Market Updates

We’re delighted to present to you the second instalment of our recently launched series of Regulatory Updates. Our Technical & Regulatory Executive at HTC Health, Kwame Otchere, prepares a monthly round-up covering a broad scope of news related to the European VMS industry that we think our customers might find relevant and useful. This edition includes also the update from HFMA Steering Group Meeting, which took place on the 12th September.

Ireland introduces 23% food supplement VAT

Ireland have introduced a 23% food supplement VAT which comes into place from 1st November 2019. However, this is backdated for the past 4 years. The HFMA advises their members to contact them first if a company is requested to pay any money to Irish authorities.

UK adopts EFSA’s Novel Food status for CBD

The UK have adopted EFSA’s Novel Food status for CBD, and were one of the 3 member states that pushed for the novel food status. However, the Food Standards Agency have admitted that they have not found any safety concerns about CBD. They are currently awaiting a safety report from the COT before providing any updates. Any CBD products currently on the market will not be recalled for the time being.

Changes in B2B communication of health supplements

The Health Claims Regulation will now apply to B2B communications that are marketing health supplements as finished products. For example, health claims made through articles, business brochures and even trade shows must be authorised. Previously this regulation applied to B2C communication only, but there is currently a lawsuit in Germany regarding a similar case, which prompted the UK to adopt this stance.

More efficient controls required for food supplements

The Director of Regulatory & Scientific Affairs at Food & Drink Europe (FDE) declares EU legal framework for food supplements is ‘among the strictest in the world’, but efficient controls are required to accompany this framework. This was in response to a study in The Netherlands discovering 64% of supplements contained pharmacological substances.

Many of the products contained tiny quantities of these substances, suggesting this was accidental and down to substandard production processes. But these small quantities can result in a positive doping test and have dire consequences on athletes. Some products contained doses that were far above safe, indicating these pharmacological substances were added by purpose.

It has been recommended that supplements follow similar regulations to pesticides for enforcing efficient controls.

Click here to read more.

Nicotinamide Riboside Chloride confirmed as safe

The European Food Safety Authority has confirmed the safety of Nicotinamide Riboside Chloride’s safety, vouching for this Novel Food as a reliable Niacin (vitamin B3) source.

The ruling states it is safe up to 300 mg per day for the healthy adult population. For pregnant and lactating women the ingredient is safe up to 230 mg per day.

Click here to read more.

Norway to tighten supplement ingredient laws

From January 2020 Norway plans to make a number of changes to food supplement legislation. For example, DHA and EPA will have a recommended daily dose of 1.3 and 1.8 g per day, respectively. Turmeric has been limited to 210mg per day, and caffeine has been limited to 300mg per day, divided into at least 3 doses per day.

There will also be additional requirements when registering a food supplement with the Norwegian Food Safety Authority. Some of the added requirements will include chemical name, molecular formula and CAS number of the ingredient.

Click here to read more.

Poland set maximum vitamin and mineral limits

Poland’s Ministry of Health has the country’s maximum limits for vitamins and mineral in an attempt to address the lack harmonisation in Europe. This move mirrors recent action by Germany, The Netherlands and Ireland. Folic acid, niacinamide, nicotinic acid, zinc and magnesium are amongst the vitamins and minerals affected by this change.

Click here to read more.

DFA increases iodine levels in salt

The Danish Food Agency has increased the iodine in salt, in an attempt to reduce the prevalence of iodine deficiency in pregnant and breastfeeding women. Salt will now contain 20mg per kg instead of 13mg. However, they state salt consumption should not increase and the idea is to increase iodine intake from current intakes of salt.

Iodine is an essential mineral and the EU recommends 150mcg per day. The number of sources is limited so there is a risk of deficiency. Iodine deficiency increases the risk of permanent retarded foetal development, stunted infant growth, perinatal death and low birth weight.

The majority of pregnant women intake adequate iodine from supplements but women not taking a supplement is likely to be iodine deficient. Household salt and products containing salt e.g. bakery, will all have to comply with this change.

