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Active nutrition

Feb 2023

As consumers seek healthier lifestyles, product launches with active nutrition claims are increasing with an average growth of +8% (CAGR, Global 2017/Q4 – 2022/Q3). Supplements in the form of vitamins/minerals and botanical/herbal take up most of the product launches, aiming towards boosting energy, alertness, and immune health. Protein-rich food and beverage products are in the lead for active health claims. Whereas vitamin C, vitamin B6, and vitamin B12 are the leading ingredients.

Swisse
Rooted
Garden of Flavor
Holland & Barrett
Tama Tea
Rossmann
Fast & Up
Happy Tot Organics
Herbalife Nutrition
Dragon Hemp

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Swisse Ultiboost B Plus Energy Gummies Supplement with Raspberry Flavor (Australia)

  • Formulated with B vitamins to support energy production and nervous system health. 
  • Supports mental concentration and focus.
  • 99% sugar-free. No added lactose, gluten, yeast or egg, artificial colors, flavors or sweeteners. 
  • Premium quality formula that contains sulfites.
  • Recyclable jar, cap and seal.
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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