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NPD in action: Whey protein for active consumers

Nov 2019

Consumers are looking for innovative ways to take the benefits of a high-protein diet into their daily life. Food and beverage launches with whey protein, including supplements, experienced an average annual growth of +18 percent globally between 2014 and 2018. Target groups are now the generally active consumers rather than just athletes.

Dymatize ISO 100 Clear 100 percent Whey Protein Isolate Drink with Fruit Punch Flavor (US)
Kellogg’s Yogurt Cube and Berry Protein Granola (South Korea)
Aly High Protein Pizza Base (Turkey)
Eden Organic Vegetarian Sausage (Germany)
Chokolah Organic Chocolate with Whey (Brazil)
Oh! High Protein Butter (Switzerland)
Probiotica Peanut Whey Bar (Brazil)
Vigor Protein Chocolate Flavored Yogurt with Whey (Brazil)
Kramer’s Authentic Strawberry Protein Ice Cream (Denmark)
Athletic Greens 100 percent Grass-Fed Whey Protein Supplement Powder with Natural Chocolate Flavor (US)

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Dymatize ISO 100 Clear 100 percent Whey Protein Isolate Drink with Fruit Punch Flavor (US). Fruit punch flavored 100 percent whey protein isolate drink, in a 591ml PET bottle.

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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