Click here to read more.

‘Thermogenic’ supplement claims ruled as misleading

The Advertising Standards Agency (ASA) has ruled that a popular Green Tea extract breached advertising standards by claiming their Green Tea supports fat oxidation and is thermogenic. The ASA ruled these claims to be unsubstantiated and misleading.

The claims made on the supplements have not been approved but they are currently on hold. For such claims there must be adequate scientific evidence provided to the ASA before it can be used for marketing. But the ASA deemed the research provided to be insufficient because the dose used in the study was double the dose in the product.

Click here to read more.

If you have any questions relating to the news presented above, please do not hesitate to contact us for more information, as we’d be happy to advise.

We’re delighted to share with you a curated rundown of industry news we found interesting in the past week. We’ll be presenting such updates on a regular basis and we hope you’ll find them interesting too.

Vegan Gummies On The Rise

It seems Vegan gummies are still and continued growth in the VMS market with two new lines popping up within short succession.
Doctors best have launched 6 new vegan gummies focusing on delivering clinical dosage levels to meet specific health supplements needs. Look at their new gummy range here: https://www.drbvitamins.com/
The Wicked Gummy Co. have also come up with their own vegan solution for the gummy vitamin market. https://wickedgummyco.com/

Personalised Nutrition

Personalised Vitamin companies are asking for samples of customers blood to provide a truly individual service. Is this a step too far? Click here to read more.

Vitamin D Deficiency

Researchers at Leeds university held a survey which had some interesting results, with most parents receiving little or no information on vitamin D during pregnancy. To read more on how they propose to tackle this issue, click here.

Vitamin D deficiency is a continued issue within the UK and there are some long term plans being proposed to tackle this issue. Click here to read more.

Importance Of Delivery Format’s Design

Having trouble swallowing certain supplements? A new report has been released which is all about the size, shape and texture of supplements and highlighting what was easiest to swallow. Click here to read more.

Following the latest appointment of the new Technical & Regulatory Executive at HTC Health, Kwame Otchere, we’re delighted to present to you a new series of Regulatory Updates that we’ll be publishing on a regular basis. Kwame’s monthly round-ups will be covering a broad scope of news related to the European VMS industry that we think our customers might find relevant and useful.

France to ban titanium dioxide in food from 2020

France will prohibit the use of titanium dioxide (E171) as a food additive from 2020. The decision made after the country’s health and safety agency said there was a lack of evidence to guarantee the safety of the substance.

Critics emphasise the lack of nutritional value and its null effect on shelf life. There may also be health risks due to nano-particles that could pass through the walls of various organs.

Titanium dioxide is widely used as a whitener in cake icing, toothpaste, sunscreen, and medicine and food supplements. The ban will come into place from January 2020.

Click here to read more.

France increases the maximum level of vitamin A from 800µg RE to 1000µg RE

The French Authority has increased the maximum vitamin A level in the general population from 800 µg RE to 1000 µg RE. The maximum levels for children have also increased (200µg RE for children under 10 years and 500µg RE for children over 10 years).

Maximum levels were not increased for pregnant or menopausal women because vitamin A is teratogenic, and there is a link between excess vitamin A and osteoporosis, respectively. 

Maximum levels in the EU vary with Belgium setting their level at 1200µg RE but Germany limits it to just 200µg RE.

Click here to read more.

Sweden’s Supreme Court outlaws the sale of CBD oil containing THC

Sweden’s Supreme Court ruled that CBD oil containing any quantity of THC is considered a drug. THC is the psychoactive compound found in cannabis.

CBD oil containing any THC will have to be approved or registered in line with pharmaceutical legislation. This ruling effectively bans the retail sale of CBD oil in Sweden. The ruling provides much-needed clarity for the CBD industry despite going against them.

Click here to read more.

