Vitafoods 2020: Storytelling underscored as consumers seek sourcing narratives

07 Sep 2020 --- Storytelling is taking center stage at Vitafoods Virtual Expo 2020, with industry responding to the rising consumer demands around ethical sourcing. Claims like organic and Fairtrade are proliferating in products that address needs from immunity to protein. Speaking to Diana Food and Allmicroalgae, both of which are presenting at the trade show (September 7 to 11), NutritionInsight sheds light on overcoming challenges in this space.

“It is not a secret that environmental and social issues are impacting more people around the world, from climate change to living wages and safe working conditions. Moreover, access to information has increased companies’ and consumers’ awareness about the shared responsibility they have. More people are conscious about the power of consuming the right products and are engaged with having a positive impact on the environment and society,” says Nuria Macias, Sustainability Manager at Diana Food.

At the show, the company is introducing Organic & Fair Trade Acerola Powder on Acacia Fiber, which offers antioxidants, as well as being a natural source of vitamin C at concentrates from 17 to 24 percent. Isabelle Di Rosa, Consumer Health Category Manager at Diana Food, explains that this natural and native source of vitamin C appears to be more bioavailable for the human body than synthetic ones. 

Consumer interest in sustainability proliferates 
Also reinforcing its sustainability messaging is Allmicroalgae, which is highlighting three of its microalgae ingredients. The products are made entirely in Portugal and are touted as combining the best of both worlds in terms of functionality and a clear ethical conscience.

In general, the interest in sustainable options is growing throughout the population, says Margarida Eustáquio, Business Development at Allmicroalgae. She references the Fridays for Future movement, which has seen school students skip Friday classes to participate in demonstrations demanding action to prevent climate change.

“Gen Z and Millennials are the most influenced, with regards to Fridays for Future movement, which puts them as a major driving force in pushing the global market onto a more sustainable path,” she details.

She continues that the current worldwide situation, however, impacts every generation. “This leads to positive changes in values, beliefs and consumption habits, causing people to value sustainability, natural and organic characteristics. The consumer has more information and cares about the production mode, the certifications, the health benefits and even about the packaging material.”Allmicroalgae is highlighting three of its microalgae ingredients, touted as combining the best of both worlds in terms of functionality and a clear ethical conscience.

Providence takes hold
With “Storytelling: Winning with Words” being crowned Innova Market Insights’ Top Ten Trend for 2020, it is no surprise that Vitafoods is seeing companies tap into this. According to the market researcher, 56 percent of global consumers say that stories around a brand influence their purchase decision. Many of the survey respondents cited wanting to learn where the ingredients come from as a main reason for seeking out stories. 

The market researcher notes a 9 percent CAGR of foods, drinks and supplements launched globally with an ethical claim (2015-2019). Bakery, followed by Dairy and Soft Drinks, is currently the leading category for ethical claims, but Snacks, Hot Drinks, and Sauces and Seasonings are the fastest growing. 

Specifically, Diana Food is focalizing organic and Fairtrade claims. Macias explains that being a Fairtrade-certified company means that it is not just launching a “one-shot” product. “Consumers don’t want to be cheated. They truly understand the meaning of the word trust. They want companies to survive and to have a long successful life only if they are coherent with their values,” she details. 

Challenges of “squeaky-clean NPD”
However, squeaky-clean NPD is not without its challenges, with Eustáquio of Allmicroalgae noting that companies must juggle between consumers’ high standards, maintaining desirable sensory attributes and keeping prices affordable. 

“The R&D process is considerable and there is still a lot to do in the health food products. However, we can never forget the great importance of marketing for clear communication in a trending market with a lot of false information,” she explains. 

One way that the company is addressing sustainability demands is by providing alternative plant-based sources of proteins. Tetraselmis chuii powder has a minimum of 40 percent protein in the dry mass, while Chlorella vulgaris microalgae cells contain a minimum of 55 percent protein. 

“When compared to animal protein production, this vegan protein is contributing positively to the CO2 balance through the photosynthesis process. Additionally, the production of this protein source doesn’t contribute to the emissions of gases, and the use of water in Chlorella production is much lower than in meat production,” explains Eustáquio. Another boost also comes from the smaller production area needed. 

Nexira is also presenting at Vitafoods and has been highlighting the sustainability messaging around its new Baobab Acacia prebiotic. Other moves at the show include Lallemand’s unveiling of a new strain to support vaginal health, while the themes of healthy aging, immunity and gut health are also set to dominate. Diana Food is launching Organic & Fair Trade Acerola Powder on Acacia Fiber, featuring Brazilian acerola fruit. 

Acerola for a range of applications
Di Rosa of Diana Food notes that for several years, consumers have been demanding natural and nutritional products to support their health. “An increasing number of F&B products with claims and health functionalities has been launched. Consumers have to face an abundant offer. Brands will have to face this challenge by guaranteeing naturality, transparency as well as the origin of raw material to reassure and build consumer trust.”

Diana Food’s acerola powders are appropriate for a range of applications, including instant drinks, teas, ready-to-drink beverages, chocolates and bars. Additionally, the minimal processing of the latest powder preserves soluble fruit fibers, generates less by-products and preserves natural pigments better, meaning that the powder is more colorful and closer to the fruit color. 

While the company will continue to develop products that boast organic and Fairtrade credentials, Diana Food is also researching polyphenols in partnership with INAF Institute in Canada. “The program will run over five years and is divided into two parts. The first focuses on the prebiotic effect of certain fruit and vegetable polyphenols, and the second one examines the effect of combinations of polyphenols and probiotics on gut microbiota modulation,” concludes Di Rosa. 

Macias and Di Rosa also further discussed the sustainability credentials of the aceola product in a NutritionInsight video, which can be viewed here.

By Katherine Durrell, with additional reporting by Benjamin Ferrer