The energy crisis? Vitality levels the priority, say DSM as Vitafoods showcases recharging solutions

By Will Chu

- Last updated on GMT

The energy crisis? Vitality levels the priority, say DSM as Vitafoods showcases recharging solutions
DSM reveal flagging energy levels are now at the forefront of consumer concerns as manufacturers respond with a raft of products designed to reduce levels of tiredness and boost vitality.

The nutrition giant’s Global Health Concerns study 2019 reveal that energy levels and tiredness replaces weight as the primary consumer health concern in the EMEA (67%) region, compared to DSM’s previous study back in 2017.

In second place is protection against disease later in life (64%) and eye health (62%) as DSM’s Maria Pavlidou, head of marketing communications, human nutrition and health EMEA added, “These new findings will help support customers in bringing innovative products, inspired by consumers’ needs, to the marketplace.

“We launched a range of new consumer-driven product forms and customisable natural nutrient premixes at the show.”

DSM took Vitafoods Europe as an opportunity to showcase its new life’sDHA​ S24-P100 powder, an ingredient made from a sustainable, natural algal oil source.

Also debuting at the show is DSM’s animal-free Quali-A forms, recently launched to the dietary supplements market to meet the growing demand for vegetarian and vegan products.

Next-gen prototypes

DSM’s booth also hosted a selection of next-generation prototypes in which attendees can gain a sneak peek of the types of concepts that the firm are currently working on.

Inspired by consumer insights, these prototypes include an energy-boosting tablet formulated to include caffeine, taurine, guarana and carnitine.

The concept compliments DSM’s current offerings, which include its cardio-protective functional ingredient Fruitflow, a blend of 30 water-soluble bioactive compounds to aid with cardiovascular health.

Offering natural ways to boost energy levels was a key theme at this year’s event particularly for sports nutrition firms with Norwegian firm KappaBioscience highlighting its K2VITAL Energy Sports Gel.

This supplement, formulated to contain vitamins K and D, targets athletes contributing to the recovery of normal muscle function (contraction) as well as the maintenance of strong, healthy bones,

Other firms in the energy-boosting sector include Novapharm and its Superfruit Antioxidant Collagen liquid food supplement.

Blended to contain goji berry, acerola, vitamins (E, D, C), calcium and 5 grams (g) fish collagen in the same formula, the product contains no sugar or sweeteners.

More survey results 

The DSM Global Health Concerns study 2019 also reveal attitudes towards dietary supplement usage.

Here, data shows a significant increase in usage in the EMEA region compared to previous research (37% in 2019 vs 28% in 2017), with products primarily taken to boost health in general (56%) and improve the immune system (46%).

The study, which interviewed 8,000 consumers from 16 countries worldwide, also reveals that over 80% of the global population strongly agrees with the statement: ‘natural products are better for me’.

In addition, 40% of those interviewed consider that “naturalness” is important when buying a dietary supplement.

Among parents of children aged under 16 years, almost 70% are most concerned about their child’s immunity, followed by the quality of his or her nutrition as well as protection against diseases in later life.

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