Vitafoods Europe to tackle the personalised nutrition challenge

How can personalised nutrition break out of its niche and achieve mass market appeal? This will be one of the major questions tackled at next year’s Vitafoods Europe, which returns to Palexpo, Geneva between 15 and 17 May 2018.

Advances in genomics and wearable technology have created new opportunities for products tailored to individual consumers. And in a new poll, personalised nutrition ranks as one of the most important industry trends for 2018, behind only clean label and scientifically supported health claims.

The organisers of Vitafoods Europe surveyed 208 industry representatives between 14 November and 4 December 2017. They were asked to identify the three most important industry trends over the coming year. Clean label came first (chosen by 49%) followed by scientifically supported health claims (39%) and personalised nutrition (21%).

Yet despite its potential, personalised nutrition is yet to fully hit the mainstream. This challenge will be the subject of a new full-day interactive workshop in the Vitafoods Europe 2018 Education Programme. Experts will explore issues such as ways to improve consumer awareness, and legislative and policy changes that could benefit the category.

Chris Lee, Managing Director at Informa Exhibitions, Global Health and Nutrition Network, Europe, said: “The potential of personalised nutrition is huge. Everyone is talking about how businesses can harness the opportunities it creates to meet consumer demand.It hasn’t quite conquered the mass market yet, but we’ll be asking what needs to happen to help it hit that tipping point.”

The new workshop is one of a range of changes designed to enhance the Vitafoods Europe Education Programme. Additionally, the Research & Development Forums and Business & Marketing Forums will for the first time include round table discussions, creating a more interactive experience. They will address questions such as the impact of Brexit and the use of trends in product positioning.

Chris Lee added: “Vitafoods Europe is a unique platform for the industry to tackle common challenges. In 2018, there will be particular focus on different routes to successful product development and market access. There will also be more opportunities for visitors to interact with experts who can help them meet their business objectives.”

About Vitafoods Europe

Vitafoods Europe is the global nutraceutical event, featuring exhibitors from all over the world in four key market areas: ingredients & raw materials; branded finished products; contract manufacturing & private label; and services & equipment. The event offers a range of visitor attractions, including an industry-leading Education Programme.

Vitafoods Europe is part of Informa Exhibitions’ Global Health & Nutrition Network (GHNN), which brings together a portfolio of events, digital media and publishing for marketers, manufacturers and formulators of nutrition and dietary supplements, healthy foods/beverages and personal care products. GHNN’s events include Vitafoods Europe, Vitafoods Asia, SupplySide West, SupplySide East and SupplySide China.

Natural Products INSIDER is the global media brand covering healthy ingredients and finished applications. Vitafoods Insights offers expert online content and a series of topic-specific digital magazines that bring highlights of the Vitafoods events to a global audience. SupplySide Connect is the always-on directory of ingredients, products and services that provides in-depth information about the companies that supply to the market. For more information, visit

Informa’s Global Exhibitions Division organisestransaction-oriented exhibitions andtrade shows, which provide buyers andsellers across different industries andcommunities with a powerful platformto meet face-to-face, build relationshipsand conduct business. Informa has aportfolio of more than 150 exhibitions, servinga number of core verticals, includingHealth & Nutrition, Beauty, Property &Construction and Pop Culture.

Novomilk – milk is a source of life

Trade House Novomilk is now preparing for the participation at the ХХIII International Industrial Trade Fair “MVC: Cereals – Mixed Feed – Veterinary - 2018” Novomilk is a wholesaler of ingredients for dairy industry since 1996.

Welcome to Novomilk booth in pavilion 75 VDNH (January, 30 – February, 1, 2018)

More than 410 companies from 25 countries: Austria, Belarus, Belgium, Bulgaria, Great Britain, Germany, Denmark, Spain, Italy, Canada, China, the Netherlands, Norway, Poland, Serbia, Slovenia, USA, Turkey, Ukraine, France, Czech Republic, Switzerland, Finland, as well as 44 regions of Russia have already reserved booths for the participation in "MVC: Cereals - Mixed Feed – Veterinary-2018» exhibition.

Haarslev reinforces global management team


Haarslev has continuously worked on the development and execution of its strategy to become the global marketplace no. 1, customer focused, technology provider.

The Haarslev management is therefore delighted to announce the appointment of Tony Johnson as Sales Director Asia Pacific (APAC) and General Manager of the APAC offices and Henning Haugaard as Sales Director North Europe and General Manager of the Danish offices in Herlev and Søndersø. We also appointed Maxim Kazlauskas as General Manager of Haarslev’s Russian offices.

Haarslev CEO, Han Defauwes, explains about the new senior management roles: “With these appointments we make sure that we have a strong global leadership team to further drive the growth of our company. Our order intake for 2017 is almost 30% above last year and with these experienced senior managers we can further expand our partnership with customers, end users, business partners and suppliers to ensure business continuity, high quality solutions, and customer care - everywhere and at any time”.

Henning Haugaard

Henning is a Haarslev veteran, having worked almost 30 years for the company. Four years ago, he took on an expat role to build the Haarslev business in New Zealand and Australia. After successfully growing the business to a leading position in that region, Henning has now returned to Denmark, where he will be leading the business in North Europe and the locations in Denmark.

