NPD in action: Performance nutraceuticals

The ongoing trend toward proactively managing health has been brought into sharper focus by COVID-19. This creates opportunities for functional nutrition, for example targeting healthy inflammation responses. Products with these claims are mainly launched in supplements and sports nutrition, and target both general inflammation responses as well as more specific responses such as joint inflammation.

Consumers are seeking convenient ways to consume supplements, where all the benefits in one dose is preferred over taking multiple pills. The industry responds with high bioavailability of the supplement ingredients. The top subcategories for bioavailability claims within supplements are vitamins/minerals and botanical/herbal supplements (Global, Jan-Aug 2021).

Consumers are looking for products with botanicals they believe improve health and well-being. Supplements and sports nutrition are the fastest growing categories tracked with botanical ingredients (Global, CAGR 2016-2020). In these categories, claims target specific health benefits and mood platforms focusing on immune health, relaxation or reducing stress, for example.

Skin health claims are on the rise in supplements, with an average annual growth of +52% (Global, CAGR 2018-2020). Skin health claims are also expanding to food and beverage product launches, with soft drinks and sports nutrition as top market categories. Claims often focus on creating healthy glowing skin, minimizing wrinkles and supporting collagen formation.

With an average annual growth of 12 percent (Global, CAGR 2016-2020), the baby and toddler nutrition segment shows a steady rise. More products are being launched with no additives/preservatives and organic claims, along with convenience in packaging and preparation. Meanwhile, vegan claims are exhibiting fast growth.

Clean label claims such as “natural,” “organic” or “no additives” have become standard across the food and beverage industry, including the supplement category. The definition of clean label is evolving, resulting in a greater variety of claims. An example is the plant-based claim, since consumers perceive plant-based foods as clean and healthy.