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NPD in action: Weight management

Jan 2021

Weight management claims are increasingly made on foods, beverages and supplements around the world and are mainly seen in the Sports Nutrition and Supplement categories. Keto products are gaining momentum in the weight management segment, with keto claims witnessing an average annual growth of 67 percent (Global, CAGR 2015-2019) in food, beverage and supplement launches.

Nutrafy
Gerlinéa
Optifast
Slimfast
Optislim
Zocal
Cell Grail
Pulsin
Purella
Minganxu

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Gerlinéa Fat Burner Green Tea with Anise and Mint (Belgium). Twenty teabags of green tea with anise and mint, in a 36 g carton box. Green tea fat burner is a tea made from fine green tea leaves which contains active ingredients that stimulate fat burning. Anise and mint give this green tea a subtle and sweet taste that you can enjoy every day. Green Dot Certified.

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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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.
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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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