Athletes and beyond
Mar 2023Sports nutrition show stable innovation growth, with low sugar claim growing the fastest for different product launches. Vegan and vegetarian alternatives also rise among products for athletes or people performing high-impact sports. Product launches focus on convenient packaging that is easy to transport, with an annual growth of +86% (Global, CAGR 2018-2022).
Purepower Sport Energy Gel with Cola Flavor (Denmark)
- Energy gel with a mix of simple and complex carbohydrates, containing 10 g of sugar.
- Contributes to the recovery of muscle function after an intensive workout, preventing muscle fatigue and restoring glycogen stores in skeletal muscle.
- To be used before or during a workout.
- Especially recommended for athletes that perform long-lasting physical activities (skiing/long-distance diving, triathlon).
- ISO 22000 certified.
- Packed in a 40 g plastic four-side sealed pouch.
Natural ingredients
Jul 2024Consumer demand for natural and healthier products drives the sports nutrition and supplements industry to embrace natural ingredients. This includes a wide range of plant extracts, vitamins, minerals, and natural preservatives, all contributing to a cleaner, more health-conscious and sustainable lifestyle.
Ingredient synergies
Jul 2024Functional ingredients spearhead innovation and development within the nutraceutical industry, emerging as the most impactful trend. As a result, brands are exploring novel combinations of vitamins, minerals and herbs to enhance supplement efficacy and boost performance.
Post-workout recovery
Jun 2024Innova Market Insights data indicates a 17% year-over-year increase in sports nutrition products featuring post-workout claims from April 2023 to March 2024. Among these launches, 69% were sports powders. Additionally, there has been significant growth over the past five years in post-workout sports supplement launches, with a 27% increase from April 2019 to March 2024.
Climate-positive production
May 2024Innova Market Insights data indicates a surge in Supplement and Sports Nutrition launches featuring climate or carbon-neutral claims, with 78% growth from April 2019 to March 2024. Speedy growth for these launches was noticed in Western Europe and North America.
Personalized nutrition
May 2024Innova Market Insights data indicates that supplement launches witnessed a 5% compound annual growth rate between 2019 and 2023. As consumers are more concerned about their unique health needs, there is a clear trend for personalized nutrition solutions. In 2023, launches to support immune health saw the highest share, while supplements that support insomnia, mental acuity and sexual health are gaining traction. This shift marks the departure from the traditional one-size-fits-all approach to an era of customized formulations and targeted solutions.
As our population continues to age, the significance of specialized nutrition tailored to support active aging becomes increasingly prominent. Sports nutrition and supplements are crucial in optimizing nutrient intake to support physical health, cognitive function and overall well-being in older adults. These launches aim to promote longevity, vitality and quality of life throughout aging by emphasizing personalized approaches that address individual needs and goals.