Exploring European Trends in Nutrition Ingredients

Key categories with growth potential in the European markets include sports nutrition and beauty-from-within, both of which may be particularly appealing for new botanical ingredients.

Heather Granato, VP, Partnerships & Sustainability

February 29, 2016

2 Min Read
Exploring European Trends in Nutrition Ingredients

The European markets for nutritional ingredients face many forbidding challenges during 2016 but, against the “run of play," some exciting opportunities look set to materialize from unexpected quarters.

Globally, dietary supplements remain popular, and the functional foods market promises a bright future. On the challenges side, when it comes to Europe, a great deal comes down to the lack of approved health claims from the European Food Safety Authority (EFSA), which has hampered the interest in launching new products and ingredients.

What is critical to growth in the European ingredients market is an emphasis on documented and evidence-based science in the dietary supplements and functional foods arena. This applies not only to the ingredients themselves, but to new innovative delivery formats, designed to appeal to different demographic groups and optimize nutrient uptake in the body.

European suppliers and trend watchers have called out many different ingredients with the potential for scale if supported by science and claims, given consumer interest. These include omega-3s—including novel forms of the fatty acids—basic nutrients such as vitamin K2, and fiber ingredients like beta-glucans. Further, key categories with growth potential include sports nutrition and beauty-from-within, both of which may be particularly appealing for new botanical ingredients.

Nutritional health claims will continue to have an impact on innovation and marketing across Europe during 2016 and beyond. But if EFSA’s influence has a slowing effect on innovation in foods and supplements, other organizations also have a responsibility when it comes to communicating the benefits of those ingredients that do have health claims.

In general, the ingredients sector appears to have the ability to gain traction in 2016 by remaining mindful of consumer desires and trends, toeing the line with regulations, and partnering with companies in NPD to develop finished products that truly meet market needs.

A new report from Vitafoods Europe includes specifics around trending ingredients, marketing challenges and expected shifts in the regulatory approvals situation. For more information, download the Vitafoods Insights special report “European Trends in Nutrition Ingredients" for free to find out more.

About the Author(s)

Heather Granato

VP, Partnerships & Sustainability, Informa Markets, Food EMEA division

Heather Granato is a 30-year veteran of the natural products industry, currently serving as vice president, partnerships & sustainability, in the Food EMEA division of Informa Markets. She is based in London, and leads efforts related to industry partnerships and broader sustainability initiatives for the Vitafoods and Food ingredients brands. She has been a presenter at events including SupplySide, Vitafoods, Food ingredients, Natural Products Expo, the Natural Gourmet Show and the Folio: Show. Her publishing experience includes Natural Products Insider, Food Product Design, Vitafoods Insights, Country Living's Healthy Living, Natural Foods Merchandiser, Delicious Magazine and WomenOf.com. Granato serves as the founding president of Women In Nutraceuticals, a global non-profit founded in 2022 focused on empowering women in the nutraceutical industry; she is also on the board of directors for the Organic & Natural Health Association. From 2016 to 2022, she was a vice president on the national governing board of Kappa Alpha Theta women’s fraternity. Granato was named to the FOLIO: 100 list of top media professionals in 2018, and was selected as a 2015 Top Woman in Media by FOLIO:. She received the 2014 Visionary Award and the 2018 Journalistic Excellence Award from the American Herbal Products Association (AHPA); and was honored with the CEO Merit Award for Content from Virgo in 2014. Granato graduated magna cum laude from the University of Richmond, Virginia, in 1992 with a bachelor’s degree in journalism.

Subscribe and receive the latest insights on the health and nutrition industry.
Join 37,000+ members. Yes, it's completely free.

You May Also Like