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Active Nutrition

Feb 2023

As consumers seek healthier lifestyles, product launches with active nutrition claims are increasing with an average growth of +8% (CAGR, Global 2017/Q4 – 2022/Q3). Supplements in the form of vitamins/minerals and botanical/herbal take up most of the product launches, aiming towards boosting energy, alertness, and immune health. Protein-rich food and beverage products are in the lead for active health claims. Whereas vitamin C, vitamin B6, and vitamin B12 are the leading ingredients.

Swisse
Rooted
Garden of Flavor
Holland & Barrett
Tama Tea
Rossmann
Fast & Up
Happy Tot Organics
Herbalife Nutrition
Dragon Hemp

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Swisse Ultiboost B Plus Energy Gummies Supplement with Raspberry Flavor (Australia)

  • Formulated with B vitamins to support energy production and nervous system health. 
  • Supports mental concentration and focus.
  • 99% sugar-free. No added lactose, gluten, yeast or egg, artificial colors, flavors or sweeteners. 
  • Premium quality formula that contains sulfites.
  • Recyclable jar, cap and seal.
Probiotics are a great source to help restore gut health and boost one’s immune system. Both adults and children alike can highly benefit from taking such supplements. In 2022, most probiotics launched for infant health had Vitamin C (12%), Vitamin A (11%), and Vitamin B1 (11%). Moreover, nearly half of probiotics for infant health in 2022 came as powders (45%), while other formats such as liquid (16%), capsules (11%), and gummies (8%) were also popular formats.
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With “Redefining Value” leading Innova Market Insights Top Ten Trends for 2023, consumers are becoming more cost aware. This creates an opportunity for brands to deliver products that can provide nutritional benefits and are cost-effective. Protein remains the favorite nutrient for consumers, creating opportunities for innovation in protein-rich products across different food and beverage categories. Other trends include listening to the generational voice, especially Gen Z, who are particularly interested in flavors and taking into account digital influences like screen usage and gaming.
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Supplements that provide targeted skin and beauty care can also benefit other health needs. In the last five years, beauty supplements with additional brain and mood health claims have grown by +67% (CAGR, Jul 2017-Jun 2022), but product launches with energy and stamina, as well as joint health claims, are also gaining ground.
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Supplement product launches with anti-inflammation properties are gaining ground. Manufacturers are including different natural ingredients in their products to treat inflammation – for example, curcumin and tart cherry. Product claims are targeted toward helping to soothe joint pain, improve joint health and help regulate the body’s natural inflammatory responses, as well as helping to recover after sports activities.
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Ingredient bioavailability plays a vital part in ensuring that the body absorbs valuable nutrients. For these purposes, manufacturers are using specific ingredient combinations, for example, black pepper extract, that enhances the absorption of curcumin in turmeric. Supplements are also enriched with ingredients that are highly absorbable on their own. This quality is used for immunity, mobility and other functional claims.
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Supplement launches targeted at men’s health are gaining momentum with an annual growth of +30% (CAGR, Jul 2017-Jun 2022). These supplements come with functional health claims such as increasing energy, stamina, immune and heart health. For men’s health, the leading ingredient is Vitamin B6, but product launches also feature beneficial plant-based ingredients such as saw palmetto and others.
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