NPD in action: Bone and joint health

Consumers consider their mental health to be as important as physical health. Ingredients that can enhance the body and mind beyond their standard state, such as adaptogens and nootropics, are in demand. Products with adaptogens for stress relief and nootropics for brain-enhancing are increasingly seen across market categories.

Digestive health is a top concern among consumers and industry is tapping into this market with targeted NPD. There is now an array of products coming out that boast “low-FODMAP” attributes and promise to offer relief from the adverse effects of irritable bowel syndrome (IBS), a common gut-related concern.

Consumers are increasingly searching for food and beverages with natural ingredients. In addition to food coloring, carotenoids from fruit and vegetables also act as beneficial antioxidants and enhance the immune system. Various types of carotenoids such as lutein, beta-carotene and lycopene are used across market categories.

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.