NPD in action: Performance nutraceuticals

Infant nutrition continues to be on the rise, with an average annual growth of +15% 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 & protein claims, gluten-free claims, organically sourced ingredients and products containing human milk oligosaccharides as the hero ingredient.

Collagen application shows no signs of slowing down, with an average annual growth of +21% witnessed in food, beverage 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.

Personalized nutrition is ever-expanding as consumers look for food and beverages that fit their unique lifestyles. This also applies to athletes and gym-lovers seeking to tailor their diets to individual goals beyond high performance and recovery. Sports nutrition now also promotes weight management, skin, cognitive, digestive and immune support.

Women’s health is gaining ground within the dietary supplements market, with claims in this space witnessing an average annual growth of +17 percent (Global, CAGR 2016-2020). Beyond supplements targeting various women’s related health issues – like supporting breastfeeding and pregnancy, regulating the menstrual cycle and enhancing sexual health – products that support active women, featuring energy or immunity claims, are on trend.