NPD in action: Performance nutraceuticals

About four in five product launches with adaptogens are found in the sports nutrition and supplement categories (Global, 2020). Beyond stress reduction, recent launches with adaptogens are offering benefits such as improved energy, focus and immunity. The most widespread adaptogens seen globally in 2020 are ashwagandha, Rhodiola rosea, reishi mushroom and holy basil.

Manufacturers of dairy-based sports nutrition are continuously looking at ways to innovate their portfolio, including indulgence, convenience and added health benefits. Athletes and sports fanatics that enjoy matching their dietary patterns to their unique lifestyles can expect products that support digestive, skin and immune health, as well as aiding weight management and cognitive abilities.

Infant nutrition continues to rise, with an average annual growth of +15 percent in baby & toddler product launches (Global, CAGR 2018-2020). Current and future trends happening in infant nutrition include products with digestive health claims, front-of-pack vitamin, mineral and protein claims, gluten-free claims, organically sourced ingredients and products containing human milk oligosaccharides as the hero ingredient.

Collagen applications show no signs of slowing down, with an average annual growth of 21 percent witnessed in foods, beverages and supplements (Global, CAGR 2018-2020). Bakery products, soft drinks and supplements are the fastest growing segments. In supplements, collagen is often consumed to support skin, joint and bone health.

Nootropics are gaining ground both within the dietary supplements market and in the overall food & beverage market, with specific “nootropic” claims witnessing an average annual growth of 62 percent (Global, CAGR 2016-2020). Other major claims revolve around memory, mental focus, alertness, clarity, performance, stamina as well as antistress, anxiolytic, comforting and soothing properties.

Manufacturers are increasingly turning toward functional beverages as consumers are looking for new ways to bolster their health. In the wake of the current pandemic, more beverages are targeting immune health and mood-related platforms such as focus and calmness. Ingredients that are increasingly being tracked within these segments include botanicals and probiotics.