Special Report

June 2015

36

Vitafoods
Europe 2015:

Driving Innovation
in the EU
Clean label, open innovation, omega-3s and tips to target
niche demographics were among the hot topics at this
years Vitafoods Europe event, which drew a record crowd
to explore opportunities in the European market.
by Heather Granato

Vitafoods Europe 2015:

Driving Innovation
in the EU
by Heather Granato

The 2015 Vitafoods Europe event set records, drawing more than
15,600 attendeesan increase of 12.5 percent from the previous years showto 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 topicsincluding the
consumers of the future; meeting the requests of retailers; formulating for reduced
salt, sugar and fat; and brand developmentfrom 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 years 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 Womens 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.

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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.

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.

Other hot areas of interest included sports nutrition, which saw a range of protein
ingredients 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 program
was 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 womens 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 can
have 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

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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 consumers
and 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 doesnt 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 an
intersection 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 labelperhaps 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.

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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. EFSAs 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 possibility
of adjusting sample size and greater efficiency, which can reduce overall development
time and costs.

Adaptive design does allow planned flexibility,

the possibility of 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 EFSAs guidances around demonstrating scientific substantiation
concerning traits of metabolic syndromebeneficial 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 as
cocoa 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

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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 Your
Science 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 adultsthe majority of whom are femaleare 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.

Up to 20 percent of adultsthe majority of

whom are femaleare affected by GI discomfort,

and one-third of consumers looking for gut health
support have not found an effective product for
their issue.
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 address
challenges 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

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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 ingredientsBacopa
monnieri, Melissa officinalis and wild green oat extractwith 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 from
Naturalpowermeds 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 improve
cognitive function under stress.

YOUR PRODUCT
Just 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 the
second-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 countrycentric 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

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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.

When looking at product development

[for seniors], formulation considerations include

delivering adequate protein, supplementing
vitamins and minerals to meet requirements,
supporting glycemic management and more.

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 be
great 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 address
critical 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

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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 portioncontrolled 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 called
out 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 products 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.
q

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