NPD in action: Weight management

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. 

As part of “Eat Pretty” – one of Innova Market Insights’ Top Ten Trends for 2020 – beauty-from-within has been given a whole new meaning as the food and beverage market sees a growing number of launches that border on the cosmeceutical. Products carrying health claims related to skin, hair and cell protection are on the rise, with trends such as clean beauty and naturality in ingredients driving innovation in this space.

Usage of hemp-derived cannabidoil (CBD) is soaring due to its touted health effects, reflected by an average annual growth of +165 percent in product launches tracked with CBD (Global, CAGR 2015-2019). The regulatory hurdles faced by the CBD market opens up space for alternatives like palmitoylethanolamide (PEA) and cannabinol (CBN) to rise in interest within NPD.

Maintaining good heart health is important for consumers of all age groups. Heart health claims are applied across a range of different market categories and often exist in the form of a cholesterol claim. Heart health claims are increasingly combined with other active health claims such as immune health, bone health and digestive health claims.

With sports nutrition launches witnessing an average annual growth of 23 percent globally between 2015 and 2019, this space is no longer a self-contained, specialist segment aimed solely at dedicated athletes. Instead these products have seeped into the mass market. Mainstream brands will do well to keep a close eye on any newly emerging ingredients in this area to fuel their NPD efforts.

Maintaining the ability to be mobile and active is important for consumers of all ages. Bone and joint health claims are increasingly applied in a variety of products, with a growth of 16 percent globally between 2015 and 2019. The fastest growing categories for bone and joint health claims include Baby & Toddlers, Sports Nutrition, Hot Drinks, Dairy & Non-Dairy, and Snacks.