{"id":2937,"date":"2020-05-06T10:27:07","date_gmt":"2020-05-06T08:27:07","guid":{"rendered":"https:\/\/www.rni-consulting.com\/?p=2937"},"modified":"2021-07-28T12:01:07","modified_gmt":"2021-07-28T10:01:07","slug":"health-claims-for-food-supplements-in-europe-a-competitive-advantage","status":"publish","type":"post","link":"https:\/\/www.rni-consulting.com\/en\/health-claims-for-food-supplements-in-europe-a-competitive-advantage\/","title":{"rendered":"Health Claims for Food Supplements in Europe – A Competitive Advantage?"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\n
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Medicine, Healthcare, Pharmaceuticals Food supplements and homeopathy<\/p><\/div>\n

The use of health and nutrition claims for food supplements has received a great deal of attention as more and more companies look to enter the ever-expanding nutraceutical market in Europe \u2013 valued at USD $41.95 Billion in 2019. With progressively more products entering the market to meet consumer demand, investment in your clinical strategy may in fact give you a competitive advantage in the long run.<\/h3>\n

Historically speaking, health claims were originally subject to general rules preventing false or misleading labelling information. This changed in 2007, in which European Regulation (EC) 1924\/2006 on nutrition and health claims was adopted as a measure to protect consumers from spurious claims. As a result, all claims are now subject to a stringent review by EFSA before being approved or rejected.<\/p>\n

The process sounds pretty straight forward, and yet countless claims submitted to EFSA have been rejected – <\/strong>in fact, more than 90% between 2008 and mid 2015 according to Dutch study. Although EFSA has set up rigid guidelines to navigate the approval process, many manufacturers continue to fail in achieving an approved claim for their products. Whilst on-hold claims pending for EFSA decision can still be used and poses a viable option, a general awareness of the importance of clinical evidence for new products is essential<\/strong>. This is in part due to rising consumer demand and preference for high quality food supplements, where there are enormous benefits for companies that invest into their clinical strategy during the development phase.<\/p>\n

New product development can go down 2 pathways \u2013 new entry into the market, or to replace an older product. A key focus for new product development is the concept of \u2018added value\u2019 which is now more attractive to consumers.<\/strong> Product novelty allows manufacturers to gain greater profit margins than from a \u2018commodity\u2019 product which while necessary, can be described as familiar, widely available and sold at a predictable price throughout Europe.<\/p>\n

Nevertheless, real potential and opportunities exist if companies develop products together with supporting clinical research for which a health claim can be made. This strategy requires greater investment and carries a higher risk; however, huge rewards if a claim is authorised, particularly under Article 13.5.<\/p>\n

Considerations during product development for health claims<\/u><\/p>\n

By including decisions about health claims at the product development stage, manufacturers can assess the feasibility and risks at minimal costs (i.e. before buying ingredients, running production trials or undertaking human trials). Here are a few questions to ponder during the development phase:<\/p>\n