NPD in action: Dairy proteins

The sports nutrition category continues to evolve in order to address current consumer needs and expectations. Clean label is rapidly building momentum in the increasingly mainstream sports nutrition segment as consumers are pushing for more transparency. Plant-based sports nutrition is a key platform of innovation, experiencing an average annual growth of 53 percent globally between 2015 and 2019.

The health benefits of omega 3 are well established within the food and beverage industry. These unsaturated fatty acids protect against heart disease and possibly aid in combating mental health issues as well. Omega 3s are applied across a range of market categories and are often tracked in bakery, dairy, cereal and snack products.

Superfoods can be classified as foods that are superior in terms of nutritional value, as well as promoting health and well-being. Any food with an approved health claim can be considered or labeled as a superfood. Superfood ingredients are widely seen across market categories as consumers remain eager to seek out products that deliver health benefits in a natural way.

As the increasingly complex world exerts mounting demands on cognitive functions, consumers are becoming more interested in using products that tout cognitive benefits. Industry is targeting the growing market for brain-boosting solutions with an average annual growth of 10 percent in global food and beverage launches featuring brain health claims (CAGR 2015-2019).

The COVID-19 pandemic has prompted a significant focus on health and well-being among consumers. With the lockdowns gradually lifting in many regions, a revival of food and beverages in the diet and weight management category is anticipated for people trying to feel fit and lose weight after confinement.

Products featuring fiber are a growing market segment, especially as consumers become more aware of the relationship between fiber and health benefits, such as a healthy digestive system and body weight. Added fiber and high/source of fiber claims are increasingly applied in food and beverages, with growth of +12 percent globally seen between 2015 and 2019.