NPD in action: Blood pressure

Usage of hemp-derived cannabidoil (CBD) is soaring due to its touted health effects, reflected by an average annual growth of +165 percent in product launches tracked with CBD (Global, CAGR 2015-2019). The regulatory hurdles faced by the CBD market opens up space for alternatives like palmitoylethanolamide (PEA) and cannabinol (CBN) to rise in interest within NPD.

Maintaining good heart health is important for consumers of all age groups. Heart health claims are applied across a range of different market categories and often exist in the form of a cholesterol claim. Heart health claims are increasingly combined with other active health claims such as immune health, bone health and digestive health claims.

With sports nutrition launches witnessing an average annual growth of 23 percent globally between 2015 and 2019, this space is no longer a self-contained, specialist segment aimed solely at dedicated athletes. Instead these products have seeped into the mass market. Mainstream brands will do well to keep a close eye on any newly emerging ingredients in this area to fuel their NPD efforts.

Maintaining the ability to be mobile and active is important for consumers of all ages. Bone and joint health claims are increasingly applied in a variety of products, with a growth of 16 percent globally between 2015 and 2019. The fastest growing categories for bone and joint health claims include Baby & Toddlers, Sports Nutrition, Hot Drinks, Dairy & Non-Dairy, and Snacks.

With consumers on the hunt for performance-based products that help them reach their mental peak, nootropics open doors for improved mental capacity and overall brain performance. Product launches with nootropics are growing fast, reflected by an average annual growth of 70 percent in nootropic product launches (Global, CAGR 2015-2019).

With globalization at its peak and trade and businesses growing rapidly across the globe, it has become crucial that F&B ingredients are produced with protecting planet Earth in mind. Various industries like chocolate, coffee and dairy are incorporating sustainable sourcing within their production process to support the local people involved, as well as the environment.