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NPD in action: Healthy indulgence

Feb 2018

Indulgence and health do not have to be mutually exclusive concepts. Consumers want the best of both worlds, eating with pleasure, but without the guilt feeling usually associated with it. In this scenario, offering indulgent products with health benefits so that they feel satisfied without compromising their diets is paramount. Reformulating existing products and creating new ones to tap into this market segment will continue to be high on the agenda of food and beverage businesses. 

1.    Bigelow Benefits Blueberry And Aloe Herbal Tea (US)
2.    Innocent Re-Charge Mandarin, Carrot And Ginger Super Smoothie With Flaxseeds (Netherlands)
3.    Sun Right Refined Sunflower Oil (India)
4.    Gold Emblem Abound Unsweetened Apple Cinnamon Fruit Sauce (US)
5.    Mayvers Super Tasty Smunchy Protein Peanut Butter (Australia)
6.    Innobar Pumpkin Seed Bar (Germany)
7.    Q Kids Whole Quinoa Snack With Pizza Flavor (Brazil)
8.    Wedderspoon Organic Manuka Honey Pops For Kids With Grape Flavor (US)
9.     Fit Food Soybean Spaghetti Pasta (Brazil)
10.    Vegan Robs Moringa Puffs (US)

5/10

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Mayvers Super Tasty Smunchy Protein Peanut Butter (Australia). Super tasty smooth and crunchy peanut butter in a glass jar. Health star rating: 5. No hardened fats, stabilizers or added sugar. 32% protein. Dairy, gluten and cholesterol free. No added oil. Nothing artificial. No additives. Locally made. Healthy good oils. Enjoy the rich and intense flavor of natural peanuts which have been roasted to perfection then crushed and blended with reduced fat peanut flour and a'lil touch of sea salt.

Innova Market Insights data indicates there is a steep increase in sports nutrition launches globally, with 18% annual growth from 2021 to 2023. Additionally, there was a 39% average annual growth in product launches that feature new and innovative sports nutrition formats – pancakes, yogurts, gels and chocolates. Sports bars and protein-based sports drinks are gaining ground, with 34% growth from 2021 to 2023.
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Innova Market Insight data indicates that vitamin and mineral launches are experiencing a global surge, with a 4% average annual growth between 2019 and 2023. Immune health is vital, as nearly half of vitamin/mineral launches contain this claim. With consumers increasingly seeking personalized vitamins/minerals, various positionings regarding energy, mental health, sexual health and other specific needs are gaining traction. Key ingredients such as vitamins C, D3 and B12 dominate the launches, while zinc bisglycinate, magnesium bisglycinate and saw palmetto are emerging.
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Innova Market Insights data indicates an increase in supplement launches with cardiovascular and heart health claims, with 9% growth from 2019 to 2023. In 2023, vitamins and minerals were the leading subcategory for these supplements, with a 27% share in launches. There is also a growth in novel ingredients for blood health, such as Reishi mushroom with 45% growth in the last five years.
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Consumers are increasingly drawn to products containing nootropic and nutraceutical ingredients due to a growing awareness of their potential cognitive and health benefits. The demand reflects a shift toward prioritizing holistic well-being and cognitive enhancement in daily life. Brands are responding by innovating and incorporating these sought-after ingredients into various products to cater to consumer preferences.
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Innova Market Insights data indicates that there is a growth in eyesight support supplement launches with an 8% average annual growth from October 2018 to September 2023. Vitamin C is the leading ingredient used for eyesight support supplements, but there is a high growth of different carrot ingredients used for better vision. There is a fast growth in eyesight supplements packed in gummy form with 27% growth in the last five years.
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Several trends in clinical nutrition and supplements have emerged that aim to combat malnutrition effectively. Personalized nutrition has taken center stage, emphasizing tailoring dietary plans to individual needs based on factors like age, health status and genetics. Functional foods enriched with bioactive compounds such as probiotics and antioxidants are gaining prominence for their targeted health benefits. Protein fortification, including innovative plant-based sources, addresses the critical role of protein in supporting overall health.
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