VITAFOODS ASIA 2011 - Pan-Asian Interest in Health is Alive and Well

MORE than 2,150 visitors from over 40 different countries, including Australia, Malaysia, China, Japan, Thailand, Viet Nam and the Philippines, attended the premier Vitafoods Asia from 7-9 September 2011 in Hong Kong. For the first event of its kind, the range and quality of the nutraceuticals and functional food and drink ingredients from over 125 exhibitors was impressive. Equally notable were the informative and interesting seminars held through the three-day show.

Seminar sessions on some of the latest research, nutraceutical and functional food and drink innovations were often standing room. Keynotes from Daniel Quek, chair of the ASEAN Alliance of Health Supplement Associations, on 'Regulatory Harmonisation in ASEAN', and from Katrina Diamonon, Consumer Insight analyst at Datamonitor, on 'Functional Food Trends in Asia' were particularly well received amongst the visitors. On the other hand, the presentation on 'The Regulatory Environment and Nutrition Market of Functional Food and Ingredients in China' by Professor Yang Yuexin of the Chinese Nutrition Society was well attended by exhibitors.

Owing to the quality of exhibitors, productive exchanges on speciality ingredients like probiotics, nutrient premixes, natural colours, botanical extracts and flower pollen extracts were made. Trade visitors also took advantage of free one-on-one advisory sessions from EAS, which provides strategic advice on nutritional products.

Optimism for the market

Asia Pacific is the second biggest global market for functional foods behind only the USA, with market value expected to reach $48 million in 2012. In spite of unsteady global economic climate, a number of exhibitors remain optimistic that the region will remain a significant market.

If anything, a bad economy helps the premix industry and companies like Fortitech. "The type of services we offer benefit customers, since they don't need to invest in all the equipment, testing and quality facilities – we can provide all the specific nutrients, blend them as one premix for them," said Richard J. Schleif, director of marketing at the strategic nutrition company. "We're fortunate not only to be a global player, working in a variety of countries, but that we work in a variety of different applications – food, beverages, pharmaceutical, from dairy to confectionery, RTD beverages. So depending on which market is up or down, Fortitech is able to 'weather the storm' until it gets better, unlike a company that just focuses on beverages or just on dairy."

Antoine Dauby, Naturex SA group marketing director, has no doubts that the market for wellness products will remain buoyant. "Natural ingredients are still a demand, and I don't see why it should be different [in a weak economy]. It's a real big trend, and more and more there is a demand natural ingredients. Although the regional markets may have different requirements, this is a real global trend," he said. "The average income is rising in the emerging countries, and that is why we are bringing our natural colours, speciality botanical extracts, and fruit and vegetable powders to these markets. These bring an added value to the product without additional cost. It doesn't mean that just because it's natural, it's necessarily more expensive."

Danisco is equally confident that the market for their functional ingredients will further expand given still growing consumer preference for health and wellness trend. "This megatrend is very well set and with our broad portfolio, Danisco is very well positioned to provide solutions," said communications director Sarah-Jane Jumpannen. "New ingredients introduced this year are also in line with the megatrend. We have pine-derived phytosterols, which address cardiovascular health. We have our vitamAir Jordan