NPD in action: Infant nutrition

Clean label claims such as “natural,” “organic” or “no additives” have become standard across the food and beverage industry, including the supplement category. The definition of clean label is evolving, resulting in a greater variety of claims. An example is the plant-based claim, since consumers perceive plant-based foods as clean and healthy.

Within the supplements and sports nutrition segments, protein claims continue to grow with an average annual growth of 17 percent (Global, CAGR 2016-2020). Performance proteins have evolved from traditional powders to other delivery formats like cookies, porridge, protein water and protein shots. Products with indulgent flavors and products specific for pre-workout and post-workout are the latest developments.

There is steady growth in the cardiovascular health market, with supplements and sports nutrition launches witnessing an average annual growth of 17 percent (Global, CAGR 2018-2020). Magnesium, EPA/DHA and omega 3 remain the top functional ingredients mentioned on the ingredient list in supplements and sports nutrition with a heart health positioning (Global, 2020).

The COVID-19 pandemic has created newfound consumer interest in the importance of healthy aging and maintaining a healthy lifestyle across all stages of life. Sports nutrition products and supplements with claims related to healthy aging often present heart, immune, brain-mood, skin and eye health boosting properties. Top ingredients include magnesium, resveratrol and vitamin C (Global, 2020).

With an average annual growth of 26 percent from 2018 to 2020, sports nutrition products and supplements with a joint health claim are increasingly finding their place in the global market. Vitamin C, magnesium, turmeric and collagen remain the top ingredients tracked in sports nutrition products and supplements with a joint health positioning (Global, 2020).

About four in five product launches with adaptogens are found in the sports nutrition and supplement categories (Global, 2020). Beyond stress reduction, recent launches with adaptogens are offering benefits such as improved energy, focus and immunity. The most widespread adaptogens seen globally in 2020 are ashwagandha, Rhodiola rosea, reishi mushroom and holy basil.