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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.
There is an increase in vitamin and mineral subcategory launches with an annual growth of +20% from the year 2018 to 2022 (CAGR). In 2022, the top leading claim for vitamins was immune health, but mental acuity shows potential for innovation with the fastest annual global growth of +99% (CAGR, 2018-2022). Vitamin C, vitamin D3 and vitamin B6 were the leading vitamin ingredients for launches in 2022. Gummies and gels are the fastest growing vitamin formats in the last five years unlocking an opportunity for more format innovation.
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Product launches in the baby & toddler category have a +5% growth globally from 2018 to 2022 (CAGR). Baby formula and milk was the leading subcategory for baby & toddler launches in 2022, but baby snacks are showing opportunity for innovation with +21% growth in the five years. Nearly half of the launches for babies & toddlers had an organic claim. There is also a steep growth in product launches with a plant-based claim, which have grown +62% from 2018 to 2022 (CAGR).
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Collagen solutions are widely used as part of daily nutrition, particularly in supplements. Notably, the use of collagen ingredients in the bakery category is on a growth path with a +61% average annual growth (Global, CAGR 2018 -2022). Collagen as a source of protein also contributes to supporting skin and joint health, and overall well-being. Additionally, helping with insomnia is the fastest-growing positioning for collagen supplements.
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Clean labels continue to influence the health perception held by consumers. The market is responding with more product launches, incorporating various natural ingredients for different health claim benefits. For example, the use of natural preservative ingredients in supplements & sports nutrition has shown a global growth of +13% from 2018 to 2022 (CAGR).
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Functional foods and beverages with aging well claims have a +14% annual growth globally (CAGR, 2018-2022). This growth correlates with consumer interest in healthy aging. According to the Innova Trends 2023 Survey almost one out of three consumers says that they start to take active steps to age healthy already from age of 30 and onwards.
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Sports 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).
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