NPD in action: Active senior life

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.

Consumer demand for sustainable and nutritious foods has boosted the popularity of microalgae applications in both supplements and food and beverages. Microalgae is a direct source of omega-3 fatty acids, provides high-quality protein and can be used as a natural colorant. Beyond the supplements space, a +22 percent average annual growth has been tracked in global food and beverage launches featuring microalgae between 2014 and 2018. The number of launches is the highest in confectionery, soft drinks and sports nutrition.

Functional probiotic products are in demand, as consumers are increasingly becoming aware of the health benefits associated with a balanced gut microbiome. Novel combinations of probiotic ingredients commonly used in dairy products are emerging across market categories such as soft drinks, confectionery, bakery and desserts. Food and beverage launches with probiotic ingredients are on the rise, with a growth of +17 percent globally between 2014 and 2018.

Good nutrition in support of brain and body development is crucial for infants and the space is seeing a boom in NPD. As health and wellbeing have been major factors influencing consumption patterns worldwide, infant formula products featuring health benefits are gaining momentum. High/source of protein and high/source of fiber claims are increasingly applied in baby and toddler products, which have seen a growth of 33 percent and 31 percent globally between 2014 and 2018, respectively.

New sports nutrition launches are on the rise with a CAGR of +26 percent globally between 2014 and 2018. Food and beverage suppliers have been developing their products to stand out in the market and seeking to respond to various consumer demands. Sports nutrition products featuring vegan, gluten-free, clean label, high/source of fiber, and indulgent claims are globally growing at a fast pace.

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 a growth of 17 percent globally between 2014 and 2018, notes Innova Market Insights data. The categories seeing NPD action are also wide-ranging, from soda to yogurt and cereal.