Growth continues to be sporadic for new product launches tracked with a diabetic positioning, according to global product launch data tracked by Innova Market Insights. However, there was a +16% increase in product launch activity in 2016 from 2015. The leading market sub-categories with a diabetic positioning in 2016 were sugar & sweeteners, accounting for 13% of product launches tracked, followed by sports powders (8%) and sweet spreads (5%). Manufacturers often broaden product appeal to a wider range of consumers with general “blood sugar control” claims without reference to diabetics or the disease itself.
Probiotics continue to be applied outside their more common domain of dairy, with considerable variation in products on offer and claims used in regard to probiotic content. Indulgent products such as snacks and confectionery, are receiving a health boost via the incorporation of probiotics, resulting in better-for-you appeal.