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Vitamin opportunities

May 2023

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.

Yummygums
Wassen
Vitamine-se
Ambedo
Suku Vitamins
Chock Immune
Naturelo
A Wild Foods Product
Maya
Brainiac

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Yummygums Immunity Dietary Supplement: Blackberry Flavor (Netherlands)

  • This dietary supplement contains a mix of vitamins and vegetable extracts that helps to support your immune system. 
  • With vitamins C and D, zinc, echinacea, elderberry and blackberry flavor. 
  • Vitamin C supports the body's defenses and contributes to fitness. 
  • Zinc and vitamin D have a positive influence on the immune system. 
  • Vegan friendly. Sugar-free. Free of gluten, lactose, artificial colors and flavors, seeds and nuts and uses animal gelatin as a binder. 
  • Comes in 60 vitamin gummies with blackberry flavor, held in a plastic bottle.
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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