Cannabis trade association plan legal action against the FSA

A trade association representing the UK’s cannabis industry plan to sue the Food Standards Agency (FSA) over adopting the European Food Safety Authority’s (EFSA) ruling to classify CBD oil as a Novel Food.

Ingredients classed as Novel Foods require pre-market approval that has been set out in Regulation 2015/2283, which can be a lengthy process. The trade association believe the stricter regulations make it impossible for small business to compete because of the potential costs and time involved.

Click here to read more.

UK Government introduces ‘Natasha’s Law’

The UK government has introduced a new food labelling law that will come into effect from the end of summer. It will be mandatory for food businesses to provide full ingredients labelling on pre-packaged food.

This change was brought after the tragic death of Natasha Ednan-Laperouse, who died after suffering an allergic reaction to a Pret a Manger baguette.

Currently, food prepared on the premises in which it is sold is not required to display allergen information in writing. But the change should give allergy sufferers more confidence when purchasing food.

Click here to read more.

EFSA express concern over the quantity of phosphate consumption

EFSA scientists believe phosphate intake may exceed their new set safe level. After re-evaluating the safety of phosphoric acid the agency calls for an Acceptable Daily Intake (ADI) of 40mg per kilogram of body weight (mg/kg bw) per day, this is 2.8 grams of phosphorus per day for an average adult weighing 70kg.

Currently, phosphates as additives in food supplements can be used as much as technologically needed. EFSA’s experts found that people taking regular food supplements may exceed the ADI at levels associated with risks to kidney function. Thus they also recommend introducing maximum permitted levels.

Click here to read more.

Facebook to address misleading health claims

Facebook announced they will reduce the number of posts with exaggerated health claims and ban those selling products using these health claims. This comes after research revealed Facebook as the largest source of fake news and misleading claims.

These posts spread easily because social media algorithms give more exposure to posts with high engagement. Many of misleading claims related to the marketing of sports nutrition. 

Click here to read more.

Traces of erectile drug found in jelly food supplement

Belgian authorities are recalling a jelly food supplement after tests found the product was adulterated with the drug sildenafil citrate. This drug is used to treat men suffering from erectile dysfunction.

The dietary supplement from South Africa is promoted as being able to stimulate erectile function but there are no permitted health claims due to the lack of evidence.

Click here to read more.

Belgian Authorities recall ‘study pull’ over excess caffeine and vitamin B6

Belgian authorities are also recalling a Dutch food supplement marketed as a study aid. This was after tests found the caffeine and vitamin B6 exceeded the recommended daily limit. There was also a lack of evidence to back the claims of improved study performance.

Click here to read more.

If you have any questions relating to the news presented above, please do not hesitate to contact us for more information, as we’d be happy to advise.

Global market research company, Euromonitor International, released a new white paper summarising the findings of their 2019 Health and Nutrition Survey.

With over 20,000 respondents across 20 core markets around the world, the report provides consumer insight into everyday and long-term health behaviours and attitudes, with a specific focus on mental well-being, dietary restrictions, sports nutrition as well as vitamins and supplements. As a company which strives to stay on top of the trends within our marketplace, HTC Health recognises the need to understand consumer perceptions and habits, in order to be able to formulate the best competitive proposition for our customers.

The landscape of health and nutrition is constantly changing with consumers looking to improve their well-being in a different way than they used to. As new trends emerge and consumers focus more on the holistic approach to healthcare, brands and companies must adopt a similar view when developing their products and services and look for innovative solutions addressing the evolving trends and disruptive changes within the industry.

Mental well-being key to feeling healthy

In line with many other publications coming to light recently, Euromonitor’s report reveals a dramatic shift in attention to mental well-being. 65% of the Survey respondents agree that the meaning of ‘Being healthy’ has more to do with the state of mental welfare rather than with avoiding illnesses or staying in top physical form, which traditionally would have been associated with the overall level of good health.

