CPHI 2024: Expanding health market bridges the gap between pharma and nutraceuticals

The pharmaceutical and nutraceutical industries are convening in Milan, Italy, next week for the 35th edition of the CPHI trade show (October 8–10). We meet with representatives from industry players Bioiberica, Pharmactive, AB-Biotics and HealthTech Bioactives (HTBA) to discuss health benefits taking center stage at the show, from mental and heart health to women’s health, gut health and beyond.

“The active pharmaceutical ingredients (APIs) and branded ingredients we’ve chosen to highlight at CPHI speak to the healthcare industry’s ongoing evolution, where the lines between the pharmaceutical and nutraceutical spaces are becoming increasingly blurred,” Antonio Vendrell, marketing director at Bioiberica, tells Nutrition Insight. 

He expects the ongoing trend for holistic wellness will continue driving consumer demand for food supplements that address all areas of well-being, from “mobility and healthy aging, to skin and beauty, women’s health, gut health and more.”

Bioiberica is championing “health for all” at this year’s show. It will present its biologically derived APIs, nutraceutical ingredients and activities to support a circular economy model. 

Carlos Rodriguez, communication manager at Pharmactive, notes that “all signs show” that the food supplement is expected to grow, driven by various trends. 

“Natural and science-backed products are increasingly in demand, as consumers seek effective, well-researched ingredients. Clean labels and transparency are also priorities, with people favoring products that are clear about their sourcing and free from artificial additives,” he details.

“There is a strong focus on preventive health, with supplements being used for long-term wellness, and sustainability in product manufacturing is gaining importance. The increasing focus on mental health, particularly post-pandemic, is driving demand for supplements that promote relaxation, cognitive health and mood enhancement. These trends indicate a shift toward natural, transparent and eco-friendly products.”

Consumer-centric solutions

Bioiberica’s Vendrell adds that consumers prioritize convenience by looking for solutions to incorporate into busy lifestyles. “This is leading to a rise in demand for functional food and beverage application formats to help them achieve their health goals.” 

“While traditional pills and capsules will always serve a purpose, we expect to see more diversified food delivery formats entering the market, including powders, beverages, dairy products and shakes, as well as novel gummies and jellies.”

Vendrell says that the lines between the pharmaceutical and nutraceutical spaces are increasingly blurred (Image credit: Bioiberica).The company will share its latest scientific research supporting its portfolio of branded ingredients and APIs, such as its Heparin, at stand 3A94. Vendrell explains that this anticoagulant is “used in the prevention and treatment of thrombosis” and saves “more than one million lives per year.” 

“We’ll also be presenting our natural-desiccated Thyroid, alongside our chondroitin sulfate (800–1,200 mg/day) and glucosamine (1,178 mg/day) for the symptomatic treatment of osteoarthritis and joint discomfort,” he continues.

“For pharmaceutical manufacturers interested in delving into dietary supplements or functional foods, we’ll be showcasing our branded ingredients portfolio, including Mobilee (a hyaluronic acid matrix ingredient at 80 mg/day) and Collavant n2 (a native-type II collagen at 40 mg/day) for mobility, Dermial (a hyaluronic acid matrix ingredient at 60 mg/day) for skin health and DAOgest (a diamine oxidase enzyme at 4.2 mg/day) for digestive health.”

Targeted probiotics beyond gut health

Gut health and its connections to overall well-being is another focus area at CPHI, highlights Miquel Bonachera, co-founder of AB-Biotics. He asserts that consumer awareness of the gut microbiome and understanding of probiotics’ benefits beyond gut health is “at an all-time high and continues to grow.” 

“This presents a promising opportunity for manufacturers to develop products which feature advanced probiotics strains and appeal toward the health-conscious consumer looking to support a wide range of health conditions.” 

AB-Biotics will feature its AB-Kolicare product at CPHI stand 3A121. This is a blend of the science-backed probiotic strains Bifidobacterium longum KABP 042 and Pediococcus pentosaceus KABP 041, which Bonachera says is “thought to be the most effective probiotics for supporting infants with colic.” 

