Introduction to Summer 2019 Issue

Vitafoods Asia, the nutraceutical event for the Asia Pacific region, brings together the three key ingredients required to develop and launch new innovations from lab to market: science, business, and government agencies.

Nutraceuticals have positive physiological effects on the human body, but do not easily fall into the categories of food or pharmaceutical drugs. Research-based, nutraceuticals offer the benefits of medicine and health delivered through functional foods and beverages.

Nutraceuticals deliver benefits for gut health, beauty-from-within, cognitivefunction and stress support. They can help address issues such as obesity, aging, or cancer, and may be used to boost immunity. They can also be used to improve mood, sleep quality and psychological performance. Key consumption trends in nutraceuticals in the Asia Pacific region for 2019 include:

1. ‘Feel the benefit’

Most food or beverages that carry a nutraceutical benefit do so over time and cannot be felt immediately, but one category of nutraceuticals offers an immediate ‘feel the benefit’ effect.

2. Low Carb, High Protein

Across the world, dieticians are recommending low carbohydrate, high protein diets to address diabetes, which, along with diet trends like keto and paleo, has increased demand for protein supplements.

3. Willingness of Consumers to pay a premium price

Convenience foods linked to a trend are commanding premiums of 100-300% over regular versions of the same food, e.g. high-protein bars and puddings.

4. Provenance

Consumer interest in Asia in where healthy products come from is increasing demand for products sourced from Australia, New Zealand and France, to drive sales of nutraceuticals across the region, especially in China.

5. Nutricosmetics

Nutricosmetics blend cosmetics with nutraceuticals and can address issues associated with aging.

6. Healthy aging

The Asian Development Bank (ADB) says that Asia’s elderly population is projected to reach some 850 million by 2050 and that consequently, in the next few decades, the region’s population will become one of the oldest in the world.


An emerging trend in the food industry is for Low-FODMAP accredited products.

Register for Vitafoods Asia

Vitafoods Asia 2019 is an event that helps shape the food industry for optimal health through science and innovation. It returns to Singapore between 25-26 September 2019. Registration for Vitafoods Asia 2019 is now open, please visit

Charles Faulkner,
Editor, Nutraceuticals Now

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