Vitafoods Europe - Driving Innovation

8/18/2019 Vitafoods Europe - Driving Innovation

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Special Report

VitafoodsEurope 2015:

Driving Innovationin the EU

June 2015 €36

Clean label, open innovation, omega-3s and tips to target

niche demographics were among the hot topics at this

year’s Vitafoods Europe event, which drew a record crowdto explore opportunities in the European market.

by Heather Granato


2/9Vitafoods’s Europe | Vitafoods Europe Top Takeaways 2 vitafoods.eu.com

The 2015 Vitafoods Europe event set records, drawing more than

15,600 attendees—an increase of 12.5 percent from the previous year’s show—to do

business with 800+ exhibiting companies showcasing raw materials and manufacturing

services. In addition to the breadth of exhibitors in the expo hall offering ingredients from

omega-3s and algae to sports nutrition ingredients and botanicals, attendees could take

in a range of free educational programming on the show floor.

New this year, the Global Market Theatre attracted almost 600 visitors over the course

of the event, with presenters from organisations including Euromonitor International,

Mintel, Innova Market Insights and EAS Strategies offering an overview of regional

markets, regulatory frameworks and the latest innovations in R&D from around the world.

Attendees received an in-depth overview of the key aspects for doing business in six

regions: Asia, Southern Africa, Europe & Eastern Europe, Russia & CIS, South America and

North America, offering a guide on how to grow and develop business.

The Vitafoods Live! Theatre returned to the show following its successful launch last

year, with senior industry figures discussing the future of nutraceuticals through a series

of panel discussions. Attendees heard discussions on a variety of topics—including the

consumers of the future; meeting the requests of retailers; formulating for reduced

salt, sugar and fat; and brand development—from speakers representing the likes

of Tree of Life, Tate & Lyle, The Retail Institute, Nutrition Capital Network, NutriMarketing

and BrandHive.

Georgia Taylor, marketing and claims advisor for Leatherhead Food Research, was one

of those presenting in the Vitafoods Live! Theatre: “The format of the discussion panel at

the Vitafoods Live! Theatre is very engaging, and the informal approach works really well.

The show enables us to have lots of exposure to the right people and industries.”Another popular feature from last year’s show, The Finished Products Theatre, located

in the Finished Products Europe section of the expo hall, provided valuable insight into

the latest market developments, as well as future trends and cutting-edge product

presentations, in the areas of Sports Nutrition and Physical Performance, Weight

Management and Women’s Health. Speakers included Finished Products Europe

exhibitors such as LGC Group/Informed-Sport, Natures Aid Ltd and Probi AB, with

presentations offering a clear explanation of how their businesses have met challenges to

develop products and services that meet consumer demand.

Vitafoods Europe 2015:Driving Innovation

in the EUby Heather Granato



The Global Organization for EPA and DHA Omega-3s (GOED) had a pavilion that

showcased several omega-3 suppliers while also delivering educational insights on the

role of omega-3s in supporting general health. Omega-3s were also seen in different

locations around the floor, with exhibitors promoting fish oil, krill oil and algal oil as

options to deliver long-chain omega-3s to consumers. In addition, algae was highlighted

by companies developing specialty compounds, such as astaxanthin.

Other hot areas of interest included sports nutrition, which saw a range of proteiningredients promoted for performance, as well as creatine and branched-chain amino

acids (BCAA). Exhibitors also offered a variety of unique delivery formats. Softigel

debuted a new chewable capsule, Capsugel offered a new easy-to-separate capsule, and

Gelita showcased fortified gummies. Ingredient suppliers themselves are also getting into

the business of developing innovative solutions, with Aker BioMarine releasing krill

gummies, and Frutatrom releasing Incaberrix, a water-soluble superfruit product

showcased in clear and carbonated beverages.

