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NPD in action: Cardiovascular health

Aug 2021

There is steady growth in the cardiovascular health market, with supplements and sports nutrition launches witnessing an average annual growth of 17 percent (Global, CAGR 2018-2020). Magnesium, EPA/DHA and omega 3 remain the top functional ingredients mentioned on the ingredient list in supplements and sports nutrition with a heart health positioning (Global, 2020).

Live Conscious Krillwell Dietary Supplement (US)
Bio Medical Pharma Heartbeat Cavaq10 Dietary Supplement (Poland)
Thrivous Omega Cardioprotector Dietary Supplement (US)
The Vitamin Shoppe WW Daily Essentials Plus Heart Health Dietary Supplement (US)
Essential Nutrition Omega Core Food Supplement (Brazil)
Maxgars Cardiocare Dietary Supplement (India)
Force Factor Total Beets Dietary Supplement: Acai Berry Flavor (US)
Gevity Vitamins Heart Health Powder Dietary Supplement (US)
1MD Cholest MD Dietary Supplement (US)
Heart and Vessels Complex Pro Supplement (Germany)

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Force Factor Total Beets Dietary Supplement: Acai Berry Flavor (US). Beet chews dietary supplement supports antioxidant boost heart health. Comes in 60 chews with acai berry flavor, held in a stand-up pouch. New energy supplements are designed with heart health in mind. Stimulant-packed energy drinks, for instance can narrow blood vessels, forcing the heart to work harder to pump blood throughout your body. Total beets soft chews are a safe source of heart healthy energy. Delicious chews include nitrates and antioxidants and help give you an anytime energy boost to tackle whatever life throws your way. Superfood formula features both beetroot powder and beetroot extract, blended with antioxidant-rich grapeseed extract in a naturally flavored, tasty acai berry chew with no bitter beet aftertaste.

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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