NPD in action: Adaptogens and Nootropics

Even though tablets and capsules are still dominating the supplement market, there has been a rise in products that provide other ways of delivering nutrition to consumers. Powders, shots, and jellies are alternatives to pills, with the production of gummies growing over CAGR: +67% in the span of five years (CAGR, 2017-2021).

Sports performance boosters are experiencing significant growth of +22% (Global, CAGR 2017-2021). Though energy/alertness claims lead, indulgence claims foray their entry at a fast pace with an average annual growth of +29% (Global, CAGR 2017-2021). From an ingredients point of view, besides high and quality protein content and sugar reduction, the removal of stimulants such as caffeine or taurine is gaining more importance to avoid the “crash” after the “boost”. Watch-out for vegan friendly and probiotic ingredients foraying their entry in the segment and setting examples of alternative ways to boost performance.

Consumers are more interested in the potential health benefits of cannabidiol (CBD) & alternatives to CBD, that deliver similar benefits. This has led to an increase in the inclusion of CBD & alternative ingredients in the supplements and sports nutrition categories. Health/wellness, brain-mood health and insomnia are the top claims in supplement launches with cannabis or hemp ingredients, whereas energy/alertness is among the top health claim in sports nutrition with cannabis or hemp ingredients (Global, 2017-2021).

As consumers had to deal with uncertainties because of the COVID-19 pandemic, many decided to take personal health into their own hands. This includes seeking out products formulated with natural ingredients with known benefits such as adaptogens. Products with adaptogens are highlighting different benefits like soothing nerves, supporting quality sleep, brain health, concentration and boosting mood. Adaptogens are mostly found in supplements and sports nutrition, however they are also increasingly found in the soft drinks category (Global, 2017-2021).

Beauty-from-within supplements are experiencing significant growth, with an average annual growth of +60% in supplement launches with a skin health claim (Global, CAGR 2017-2021). Consumers increasingly recognize how nutrition can contribute to healthy skin, hair and nails. In supplements with a skin health claim, gummies is the fastest growing format with an average annual growth of +115%, thanks to great shape, taste and texture possibilities while delivering the beauty benefits that the consumer demands (Global, CAGR 2017-2021).

Performance products are no longer limited to athletes, but are targeting all active consumers. Therefore, there is a demand for healthy and tasty products that can be consumed at all times of the day. Innovation in sports nutrition with dairy ingredients present the best of both: the health benefits from proteins in a convenient/tasty format.