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NPD in action: Protein fortification

Feb 2018

Protein fortification trend is showing no signs of slowing down. New food and beverage products launches tracked with protein claims increased with a CAGR of +28 percent (Global, 2013-2017). While in the past protein claims were concentrated in sports nutrition, meat and dairy products, they are now present in all categories. To many consumers, protein stands for added fitness and health and comes from different sources i.e. from peas or soy, but also from milk and meat. The range of new product options must satisfy all customers’ preferences.  

1.    Philadelphia Original Natural Cream Cheese (Sweden)
2.    Perfect Bar Dark Chocolate Chip Peanut Butter With Sea Salt (US)
3.    Itambe Pro Uht Skimmed Milk (Brazil)
4.    Nature Valley Protein Bars With Peanuts And Chocolate Pieces (Germany)
5.    Carezzo Tomato Soup With 10 Grams Of Protein (Netherlands)
6.    Dos Pinos Deligurt In Line Skimmed Yogurt Drink With Strawberry Flavor (Costa Rica)
7.    Chiefs Choco Mountain Protein Pudding (Switzerland)
8.    Purabon Protein Balls With Peanut Butter (Norway)
9.    Jumbo Protein Turmeric, Cayenne Pepper, Protein, Banana, And Apple Juice (Netherlands)
10.    Quest Protein Chips With Sour Cream And Onion Flavor (Guatemala)

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Carezzo Tomato Soup With 10 Grams Of Protein (Netherlands). Tomato soup added with 10g of protein. Carezzo soups contain almost twice as many proteins as regular soups, while at the same time all other nutritional values are kept like fiber and vegetables. 

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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