NPD in Action: Superfoods

As the increasingly complex world exerts mounting demands on cognitive functions, consumers are becoming more interested in using products that tout cognitive benefits. Industry is targeting the growing market for brain-boosting solutions with an average annual growth of 10 percent in global food and beverage launches featuring brain health claims (CAGR 2015-2019).

The COVID-19 pandemic has prompted a significant focus on health and well-being among consumers. With the lockdowns gradually lifting in many regions, a revival of food and beverages in the diet and weight management category is anticipated for people trying to feel fit and lose weight after confinement.

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.