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NPD in action: Collagen boost

Nov 2019

The health benefits of collagen are well established within the food industry and touch on sectors such as sports nutrition, mobility and the beauty-from-within space. Beyond supplements, functional collagen is increasingly applied across market categories such as confectionery and dairy products, with a growth of +23 percent globally between 2014 and 2018.

Dm Mivolis Beauty Collagen Dietary Supplement with Pomegranate and Jasmine Flavor (Czech Republic)
Champ! Strawberry Protein Bar with Coenzyme Q10 Plus Collagen (Russia)
Jele Beautie Strawberry Flavored Jelly Drink with 700mg Collagen (Thailand)
Purely Elizabeth Vanilla Pecan Collagen Protein Oats (US)
Collagen Plus Beauty Milk Nutritious Beauty Milkshake with Smooth Strawberry Flavor (UK).
Be & Cheery Freeze Dried Strawberry Crisp (China)
Lotte 1000 Up Collagen Gummy Jelly (South Korea)
Medlie Veggie Mash Avocado Greens with Collagen (US)
Herbal Fix Beauty Organic Collagen, Aloe Vera, Amla, Chamomile and Gotu Kola Drink with Mango Flavor (Philippines)
Shorba Chicken Bone Broth (Canada)

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Dm Mivolis Beauty Collagen Dietary Supplement with Pomegranate and Jasmine Flavor (Czech Republic). Mivolis Beauty Collagen with pomegranate-jasmine flavor is a dietary supplement containing a nutrient complex of collagen peptides, vitamin E, vitamin C, niacin, pantothenic acid, biotin and zinc. Comes in 20 ampoules held in a carton box.

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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