Vitafoods 2023 Highlights: The Active Consumer

Taking place from 9th to 12th May, Vitafoods Europe showcased the forefront of nutraceutical innovation, trends, and disruptions through its distinguished speakers, startup pitches, and C-suite panel discussions. Held in Geneva, Switzerland, this paramount trade show attracts over 25,000 industry experts from 130+ countries annually, making it Europe’s premier event for the nutraceutical and supplement sector. At Vitafoods 2023, companies recognized active consumers as a crucial target audience, presenting ingenious concepts tailored to individuals leading dynamic lifestyles. Explore the specific highlights of these trends in the article below.

Gummies have exploded in the market

The market for gummies has experienced a significant surge in popularity. This growth has led a firm to introduce four innovative gummy concepts within its ‘proactive health portfolio.’ These gummies incorporate various functional ingredients supported by scientific research, catering to multiple areas of interest. They address immune and joint health, cognitive health, digestive health, and the health of women and infants. It’s important to note that children no longer exclusively enjoy gummies; adults have embraced them wholeheartedly, appreciating their delightful experiences.

Protein bars behave increasingly like a snack bar

The trend in the market is leaning towards protein bars that mimic the characteristics of a snack bar while maintaining a high nutritional value. A multi-layer chocolate protein bar has been developed to address the challenges related to texture. This innovative bar incorporates various protein sources in its coating, filling, and bar mass, allowing for a more enjoyable texture experience. By distributing the protein across different bar elements, the goal is to alleviate the difficulties associated with packing all the protein into a single component. This type of innovation is necessary to meet the evolving demands of consumers who seek both a snack bar’s convenience and a protein bar’s nutritional benefits.

New energy drink with additional functional ingredients

A newly introduced energy drink has emerged in the market, featuring additional functional ingredients that go beyond conventional offerings. This unique product showcases the innovative concept of a jellybean-flavored hydration drink, aiming to expand the horizons of younger and more active consumers regarding hydration supplements. The focus is not solely on the sports nutrition demographic but also on all individuals interested in maintaining their health and wellness. The growing trend of hydration-based concepts indicates a shift towards mainstream acceptance, reflecting the increasing demand for products that provide both hydration and other beneficial properties.

Great opportunity for e-Gamers to bring new functional food supplements into the market

Targeting e-Gamers presents a significant opportunity to introduce a new functional food supplement into the market. The gaming industry’s rising popularity has shifted consumer preferences, with gamers seeking products that enhance focus, sustain energy, and promote fitness. Synergy, for instance, offers an innovative energy drink flavored with salted Japanese plum. They also provide gummies enriched with joint collagen and vitamin C, designed to meet the needs of active individuals. By focusing on this demographic, companies aim to rectify the historically unhealthy options available to gamers and provide innovative, healthier alternatives.

Source: https://www.nutraingredients.com/News/Markets-and-Trends/Vitafoods-2023-Highlights-The-Active-Consumer

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