Heart health innovation

Feb 2021
INNOVA MARKET INSIGHTS COMMENTARY
The use of heart health claims in food & beverage launches has decreased globally, featuring a -9% year-over-year decrease when comparing 2019 and 2020YTD launches. In 2020YTD, the top category of global product launches tracked with a heart health claim was Supplements (54%), with Eicosapentaenoic... More rightarrow
TOP 3 SUB-CATEGORIES
  1. Vitamins/Minerals
  2. Essential Fatty Acids
  3. Botanical/Herbal Supplements
INGREDIENTS ANALYZED
Food & beverage launches only;
Eicosapentaenoic Acid
KEY TAKEOUTS
GROWTH/DECLINE IN TRACKED PRODUCT LAUNCHES
-9% (2020 vs 2019)

TOP COMPANY
Life Extension

TOP CATEGORY
Supplements

TOP INGREDIENTS
Eicosapentaenoic Acid

REGION ANALYZED
Global

DATE ANALYZED
2020 vs 2019

Source: Innova Market Insights

Previous Ingredient Analysis on NutritionInsight.com

The use of natural ingredients in food & beverage launches, including supplements, has decreased globally, featuring a -0.2% year-over-year decline when comparing 2020 and 2019 launches. In 2020, the top categories of global product launches tracked with natural ingredients were Bakery (13%), Confectionery (12%) and Soft Drinks (11%). In 2020, edible oils (41%), non-sucrose sugars (39%) and milk & milk derivatives (37%) were the leading ingredient subcategories among the global product launches tracked with natural ingredients. The top positionings of global product launches tracked with natural ingredients in 2020 were No Additives/Preservatives (19%), Gluten-Free (17%), and High/Source of Protein (10%).
Bone and joint health claims in food & beverage launches, including supplements, are stable globally, featuring +0.2% year-over-year growth when comparing 2020 and 2019 launches. In 2020, the top categories of global product launches tracked with bone and joint health claims were Supplements (49%), Baby & Toddlers (21%) and Dairy & Dairy Alternatives (12%), with calcium, vitamin C and magnesium being the leading ingredients among the product launches tracked. The top health positioning tracked in global product launches also featuring a bone and joint health claim in 2020 was Immune Health (38%).
Supplement launches have increased globally, featuring a +43% year-over-year growth when comparing 2019 and 2018 launches. In 2019, the top subcategories of global supplement launches were Vitamins/Minerals (26%) and Botanical/Herbal Supplements (25%), with magnesium, vitamin C and vitamin B6 being the leading vitamin/mineral ingredients among the supplement launches. The top health positioning of global supplement launches in 2019 was Immune Health (24%).
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