Share

NPD in action: Top Ten Trends 2021

Jan 2021

With “Transparency Triumphs” as Innova Market Insights’ leading trend for 2021, a growing number of sustainability claims are seen among supplements and nutraceuticals launches. Other trends such as “Tailored to Fit,” “In Tune with Immune” and “Mood: The Next Occasion” are fueling the growing overlap between supplements and food & beverage.

Transparency Triumphs
Plant-Forward
Tailored to Fit
Little Lunch
In Tune with Immune
Nutrition Hacking
The Next Occasion
Product Mashups
Modern Nostalgia
Biotona

7/10

Picture Click to Enlarge

Mood: The Next Occasion – Inbloom Dream Sleep Dietary Supplement (US). Dream Sleep dietary supplement with herbal slumber blend helps mental calm, peaceful satisfying rest, quality of sleep and brain function. Helps to support brain health. Gently encourage the body and mind to drift into sleep, wake up refreshed from longer and better quality rest. Support to mental calm, peaceful satisfying rest. Sleep that helps to live to your full potential. Sleeping only six hours in one night can impair the brain function worse than three glasses of wine. Synergistic blend improves the night’s rest, making it easier to fall asleep and elevating the quality of sleep. Calm restless circular thinking. Enhance meditative alpha brain waves. 100% plant based. No synthetic ingredients. Suitable for vegans. Gluten-free. Sugar-free. Non GMO.

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.
Images
Images
Images
Images
Images
Images
Images
Images
Images
Images
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.
Images
Images
Images
Images
Images
Images
Images
Images
Images
Images
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.
Images
Images
Images
Images
Images
Images
Images
Images
Images
Images
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.
Images
Images
Images
Images
Images
Images
Images
Images
Images
Images
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.
Images
Images
Images
Images
Images
Images
Images
Images
Images
Images
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.
Images
Images
Images
Images
Images
Images
Images
Images
Images
Images
«12345...35»