Nutrition is increasingly recognized to play a key role in health and wellbeing. According to a recent report from Mckinsey & Company, 1/3 of consumers globally acknowledge the importance of nutrition for wellness and are willing to spend more on better nutrition¹.

Moreover, specialized nutrition contributes to disease prevention & management and health outcomes, while reducing healthcare costs. This becomes highly relevant in view of the ageing population and the consequent rise of chronic disease. In the case of cancer, 10%-20% of patients die due to malnutrition rather than the disease itself, while approximately half do not have access to nutritional support and advice².

The nutrition industry but also patient associations, medical societies and non-profits are working towards the goal of improving health via nutrition. However, there is still a gap requiring more to be accomplished in order to further integrate optimum nutrition into daily routines and practices. It is estimated that 33 mio people suffer or are at risk of malnutrition in Europe which places a burden of 170 bio€ per year on European countries³.