NPD in action: Botanicals

Skin health claims are on the rise in supplements, with an average annual growth of +52% (Global, CAGR 2018-2020). Skin health claims are also expanding to food and beverage product launches, with soft drinks and sports nutrition as top market categories. Claims often focus on creating healthy glowing skin, minimizing wrinkles and supporting collagen formation.

With an average annual growth of 12 percent (Global, CAGR 2016-2020), the baby and toddler nutrition segment shows a steady rise. More products are being launched with no additives/preservatives and organic claims, along with convenience in packaging and preparation. Meanwhile, vegan claims are exhibiting fast growth.

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).