Vitafoods Europe exhibitors tease mobility and on-the-go supplement showcases

17 Sep 2021 --- Vitafoods Europe 2021 will be the first in-person trade show for many companies since the COVID-19 pandemic brought much of the world to an 18-month halt. This year’s event will embrace a hybrid approach, taking place both digitally and in Geneva, Switzerland, October 5 to 7.

NutritionInsight catches up with some of this year’s exhibitors, who flag that mobility and convenience are set to be major themes.

“It’s especially great to be back in person once again. The insights shared at Vitafoods are always invaluable – and it’s perhaps even more pertinent right now, as we’re at a time where our industry is arguably on the cusp of a significant shift in terms of consumers’ perception of health,” says Jaume Reguant, healthcare director of Bioiberica. 

“We finally have the opportunity for face-to-face meetings with existing and prospective customers after a long pause due to the COVID-19 situation, so we are eager to unveil more details directly at our booth,” adds Andrea Zangara, head of scientific communications and marketing at Euromed. Gelita’s Bioactive Collagen Peptides will appeal to the sports nutrition crowd. 

Mobility focus expands
One key theme at the show will be mobility, which is becoming an increasingly pressing topic as the world faces an aging population and younger adults turn toward preventative care. In this space, naturality and convenient solutions have been proving popular. 

At the show, newly rebranded Bioiberica will be highlighting consumer insights driving the “seismic” change in the joint and mobility market. 

With consumer interest expanding beyond athletes and senior adults, there is an ongoing shift in consumer mentality toward a more holistic approach to health and nutrition, the company underlines. 

Focus on collagen peptides
Gelita is also addressing mobility via its Bioactive Collagen Peptides (BCP). They have been clinically substantiated for:

• Keeping ligaments and tendons healthy and flexible (Tendoforte).
• Supporting joint health and mobility (Fortigel). 
• Improving bone mass density and supporting bone stability and flexibility (Fortibone).
• Body toning and muscle strength (Bodybalance).

Meanwhile, Rousselot is exploring how its Peptan collagen peptides can support connective tissues and boost inner strength, while also showcasing the beauty market positioning of its Peptan Marine, which is made from white fish.

“Our Peptan range stands out as it enhances the overall appearance of skin and hair by helping to decrease periorbital and nasolabial wrinkles, improve skin hydration and moisturization, and increase the mechanical strength of hair,” says Florencia Moreno, global business development manager health & nutrition.

In a recent Peptan trial, 120 women aged between 30 to 60 years old consumed Peptan for over three months. By month three, 70% of participants reported an overall improvement of hair quality and stated they would buy or recommend the product. Each of Rousselot’s concepts is designed to tap into immunity, wellness, strength and sustainability, says Moreno. 

Convenience trending
Delivery formats will also be a key theme as consumers look for convenient and appealing solutions. Moreno notes that an average 72% of consumers say that the texture of food and drink can make it a more interesting experience, while two in five consumers pay attention to flavor as a key purchasing factor.

Also, 11% of new F&B launches are tracked with an “on-the-go” claim. 

“Our ProTake hydrolyzed collagen range helps create reformulated foods and beverages with increased collagen content, reduced fat and sugar, as well as improved texture and taste,” says Moreno. 

In the gummy space, Rousselot will also spotlight its SiMoGel gelatin solution for fortified gummies through a range of application concepts, featuring ingredients such as zinc and Lipofer microcapsules (iron) for immunity support, ibuprofen for pain relief, and a combination of acacia honey, propolis extract and vitamin C to soothe sore throats.

Meanwhile, Gelita will be spotlighting its controlled release portfolio. These specific gelatins allow softgels to release their fill either immediately in the stomach or enteric in the intestine, depending on customer requirements. Gelita also offers variations when a long shelf life is needed. 

Also launching at the show, Omya’s two new excipients for nutraceutical tablets will respond to the demand for orally dissolving tablets (ODTs) and fast-dissolving tablets. Euromed’s Wellemon boasts improved bioavailability, achieved without altering the chemical structure of the compound or its delivery. 

Immunity maintains hold
It is unsurprising that immunity will be a hot topic at Vitafoods, with six out of ten global consumers increasingly looking for F&B products that support their immune health, according to Innova Market Insights.

Gelita is targeting this space with Immupept, which can help reduce inflammation, tissue damage and oxidative stress. 

Meanwhile, Biosearch Life will be bringing attention to its probiotics and botanical ingredients. In addition to two types of probiotics for adults and babies, respectively, the company also offers Maslive. 

This is the main pentacyclic triterpene present in olive fruits and extra virgin olive oil. It has shown benefits in metabolic syndrome, inflammation and as an antioxidant. 

Another offering is Elderpro, a natural product with elderberry and reishi. It has a stimulating effect on the immune system, reducing the duration and the severity of infection in Biosearch Life’s clinical study.

Disproquima’s Flavoxale is another example of an immune-friendly ingredient. Made from propolis, honey and Manuka essential oil, the ingredient is marketed as an effective immunomodulator. It also touts antibacterial, anti-inflammatory and wound-healing properties. 

Natural solutions for well-being
Euromed will be addressing healthy aging and well-being via Wellemon, a natural extract from whole Spanish lemons standardized in the water-soluble bioflavonoid eriocitrin. 

“Consumers increasingly demand ingredients that are eco-friendly, from sustainable sources and as natural as possible. The market for citrus bioflavonoids is expanding following more awareness of their vast health applications,” notes Zangara. 

For example, bioflavonoids have strong antioxidant properties, improving capillary strength, helping to slow down aging, protecting collagen and promoting healthy circulation.

Naturality is also a key element of Mibelle’s SantEnergy Nu, a polyphenol-rich powder extract made from the leaves of santa herba. 

“Current consumer trends are driving the demand for more natural and vegan actives in the supplement and functional food area. They want them to be safe and to see scientific evidence for the given claims,” says Alice Olufeso, Mibelle’s product manager of food & health.

The ingredient interacts with the body’s metabolism as it can prevent the formation of undesired impacts of aging, as well as offering caffeine-like stimulating effects. On top of this, it also has clinical proven benefits on weight management.  

More of the exhibitors’ showcases are detailed in NutritionInsight’s Vitafoods preview. 

By Katherine Durrell