10 Euro ingredient innovations we found at #Vitafoods 2024
How is the European supplements market different from the U.S. market? We saw clues at Vitafoods 2024.
At a Glance
- 20,000 attendees and 1,000 companies exhibited at Vitafoods.
- Here's 10 pieces of market intel for you.
- From probiotics to emotional health to the value-add, here's our list.
Europe’s biggest and best supplements ingredients show just wrapped up in Geneva, Switzerland, attracting some 20,000 attendees and 1,000 exhibiting companies to the show floor. The Geneva convention gave us an opportunity to take the pulse on the European supplements milieu — the state of the research, the state of the supplements market, how companies communicate health benefits, and — yes! — how European beer stacks up to America’s craft movement.
"I personally find USA’s finished supplement products more innovative in terms of what can be launched; consumerism is at its finest here in America," said Shaheen Majeed, global managing director and CEO of ingredients supplier Sabinsa. "The required safety data parameters set by, for example, Europe and Japan, are more difficult to meet, which can limit innovation. Many of the leading brands found here in USA sell abroad, so they’re aware of and adhering to those safety standards already, at a global level."
Amanda Jepson, vice president of business development at ingredient supplier Biova, has a similar take. "The US does tend to push the envelope when talking about delivery formats and new ingredients," she said. I do think that there are levels of innovation that occur elsewhere just based solely on culturay trends and expectations."
For a view into innovation at the Euoprean level, click through to see what we saw.
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