NPD in action: Weight management

With “Transparency Triumphs” as Innova Market Insights’ leading trend for 2021, a growing number of sustainability claims are seen among supplements and nutraceuticals launches. Other trends such as “Tailored to Fit,” “In Tune with Immune” and “Mood: The Next Occasion” are fueling the growing overlap between supplements and food & beverage.

Busy lifestyles are putting a spotlight on products that can offer stress relief, mood-balancing effects and other functional health benefits. Adaptogens such as ashwagandha, ginseng and cordyceps mushrooms are increasingly included across food, beverage and supplement market categories, with many innovative examples seen in the US in particular.

Protein claims remain on trend for sports nutrition, with 31 percent average annual growth seen globally between 2015 and 2019. Performance proteins are evolving from being mainly applied in sports bars and sports powders to also appearing in other formats such as oats, protein waters and ready-to-eat meals. Vegan and plant-based performance proteins are key varieties to watch out for.

As consumers look to live healthier lifestyles, the overall active nutrition industry has seen significant growth in recent years. Active nutrition is especially seen in the supplement segment, with an increasing variety of active health claims for holistic well-being targeting mood, beauty and energy.

Immunity claims on global food, beverage and supplements have witnessed an average annual growth of +15 percent between 2015 and 2019, and ongoing anxiety stemming from COVID-19 will continue to push consumers toward prioritizing their immune health. Vitamins, minerals, probiotics and numerous botanicals remain key ingredients in strengthening the immune system.

Supplements and Alcoholic Beverages are the fastest-growing global categories tracked with botanical ingredients (CAGR 2015-2019). In supplements, botanicals are generally applied for their health benefits, while drinks make use of them for their flavor and trendy image. Especially in the gin and tonic space, botanical blends give a more premium appeal.