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Gender specific nutrition: NPD in action

Aug 2017

In general, gender specific formulations for food and beverage products are few and far between, with manufacturers preferring to broaden their target markets. The exception to this are weight management products, which are predominantly positioned for females, and the growing area of sports nutrition, whereby female positioned products are gaining share.

Bakoma Pro Women High Protein Yogurt Drink: Strawberry And Cranberry (Poland).
Men's Health Kitchen Indian Spiced Lentils (UK).
Yuanqi Senlin Lemon Juice Drink (China).
Rohi Cereales Premium Life Flakes Hojuela Integral Con Maca: Wholegrain Flakes With Maca (Colombia).
Yogi Tea Mens Tea Ayurvedische Kruidenthee Met Gember, Ginseng, Chilli: Ayurvedic Herbal Tea With Ginger, Ginseng And Chilli (Belgium).
Ishape Steamed Chicken Breast With Vanilla Flavor (China).
L Men 2 Go Low Fat Milk Based Drink With Whey Protein: Chocolate Flavor (Indonesia).
Gerlinea Repas Minceur Complet Barres Au Chocolat: Complete Slimming Meal Bars With Chocolate (France).
Centrale Del Latte Cioko Milky Latte Con Cioccolato: Milk Drink With Chocolate (Italy).
Fitness Wholegrain Cereal With Fruits (Finland).

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Rohi Cereales Premium Life Flakes Hojuela Integral Con Maca: Wholegrain Flakes With Maca (Colombia). No sugar added. Soy free. No trans fats. Increases vitality, strength and endurance. Strengthens bone growth. Maca is an energizing plant with a powerful endocrine regulator especially recommended for women with different hormonal disorders and also for athletes looking to improve their performance and recovery.

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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