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NPD in action: Vitamins and minerals

Jan 2020

As consumers increasingly look to make dietary changes to benefit their health, food fortification – the process of adding vitamins and minerals to food – is an area of the nutrition space that is being explored by many different companies. Sports Nutrition, Dairy (including dairy alternatives) and Soft Drinks are the fastest growing categories with vitamin/mineral fortified products (Global, CAGR 2015-2019).

Innocent Super Smoothie Fortify Pineapple, Guava, Lime, Flax Seeds and Baobab Smoothie with Vitamins B1, B2, B3, B6, C and E (Netherlands).
Meda Defence Cranberry and Lime Flavour Drink with Vitamin C, Echinacea and CBD (UK)
Kroger Vitamin Enhanced Zero Calorie Water Beverage with Lemonade Flavor (US)
This Isn’t Chicken Plant-Based Goujons with Breadcrumbs (UK)
Tree Essentials Instant Cocoa Powder (Mexico)
Benefit Dark Chocolate with Vitamins (UK)
Frannies Pink Pomelo Paloma Sparkling Love Sparkling Beverage with Grapefruit Flavor (US)
Peppa Pig Ocean Bomb Mixed Fruit Gummy (Taiwan)
Alpro More Fruit No Added Sugars Soya Yogurt: Raspberry Apple (Finland)
Missfits Protein Multitasker Salted Caramel Flavored Vegan Protein Powder Food Supplement with Added Essential Nutrients (UK)

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Innocent Super Smoothie Fortify Pineapple, Guava, Lime, Flax Seeds and Baobab Smoothie with Vitamins B1, B2, B3, B6, C and E (Netherlands). Pineapple, guava, lime, flax seeds and baobab smoothie with added vitamins B1, B2, B3, B6, C and E, in a PET bottle. Not from concentrate. No additives. The Innocent promise: tastes good, does good. 10 percent profits to charity. Recyclable packaging.

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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