N°64 - Évènements /Vitafoods Europe Compte-rendu Hyper-segmentation and Over 20,000 visitors and 1,124 exhibitors from 63 countries. A Finished Products Zone with white labels and laboratories aiming to pursue their international growth that expands from one year to another: one in three exhibitors were there, or 37% to be more precise. The 19th edition of the last Vitafoods exhibition was a resounding success. We were able to determine the A tailor-made approach to key tendencies: sports nutrition, reach the target consumers. which is self-evident, joint health - another evidence, microbiome-related solu- But in order to defi ne as precisely as possible per- tions under all their forms, with “personalized” sonalized nutrition, it is necessary to get to the next nutrition at the forefront. Everyone has been levels - such as the one of connected objects and talking about this one thing over the past few dedicated applications. There are many mobile months: the personalization of nutrition and/or applications that can guide consumers in making supplementation. Very fashionable, therefore, their nutritional choices (Yazzio, MyFitnessPal, although not clearly defi ned in the minds of Azeoo, LifeSum). The Spanish company Monte- the market players. And less so in the minds loeder has specialised in “connected nutrition”. of consumers. For a very simple reason - what We all remember the launch of its Nutroxsun 146 does it involve? Targeting a certain population application, eponymous of an anti-oxidant targe- group (individuals with lactose or gluten into- ting protection from UV radiation. Monteloeder lerance, the elderly, pregnant women)? Pro- continues along the same lines with two digital viding a nutritional answer to a physiological health solutions, one for weight loss - Metabolaid, state (training athletes, recovery, students...)? and the other one for protection from oral pollu- Offsetting a defi ciency or a nutritional imba- tion - Zeropollution. These digitalized ingredients lance- which implies making a precise dia- are an unfailing support for communication with gnosis of the physiological state and, there- the general public and the brands. Precision in fore, collecting physiological data via intru- the form of a question: is this an ultimate form sive or non-intrusive data such as tests and of development of co-branding, which has long measurements, connected objects, dedicated been the spearhead of advertising ingredients apps...? Making available for consumes a amongst consumers? DSM has announced a fi nished product or service? strategic partnership with MixFit and Givaudan. Four entry points to personalization, not at The artifi cial intelligence platform “Mixfi t Intelligent all exhaustive but which may be cumulated. Nutrition Assistant” analyses in real time a person’s Targeting precise population groups: the pro- genetic makeup, alongside his/her diet, lifestyle biotics sector has been doing so for years, and health goals. The platform is connected to with the development of precise solutions a machine that dispenses nutritious blends - the dedicated to children. Such companies are beverages are created in real time using DSM’s Lallemand (Probio Kids), DuPont, Probiotical, Quali Blends premixes, whose fl avours have been® AB-Biotics. personalized by Givaudan (possible masking of the Fytexia has segmented its antioxidants supply, nutrients’ after-taste). adapting it to precise moments in the life of an athlete (Sinetrol Active Living, a combination® Knowing one’s physiological of Sinetrol and L-carnitine).® parameters Protein suppliers are also following a similar approach and offer proteins with amino acid Last year, the Norwegian company Aker Biomarine profi les adapted to different situations and to (krill oil supplier) invited those visiting their booth athletes’ demands - Armor Protéines, Glanbia. to measure their Omega-3 index (Omega-3 Index ■ / Juillet - Août - Septembre 2018 / N°64 / L’Actualité des Ingrédients Fonctionnels & Santé