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NPD in action: Fortification & Reformulation

Jan 2022

Consumers are increasingly aware of how their diet can improve their health, and the COVID-19 pandemic has given functional nutrition an even greater priority. Vitamin and mineral fortification is observed among different food and beverage categories to add health benefits to a product. Vitamin and mineral fortified products often also feature other health claims such as gluten-free, high/source of protein and immune health.

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Arya Orgo Energy Chocolate Flavored Protein Energy Drink (India). Chocolate flavored protein energy drink powder in a 300g plastic flat pouch, held in a carton folded box. 100% vegetarian. Made with organic ingredients. Enriched with vitamins and minerals. Ideal protein drink for growing children. Meets 50% of daily protein requirements. Enriched with essential micro nutrients. Provides energy. No added artificial flavor and preservatives. FSSAI certified.

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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The concept of ‘clean’ eating is still most closely associated with natural ingredients. However, there is a further growing focus on ‘clear’ labeling including more transparency about how food is made and its impact on the world. Within the supplements and sports nutrition categories, claims on natural and/or sustainable ingredients are increasingly applied.
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Manufacturers are increasingly turning toward functional food and beverages as consumers are looking for new ways to bolster their health. Notably, 48% of new food and beverage launches tracked contain a health claim (Global, 2021). The claims applied in functional food and beverages are targeted toward physical, mental and emotional health.
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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).
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