NPD in action: Cardiovascular health

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.

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.

Manufacturers of dairy-based sports nutrition are continuously looking at ways to innovate their portfolio, including indulgence, convenience and added health benefits. Athletes and sports fanatics that enjoy matching their dietary patterns to their unique lifestyles can expect products that support digestive, skin and immune health, as well as aiding weight management and cognitive abilities.

Infant nutrition continues to rise, with an average annual growth of +15 percent in baby & toddler product launches (Global, CAGR 2018-2020). Current and future trends happening in infant nutrition include products with digestive health claims, front-of-pack vitamin, mineral and protein claims, gluten-free claims, organically sourced ingredients and products containing human milk oligosaccharides as the hero ingredient.