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NPD in action: Healthy aging

Jul 2021

The COVID-19 pandemic has created newfound consumer interest in the importance of healthy aging and maintaining a healthy lifestyle across all stages of life. Sports nutrition products and supplements with claims related to healthy aging often present heart, immune, brain-mood, skin and eye health boosting properties. Top ingredients include magnesium, resveratrol and vitamin C (Global, 2020).

Reserveage
Ruved
Metagenics
Adashiko
Ifresh
Strength and Spices
Renude
Prime
Jiva
HealthAid

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Reserveage Nutrition Resveratrol Dietary Supplement (US). Resveratrol dietary supplement with 250 mg of active trans resveratrol anti-aging formula that supports a healthy heart, cellular health and longevity. Comes in 60 veggie capsules in a plastic bottle, held in a carton box. Supports a healthy heart, cellular health and longevity. Helps fight free radicals and excessive oxidation in the body due to aging, lifestyle and the environment. Powerful antioxidants present in red wine. Its anti-aging compounds support optimal wellness and ensure vibrancy. Provides antioxidant benefits that are equivalent to consuming red wine. Suitable for vegans. Clinically studied ingredients.

Performance products are no longer limited to athletes, but are targeting all active consumers. Therefore, there is a demand for healthy and tasty products that can be consumed at all times of the day. Innovation in sports nutrition with dairy ingredients present the best of both: the health benefits from proteins in a convenient/tasty format.
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Nootropics

 May 2022
Consumers increasingly prioritize their mental health and are therefore more interested in ingredients that support brain health and cognition. Supplements with nootropics support multiple cognitive functions such as memory, mental clarity and alertness, whereas sports nutrition with nootropics can improve focus and mood for a better performance.
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The active nutrition sector is growing. It is not only targeting athletes but all consumers who seek performance-boosting nutrition. Performance nutraceuticals offer additional benefits such as immune support, brain/mood support and stress management support to help live healthier and more active lives.
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The concept of ‘clean’ eating is still most closely associated with natural ingredients. However, there is a further growing focus on ‘clear’ labeling including more transparency about how food is made and its impact on the world. Within the supplements and sports nutrition categories, claims on natural and/or sustainable ingredients are increasingly applied.
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Manufacturers are increasingly turning toward functional food and beverages as consumers are looking for new ways to bolster their health. Notably, 48% of new food and beverage launches tracked contain a health claim (Global, 2021). The claims applied in functional food and beverages are targeted toward physical, mental and emotional health.
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The COVID-19 pandemic has elevated the importance of healthy aging. Global consumers are looking for supplements to maintain and boost their health and performance across all life stages. Supplements with “aging well” claims often also feature skin health, immune health, brain health and heart health claims (Global, 2021).
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