One noteworthy trend for the sports nutrition market is the wider availability of products which are suitable for vegans, with new protein and other ingredient formulations emerging. Innova Market Insights recorded a 42% increase in new global sports nutrition product launches tracked in 2016 from 2015 with a vegan positioning. New flavor and format innovation are also key trends for new product development, providing sports nutrition products with more mass market appeal.
Cereals, snacks, meals and drinks positioned for babies and toddlers are being boosted by a wide range of healthy ingredients to provide additional health benefits. Fortification with vitamins and minerals is common, with a more recent trend being the cold pureeing of fruit and vegetables to better protect nutrients and flavors.