NPD in action: Blood pressure

Immune health claims are increasingly seen in global food and beverage launches, with an average annual growth of +15 percent between 2014 and 2018. Of all launches in 2018 with such a claim, one in three products are “Baby & Toddlers” products. Both flaxseed and turmeric/curcumin play a key role in the growth of immunity boosters, with an average annual growth of +43 percent and +41 percent respectively in global product launches between 2014 and 2018.

The number of people with diabetes is increasing globally. According to the World Health Organization, it is one of the most common causes of death causes, meaning more people are trying to prevent spikes in their blood sugar and reduce their sugar intake. New foods and beverages with diabetic claims keep entering the global market. With an average annual growth of +39 percent in global product launches between 2014 and 2018, India is seeing a particularly sharp increase in diabetic claims.

Not only does the fermentation process bring a unique, sour and umami flavor to food, but it also creates beneficial bacteria. Eating fermented foods that are rich in probiotics is one way to boost gut health. In addition to traditional foods such as yogurt and kimchi, consumers can now enjoy more options including chocolate made with fermented cocoa and ice cream with a fermented milk filling.

Bone and joint health are key concerns in all stages of life, with people prioritizing bone development in children, maintaining bone and joint health in adults, and preventing bone and joint diseases in the elderly. Bone health and joint health claims are increasingly applied across market categories, including supplements.

Consumers consider their mental health to be as important as physical health. Ingredients that can enhance the body and mind beyond their standard state, such as adaptogens and nootropics, are in demand. Products with adaptogens for stress relief and nootropics for brain-enhancing are increasingly seen across market categories.

Digestive health is a top concern among consumers and industry is tapping into this market with targeted NPD. There is now an array of products coming out that boast “low-FODMAP” attributes and promise to offer relief from the adverse effects of irritable bowel syndrome (IBS), a common gut-related concern.