Vitafoods Europe 2022 will begin its in-person conference programming next week spanning May 10-12, taking place at Palexpo convention center in Geneva, Switzerland. The online portion of the event began on May 2, running until May 13, which includes educational content and data-driven matchmaking in order to conduct virtual meetings for a full week ahead of the in-person opening.
 
The event platform and SMART technology will also enable visitors to plan their visits to Geneva and set up in-person meetings in order to maximize their time at the in-person event.
 
Ahead of the event, Heather Granato, vice president of content at Informa Markets, shared some of what visitors can expect at this year’s conference, including some of the key themes and industry trends to watch out for.
 
“In terms of numbers, we’re expecting 25,000 participants online and in person from over 126 countries, and up to 700 exhibitors – from large multinationals to SMEs [small- and mid-size enterprises] and start-ups,” Granato said. “It’s this broad breadth of suppliers and innovators that sets Vitafoods Europe apart, and offers real value to visitors looking for their next product development or supplier partnership.
 
“This is particularly pertinent as supply chains have been under immense pressure in the last two years, partly due to COVID-19 and ongoing world events. At Vitafoods Europe 2022 visitors can meet new potential suppliers that can help build greater resilience into their supply chains.”
 
Event Themes
 
There are several themed areas of the show this year. Alongside the mainstage, which will feature Vitafoods Insights, there are three other stages/theaters: life stages, new ingredients, and probiotics. Meanwhile, resource centers on omega-3 fatty acids and probiotics will offer a deeper dive into these two ingredient markets via bespoke and exclusive expert content.
 
The New Product and Ingredient Zones will showcase new technologies, formulations, and products, along with recent research. The Innovation Tours at the convention will also showcase new launches. Three digital tours launched on May 2, while there will be four in-person thematic tours hosted by Nutrimarketing.
 
For those seeking to grow their businesses and stay ahead of the competition, the Start-up Pavillion will include eleven innovators and entrepreneurs showcasing their ingredients, technologies, services, and finished products.
 
Sustainability will also be a running theme, both in the Sustainability Corner and with complementary content on the Main Stage. Vitafoods Europe 2022 will be a paperless event – attendee badges will be digital and exhibitors will be provided with a QR code functionality to share content with visitors.
 
Trends on the Horizon
 
Granato noted that she expects several consumer/market trends to be apparent in every visitor’s experience at the show.
 
The first trend she noted was today’s consumer concept of interconnected, holistic health.
“The pandemic continues to challenge consumers’ understanding of what ‘health’ means to them; it triggered an increased focus on personal health and wellness like never before,” Granato said. “Running parallel to this, more people are starting to understand how the different parts and systems of the body are interconnected – not just physical areas such as gut health, but also mental wellbeing and emotional health too. This has led to many consumers taking an increasingly proactive approach, looking for ways to improve their health across multiple areas for an overarching wellness goal – so-called holistic health.
 
While gut health has been a stalwart category in this industry for some time, the role that a healthy gut plays in many other facets of health will be a central talking point, Granato said. “Advancements in science continue to highlight the gut microbiome’s influence on various, broader strands of health,” Granato said. “The link between the gut and immune health is perhaps the best-known example of this, yet other health areas are now being linked to it, including brain health, weight and obesity, diabetes, and some skin conditions, as we further our understanding of the microbiome and its impact upon our overall health.”
 
Granato said that, more than ever before, consumers are asking the question, “What else can I do?”
 
“While the pandemic caused immediate changes in consumers concerns and outlooks, the lasting impact is many people now think of health in terms of maintenance and prevention, rather than just focusing on addressing a problem. Working to a ‘healthy equilibrium’ affords brands the opportunity to support a preventive, long-term approach to health – moving from ‘cure’ to prevention.”
 
Lastly, Granato said to expect plenty of products to blur the lines with on-trend delivery platforms that offer dietary supplement benefits in the form of food- and drink-like products. “Whether it’s incorporating medicinal benefits through food, foodification of supplements, or using the latest medicinal herb, innovation in convenience-focused brands is bringing nutrition back to the category.”