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NPD in action: Functional food and beverages

Mar 2022

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.

Machu Picchu
John West
Jumbo
Rest
Drip Drop
Sama
IQ
Bio K Plus
Kellogg's
OMGhee

1/10

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Machu Picchu Classic Organic Energy Drink (US) Classic organic energy drink in a 355 ml aluminum can. Non-GMO. Certified organic by Oregon Tilth. Organic cane sugar. No preservatives. Naturally flavored. Powered by maca. USDA organic. 120 mg of caffeine. Natural organic caffeine extracted from organic green coffee to support energy and focus. Peruvian organic maca is an ancient superfood for both body and mind, traditionally used to maintain energy and stamina. B vitamins to support healthy cognition and mood. Recyclable packaging.

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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