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Supporting Immunity innovation

Sep 2023
ABSTRACT
The use of immunity support claims in supplements & sports nutrition launches is increasing globally at +13% annually over the last five years. Supplements accounted for most product launches in July 2022-June 2023 (88%), vitamin C was the leading ingredient (39%). In the same period, energy... More rightarrow
TOP 3 SUB-CATEGORIES
  1. Vitamins/Minerals
  2. Botanical/Herbal Supplements
  3. Sports Powders
INGREDIENTS ANALYZED
Food & beverage launches only;
Vitamin C
KEY TAKEOUTS
GROWTH/DECLINE IN TRACKED PRODUCT LAUNCHES
+13% (2023 vs 2018)

TOP COMPANY
Holland & Barrett

TOP CATEGORY
Supplements

TOP INGREDIENTS
Vitamin C

REGION ANALYZED
Global (Excluding Russia)

DATE ANALYZED
2023 vs 2018

Previous Ingredient Analysis on NutritionInsight.com

Innova Market Insights data indicates that supplement launches are on the rise globally, with an average annual growth of 5% from 2019 to 2023. In 2023, botanical/herbal Supplements was the leading subcategory, taking 24% of NPD. Vitamin C was the leading ingredient, while immune health was the leading positioning.
Innova Market Insights data suggests that the use of bone health claims in supplements is increasing globally, featuring a +7% year-over-year growth when comparing 2022 and 2023. In 2023, vitamin D3 (45% of product launches) was the leading ingredient for bone health supplements.
Innova Market Insights data indicates that the use of insomnia claims in supplement launches is increasing globally, with a +4% year-on-year growth from October 2021 to September 2023. The largest share of launches was in the Botanical/Herbal Supplements subcategory. Notably, Melatonin emerges as the primary ingredient in supplements for sleep.
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