Vitamins innovation

Jun 2019
INNOVA MARKET INSIGHTS COMMENTARY
The use of vitamins in food & beverage launches has increased globally, featuring a +5% year-over-year growth when comparing 2018 and 2017 launches. In 2018, the top categories of global product launches tracked with vitamins were bakery (19%), soft drinks (13%) and baby & toddlers (11%), with... More rightarrow
TOP 3 SUB-CATEGORIES
  1. Sweet Biscuits/Cookies
  2. Bread & Bread Products
  3. Baby Formula/Milk
INGREDIENTS ANALYZED
Food & beverage launches only;
Vitamin C
KEY TAKEOUTS
GROWTH/DECLINE IN TRACKED PRODUCT LAUNCHES
+5% (2018 vs 2017)

TOP COMPANY
Nestle

TOP CATEGORY
Bakery

TOP INGREDIENTS
Vitamin C

REGION ANALYZED
Global

DATE ANALYZED
2018 vs 2017

Source: Innova Market Insights

Previous Ingredient Analysis on NutritionInsight.com

According to Innova Market Insights, weight management claims in supplements are decreasing, shrinking by 24% year-over-year decline globally since 2020 Q4. From 2021 Q4 to 2022 Q3, the top subcategory was weight loss and the top ingredient was magnesium stearate. Meanwhile, the top positionings paired with weight management were digestive and liver health, energy and stamina and immune health.
The use of digestive health claims in supplements and sports nutrition launches is increasing globally, featuring a +32% year-over-year growth when comparing 2020 and 2021 launches. In 2021, the top subcategory of global supplements and sports nutrition launches tracked with digestive health claims is botanical/herbal supplements (25%). In 2021, Vitamin C (20%) is the leading ingredient among global supplements and sports nutrition launches tracked with digestive health claims. 
According to Innova Market Insights, the use of mobility claims in sports and nutrition supplements increased by 17% from 2020 to 2021. The top subcategory to be paired with mobility claims was vitamins/minerals, with vitamin D3 taking the lead in the paired mobility space. The top positionings paired with mobility were immune health, skin health and energy and stamina.
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