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NPD in action: Active senior life

Jun 2019

Proper nutrition is the cornerstone of healthy aging and an active senior life. Prevention is key in this space and older consumers seek products that offer health benefits such as immunity and mobility, which may lead to a quality, independent senior lifestyle. 

Bali Sain Kerupuk Melinjo Spicy: Spicy Melinjo Chips (Indonesia)
Green Foods Organic and Raw Moringa Leaf Powder Mix (US)
Organic India Tulsi Holy Basil Herbal Supplement with Sweet Rose Flavor (US).
Betterbody Foods Organic Livfit Superfood Blend with Protein (US)
Smart Balance Original Buttery Spread (US)
Bakoma Senior Active Jogurt Z Qwocami Lesnymi: Yogurt Drink with Forest Berry Flavor for Seniors (Poland)
Vitage Anti-Aging Natural Drink (Peru)
Quaker Oat Beverage Original Unsweetened (US).
Borges Natura Mix Vitalidad Vitality Mix (Spain)
Get More Vits Multi Vits Sparkling Lemon and Lime Flavored Drink (UK)

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Green Foods Organic and Raw Moringa Leaf Powder Mix (US). A complete plant protein with all 9 essential amino acids. Certified organic. Nourishes, fortifies, protects and detoxifies the body. GMO-free. Gluten-free. Suitable for vegans. Soy free. Contains a rare and unique combination of therapeutic phytonutrients. Rich in anti-aging and anti-inflammatory compounds. Helps improve and stabilize your mood. Maintains energy levels and fights fatigue. Aids in improving digestive health. Defends against free radicals. Supports brain health and cognitive functions. Promotes healthy glucose and cholesterol levels. Protects the liver against toxicity and damage. No added sugar. No salt. No colorings and fillers. Free from animal products. No wheat, yeast and corn. Boost energy. Lower blood pressure. Promote good quality sleep. Detoxify and eliminate bacteria. Support brain health and cognitive function. Balance mood and emotions. Support digestive health.

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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Several trends in clinical nutrition and supplements have emerged that aim to combat malnutrition effectively. Personalized nutrition has taken center stage, emphasizing tailoring dietary plans to individual needs based on factors like age, health status and genetics. Functional foods enriched with bioactive compounds such as probiotics and antioxidants are gaining prominence for their targeted health benefits. Protein fortification, including innovative plant-based sources, addresses the critical role of protein in supporting overall health.
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