Amrutha Shridhar, research consultant at Euromonitor, explains that “mental well-being encompasses several areas, whether it is feeling relaxed, calm, confident or self-assured, but most importantly consumers are looking to spend time on themselves.”, which is perfectly in line with the recent trend of “self-care” gathering many promoters.

Stress and anxiety seem to be an increasingly worrying issue. Japan, Italy and Poland ranked as the top 3 countries with 20% or more respondents reflecting on high or extreme stress levels, due to the rise of social media, fast and on-the-go lifestyle, alongside fluctuating political and environmental landscapes. It’s becoming clear that consumers are making active changes in their daily behaviours with the aim to lead more balanced lifestyles and maintain mental health.

With these shifting attitudes, it’s important that brands adjust their strategies and products to fit into these lifestyle changes if they want to remain relevant and grow a loyal consumer base.

Addressing the new breed of consumers

According to the report, Multivitamins remain the most popular form of health supplements in both Europe and North America and staying in the top 3 in the other big markets. Multivitamin supplements encompass a variety of health-boosting ingredients in one tablet, making it easy-to-use and efficient to take. They are thought to provide overall health and wellness, mainly by supporting the immune system and providing energy.

Even though the majority of respondents claim to prefer getting their nutrients from a balanced diet rather than from behind a pharmacy counter, they also seek convenience in getting the right vitamins and minerals that supplements provide, mainly as a form of prevention rather than treatment. The trend to focus on nutritious diets is most popular in Europe, where the level of trust in supplements is relatively low with only just 40% of respondents agreeing they were safe to consume, compared to nearly 70% in North America.

As well as revealing a general lack of trust in health supplements among Europeans, the report also shows where the consumers go for advice on health and nutrition. Fortunately, the health experts (doctors and other medical professionals) top the charts, with most respondents pointing at them as the most reliable source of health-related information. Friends and family, as well as dietitians and nutritionists, also enjoy a relatively high degree of trust, with brand ads, social media influencers and celebrity endorsements ranking the lowest.

With vegan trend clearly going main-stream, it’s important to understand the driving forces behind purchasing decisions. Diet choices are not only dictated by food intolerance or personal health anymore. While it might be true for products boasting sugar-free or high-protein claims, as the report demonstrates, more and more consumers look for products that help them support wider issues, such as environmental changes, animal welfare or local community engagement, which makes it essential for companies to highlight these aspects when engaging with this new breed of consumers.

Sports nutrition to support balanced lifestyle

Fitness trends continue to grow, with more and more consumers seeking a wider range of physical activities to combat their sedentary lifestyles. Alongside mental well-being and healthy eating, exercise is becoming a vital part of leading a balanced lifestyle. The report highlights the connection between physical activity and promoting person’s fitness image via social media, encouraging companies to strengthen their presence in this channel if they want to reach these consumers and in the long-term become part of their regular fitness routine.

To resonate with this active consumer group, the brands need to make their whole strategy social-media-friendly, starting with eye-catching packaging to collaboration with gyms and personal trainers. It’s also important to understand why specific groups reach for sports nutrition, with men focusing more on strength and muscle tone and women looking for weight-loss aids. According to the report, both genders are consuming sports nutrition products to hydrate, recover and increase endurance.

The balanced lifestyle and diets consumers are prioritising are also reflected in the most sought-after sports nutrition features, with the convenience of ready-to-drink shakes and energy bars, but without compromising on ingredients, keeping their diets clean and supporting their fitness regime in a healthy way.

As the report’s author points out: “The overall movement towards living a balanced lifestyle and focusing on health-care with a holistic view is rooted in the idea that making these changes can prevent illnesses and ailments in the future.” The new, pro-active consumer would rather spend time now on enhancing their diet, improving their fitness level or looking after their mental well-being, rather than seek treatment for issues at a later stage when the conditions have already developed. Therefore, it’s important for brands to stress the preventative aspect in their communication and make it clear how the health supplements fit with the holistic approach to health.

If you’re interested in reading the full report on Top Consumer Trends Impacting Health and Nutrition, you can download it by clicking here.

