Speaking to Lorraine Heller after a presentation at SupplySide East last week, Latev highlighted tonics, probiotics and omega-3 as the fastest growing categories.
He also said sales of vitamin D have remained strong, growing over 25 percent year-on-year as a result of more science and greater consumer awareness.
Moving forward, Latev said key drivers to growth will remain unchanged, but he expects there to be a particular focus on foods and beverages marketed for age-related health benefits.
On the other side of the coin, sales of beauty-specific products are expected to slow in 2009.