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NPD in action: Microalgae applications

May 2019

Consumer demand for sustainable and nutritious foods has boosted the popularity of microalgae applications in both supplements and food and beverages. Microalgae is a direct source of omega-3 fatty acids, provides high-quality protein and can be used as a natural colorant. Beyond the supplements space, a +22 percent average annual growth has been tracked in global food and beverage launches featuring microalgae between 2014 and 2018. The number of launches is the highest in confectionery, soft drinks and sports nutrition.

Optima Semi-Fat Margarine with DHA (Poland)
Not Guilty Sweet Revolution Organic Fruit Flavored Gummies (France)
Natural Lawson Green Vegetable Smoothie Drink (Japan)
Health Ade Probiotic Wheatgrass, Spirulina and Camu Camu Power Greens Kombucha (US)
AYEM Pear, Apple and Almond Breakfast Bowl (UK)
The Algae Factory 70 percent Dark Chocolate With 3G Spirulina Algae (Netherlands)
Purasana Super Mix Sport Formula 100 percent Raw Powder Mix (Denmark)
Covap Omega 3 Milk (Spain)
Green Up' Mini Organic Cookies Superfood with Spirulina and Cranberries (France)
Vital Proteins Spirulina Dietary Supplement 120 Capsules (US)

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Optima Semi-Fat Margarine with DHA (Poland). Semi-fat margarine with DHA, in a plastic tray. Docosahexaenoic acid (DHA) helps to maintain normal brain function and maintain proper vision. The recommended daily dose of 30g provides 20 percent of the daily recommended intake of DHA. It is recommended to consume Optima DHA as a component of a healthy lifestyle and a balanced and varied diet. Confirmed action. A natural source of DHA. With marine microalgae oil, a primal and flawless source of DHA.

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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