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NPD in action: Immunity ingredients

Nov 2020

Immunity claims on global food, beverage and supplements have witnessed an average annual growth of +15 percent between 2015 and 2019, and ongoing anxiety stemming from COVID-19 will continue to push consumers toward prioritizing their immune health. Vitamins, minerals, probiotics and numerous botanicals remain key ingredients in strengthening the immune system.

Friska
MCT
Chivita
Birdman
Larin Alima
UHA
Love Earth
Blendtopia
Phitachi
Vaalia

9/10

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Phitachi Functional Food Honey Halva: Immunity (Russia). Organic honey halva made from fat-free flax seed and honey with bio-extracts of amaranth, ginger and orange zest. Comes in a 230 g glass jar. 100 percent organic. Natural. Suitable for vegans. No chemicals. No yeast. Gluten-free. Raw. No added sugar, sucrose. EAC logo. Recyclable packaging.

Consumers are more interested in the potential health benefits of cannabidiol (CBD) & alternatives to CBD, that deliver similar benefits. This has led to an increase in the inclusion of CBD & alternative ingredients in the supplements and sports nutrition categories. Health/wellness, brain-mood health and insomnia are the top claims in supplement launches with cannabis or hemp ingredients, whereas energy/alertness is among the top health claim in sports nutrition with cannabis or hemp ingredients (Global, 2017-2021).
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Adaptogens

 Jun 2022
As consumers had to deal with uncertainties because of the COVID-19 pandemic, many decided to take personal health into their own hands. This includes seeking out products formulated with natural ingredients with known benefits such as adaptogens. Products with adaptogens are highlighting different benefits like soothing nerves, supporting quality sleep, brain health, concentration and boosting mood. Adaptogens are mostly found in supplements and sports nutrition, however they are also increasingly found in the soft drinks category (Global, 2017-2021).
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Beauty-from-within supplements are experiencing significant growth, with an average annual growth of +60% in supplement launches with a skin health claim (Global, CAGR 2017-2021). Consumers increasingly recognize how nutrition can contribute to healthy skin, hair and nails. In supplements with a skin health claim, gummies is the fastest growing format with an average annual growth of +115%, thanks to great shape, taste and texture possibilities while delivering the beauty benefits that the consumer demands (Global, CAGR 2017-2021).
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Performance products are no longer limited to athletes, but are targeting all active consumers. Therefore, there is a demand for healthy and tasty products that can be consumed at all times of the day. Innovation in sports nutrition with dairy ingredients present the best of both: the health benefits from proteins in a convenient/tasty format.
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Nootropics

 May 2022
Consumers increasingly prioritize their mental health and are therefore more interested in ingredients that support brain health and cognition. Supplements with nootropics support multiple cognitive functions such as memory, mental clarity and alertness, whereas sports nutrition with nootropics can improve focus and mood for a better performance.
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The active nutrition sector is growing. It is not only targeting athletes but all consumers who seek performance-boosting nutrition. Performance nutraceuticals offer additional benefits such as immune support, brain/mood support and stress management support to help live healthier and more active lives.
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