How can personalized nutrition break out of its niche and achieve mass market appeal? This will be one of the major questions tackled at Vitafoods Europe 2018. The trade fair, which will return to Palexpo in Geneva/Switzerland between 15 and 17 May 2018, is the global nutraceutical event, featuring exhibitors from all over the world in four key market areas: ingredients & raw materials, branded finished products, contract manufacturing & private label, and services & equipment.

Advances in genomics and wearable technology have created new opportunities for products tailored to individual consumers. And in a new poll, personalized nutrition ranks as one of the most important industry trends for 2018, behind only clean label and scientifically supported health claims. The organisers of Vitafoods Europe surveyed 208 industry representatives between 14 November and 4 December 2017. They were asked to identify the three most important industry trends over the coming year. Clean label came first (chosen by 49 %) followed by scientifically supported health claims (39 %) and personalized nutrition (21 %).

Yet despite its potential, personalized nutrition is yet to fully hit the mainstream. This challenge will be the subject of a new full-day interactive workshop in the Vitafoods Europe 2018 Education Programme. Experts will explore issues such as ways to improve consumer awareness, and legislative and policy changes that could benefit the category.