SUPPLEMENTS AND FUNCTIONAL FOODS: A MARKET THAT KNOWS NO CRISIS
Supplements Vitamins
Supplements to promote intestinal well-being
Italian consumer makes use of two dietary supplements and functional foods. In 2010, the national turnover reached almost EUR 3 billion.
Knows no crisis the supplement industry. It is estimated that the worldwide market will reach $ 243 billion over the next four years. Italy is no exception. Italian consumer makes use of two dietary supplements and functional foods. In 2010, the national turnover reached almost EUR 3 billion.
"The industry is constantly growing and feverish John says Borroni-CEO of Wellcare, the first Italian agency Marketing and Communications specializes nell'Healthcare consumer and, in particular, in the supplement industry, the nutraceutical and nutrigenetics. - It's spreading a new demand for health: active, planning and targeted. Against this background supplements and functional foods contribute, along with a lifestyle more appropriate to stabilize the well-being and physiological balance. always points offer more customization based on natural ingredients, scientific research stimulated by traveling at a speed rivaled only by information technology. "
Just a company of Italian-American Silicon Valley went the Oscar nutraceutical and biotechnology industry internationally. The Creagri Inc, founded by a biochemist in Calabria, was able to isolate the active ingredient in olive oil in the Mediterranean diet. The journal Nature, has just published a study of the American University of Nebraska has classified the intestinal flora into three main categories.
So soon, you can also make targeted probiotics. Maybe the right ones to combat hay fever, according to the findings from another study English. Meanwhile, the latest international news were presented in Geneva May 10 to 12 at Vitafoods Europe and Finished Products Expo, the largest event dedicated to the world of supplements, functional foods, dietary supplements and nutraceuticals. More than 600 exhibitors: laboratories and research institutes, manufacturers of raw materials and innovative brand.
"In general, there is great attention to the balance between nutrients - said Giovanni Borroni. - Increasing, for example, the role of good fats and the use of prebiotics. Growing food supply enhanced, such as juices ready for use. Goodbye old approach of issuing pharmaceutical research with specific activities for each component. assets are now understood in a broader context of the design of the formula, considering the possible extent of metabolic interactions.
With the new release techniques, the component is conveyed in a more targeted way, supporting the natural processes of absorption, bioavailability and to optimize the balancing of metabolic functions. For example, the oils must be released in the intestine and not in the stomach, is a matter of taste for both absorption ".
The trend? "It can be summarized as follows: more pleasure, more comfort, more specialization," summarizes Borroni.
Source: Foodnews
Supplements Vitamins
Supplements to promote intestinal well-being