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NPD in action: Skin health

Sep 2018

Stressful modern lifestyles and society’s emphasis on youthfulness are driving new product launches with skin health claims. Global food and beverage product launches tracked with a skin health claim increased with a CAGR of +10 percent over the past five years. Moreover, manufacturers profit from a rapidly growing plant-based market as plants naturally contain key vitamins and antioxidants that contribute to skin health, such as vitamines A, C and E.

1. Kalumi No.4 Beauty Food Collagen Protein Bar with Cheeky Chai (US).
2. All Beauty Skin Care Drink with Pomegranate and Rose Flavor (Philippines)
3. Zupa Noma Organic Superfood Soup: Cucumber Avocado (US)
4. Sams Choice Himalayan Pink Salt (US)
5. Funky Nut Co Hazelnut Butter Dark Chocolate with Banana Chip (UK)
6. Health Lab Honest Snacks Glow Choc Matcha Probiotic Ball (Australia)
7. Angel Life Granola (Peru)
8. Rho A Wholesome Food Co Classic Recipe Raw Kale Chips (Netherlands)
9. Natur Skin Nutrition The Glow Turmeric, Mango and Carrot Cold Pressed Shot (UK)
10. Bareorganics Goji Berries (India)

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Kalumi No.4 Beauty Food Collagen Protein Bar with Cheeky Chai (US). Each bar contains a full 12 gram serving of marine collagen. Marine collagen can help hydrate the skin from within and has anti-aging properties. Marine collagen can help combat cellulite. Marine collagen absorbs faster than any other protein source. Turmeric is an anti-inflammatory. Black pepper increases the bio-availability of turmeric. Contains 15g protein. Gluten free. Non GMO.

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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