NPD in action: Weight management

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.

While performance nutraceuticals continue to address the professional needs of athletes, the sports nutrition space has expanded to a broader demographics, targeting everyone who needs active nutrition, including in the rising e-sports market. Hot topics include mental focus, digestive support, skin health and plant-based nutrition.

Consumers are increasingly looking to make dietary changes to improve their health and match specific lifestyles. Food fortification and reformulation are both strategies used by companies across F&B categories to answer this consumer demand. Sports Nutrition is the fastest growing category of products fortified with vitamins or minerals (Global, 2016-2020).

With “Transparency Triumphs” as Innova Market Insights’ leading trend for 2021, a growing number of sustainability claims are seen among supplements and nutraceuticals launches. Other trends such as “Tailored to Fit,” “In Tune with Immune” and “Mood: The Next Occasion” are fueling the growing overlap between supplements and food & beverage.

Busy lifestyles are putting a spotlight on products that can offer stress relief, mood-balancing effects and other functional health benefits. Adaptogens such as ashwagandha, ginseng and cordyceps mushrooms are increasingly included across food, beverage and supplement market categories, with many innovative examples seen in the US in particular.

Protein claims remain on trend for sports nutrition, with 31 percent average annual growth seen globally between 2015 and 2019. Performance proteins are evolving from being mainly applied in sports bars and sports powders to also appearing in other formats such as oats, protein waters and ready-to-eat meals. Vegan and plant-based performance proteins are key varieties to watch out for.