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NPD in action: Microalgae applications

Jul 2018

Microalgae are gaining global popularity due to their nutritious characteristics and sustainable production methods. The use of algae in food products is common in Asia and, in recent years, has seen an increase in applications in the West, particularly in dietary supplements and superfoods. More than 40 different species of microalgae have been identified yet the most common species used in applications for human consumption are chlorella and spirulina. 

1. King Way Milk Pwder For Pregnant Women (Taiwan)
2. One Nature Organic Protein Powder With Vanilla Flavor (Mexico)
3. Naked Green Machine Antioxidant Apple, Kiwi And Pineapple Smoothie With Botanical Extracts (Germany)
4. Life Mix Functional Strawberry And Apple Juice (Brazil)
5. Sol Natural Organic Vegan Pate With Kale, Spirulina And Fine Herbs (Spain)
6. Natures Own Instant Brown Rice Cereal With Spirulina (Indonesia)
7. Torras White Chocolate With Algae And Black Sea Salt (Brazil)
8. Tesco 4 Body Boost Smoothie Mixes Packed With Fruit (UK)
9. Enjoy Pure Cubes Superfood Snacks Mix Peruvian Groundcherry, Acai, Chlorella And Raw Cocoa (Poland)
10. Marinoe Tali Organic Dehydrated Seaweed Chips With Wasabi Flavor (France)

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Sol Natural Organic Vegan Pate With Kale, Spirulina And Fine Herbs (Spain). Organic and vegan kale and spirulina pate with fine herbs. Now with more kale. Gluten-free. Certified organic. Suitable for vegans. Lactose-free. No palm oil. Green Dot Certified.

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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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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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