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NPD in action: Energy Boost

Jun 2019

All food provides energy but some of it may feature ingredients with a special focus on boosting energy levels and maintaining alertness. Sports nutrition is the leading category for energy boosting food and beverage launches with an average annual growth of 44 percent, tracked globally between 2014 and 2018.

Naak Bouchées Energétiques au Grillon Choco Banane: Choco Banana Cricket Energy Bites (Canada)
Aquarius Litchi Flavored Glucocharge Drink (India)
Ready Vegan Protein Bar with Blueberry Almond Flavor (US)
Summer Fresh Snack'n Go Energy Multigrain Quinoa Salad (Canada
Yula Amazonian Energy Drink with Apple and Ginseng Flavor (Belgium)
Freeyu Energy Boost Dates, Peanut, Hazelnut, Banana and Cocoa Bar (Poland)
Rush More Daily Vitamins Plus Energy from Matcha Green Tea Dietary Supplement with Bahama Berry Flavor (US).
Bounce V Life Almond Kale Protein Energy Ball (Norway)
Peak Hydrate Ionic Mineral Citric Boost Drink (US)
Pitaya Plus Bite Size Cubes of Dragon Fruit (US)

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Naak Bouchées Energétiques au Grillon Choco Banane: Choco Banana Cricket Energy Bites (Canada). Chocolate and banana flavored energy bites with cricket protein in a 120g resealable plastic pouch. Contains 16g protein per bag. High in vitamin B12. Natural sugar only. Cricket is a superfood: 2x more protein than beef.2x more iron than spinach.1.6x more calcium than milk.7x more vitamin B12 than salmon. Cricket is an eco-friendly protein. Compared to beef: 2000x less water, E100x less high emission, 13x less land, 12x less feed.

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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