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Active Nutrition

Feb 2023

As consumers seek healthier lifestyles, product launches with active nutrition claims are increasing with an average growth of +8% (CAGR, Global 2017/Q4 – 2022/Q3). Supplements in the form of vitamins/minerals and botanical/herbal take up most of the product launches, aiming towards boosting energy, alertness, and immune health. Protein-rich food and beverage products are in the lead for active health claims. Whereas vitamin C, vitamin B6, and vitamin B12 are the leading ingredients.

Swisse
Rooted
Garden of Flavor
Holland & Barrett
Tama Tea
Rossmann
Fast & Up
Happy Tot Organics
Herbalife Nutrition
Dragon Hemp

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Swisse Ultiboost B Plus Energy Gummies Supplement with Raspberry Flavor (Australia)

  • Formulated with B vitamins to support energy production and nervous system health. 
  • Supports mental concentration and focus.
  • 99% sugar-free. No added lactose, gluten, yeast or egg, artificial colors, flavors or sweeteners. 
  • Premium quality formula that contains sulfites.
  • Recyclable jar, cap and seal.
Functional foods and beverages with aging well claims have a +14% annual growth globally (CAGR, 2018-2022). This growth correlates with consumer interest in healthy aging. According to the Innova Trends 2023 Survey almost one out of three consumers says that they start to take active steps to age healthy already from age of 30 and onwards.
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Sports nutrition show stable innovation growth, with low sugar claim growing the fastest for different product launches. Vegan and vegetarian alternatives also rise among products for athletes or people performing high-impact sports. Product launches focus on convenient packaging that is easy to transport, with an annual growth of +86% (Global, CAGR 2018-2022).
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Consumers are actively caring about their mental well-being. Innova Market Insights highlights the pursuit of health and happiness as a key factor influencing consumers for 2023. Supplements with brain-mood health claims show a growth of +37% (CAGR, Oct 2017-Sep 2022). These products offer emotional balance, uplift the mood and help to fight stress and anxiety. CBD is the fastest-growing ingredient that offers mood and mental health benefits with a growth of +105% (CAGR, Oct 2017-Sep 2022).
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Probiotics are a great source to help restore gut health and boost one’s immune system. Both adults and children alike can highly benefit from taking such supplements. In 2022, most probiotics launched for infant health had Vitamin C (12%), Vitamin A (11%), and Vitamin B1 (11%). Moreover, nearly half of probiotics for infant health in 2022 came as powders (45%), while other formats such as liquid (16%), capsules (11%), and gummies (8%) were also popular formats.
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With “Redefining Value” leading Innova Market Insights Top Ten Trends for 2023, consumers are becoming more cost aware. This creates an opportunity for brands to deliver products that can provide nutritional benefits and are cost-effective. Protein remains the favorite nutrient for consumers, creating opportunities for innovation in protein-rich products across different food and beverage categories. Other trends include listening to the generational voice, especially Gen Z, who are particularly interested in flavors and taking into account digital influences like screen usage and gaming.
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Supplements that provide targeted skin and beauty care can also benefit other health needs. In the last five years, beauty supplements with additional brain and mood health claims have grown by +67% (CAGR, Jul 2017-Jun 2022), but product launches with energy and stamina, as well as joint health claims, are also gaining ground.
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