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NPD in action: Aging well

Mar 2022

The COVID-19 pandemic has elevated the importance of healthy aging. Global consumers are looking for supplements to maintain and boost their health and performance across all life stages. Supplements with “aging well” claims often also feature skin health, immune health, brain health and heart health claims (Global, 2021).

Vitamedica
Abeeco
Shinya Lab
Essens
Juvify
Entity
Native Remedies
Isotonix
Cymbiotika
PCOS Nutrition Center

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Vitamedica Anti-Aging Formula Dietary Supplement (US) Anti-aging formula dietary supplement is a four-in-one supplement that combines the top-selling multi-vitamins and minerals, organic flax seed oil and phytonutrient, to support hair skin and nails. Each morning packet includes energy support (two tablets) and phyto-5 (one capsule). Each evening packet includes bone support (two tablets) and organic flax seed oil (one softgel). Supports glowing skin, hard nails and lustrous hair. Morning formulation supports energy levels during the day. Evening formulation supports rest and relaxation in the evening. Vitamins A, C and E support skin health. Vitamin B complex including biotin and pantothenic acid to support healthy hair, skin and nails. Not manufactured with wheat, milk, soy, egg, fish, shellfish, peanuts or tree nut ingredients.

As our population continues to age, the significance of specialized nutrition tailored to support active aging becomes increasingly prominent. Sports nutrition and supplements are crucial in optimizing nutrient intake to support physical health, cognitive function and overall well-being in older adults. These launches aim to promote longevity, vitality and quality of life throughout aging by emphasizing personalized approaches that address individual needs and goals.
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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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