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NPD in action: Fortification & Reformulation

Jan 2022

Consumers are increasingly aware of how their diet can improve their health, and the COVID-19 pandemic has given functional nutrition an even greater priority. Vitamin and mineral fortification is observed among different food and beverage categories to add health benefits to a product. Vitamin and mineral fortified products often also feature other health claims such as gluten-free, high/source of protein and immune health.

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Arya Orgo Energy Chocolate Flavored Protein Energy Drink (India). Chocolate flavored protein energy drink powder in a 300g plastic flat pouch, held in a carton folded box. 100% vegetarian. Made with organic ingredients. Enriched with vitamins and minerals. Ideal protein drink for growing children. Meets 50% of daily protein requirements. Enriched with essential micro nutrients. Provides energy. No added artificial flavor and preservatives. FSSAI certified.

With “Shared Planet” leading Innova Market Insights’ Top Ten Trends for 2022, a growing number of claims related to environmental sustainability are observed within supplements and nutraceuticals launches. Other trends for 2022 such as “Gut Glory”, “Tech To Table” and “My Food, My Brand” are fueling the growing overlap between supplements and functional food & beverages.
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Because of COVID-19, consumers have become more conscious of their mental and emotional well-being. Cannabinoids like CBD are therefore well-positioned for growth, which is reflected by an average annual growth of +95% in supplement and sports nutrition launches tracked with cannabis and hemp ingredients (Global, CAGR Nov 2016 – Oct 2021). Products positioned toward health/wellness and brain-mood health have a significant share in launches.
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As global consumers recognize a link between skin health and overall health, opportunities are arising for supplements that offer health benefits alongside improving skin appearance. Promising areas are digestive health claims and immune health claims, which have average annual growth rates of +48% and +38% respectively within supplement launches tracked with a skin health claim (Global, CAGR H2 2016 – H1 2021).
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The ongoing trend toward proactively managing health has been brought into sharper focus by COVID-19. This creates opportunities for functional nutrition, for example targeting healthy inflammation responses. Products with these claims are mainly launched in supplements and sports nutrition, and target both general inflammation responses as well as more specific responses such as joint inflammation.
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Consumers are seeking convenient ways to consume supplements, where all the benefits in one dose is preferred over taking multiple pills. The industry responds with high bioavailability of the supplement ingredients. The top subcategories for bioavailability claims within supplements are vitamins/minerals and botanical/herbal supplements (Global, Jan-Aug 2021).
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Consumers are looking for products with botanicals they believe improve health and well-being. Supplements and sports nutrition are the fastest growing categories tracked with botanical ingredients (Global, CAGR 2016-2020). In these categories, claims target specific health benefits and mood platforms focusing on immune health, relaxation or reducing stress, for example.
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