Not only do vitamins and minerals promote fitness and health; they can also bring about a considerable cost reduction in the health service. That is the conclusion reached in a recent survey carried out by Frost & Sullivan at the request of Food Supplements Europe. The survey found that in Europe, nearly four billion EUR a year in treatment costs caused by bone fractures resulting from osteoporosis could be saved through the intake of vitamin D and calcium alone. For according to the study, 1,000 mg calcium and 15 µg vitamin D reduce the risk of disorders caused by osteoporosis by 15 percent. At this year’s Vitafoods, SternVitamin will show how manufacturers of foods and food supplements can generate new value-added potential with specific product concepts.
At the exhibition in Geneva, the specialist for customised vitamin and mineral premixes will present individual micronutrient premixes for different target groups and needs. The health and lifestyle concepts range from bone health through strengthening of the body’s defences and the cardiovascular system to beauty support. One example is the new Relax Premix directed towards people at work and also students preparing for examinations. Dr Sabine Hildebrandt, Head of Research & Development at SternVitamin: “The Relax Premix helps you achieve relaxation on hectic days at work without causing sleepiness. On the contrary: you stay wide awake but feel less nervous and stressed.” To achieve this effect SternVitamin composes the premix with ginseng extract, the vitamins B6, B12 and C, niacin and pantothenic acid. This special complex of active ingredients can have a balancing effect, thus strengthening the nerves and enhancing mental performance. That in turn creates new incentive and can help to prevent burnout. The nutrient mix is ideal for fortifying soft drinks, teas, snacks or sweets.
Whether fortified foods or food supplements: today’s market demands much greater differentiation than in the past. The products have to be adjusted to consumers’ individual situations and phases of life. Together with its customers, SternVitamin develops tailor-made micronutrient premixes to meet consumers’ varying needs – from the wish for a child through schooldays, university and working life to old age. In this connection the company emphasises the advantages of the EU health claims in its marketing. “The permitted health claims for vitamins, minerals and trace elements cover a wide range of applications”, says Dr Hildebrandt. “If you take a closer look at the list, you will find something suitable for many regions and physical functions. That offers our customers tremendous marketing potential – especially if the micronutrients are supplemented with health-supporting plant extracts and the like.” In this way the health claims become an effective marketing tool.
