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NPD in action: Bone and joint health

Aug 2019

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.

Anlene Gold White Coffee Powdered Milk Drink (Philippines)
Yoplait Petits Filous Vanilla Flavoured Yogurt Drink (UK)
Paleo Ranch Cherry Apple Walnut Skinny Bar (US)
Get More ViTs Still Mango and Passion Fruit Drink with Vitamin D (Netherlands)
Kellogg’s Special K plus Blueberry and Vanilla Flavored Almond and Peanut Cereal Bar (Mexico)
Crispy Natural Crunchy Tomato Slices with Basil and Oregano Flavor (Poland)
Del Monte Quality Bone Health 100% Orange Juice Drink (Philippines)
Iceland Love Food Love Slimming World Creamy Ham and Mushroom Farfalle (UK)
Bio Conseils Sport Turmeric, Harpagophytum, Meadow Queen, Fennel, Green Anise Herbal Tea (France)
Swedish Nutra Collagen Joint Support Liquid Food Supplement: Natural Berry Flavor (Ireland)

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Anlene Gold White Coffee Powdered Milk Drink (Philippines). White coffee flavored milk drink with MoveMax formula that contains essential nutrients that work together to care for one's bones, joints and muscles. Comes in a plastic sachet.

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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