These trends were underscored in the Vitafoods Europe Conference, a two-day

program that explored some of the macro trends driving the European and global

nutrition industries, as well as scientific research and business learnings. The programwas organised into three streams: Your Business, Your Science and Your Product, with

65 presentations addressing issues such as heart health, consumer engagement, healthy

ageing, regulation, weight management and women’s health.

The opening keynote presentations each day addressed a key topic for the global

nutrition industry: open innovation. Simon Pettman, director at EAS Strategies and

executive director at the International Alliance of Dietary/Food Supplement Associations

(IADSA), drove the discussions each day, asking the panelists about issues such as the

business risks of open innovation and how they can be mitigated, as well as how the

European Commission can play a role in driving and encouraging increased innovation

within the industry. The panel also explored the impact innovation and partnerships canhave within specific health categories such as healthy ageing.

Krijn Rietveld, senior vice president, Partnering for Innovation, DSM, noted that there is

a misconception about the process and costs involved when working with partners in this

process. “Open innovation is not cheap innovation,” he said, adding that companies

must work to find common areas of understanding. That point was underscored by Julia

Raquet, vice president, Human Nutrition, Europe, BASF. Raquet said it is critical to define

Omega-3s were seen in different locations around

the floor, with exhibitors promoting fish oil, krill

oil and algal oil as options to deliver long-chain

omega-3s to consumers.



the scope of work for all parties to avoid any challenges in communication, and to ensure

expectations are outlined and can be measured and achieved.

Your Business

The Your Business track delved into topics designed to support regulatory compliance

and successful product launch strategies. For example, understanding target consumersand how to best reach them was addressed by several speakers. Jeff Hilton, co-founder,

BrandHive, offered a look at how to market healthy products to Millennials. He noted

these younger consumers are looking for choice and define themselves through the

choices they make; are often brand averse, but also brand loyal if it resonates; and are

looking for portable information that can also be shared. He added when developing

marketing strategies, particularly for science-based products, it is effective to tell a story,

use metaphors to support understanding, and break up the information into smaller and

more concise pieces of information.

Gregory Dubourg, founder of Nutrikeo, offered similar insights around how to use

social media to drive engagement with consumers, regardless of the demographic. He

noted successful social media strategies allow companies to have a playful dialogue

about health and nutrition by improving interactivity, communicating the context and

health benefits of a product or ingredient, while also positioning the company as an

expert. Dubourg added it is important to be present and reactive and to support the

community that is engaging around the brand, offering the transparency that

consumers are seeking.

In fact, transparency is driving the area of “clean label” (which is more of an industry

term than one used by consumers). At Vitafoods, the topic was explored from a

regulatory and product launch point of view. Sofie van der Meulen from Axon Lawyers

said clearer labels for consumers is the goal that is driving continued review of regulatory

requirements. She offered insights about regulation 1169/2011, which is designed to

modernise, simplify and clarify the current food labelling system by merging different

directives into a single regulation, ensuring coherence with other applicable legislation

and allowing countries to implement certain country-specific requirements. In addition to

bringing changes to mandatory requirements in terms of the nutrition declaration and

legibility, there are also concerns about the increased administrative burden.

Consumers’ interest in clean label doesn’t stop with foods, as Catherine Lehmann,

senior marketing manager, Capsugel, stated in a presentation on opportunities for

supplements to tap into this awareness. Consumers are defining the term clean label as anintersection of free from (no unwanted ingredients) and a desire for positive attributes

(such as added vitamins). A market review found that one-third of supplement launches in

Western Europe last year could be defined as clean label—perhaps promoting vegetarian

positioning, no allergens or gluten-free. And this affords a positive position for marketers,

as the price premium for new supplements in Europe is approximately 26 percent higher

than counterparts without clean label claims.



