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NPD in action: Nootropics

Apr 2021

Nootropics are gaining ground both within the dietary supplements market and in the overall food & beverage market, with specific “nootropic” claims witnessing an average annual growth of 62 percent (Global, CAGR 2016-2020). Other major claims revolve around memory, mental focus, alertness, clarity, performance, stamina as well as antistress, anxiolytic, comforting and soothing properties.

Alpine
Java
Coconut
Pulp
Kiddoze
Good Health
Peloton
Healthspan
Martin & Pleasance
Eat Gold

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Alpine Start Immunity plus Focus Coffee with Benefits (US). Immunity plus focus coffee with benefits, in a 169.2 g resealable plastic pouch. Coffee with non-dairy creamer, adaptogens and nootropics. 1700 mg MCTs. 10 0mg reishi mushroom extract. 100 mg lion’s mane mushroom extract. Vitamin D and A. Non-GMO project verified. 1 percent for the planet.

HMOs

 Jun 2023
There is a steep growth in baby and toddler launches featuring human milk oligosaccharides (HMOs) as an ingredient. With an annual compound growth of 93%, the launches when comparing 2018 and 2022 launches. Most of the launches in 2022 were baby formula and milk. The top health claims for product launches with HMOs were brain and immunity. These products are often paired with DHA claims.
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There is an increase in vitamin and mineral subcategory launches with an annual growth of +20% from the year 2018 to 2022 (CAGR). In 2022, the top leading claim for vitamins was immune health, but mental acuity shows potential for innovation with the fastest annual global growth of +99% (CAGR, 2018-2022). Vitamin C, vitamin D3 and vitamin B6 were the leading vitamin ingredients for launches in 2022. Gummies and gels are the fastest growing vitamin formats in the last five years unlocking an opportunity for more format innovation.
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Product launches in the baby & toddler category have a +5% growth globally from 2018 to 2022 (CAGR). Baby formula and milk was the leading subcategory for baby & toddler launches in 2022, but baby snacks are showing opportunity for innovation with +21% growth in the five years. Nearly half of the launches for babies & toddlers had an organic claim. There is also a steep growth in product launches with a plant-based claim, which have grown +62% from 2018 to 2022 (CAGR).
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Collagen solutions are widely used as part of daily nutrition, particularly in supplements. Notably, the use of collagen ingredients in the bakery category is on a growth path with a +61% average annual growth (Global, CAGR 2018 -2022). Collagen as a source of protein also contributes to supporting skin and joint health, and overall well-being. Additionally, helping with insomnia is the fastest-growing positioning for collagen supplements.
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Clean labels continue to influence the health perception held by consumers. The market is responding with more product launches, incorporating various natural ingredients for different health claim benefits. For example, the use of natural preservative ingredients in supplements & sports nutrition has shown a global growth of +13% from 2018 to 2022 (CAGR).
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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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