5W1H in “Vitafoods Europe 2016” Highlight

Where? Geneva.

When? Last month.

What highlight? Two key developments in probiotics.


One in expanding formats, the trend in new formats for supplements continues into probiotics for both adults and children with more and more probiotic chocolates, single-serve sachets and on-the-go instant melt shots being seen on the show floor; in particularly, chewing gums for millennials and flavoured bead-filled straws for kids.

Well, for the convenience of adults, calcium gummies, protein gummies, omega gummies, probiotic gummies etc are available in the market.

and the other in expanding benefit areas, not just for convention area of gut health but now also in “oral health, woman’s health and immunity” (as superhero supplement)…

Who/Whom? From scientists world expand to reaching the mass consumers.

Probiotics are microorganisms that are believed to provide health benefits when consumed. Although there are numerous claimed benefits of using commercial probiotics, such as reduction of gastrointestinal discomfort or strengthening of the immune system, among others, scientific evidence to date has not confirmed any anti-disease claims or health benefits. Although probiotics are considered to be safe, they may cause bacteria-host interactions and unwanted side effects in certain cases. As of 2016, the European Food Safety Authority has rejected all petitions by commercial manufacturers for health claims on probiotic products in Europe due to insufficient research and thus inconclusive proof of effectiveness. (WIKI)



We are now starting to see a crossover of benefit platforms and a blurring of categories: sports, weight management, meal replacements, seniors, and every day dietary protein.

Speaking of plant-based products, it’s worth mentioning here the new industry buzzword ‘flexitarian’ and a note of caution.



Source: William Reed Business Media SAS; Wikipedia


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