World wakes up to energy ingredient potential
Having experienced 50 percent average annual growth since 2017, supplements with energy and stamina claims are on the up and up. Within this, botanicals are picking up pace, as well as starring ingredients like zinc and maca extract. Additionally, F&B launches with energy ingredients that cater to specific lifestyles are in demand.
As the umbrella of nutrition for exercise widens, key ingredients like caffeine, creatine and Lion’s Mane mushroom are proving popular in delivery formats from sports powders to beverages. There is also overlap with categories like brain health and immunity.
Consumers are turning toward botanical and herbal ingredients, as well as various vitamins and minerals to target their bodies, brains and beauty. However, there is a shift away from many physical claims toward cognitive and mental benefits.
Plant-based supplements have seen 26 percent average annual growth between 2016 and 2020. Sports powders are an especially popular category, but sports bars are the fastest growing. Additionally, pea, stevia, isoleucine and valine are all key ingredients to watch.
Supplements promoting aspects of inner well-being, including digestion, mood and immunity, are on the rise. In addition to probiotics, popular ingredients include turmeric and ashwagandha. Galacto-oligosaccharides are also showing great promise in this space.
While skin health claims continue to grow, many beauty-from-within offerings are also embracing other positionings like immunity, bone health and wellness. Collagen and hyaluronic acid are key ingredients in this sector, but botanicals are on the rise.
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