“We look forward to revealing the findings from our latest trial, which shows how supplementation of AB-Kolicare can help reduce gut discomfort and distress, measured through crying time, in infants.”

In addition, the company will feature its expansion in probiotic solutions to maintain oral health. Bonachera details: “This includes our inactivated Streptococcus dentisani strain, which has shown strong potential in inhibiting harmful bacteria, reducing biofilm formation, and supporting anti-inflammatory and anti-halitosis effects.” 

He adds that the company will also feature women’s health products as this market grows. “We will be showcasing our market-leading portfolio for it, the Gyntima product line, which includes strains for menopause support — L. plantarum KABP 051, L. brevis KABP 052, and P. acidilactici KABP 021 — as well as for vaginal health, L. gasseri KABP 064, which balances the vaginal microbiota to inhibit common pathogens.” 

Bonachera sees a high consumer awareness of the gut and an understanding of probiotics’ benefits beyond gut health.Natural supplement options

At stand 16C62, Pharmactive will feature solutions that respond to key industry trends, specifically the growing demand for personalized health solutions alongside cognitive, cardiovascular and sexual health.

Rodriguez adds: “We will delve into the latest studies conducted with our key ingredients, such as affron for mental health, highlighting their mechanisms of action and benefits. In addition, we will be taking the opportunity to introduce Plasys300 for men’s health.”

Tom D’hoore, chief commercial officer at HTBA, affirms that personalization is an “exciting up-and-coming trend.” 

“Consumers increasingly demand supplements tailored to their specific health needs, based on factors such as genetics, microbiome analysis and lifestyle data. And with the advent of AI and machine learning, the potential for personalized supplement regimens is becoming ever more a reality, poising the market for transformative growth.” 

“Meanwhile, the number of consumers seeking to enhance physical endurance, cognitive function and energy levels is on the rise, too, propelling the active performance market to new heights. Products featuring an energy/alertness positioning represented the highest proportion of new product launches in the US between 2022 and 2024, coming in above digestive/gut health and immune health.” 

HTBA will feature several active forms of vitamin B12, such as MecobalActive, HydroxylActive and AdenoActive, at CPHI stand 2B74. 

D’hoore adds: “Our vitamin B12 ingredients have been demonstrated to play a vital role in regulating blood cell formation, strengthening the immune system, preventing anemia, enhancing cognitive function and supporting neuro-physical activity.”

HTBA will showcase its portfolio of citrus flavonoids, which research shows supports a range of vascular health concerns.Flavonoids for heart health

Additionally, HTBA will showcase its portfolio of citrus flavonoids at the show, which D’hoore says are backed by over 40 years of clinical research. 

“Our flavonoids have been shown to support a wide range of vascular health concerns — including chronic venous insufficiency, varicose veins, hemorrhoids, spider veins and heavy leg syndrome.” 

He details that heart health has become a major societal issue globally, pointing to a forecast by the American Heart Association that “nearly half of the US population will have some form of cardiovascular disease by 2035.” 

Innova Market Insights data also suggests that heart health is a top concern among all age groups, such as Boomers, Gen X, Millennials and Gen Z. The market researcher’s data also indicates a 9% growth in supplement launches with cardiovascular and heart health claims from 2019 to 2023, with an increase in novel ingredients for blood health. 

“Our Cardiose and DiosVein ingredients, therefore, provide the ideal solution for manufacturers looking to cater to growing consumer needs in this area,” adds D’hoore.

HTBA aims to cultivate new partnerships to develop its flavonoid solutions. “We’re excited to explore opportunities to expand beyond citrus flavonoids by tapping into new vegetal sources.”

“In addition, we want to broaden the scientific foundation of our ingredients, continue to develop innovative processing technologies that promote sustainable and environmentally friendly manufacturing and spearhead advancements in regulatory standards,” he concludes.