Claims on packaging continue to be a key area of focus for companies in Europe. The

European Food Safety Authority (EFSA) has raised the bar on the issue, making it

important for companies to understand what they need for substantiation and what can

be said on the label. Annegret Auinger, head of nutrition business consulting,

analyze&realize, offered insights into how to meet the increased requirements for

statistical analysis of clinical trials. She pointed out a growing percentage of questions on

studies submitted for claims substantiation are related to statistics, with issues ranging

from inappropriate methods for study design or unclear statistical treatment of data to a

lack of between-group comparisons or inconsistent reporting. EFSA’s recent guidance

does cover the reporting of relevant aspects of a statistical analysis such as objectives,

study design, analysis methods and data quality; however, it does not cover the design to

use or statistical methods to be applied. Auinger reviewed the rationale behind adaptive

design clinical trials, noting they are generally valid designs for studies intended to be

used to substantiate a health claim, but they must be planned and executed carefully.

However, she concluded, adaptive design does allow planned flexibility, the possibilityof adjusting sample size and greater efficiency, which can reduce overall development

time and costs.

Experts from analyze&realize offered two case studies around challenges that may arise

when submitting a health claim to EFSA. In the first, Felix Alt looked at metabolic

syndrome, including EFSA’s guidances around demonstrating scientific substantiation

concerning traits of metabolic syndrome—beneficial physiological effects, outcome

measures and population. For example, reduction in body fat could be shown using

imaging techniques or surrogate measures if the reduction was significantly large, but

methods such as skinfold thickness are generally not appropriate. Often, applications are

rejected if there is missing evidence for a mechanism, if limitations are seen related to

treatment allocation or randomisation, or if the study is underpowered. However, the fact

that there have been many successful applications for traits of metabolic syndrome (such ascocoa flavanols and normal vasodilation and blood flow) should provide a path forward.

In the second presentation, Christine Alexander looked at EFSA claims and

gastrointestinal (GI) conditions. Again, she noted the main reasons applications are

rejected relate to underpowered studies, no statistical significance or methodological

limitations. But a draft of a new guidance paper on gut and immune health was published

this spring, with a final version expected to be published in autumn 2015. The guidance

Adaptive design does allow planned flexibility,

the possibility of adjusting sample size and greater

efficiency, which can reduce overall development

time and costs.



defines that the claims should be for the generally healthy population, with appropriate

outcome measures described related to bowel function, GI discomfort and the GI

microbiota.

YOUR SCIENCE

Topics such as metabolic syndrome and GI health were also on deck with the YourScience track. The program started off with a look at digestive health, a rich area of

opportunity, according to Sigrid Rochter, product manager with Vital Solutions, who noted

up to 20 percent of adults—the majority of whom are female—are affected by GI

discomfort, and one-third of consumers looking for gut health support have not found an

effective product for their issue. The three presentations covered the gut health benefits of

licorice flavonoids; Perilla frutescens (as Nutrigut) for prevention of GI discomfort

associated with inflammation; and a new ingredient for Helicobacter pylori control. The

new ingredient, Pylopass, is obtained through fermentation of a probiotic strain of

Lactobacillus reuteri , delivering inactive cells to reduce the H. pylori load in the stomach.

According to Ulla Freitas, scientific marketing at Lonza Ltd., the ingredient has a unique

mode of action, specifically coaggregating with H. pylori without interfering with other

intestinal flora; the binding interferes with the motility and adhesion of H. pylori, allowing

it to be flushed out of the stomach.

The gut was also a key focus in the weight management session, which included a talk

by Arthur Ouwehand from DuPont on the potential of probiotics in weight management.

He noted the microbiota appear to modulate metabolism, possibly due to gut-derived

metabolic endotoxemia; studies on Bifidobacterium lactis 420 have found it can improve

the health of the gut mucosa, insulin sensitivity and other metabolic parameters. The role

of the gut microbiome on obesity was also addressed by Massimo Marzorati, Ph.D., who

discussed the EU-funded project SATIN (SATiety INnovation), which sought to addresschallenges in demonstrating enhanced satiating properties of foods. The team focused on

technology, developing a simulator of the human intestinal microbial ecosystem (or

SHIME) that allowed the researchers to evaluate the effect of ingredients and GI processes

on GI chemosensory and hormone secretion pathways.

