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NPD in action: Beauty-from-within

Jun 2020

As part of “Eat Pretty” – one of Innova Market Insights’ Top Ten Trends for 2020 – beauty-from-within has been given a whole new meaning as the food and beverage market sees a growing number of launches that border on the cosmeceutical. Products carrying health claims related to skin, hair and cell protection are on the rise, with trends such as clean beauty and naturality in ingredients driving innovation in this space.

PlantFusion
Innocent
Wylde
Sup
Yumi
Oleofarm
Sarah Chapman
Kalumi
Barefood Almona
Annai

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PlantFusion Collagen Beauty Dietary Supplement Watermelon Flavor (US). PlantFusion Complete Plant Peptides Collagen Beauty with watermelon flavor is a plant-based collagen builder that goes beyond ordinary animal collagen supplements with a series of patented and/or trademarked ingredients shown to boost natural collagen building from within. Collagen Beauty vegan collagen supplement can be incorporated into any anti-aging beauty routine for the best collagen benefits not only build new collagen, but protect existing collagen and promote healthy skin and joints. Comes in a 180 g plastic jar. 100 percent plant based. Non-GMO. Zero sugar, gluten-free. Suitable for vegan. Certified collagen. Completely clean and free from major allergens, artificial flavors and colors. 10 g total serving. Easy preparation. 30 calories per serving.

Innova Market Insights data indicates there is a steep increase in sports nutrition launches globally, with 18% annual growth from 2021 to 2023. Additionally, there was a 39% average annual growth in product launches that feature new and innovative sports nutrition formats – pancakes, yogurts, gels and chocolates. Sports bars and protein-based sports drinks are gaining ground, with 34% growth from 2021 to 2023.
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Innova Market Insight data indicates that vitamin and mineral launches are experiencing a global surge, with a 4% average annual growth between 2019 and 2023. Immune health is vital, as nearly half of vitamin/mineral launches contain this claim. With consumers increasingly seeking personalized vitamins/minerals, various positionings regarding energy, mental health, sexual health and other specific needs are gaining traction. Key ingredients such as vitamins C, D3 and B12 dominate the launches, while zinc bisglycinate, magnesium bisglycinate and saw palmetto are emerging.
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Innova Market Insights data indicates an increase in supplement launches with cardiovascular and heart health claims, with 9% growth from 2019 to 2023. In 2023, vitamins and minerals were the leading subcategory for these supplements, with a 27% share in launches. There is also a growth in novel ingredients for blood health, such as Reishi mushroom with 45% growth in the last five years.
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Consumers are increasingly drawn to products containing nootropic and nutraceutical ingredients due to a growing awareness of their potential cognitive and health benefits. The demand reflects a shift toward prioritizing holistic well-being and cognitive enhancement in daily life. Brands are responding by innovating and incorporating these sought-after ingredients into various products to cater to consumer preferences.
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Innova Market Insights data indicates that there is a growth in eyesight support supplement launches with an 8% average annual growth from October 2018 to September 2023. Vitamin C is the leading ingredient used for eyesight support supplements, but there is a high growth of different carrot ingredients used for better vision. There is a fast growth in eyesight supplements packed in gummy form with 27% growth in the last five years.
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Several trends in clinical nutrition and supplements have emerged that aim to combat malnutrition effectively. Personalized nutrition has taken center stage, emphasizing tailoring dietary plans to individual needs based on factors like age, health status and genetics. Functional foods enriched with bioactive compounds such as probiotics and antioxidants are gaining prominence for their targeted health benefits. Protein fortification, including innovative plant-based sources, addresses the critical role of protein in supporting overall health.
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