, by partnering with businesses like tech and wearable companies, brands can find novel ways to use data to provide nutritional solutions to consumers that are truly tailored to their personal needs.

By William Bradford Nichols

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