Did you know that this week we celebrate National Vegetarian Week? NVW is all about getting stuck in and going veggie for the week! At HTC we’ve noticed a growing interest in our vegetarian products, which is why we’re constantly investigating new ways to extend our vegetarian-friendly portfolio.

National Vegetarian Week 2019 runs from 13th till 20th May this year and it’s all about eating delicious and exciting veggie food. NVW is the annual awareness-raising campaign promoting inspirational vegetarian food and the benefits of a meat-free lifestyle organized by Vegetarian Society in the UK, a national charity that is passionate about veggie food.

Over the past few years, there has been a noticeable shift towards vegetarian and vegan supplements as consumers are becoming more health conscious and are seeking products to fit in with their plant based diets. This trend towards vegetarian and vegan supplements is expected to increase into a worldwide movement as influential people and celebrities extend their endorsement to this lifestyle. This year’s impressive line-up of celebrity supporters of the National Vegetarian Week features names such as Stephen Fry, Ella Mills from deliciously Ella, Si King and Dave Myers of the Hairy Bikers, Gennaro Contaldo, TV chef, author and restaurateur, and most recently Henry Firth and Ian Theasby, Sunday Times best-selling authors, founders of BOSH!

National Vegetarian Week 2018 saw events happening across the country. There were 100+ events put on by community groups, schools, universities, colleges, Brownies, individuals and others – all of which were awarded grants to help their communities get stuck into National Vegetarian Week.

All things veggie and plant-based are very much on trend at the moment so National Vegetarian Week 2019 is set to be even better than last year’s edition! Now, more than ever, it is important to stay in tune with the needs of those consumers looking for vegetarian options and vegan alternatives. HTC Health has responded to this lifestyle trend by extending our existing portfolio by adding new vegetarian products to almost all product categories, most recently focusing on a delicious vegetarian addition to our Gummy range – blueberry Hair, Skin & Nails Gummies, pectin-based. You can check out our whole vegetarian and vegan line-up here.

If you’re interested in tapping into this lucrative and constantly growing segment with any of our vegetarian offerings please do not hesitate to get in touch at 01923 652529 or sales@htc.co.uk. We’ll be happy to give you more info about the products and provide you with a free instant quote.

Food Supplements Europe (FSE) has recently published a report that identifies supplementation as a cost-effective approach to reducing the strain on health system caused by caring for patients suffering from chronic diseases.

The report entitled “How food supplements can help contribute to public health in Europe”, which was published on FSE’s website, calls for including supplementation in general health policy to improve the health care system efficiency. With scientific evidence in place, the publication makes a strong case for health supplements being able to help deal with financial consequences of chronic disease care.

Authors of the study note that significant population groups are failing to achieve optimal nutrient intakes and are at risk of deficiency, which may result in development of serious health conditions. A review of 21 European countries found that none of the examined populations met even 40% of the recommendations for macro and micro-nutrients, showing just how far off the target we currently are.

Conflicting studies continue to underestimate the use of supplements in a healthcare settings, along with budgetary concerns and approval issues in some of the countries. Just in the UK, in 2017 NHS revoked its recommendation for supplementation of Omega 3 fatty acids, lutein and some of the antioxidants, along with some herbal remedies and homeopathy. The plans intended to save the service £200m a year.

However, FSE, an industry group that represents the European Food Supplement sector, argue that the use of supplements in a medical or health setting would drive down health costs and improve population wellbeing.

The report cites current health spending in Western Europe at €1.4tn annually in 2015 with predictions of a rise by 4% to nearly €1.8tn a year by 2020. With the added burden of ageing population, the authors of the report warn that these levels of spending would become unsustainable.

Analyses commissioned by FSE revealed significant potential savings in healthcare costs – up to €64.5bn over 5 years – by providing targeted daily supplementation with omega-3 fatty acids (fish oils), phytosterols or calcium & Vitamin D3.

The full report can be accessed here.