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Key insights from the Vitafoods Europe trade show 2024

John Tobin, Data and Intelligence Specialist 

Vitafoods Europe 2024 was held in Geneva, Switzerland from May 14th to May 16th offering attendees the opportunity to witness the latest innovations and trends in the nutraceutical space (which covers health topics such as, nutrition and active lifestyle, immune and gut health, healthy aging etc. to name a few). The event itself comprised of trade stands with exhibitors from private label suppliers of supplements or ingredients to packaging formats, along with presentations from industry experts on trends and developments in this space too. This insightful article will provide a brief synopsis of four key themes from this trade show. 

A general view of the Vitafoods 2024 Expo, showing a large number of people navigating the various stands at the expo. Image Source: Vitafoods.

  • Image Source: Vitafoods (https://x.com/Vitafoods_)

Empowering Healthier Living 

Given that the trade show was focused on nutraceuticals, there was a strong focus on empowering consumers to lead healthier lives. With a need for Irish suppliers to help consumers move along this journey with food and drink products that reduce health anxiety and help them live better. 

Meeting Multiple Needs 

Consumers are seeking products that deliver multiple benefits or meet more than one of their needs such as products that are made responsibly, taste good, convenient and deliver multiple health benefits that are easily understood. For Irish suppliers who wish to play and win in the nutraceutical industry delivering on this is the sweet spot.

Understanding regulations/labelling is a must 

While the nutraceutical industry can present Irish suppliers with opportunities for growth, such businesses will also need to remain mindful of and stay abreast of the regulation and labelling landscape in this category. It should be noted that this landscape is not consistent across markets also. 

Planning for Future Success

Lastly many products and ingredients exhibited at the show and their corresponding consumer behaviour trends aligned to Bord Bia’s Cultivate Innovation pathways such as Wholesome Living and Optimal Explorers and more (see image above). Irish manufacturers who wish to move with the consumer behaviour trends that matter and into new innovation pathways can leverage Bord Bia’s Cultivate Trends programme to succeed in this space. 

Bord Bia clients can access our full Vitafoods report with insights and implications from eight industry expert sessions and visual details of innovations and consumer trends exhibited at the show here on the My Bord Bia portal.