An Overview of Vitafoods Europe, May 2017 - Natural Products - Strategic Advice
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An Overview of Vitafoods Europe, May 2017

An Overview of Vitafoods Europe, May 2017

The Geneva Vitafoods Expo was the place to be seen and be heard earlier this month to discover valuable information on leading trends in the healthy foods and nutraceuticals industry.

In this article we take a look at some of the key discussions and presentations that took centre stage at the expo. Next month we will take a more in depth look at what insights we gained about the industry and emerging trends for 2017 and beyond.

Sports nutrition regulations in 2017

We were keen to lend an ear to the challenging topic of sports nutrition which was tackled on the opening day of the fair. The focus was on Sports Nutrition regulation changes over the past 14 years. From one extreme to the next, in 2003 the European Commission proposed a plan for tighter restrictions on sports nutrition regulations. By 2016 it was decided that sports nutrition is a food like any other and that the overbearing law was unnecessary.

Stuart Shotton, vice-chair of ESSNA (European Specialist Sports Nutrition Alliance), explained what took place on this long and often winding road of decision-making, and he highlighted what is in store for 2017 for the sports nutrition industry.

Nutraceuticals for increased immune function

Also on the opening day of the Vitafoods Europe expo, dialogues regarding children’s nutrition took place. Of particular interest was the topic of “Boosting from Within: Nutraceuticals for increased immune function”.

Led by Chairperson Heather Granato from the United States, an expert panel discussed the continuous growth in commercial profitability of nutraceuticals, as well as interest in the area of ingredients with recognised, validated effect on immune function.

The panel deliberated the identification of next generation ingredients for increased immune function. The latest innovations in the field, reviewing shortfalls in knowledge and growth prospects in the industry all formed part of this engaging discussion.

Vitafoods Europe exhibitor presentations

Prominent companies in the nutraceutical and health food industry showcased their latest ingredients and advances in their fields. Exhibitors shared leading case studies and technical developments from around the world in an interactive and inspiring way.

Companies of specific interest included:

  • Norwegian-based company Rimfrost presented their superior krill protein and omega-3 powder at the Exhibitor Presentation Theatre. This innovative company produces krill and omega-3 containing products that are known for their stability and high quality. Rimfrost also supports tight regulations that control the preservation of the Antarctic ecosystem, and they are the only krill company holding Friends of the Sea and Marine Stewardship Council certifications.
  • Theravalues Corporation from Tokyo, Japan, announced their latest product – Theracurmin Super – which holds a 2.7 times higher bioavailability of curcumin than previous versions. Curcumin – a yellow pigment found in the spice turmeric – is known to contain antiviral, antioxidant, anti-inflammatory and antibacterial properties. It is however limited in clinical applications due to its low bioavailability. Theravalues has managed to overcome this problem somewhat with their innovative new product which was launched at the Fair.

Other areas of the show we found interesting were the New Products and New Ingredients Zones. These zones exhibited some of the most cutting-edge products and ingredients that have hit the market in the last twelve months.

We will be keeping an eye on developing trends, interesting and innovative ideas, products and services showcased at this year’s Vitafoods Europe exhibition. Watch this space for our feedback in June.

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