Food & Well-being: where health, innovation and nutrition merge with consumer needs
“We want to bring science and knowledge to the market."
Collaboration between all actors in the sector is essential to achieve an innovative sector committed to healthy ageing”, said Lorena Savani, Mission Lead & Healthier lives through Food at EIT Food in this more than essential session about health and nutrition trends. One session that has shown real examples of products and developments that promote healthy living and integrate well-being into the market.
Lorena drew attention to the fact that 80 percent of diseases can be prevented by a healthy lifestyle and agreed with several members of the panel on the need to “rethink “our relationship with food. By the year 2050, 30% of Europeans will be over 65 years old and for this reason “our food systems must evolve to keep Europe healthier as it grows older”, she highlighted.
Food Brands and good health
78% of consumers believe that healthy consumption and well-being is in their hands, but almost half expect food brands themselves to ensure it. This is what Juana Manso, Marketing Director at Campofrío Spain, put on the table for discussion in which also participated Marta Iguacen, Health & Nutrition Director at Danone and José Manuel López Vilariño, R & D Manager at Hijos de Rivera.
Manso, who pointed out that consumers are asking companies for transparency in relation to their ingredients, also said that Campofrío is working in this area by simplifying its products and reducing additives and salts.
On the other hand, Marta Iguacen wanted to highlight the importance of good habits and mental health for consumers and she said that this is increasing everyday. “New segment with holistic health perception are winning in the market, but taste it is still a must”, defended Danone´s expert.
All the speakers where agree about the challenges of the future, above all in this ageing Europe. Make people more conscious, invest in innovation and gain credibility are some of this goals for the near future.
In this sense, EIT Food works with all types of partners to identify challenges and opportunities for healthy ageing, for example by reducing salt and fat intake and increasing fibre intake, added Savani.
“Education, innovation and above all, collaboration with different actors of the sector will be the key to get a more healthy and sustainable future”, concluded Lorena.
“It is not just about adding years to life -it´s about adding life to years, and food will be one of the most decisive factors”.
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