FiE & HiE – Trends
FiE & HiE – Trends Photo © : FiE/HiE Form meets function With its two leading ingredients trade shows – Food ingredients Europe and Health ingredients Europe – being co-located on an annual basis from this year onwards, organizer Informa Markets is mirroring a decisive shift in nutrition. Given the fact that increasing numbers of consumers are expecting more from what they eat, alongside just food and just nutraceuticals, the functional foods category has evolved. Wellness Foods & Supplements talks to Julien Bonvallet, Brand Director at Informa Markets, about breaking down boundaries and about the trends and challenges that this category brings. Wellness Foods & Supplements (WFS): Functional foods versus food supplements: how do consumers choose? Julien Bonvallet (JB): For a very long time, for most people, the goal was simply to be able to eat a healthy diet. A balanced intake of fruits, vegetables, protein, whole grains and minimum of fat and sugar was sufficient. However, today’s consumers want more. In recent years, whether perceived or real, nutrient deficiency has become a hot topic. Food supplements were introduced as a simple way of plugging nutrient gaps and consumers still love them. However, increasing numbers of people now want more than this, and hence we are witnessing the rise and rise of functional foods. WFS: What does this rise of functional foods mean for everyday nutrition? JB: The boundaries between dietary supplements and food have become so blurred in the eyes of consumers that they are now almost irrelevant – and as a hybrid of food and food supplements, functional foods supply tailored nutrition in a convenient way: They satisfy hunger and are an alternative to pills. Let’s take it to the extreme: After a breakfast of superfood ancient grain bread, consumers can grab a mid-morning pro biotic shot to support their digestive health and immunity. Hunger in the afternoon can be satisfied with a protein-enriched, lowglycaemic fruit yoghurt, while an isotonic thirst quencher can boost momentum during training. Dinner is probably a “normal” meal, 48 No. 2 August/September 2020 Wellness Foods & Supplements
FiE & HiE – Trends but higher in protein and lower in carbs. To save on calories, popping a food supplement will plug any perceived nutrient gaps. WFS: Does this blurring of boundaries represent an opportunity or a challenge for manufacturers and suppliers? JB: With consumers more open to new product developments than ever, there are many lucrative opportunities. The time is ripe for companies who in the past may never have dreamed of collaboration to get together and create novel hybrid products. Driven by Health Claim regulations, scientific research methods and comprehensive studies have become an important part of the process, and they can deliver many benefits. However, strictly controlled trials and medical studies can be costly and take time. Interestingly, consumers are not always searching for approved health claims: often, they are more interested in creating a wellness “halo” for themselves. So, a matchainfused near-water drink with a woman doing yoga on the packaging is attractive. For the consumer, it’s about reaching performance highs – there is a huge drive for self-optimisation and wanting to take what Nature gave you and create a better version of yourself. But with all products, consumers are looking for optimal taste and mouthfeel, and this can be a manufacturing challenge. Consumers are also concerned about sustainability as well as clean label and naturalness. These aspects too can present challenges, as can the lack of globally reliable standards for packaging claims. people keen to live their best lives for as long as possible. The shift from dietary supplements towards functional foods is particularly evident among this group, who are concerned about a long list of issues, from preserving immunity, energy and beauty to joint, eye and heart health. Age-related problems with swallowing pills and “pill fatigue” mean they are especially receptive to new nutrient delivery forms. For instance, it used to be difficult to utilise active ingredients such as CoQ10 and its active form ubiquinol in food supplements because of their instability. But foods fortified with these ingredients are now much more common. Take the omega-3 DHA too: People no longer have to take pills or capsules – they can simply buy DHA-enriched sausages. WFS: What other key trends are driving the market? JB: Sports nutrition is more important than ever and is expected to enjoy above average growth of 12.2 % in the coming years, according to Mordor Intelligence. Within this, we will see diverse functionalities being addressed. It will no longer be solely about high protein, low sugar and minimal fat. Sports nutrition will evolve with tailor-made products for specific types of training and vegan solutions will grow. Beauty from within is another important trend. With pioneers in Japan having created high-tech soft drinks rich in vitamins, collagen and hyaluronic acid, the European market has followed with products such as collagen drinks and keratin gummies. Digestive health is also a huge driver. No longer simply regarded as a matter of inner wellbeing, digestive imbalances are seen as contributing to various illnesses. Fibre-enriched foods and probiotic dairy products continue to be popular, but active cultures have also moved into areas such as probiotic chocolate and muesli bars. By holding Fi Europe co-located with Hi Europe, we are creating the perfect platform for the pooling of ideas: Companies can network and develop solutions to overcome many of the market’s challenges through innovative new partnerships. WFS: What influence has the ageing global population had on the market? JB: The over-60s are a huge influence. Healthy ageing is a massive trend, with Photo © : FiE/HiE Wellness Foods & Supplements No. 2 August/September 2020 49
