NPD in action: Carotenoid antioxidants

All food provides energy but some of it may feature ingredients with a special focus on boosting energy levels and maintaining alertness. Sports nutrition is the leading category for energy boosting food and beverage launches with an average annual growth of 44 percent, tracked globally between 2014 and 2018.

Proper nutrition is the cornerstone of healthy aging and an active senior life. Prevention is key in this space and older consumers seek products that offer health benefits such as immunity and mobility, which may lead to a quality, independent senior lifestyle. 

Overweight and obesity are both issues very high up the global health agenda. To help consumers maintain a healthy weight, food reformulations aiming to reduce salt, sugar, saturated fat, trans fat and total energy intake are driving NPD in the food and beverage industry. Innova Market Insights reports that low sugar and low carb claims are increasingly applied in products, with a growth of +28 percent and +13 percent globally between 2014 and 2018, respectively.

Consumer demand for sustainable and nutritious foods has boosted the popularity of microalgae applications in both supplements and food and beverages. Microalgae is a direct source of omega-3 fatty acids, provides high-quality protein and can be used as a natural colorant. Beyond the supplements space, a +22 percent average annual growth has been tracked in global food and beverage launches featuring microalgae between 2014 and 2018. The number of launches is the highest in confectionery, soft drinks and sports nutrition.

Functional probiotic products are in demand, as consumers are increasingly becoming aware of the health benefits associated with a balanced gut microbiome. Novel combinations of probiotic ingredients commonly used in dairy products are emerging across market categories such as soft drinks, confectionery, bakery and desserts. Food and beverage launches with probiotic ingredients are on the rise, with a growth of +17 percent globally between 2014 and 2018.

Good nutrition in support of brain and body development is crucial for infants and the space is seeing a boom in NPD. As health and wellbeing have been major factors influencing consumption patterns worldwide, infant formula products featuring health benefits are gaining momentum. High/source of protein and high/source of fiber claims are increasingly applied in baby and toddler products, which have seen a growth of 33 percent and 31 percent globally between 2014 and 2018, respectively.