How can personalized nutrition break out of its niche and achieve mass market appeal? This will be one of the major questions tackled at next year’s Vitafoods Europe, which returns to Palexpo, Geneva between 15 and 17 May 2018.
Advances in genomics and wearable technology have created new opportunities for products tailored to individual consumers. And in a new poll, personalized nutrition ranks as one of the most important industry trends for 2018, behind only clean label and scientifically supported health claims.
The organizers of Vitafoods Europe surveyed 208 industry representatives between 14 November and 4 December 2017. They were asked to identify the three most important industry trends over the coming year. Clean label came first (chosen by 49%) followed by scientifically supported health claims (39%) and personalized nutrition (21%).
Yet despite its potential, personalized nutrition is yet to fully hit the mainstream. This challenge will be the subject of a new full-day interactive workshop in the Vitafoods Europe 2018 Education Program. Experts will explore issues such as ways to improve consumer awareness, and legislative and policy changes that could benefit the category.
Chris Lee, Managing Director at Informa Exhibitions, Global Health and Nutrition Network, Europe, said: “The potential of personalized nutrition is huge. Everyone is talking about how businesses can harness the opportunities it creates to meet consumer demand. It hasn’t quite conquered the mass market yet, but we’ll be asking what needs to happen to help it hit that tipping point.”
The new workshop is one of a range of changes designed to enhance the Vitafoods Europe Education Program. Additionally, the Research & Development Forums and Business & Marketing Forums will for the first time include round table discussions, creating a more interactive experience. They will address questions such as the impact of Brexit and the use of trends in product positioning.
Chris Lee added: “Vitafoods Europe is a unique platform for the industry to tackle common challenges. In 2018, there will be particular focus on different routes to successful product development and market access. There will also be more opportunities for visitors to interact with experts who can help them meet their business objectives.”
About Vitafoods Europe
Vitafoods Europe is the global nutraceutical event, featuring exhibitors from all over the world in four key market areas: ingredients & raw materials; branded finished products; contract manufacturing & private label; and services & equipment. The event offers a range of visitor attractions, including an industry-leading Education Programme.
Vitafoods Europe is part of Informa Exhibitions’ Global Health & Nutrition Network (GHNN), which brings together a portfolio of events, digital media and publishing for marketers, manufacturers and formulators of nutrition and dietary supplements, healthy foods/beverages and personal care products. GHNN’s events include Vitafoods Europe, Vitafoods Asia, SupplySide West, SupplySide East and SupplySide China.
Natural Products INSIDER is the global media brand covering healthy ingredients and finished applications. Vitafoods Insights offers expert online content and a series of topic-specific digital magazines that bring highlights of the Vitafoods events to a global audience. SupplySide Connect is the always-on directory of ingredients, products and services that provides in-depth information about the companies that supply to the market. For more information, visit www.informaglobalhealth.com.
Informa’s Global Exhibitions Division organizes transaction-oriented exhibitions and trade shows, which provide buyers and sellers across different industries and communities with a powerful platform to meet face-to-face, build relationships and conduct business. Informa has a portfolio of more than 150 exhibitions, serving a number of core verticals, including Health & Nutrition, Beauty, Property &Construction and Pop Culture.