Turning to the sports nutrition arena, presenters looked at improving performance by

enhancing immune function, improving mood and sleep quality, and maximising

endurance. In the immune area, John Blocher, Ph.D., of Biothera, noted immune

Up to 20 percent of adults —the majority of

whom are female—are affected by GI discomfort,

and one-third of consumers looking for gut health

support have not found an effective product fortheir issue.



suppression following intense exercise is a growing concern, but most studies of

nutritional ingredients have shown limited or no changes in immune outcomes. However,

studies on bakers yeast beta-glucan (as Wellmune) suggest it can prime neutrophils to

more quickly recognise and kill foreign challenges, reducing fatigue and upper respiratory

symptoms, while also improving mood. Similarly, results presented by Vicente Micol on

lemon verbena (as PLX) suggest it can enhance antioxidant responses to physical stress,

decrease fatigue perception and improve sleep quality, which positively impacts the

recovery process from exercise. And the administration of whey protein hydrolysate (WPH)

may lead to greater muscle protein synthesis and superior glycogen replacement due to

rapid amino acid absorption, according to information from Ulla Ramer Mikkelsen from

Arla Foods Ingredients.

In the area of cognitive health, the focus was on three botanical ingredients—Bacopa

monnieri , Melissa officinalis and wild green oat extract—with great potential, as Itxaso

Vazquez from Vital Solutions GmbH noted consumers are looking for products to

improve mental performance and help manage stress. Andrea Zangara fromNaturalpowermeds Consulting offered a historical look at bacopa, noting it has been

used in Ayurveda to improve memory and intellect for thousands of years; studies on a

standardised extract of bacopa enriched with bacosides (a saponin mixture) have shown

it has the ability to promote neuronal growth, serve as an antioxidant and adaptogen,

and interact with the serotonergic and GABAergic systems. Vazquez also reported

positive results on the GABAergic system with the administration of M. officinalis

extract, which has been shown in studies to have anxiolytic effects, as well as improving

memory and alertness. And studies on wild green oat extract (as Neuravena), presented

by Tania Perrinjaquet-Moccetti from Frutarom, show it can improve working and

episodic memory, improve concentration and executive function, and even improvecognitive function under stress.

YOUR PRODUCTJust as in the expo hall, there was a great deal of interest in hot product categories.

The Your Product track included sessions delving into omega-3s, probiotics, protein and

botanicals, as well as insights around developing free-from products, understanding the

healthy ageing category, and ensuring product safety and quality during processing.

The session on omega-3s and marine-derived ingredients kicked off with an overview

of the omega-3 market in Europe, presented by Adam Ismail, executive director of

GOED. While he noted that global omega-3 growth is slowing, Europe remains thesecond-largest market for omega-3s in the world. The vast majority of omega-3s in

Europe are being delivered in dietary supplements, accounting for 80 percent of the

European omega-3 volumes, adding 90 percent of the new volume in 2013. A country-

centric perspective was offered on behalf of the Irish Agriculture and Food Development

Authority, which is driving the NutraMara Initiative, a movement designed to promote

the use of Irish marine bioresources for raw ingredients. They are exploring macro/

micro-algae, as well as marine processing by-products and discards, conducting bioactive



screening and profiling to identify extracts and molecules. They are also moving forward

into scientific trials on efficacy and production capacity.

Similarly, the protein session looked at ingredients as along with applications. In an

overview of protein ingredients, Russell Ward from Giract started with a look at protein

consumption trends. He noted that increasing protein consumption is being seen in

many areas, with adults interested in its role in weight control and muscle building, as

well as children for healthy growth, and the elderly for reducing or limiting sarcopenia.

