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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.

Ethical Nutrition
Nestle
Kendamil
Hismart
Abbott
Asia Nutrition
Yili Golden Collar Crown
Vinamilk
Nutrilon
Iron Sprit

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Ethical Nutrition Nutribaby Stage 1 Milk-Based Formula Powder for Infants up to six months (Argentina)

  • Stage 1 milk-based formula powder for infants up to six months. 
  • Containing HMO (2'FL/LNnT), prebiotics, probiotics, DHA and ARA. 
  • HMOs are the third solid component (in quantity) of human milk. The 2'FL and LNnT represent the highest percentage of the average LH oligosaccharides. They have a chemical structure identical to LH, ensuring their benefits.
  • HMOs are clinically proven to keep babies healthier. 
  • It has proven additional benefits in intestinal health, allergy, brain development and cognition while promoting a healthy microbiota.
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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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