To facilitate in Slovenia and other Central-Eastern European countries the distribution of Italian nutraceutical products, the Italian Trade Agency organized on January 21, 2021 in collaboration with Federsalus a series of virtual meeting with 20 leading Italian companies which illustrated the strengths of their production. The initiative was very successful and around 160 B2B meetings were scheduled during the day, through the Lifesize 365 platform of the Agency.  A relatively new sector, it brings together pharmaceuticals with the study of nutrition and is rapidly establishing itself among consumers: nutraceuticals respond to new health needs, also linked to the aging of the population - and the consequent increase in chronic and metabolic diseases - and to the greater importance attributed to health, prevention and physical appearance, developed in industrialized countries over the last 15-20 years. The response of the food and pharmaceutical industries to this new demand for health is to offer new products and technologies. The nutraceutical substances derive mainly from plants; therefore they do not involve human interventions, but are only natural products. The nutraceutical industry in Italy has established itself in a few years as another excellence of Made in Italy and the sector moves a significant turnover: food supplements alone represented - at the end of 2019 - 3.6 billion euros at retail prices, the highest in Europe with a share of about 25% and second in the world after United States. Italian companies lead the European markets by focusing on innovation and research: from drops to prevent colds to creams or supplements for muscle pains and natural products to promote sleep. All these companies must comply with precise technical and scientific criteria and protocols. In Slovenia there is growing trend for natural products, not just cosmetics and body care, but related to nutrition and health. In addition, Covid-19 is also increasing the demand for products that may strengthen the immune system.