NPD in action: Adaptogens and Nootropics

As consumers look to live healthier lifestyles, the overall active nutrition industry has seen significant growth in recent years. Active nutrition is especially seen in the supplement segment, with an increasing variety of active health claims for holistic well-being targeting mood, beauty and energy.

Immunity claims on global food, beverage and supplements have witnessed an average annual growth of +15 percent between 2015 and 2019, and ongoing anxiety stemming from COVID-19 will continue to push consumers toward prioritizing their immune health. Vitamins, minerals, probiotics and numerous botanicals remain key ingredients in strengthening the immune system.

Supplements and Alcoholic Beverages are the fastest-growing global categories tracked with botanical ingredients (CAGR 2015-2019). In supplements, botanicals are generally applied for their health benefits, while drinks make use of them for their flavor and trendy image. Especially in the gin and tonic space, botanical blends give a more premium appeal.

Cardiovascular disease, which affects the heart or blood vessels, continues to be one of the world’s most urgent health problems. Heart health claims remain prominent in global product development. Potential nutritional solutions for boosting heart health and preventing cardiovascular diseases are applied across market categories.

The use of dairy proteins in food and beverages continues to grow. With an average annual growth of 21 percent globally between 2015 and 2019, Sports Nutrition is the fastest growing category of launches containing dairy proteins. Dairy manufacturers are innovating their products to fit within high-protein and active lifestyle demands, bridging the gap between traditional dairy and sports nutrition.

The sports nutrition category continues to evolve in order to address current consumer needs and expectations. Clean label is rapidly building momentum in the increasingly mainstream sports nutrition segment as consumers are pushing for more transparency. Plant-based sports nutrition is a key platform of innovation, experiencing an average annual growth of 53 percent globally between 2015 and 2019.