The type of ingredients consumed varies by region, with the United States and Mexico

consuming dairy, soy and corn; while in Europe, there is a high consumption of wheat

gluten as well as dairy proteins. Ward suggested it may be early in Europe for novel

proteins such as algal, fungal or insect.

From the application side, Lauren Bandy from Euromonitor offered insights into

whether bakery may be a better delivery system for protein than dairy. According to

Bandy, in Western Europe, the majority of protein purchases are coming from bread,

followed by dairy (fluid milk, cheese, yogurt and others). However, there appears to begreat opportunity in the snacking arena, while also integrating different protein sources

including soy and vegetable. At the same time, there are opportunities to develop

applications that specifically target the ageing market. In a presentation by Aaron

Fanning from Fonterra, he noted that protein distribution is a key consideration,

delivering around 30 g of protein at each meal, rather than the protein-heavy dinner

often seen in Western diets. Whey protein, he added, has particular benefits in these

formulations, as it is a rapidly digested protein source that promotes greater muscle

synthesis than many other types.

The concept of delivering key nutrients to the ageing market was explored in a

separate session, which sought to offer insights on some ingredients that might addresscritical health issues. For example, Prof. Manfred Eggersdorfer, Groningen University,

looked at how vitamin E and docosahexaenoic acid (DHA) help delay the onset of

dementia. Research suggests vitamin E works not just as a powerful chain-breaking

antioxidant that protects polyunsaturated fatty acids, such as DHA, which have their

own benefits to brain health; but also as a nutrient that fights decline of cognitive

function and related degenerative conditions, such as cardiovascular disease and

When looking at product development

[for seniors], formulation considerations includedelivering adequate protein, supplementing

vitamins and minerals to meet requirements,

supporting glycemic management and more.


9/9Vitafoods’s Europe | Vitafoods Europe Top Takeaways 9 vitafoods eu com

diabetes. Similarly, these issues tie in with weight management, another issue in ageing

adults. Barbara Davis, Ph.D., from PLT Health Solutions, noted seniors have distinct

weight management needs, including addressing eating habits, metabolism, activity

levels and concomitant physical issues. Seniors are interested in weight management to

fight degenerative conditions, while supporting muscle mass and bone mineral density.

She suggested when looking at product development, formulation considerations will

include delivering adequate protein, supplementing vitamins and minerals to meet

requirements, supporting glycemic management and more; some of the product ideas

could include nutrient-dense frozen meals, high protein meal sauces, or portion-

controlled smoothies.

Another area of product opportunity is around “free from” foods. David Jago, director

of innovation and insight at Mintel, offered a big picture on the European market. In the

gluten-free area, Mintel research from late 2014 found around 10 percent of European

consumers are following a gluten-free diet, with highest consumer penetration of

gluten-free foods in Italy, leading across categories such as gluten-free pasta, bread,cereal and pizza. Similarly, there has been steady growth in the low/no lactose market,

with 8 percent of new food products launched in Europe in 2014 calling out “low/no

lactose.” However, Jago noted that lactose free is often just an added benefit more than

the key value proposition. Increasingly, he added, there is more competition among

companies calling out multiple “free from” benefits.

In her presentation, Virpi Varjonen, Invenire Market Intelligence Oy, agreed with the

assessment, adding there are steps companies can take to develop brand loyalty in this

expanding market. One of the key strategies is building an emotional connection or

relationship, although she noted consumer motivation for purchasing “free from” foods

is often based as much around a lifestyle as just avoidance of an ingredient. She calledout four elements to earn consumer loyalty: transparency, traceability, origin and trust.

This may include openness in communication, offering verification of ingredients through

the supply chain, telling a story of the company and product’s identity, and/or developing

brand evangelists and owning operational consistency.

From ingredients and technologies, to product innovations and market trends,

Vitafoods Europe offered insights that will drive product ideation and market launch

across the European Union in the years ahead.

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Vitafoods Europe - Driving Innovation