NPD in action: Healthy aging

Consumers are looking for products with botanicals they believe improve health and well-being. Supplements and sports nutrition are the fastest growing categories tracked with botanical ingredients (Global, CAGR 2016-2020). In these categories, claims target specific health benefits and mood platforms focusing on immune health, relaxation or reducing stress, for example.

Skin health claims are on the rise in supplements, with an average annual growth of +52% (Global, CAGR 2018-2020). Skin health claims are also expanding to food and beverage product launches, with soft drinks and sports nutrition as top market categories. Claims often focus on creating healthy glowing skin, minimizing wrinkles and supporting collagen formation.

With an average annual growth of 12 percent (Global, CAGR 2016-2020), the baby and toddler nutrition segment shows a steady rise. More products are being launched with no additives/preservatives and organic claims, along with convenience in packaging and preparation. Meanwhile, vegan claims are exhibiting fast growth.

Clean label claims such as “natural,” “organic” or “no additives” have become standard across the food and beverage industry, including the supplement category. The definition of clean label is evolving, resulting in a greater variety of claims. An example is the plant-based claim, since consumers perceive plant-based foods as clean and healthy.

Within the supplements and sports nutrition segments, protein claims continue to grow with an average annual growth of 17 percent (Global, CAGR 2016-2020). Performance proteins have evolved from traditional powders to other delivery formats like cookies, porridge, protein water and protein shots. Products with indulgent flavors and products specific for pre-workout and post-workout are the latest developments.

There is steady growth in the cardiovascular health market, with supplements and sports nutrition launches witnessing an average annual growth of 17 percent (Global, CAGR 2018-2020). Magnesium, EPA/DHA and omega 3 remain the top functional ingredients mentioned on the ingredient list in supplements and sports nutrition with a heart health positioning (Global, 2020).