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NPD in action: Carotenoid antioxidants

Jul 2019

Consumers are increasingly searching for food and beverages with natural ingredients. In addition to food coloring, carotenoids from fruit and vegetables also act as beneficial antioxidants and enhance the immune system. Various types of carotenoids such as lutein, beta-carotene and lycopene are used across market categories.

Essential Nutrition Soup Lift Tomato and Turmeric Soup Powder (Brazil)
Naturfrisk 100% Pure Ginger Shot Juice with Beetroot (Belgium)
Members Mark Advantage Infant Formula Milk Based Powder with Iron from 0 to 12 Months (US)
CVS Health Beta-Carotene (US)
La Russolillo Organic Yellow Tomato Paste (Italy)
Weider Ocular Lutein Dietary Supplement: 30 Sachets (US)
Risal Flora Glo Lutein Support Quti Soft Candy (Taiwan)
Seven and I Premium Rich Fruit Ice Bars with 4 Flavors (Japan)
Del Monte Quality Filipino Style Spaghetti Sauce (Philippines)
Leovit Muesli Bar with Bilberry and Lutein (Russia)

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Essential Nutrition Soup Lift Tomato and Turmeric Soup Powder (Brazil). A combination of 100% vegan natural ingredients with a characteristic of homemade cream soup. Made with organic tomato, rich in lycopene, in association with pure curcuma, leeks and natural seasonings, brings a nutritional richness with a delicious flavor.

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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