Ahead of the game: Energy/Alertness claims grow in global NPD
The energizing aspect of food is increasingly important to consumers as they seek foods that not only nourish but also deliver functional benefits – such as increased concentration. While coffee remains the go-to energy source, other ingredients are gaining a foothold. These include matcha, B vitamins and taurine.
Younger consumers are starting to engage in the healthy aging market as the role of prevention comes to the fore. Other forces shaping this sector include the COVID-19 pandemic and the rise of a holistic approach.
Prebiotic launches are gaining ground, especially in Europe. While the Baby & Toddlers category currently dominates, Supplements is the fastest growing. Other categories to look out for include Soft Drinks and Desserts & Ice Cream.
While the number of launches in the children’s nutrition space has been relatively stable over the past five years, the segment is seeing a definite shift toward nutraceuticals. For example, NPD with vitamins and minerals for immunity is on the rise, and choline has emerged as a hot ingredient.
There is global growth in the active nutrition realm, especially in the form of supplements. Unsurprisingly, energy and alertness claims are very popular, but immunity and mood health are also gaining ground. Probiotics and beer are also offering a new twist in this space.
Comesceuticals are on the rise, with skin health claims being especially popular in supplements. Europe is gaining market share and looks set to catch up with Asia. Meanwhile, launches are getting more creative, taking inspiration from food companies.
Supplements featuring a brain or mood health claim have seen major growth over the last five years, with this trend looking set to continue. The top associated claims are related to energy and stamina, although immune and heart health claims are also both popular.
Consumers are increasingly looking for plant-based offerings and supplements are no exception. Plant-based or vegan claims on supplements grew by 34 percent between 2015 and 2019 and show no sign of slowing down.
Eye health claims are on the rise globally, with Europe experiencing especially high growth. While Supplements and Baby & Toddlers are currently the top categories, Cereals and Snacks are seeing major growth. Interestingly, eye health claims often appear in tandem with brain health claims.
Immunity-boosting ingredients are having a moment in light of global health and wellness concerns rising. Immunity claims are spotlighted front-of-pack, with ingredients like vitamin C and selenium enjoying increased popularity.
The last three years have seen a notable growth in food, beverage and supplement launches featuring skin health claims. This rise is particularly notable in Europe, North America and Australasia, which have all seen skin health claims at least double from 2015 to 2019. Supplements continue to reign, making... Read More
While the popularity of collagen is set to keep growing, consumers will demand more enticing and innovative product formats to incorporate the ingredient into their daily diets. This comes as there is growing support around collagen’s potential in healthy aging and maintaining mobility.
While differing generations have unique nutritional priorities, they share a desire to live healthy and less stressed lives. This has led many to turn to supplements as an easy way to increase nutrient intake. Mobility is a key concern, with the collagen market quickly expanding to address this demand and... Read More
New launches featuring a heart health claim have stabilized in recent years, although the active categories have seen a major shift. Sports Nutrition has leapt from having heart health claims on 3 percent of launches in 2015, to a whopping 19 percent in 2019. This makes it the leading market category,... Read More
Launches featuring collagen are on the rise, which has seen average annual growth of 27 percent since 2015. Supplements continue to be the top market category, with a whopping 35 percent of 2019 launches featuring collagen. Sports Nutrition is also on the rise, while Meat, Fish & Eggs has seen a drop.... Read More
Digestive health claims continue to drive innovation, with Australasia leading the way with 6.9 percent of food and beverage launches featuring a digestive health claim in 2019. Since 2015, supplements have also overtaken dairy as the market category with the highest proportion of digestive health claims on... Read More
Food and beverage launches with a clean label claim are on the rise, as a focus on organic and understandable ingredients takes over. Australasia in particular is leading in new clean label product launches, seeing growth of 45 percent.
The sports nutrition category continues to move into the mainstream with strong growth occurring in food and beverages featuring a sports & recovery claim. Other fast growing markets for this claim include soft drinks and dairy. Additionally, sports & recovery products often also feature protein and energy... Read More