The rising popularity of the keto diet
The keto diet is based on the premise of the body entering ketosis. The body reaches a ketogenic state when carbohydrate intake is so low that the body shifts to producing ketones to help fuel organs. The growing popularity of this diet has bolstered a string of keto-centric launches, with NPD in the sports nutrition category leading the way.
According to Innova Market Insights, nutraceutical product launches tripled in five years, from 2017 to 2021. Meanwhile, Europe was the region with the most nutraceutical launches in this period, making up 42% of the market share. The leading subcategory was sports powders, followed by botanical/herbal... Read More
According to Innova Market Insights, new products in supplements for skin health almost tripled from 2017 to 2021. Meanwhile, Europe was the region with the most skin health supplement launches in this period with 41% market share. Also, the leading subcategory was vitamins/minerals, followed by... Read More
Botanical infused nutrition is a fast-growing segment, with Europe leading the way in ingredient launches. Ayurvedic blends, as well as infusions with vitamin C and D3 are driving market growth. Immunity, sports nutrition, brain health and mood are among the key consumer demands in seeking out botanical... Read More
Consumers across the globe are increasingly taking supplements to prevent diseases, while healthy living demands are leading to an uptick of new product launches. With individuals becoming more aware of the positive impact of vitamins and minerals on immune health, ingredients such as vitamin C and D3 are... Read More
Staying physically active is an essential aspect of healthy aging for consumers across the globe. Demand is impacting the dietary supplement industry which has seen a steep increase of new product launches. With an eye on ingredients, turmeric and curcumin are increasingly used in sports nutrition launches... Read More
According to Innova Market Insights data, the number of new product launches with collagen for joint health grew by 85% in the last 5 years. Notably, type II collagen has been emerging in new launches, particularly gaining popularity in combinations with other ingredients for joint health.
The microbiome has the potential to be a game changer in how consumers manage their health as probiotic and prebiotic claims are gradually increasing in F&B. The majority of postbiotics are launched in the supplement category, with North America and Asia, leading the way.
Supplements and sports nutrition launches with women’s health claims have seen a steep increase since 2017. Certain ingredients such as magnesium and vitamin C are particularly popular while sports powders are a fast-growing subcategory. Asia has marked the highest share of product launches, followed by... Read More
Following a peak in 2019, sports nutrition launches are starting to stabilize, although Europe and the Middle East and Africa are seeing especially strong growth. Sports powders are by far the most popular format, with sports bars losing their market share. Other notable themes include plant proteins and... Read More
Claims related to energy are on the rise, with supplements and sports nutrition offerings proving especially popular. Unsurprisingly, caffeine is the leading ingredient, but functional ingredients like L-theanine and Lion’s Mane mushrooms are growing quickly. Additionally, co-positionings like immunity and... Read More
The number of supplement launches is still growing – although it is slowing from previous years. Trending aspects in this space include minimalist packaging and botanical or herbal ingredients, as well as vitamins. Notably, the personal care and weight loss subcategories are seeing especially fast growth,... Read More
While the growth of dairy proteins in supplements and sports nutrition has been steady for the last few years, it remains a popular ingredient, especially for sports powders and within the European market. This is coupled with other trending positionings, such as free from palm oil and clean label.
Mobility claims have seen steady growth over the last few years, with many products combining these with immunity and oral health positionings. Additionally, mental acuity claims will be a significant area of growth in future years. Key rising ingredients in this space include vitamins D3, C and B6, while... Read More
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.