Tony Johnson

Tony worked as an expat in Denmark to create the transition of the European business to its current leading position. He will now take on the same challenge for the Asia Pacific region and develop the regional headquarter in Kuala Lumpur, manage the offices in Malaysia, New Zealand, China and India. APAC is a fast-growing marketplace and Haarslev wants to grow together with our customers.


Maxim Kazlauskas

Maxim started his career fifteen years ago in the processing industry. Ten years ago, he joined Meyn as sales manager Russia. The last years at Meyn, Maxim was Sales director Russia. Maxim has a deep understanding of the Russian processing industry and he developed a wide experience in improving the customer’s business. Maxim will lead the Haarslev offices in Moscow and Belgorod for further sustainable growth.


About Haarslev

Haarslev Industries designs, manufactures, deploys and maintains state-of-the-art systems and equipment for processing fish, animal by-products, by-products from food and beverage production, domestic waste, sewage sludge and biofuels. By supplying solutions that optimize processes and save energy, we help our customers maximize quality, yields and savings—reliably and sustainably. With over 1,200 dedicated employees, we offer process support, engineering, manufacturing and customer care everywhere.

                                                                                                                                              Michael Groen

Five strategies for harnessing the Good Carbs, Bad Carbs trend

Consumers are increasingly lowering their carb intake. [To download a hi-res version of this photo, scroll down to 'Related Materials' and click on the thumbnail image]

Consumers’ quest for better carbohydrates and fewer carbohydrates is creating a wealth of large and growing opportunities, even in the mass market, according to 10 Key Trends in Food, Nutrition and Health 2018, the annual trends report from New Nutrition Business (available at

The trend is fuelled by emerging science – discussed in the media and online – that’s associating carbs with health issues such as weight gain and blood sugar response.

“Consumers are increasingly experimenting with lowering their carb intakes, or improving the carbs they eat, in the hopes of benefiting their health and/or their waistlines,” says Julian Mellentin, author of the report.

In Spain, as many as 63% of consumers are regularly trying to eat fewer carbs, according to an NNB survey; in the UK, that figure is 48% and in Australia 47%.

And in North America, 36% of consumers believe they should eat less bread, pasta, potatoes and rice.

In Japan, food service operators are cutting carbs, with one restaurant chain kneading spinach and chlorella into noodles to lower their carb content by 25%.

“Companies are responding to these opportunities by adopting one or more of five strategies,” says Mellentin. “The biggest of these strategies is Reformulation – not only substituting whole grains for refined wheat, for example, but offering gluten-free variants to take away a big digestive health issue that many consumers have with carbohydrates.”

One area that is moving quickly is the re-formulation of pasta. Explore Cuisine is one of several companies offering pastas and noodles made not from wheat but from dried peas, beans, lentils and chickpeas.

Even the potato industry is experimenting with new low-carb varieties such as Lotatoes, successfully marketed in New Zealand by one of the country’s biggest fruit and vegetable companies.

Some companies are going yet further in changing “bad” carbs into “good” carbs. Hamburg-based milling giant Good Mills has launched a new type of wheat that directly addresses consumer concerns about gluten and difficult-to-digest carbs. Called 2ab Wheat, it is free from gluten and addresses concerns about FODMAPs, a rapidly-emerging consumer concern.

Another powerful strategy that many companies are following is Greener Carbs.

Convenient vegetables, and vegetables in forms that can be substituted for traditional carbohydrates, are the fruit of creative NPD and skilful food technology.

For the first time, vegetables can be as convenient as traditional carbs. For example:

  • Green Giant in the US markets riced cauliflower (for use instead of rice) as well as spiralised vegetables and has massively expanded its range in 2017.
  • Fazer, the Nordic bakery group, successfully markets bread with a 30% vegetable content.

The Good Carbs Bad Carbs trend shows that Key Trends often overlap with, and fuel, one another. Digestive Health, Plant-Based and Snackification are all connected to this trend.

Another trend that’s a powerful driver of Good Carbs is Personalisation. Increasingly, people are going online, doing their own research and crafting their own eating style that they believe matches their needs as individuals. The belief that diet cannot be “one size fits all” is gaining ground.

For about 50% of the population, according to a survey by New Nutrition Business, the idea that each of us has unique nutritional and metabolic needs is becoming an accepted fact. These people, no matter what official dietary guidelines say, look upon carbs as a menu from which they feel free to select some as “good” and reject others as “bad”.

This creates opportunities for companies willing to respond creatively to this much greater variety of needs and beliefs.

Join our farms and agro-industrial sites visits!


Did you know?

From the 3rd to 6t of October, visits of farms and agro-industrial sites (cattle collecting centres, slaughterhouses, experimental stations...) are set up for you by the SOMMET DE L'ELEVAGE.

Limousin, Charolais, Salers, Montbeliarde, sheep farms... more than 30 visits are dedicated to our international visitors.

Round-trips from the SOMMET DE L'ELEVAGE, accompagned by technicians and interpreters.

Tuesday 3rd October: Beef, Dairy, Ovine and Limousin breed pretours.
Wednesday 4th October: Charolais, Limousin, Aubrac, sheep farms, meat R&D centre...
Thursday 5th October: Holstein, Blonde d'Aquitaine, horses, slaughterhouse and cattle collecting centre, herbivores experimental station...
Friday 6th October: Salers, Abondance, dairy ewes farms...

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