Top take aways from Vitafoods 2017

by Francesca Goudousaki /

Every year we visit the lovely city of Geneva to deliver press support at one of our favourite tradeshows; Vitafoods Europe.

From 9th to 11th of May, exhibitors took to their stands to showcase a wealth of products and services, including ingredients, contract manufacturing and private label, equipment and finished products.

A buzzing hub for all those involved in the nutraceutical field, the show allows us the opportunity to support our clients, network with key industry stakeholders, gather the latest insights and understand emerging trends. Here, we include a round up of our top findings from the show:

Personalisation proves popular
A recent Vitafoods Europe survey has shown that personalised nutrition is here to stay, emerging as a key industry issue for the foreseeable future. When asked what they saw as the three most important trends for the long term in the nutrition industry, over a third of respondents (which attended last year’s show) identified personalised nutrition as an important trend.

Growing awareness of personalised nutrition comes at a time when people are more conscious of their health, and they understand that there isn’t a one size fits all approach when it comes to nutrition. Companies have already started to invest in scientific research and consumer insights from across the world – where health concerns can vary from country to country, and by age group – to address the growing need for tailored nutritional solutions. We expect this trend to continue to grow steadily as more research developments are made within the nutraceutical industry.

Omega-3s shouldn’t be overlooked
While omega-3 long chain polyunsaturated fatty acids are the most researched micronutrient worldwide and are an essential part of daily nutrition, people aren’t getting enough in their diets. With evidence to demonstrate their support of brain, eye and heart health, awareness of omega-3s is growing, but consumption levels are still low. Consumer insights reveal preferences for omega-3 formats and reasons for not consuming enough omega-3. Some people are put off by the fishy taste and size of capsule often associated with omega-3 supplements. In Europe, many prefer to get omega-3s from their diet, than by taking supplements. In addition, a growing number of people, especially millennials, are concerned over sustainability of food supply and want to be certain that what they consume reflects their values.

However, the industry sees an opportunity for potential growth in the European omega-3 market. Rather than be viewed as hurdles, consumer insights may hold the key to taking the omega-3 market forward. They allow the industry to address concerns and tailor market offerings to suit consumers’ expectations. This year’s Vitafoods saw companies who have already launched new innovative delivery formats to appeal to consumers, and have ensured their ingredients come from a secure, sustainable supply chain.

Sport nutrition isn’t just for the sporty
The sports nutrition market has been growing at a fast pace over the last few years, and it’s not just for professional athletes. While athletes are turning to nutraceuticals to help their bodies recover from sport, which has certainly helped fuel success, the sports nutrition category has become more mainstream. Companies are now targeting consumers of different ages, genders and lifestyles, tailoring their solutions to suit ordinary people, like active teenagers, as well as competitive athletes.

At Vitafoods, we saw lots of new products for active consumers in mainstream food and beverages, including protein pancakes and smoothies, to name but a few.

BDB has extensive experience across the health and nutrition industry. If you would like to find out more on the services that we provide, please call us today on +44 (0) 161 925 4700 or email 

Share this Post