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NPD in action: Performance proteins

Aug 2021

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.

The After Bar Antioxidant Berry Fusion CBD Powered Muscle Recovery Bar (US)
CBDFX Vegan Protein Cookie with Chocolate Chip Flavor (US)
Designer Wellness Designer Vegan Soy Protein Powder with Angel Cake Natural Vanilla Flavor (US)
Powerking Banana and Chocolate Flavored Protein Bar (Spain)
Fairlife Core Power High Protein Milk Shake with Vanilla Flavor (US)
Nu3 Porridge Premium Protein Porridge with Apple-Cinnamon Flavor (Italy)
Protein Drink with Raspberry-Strawberry Flavor (Netherlands)
Myprotein Birthday Cake Flavored Pop Roll (UK)
Olimp Sport Nutrition Olimp Protein Shot with Orange Flavor (Germany)
Clif Bar Duos Cool Mint Chocolate Chocolate Chip Energy Bar (US)

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The After Bar Antioxidant Berry Fusion CBD Powered Muscle Recovery Bar (US). Contains a blend of dragon fruit, blueberries, cranberries and goji. Comes in a 68 g plastic packet. This bar packs an antioxidant punch, which can help prevent heart disease through the protection of cells from free radicals. With non-hemp derived pure-form CBD. Gluten-free. Suitable for vegans. Non-GMO. Non intoxicating. Soy-free. 0 percent THC. With 14 g protein and 20 mg CBD.

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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