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NPD in action: Clean label supplements

Feb 2019

Interest in dietary supplements has grown as consumers become increasingly knowledgeable about health and wellness. As concern over preservatives and artificial ingredients within this space also rises, clean label has become a standard expectation. This, in turn, influences supplement manufacturers to focus on creating optimal transparent product labels with non-GMO, natural and organic claims.  

Solaray Fermented Shiitake Dietary Supplement: 60 Vegetarian Capsules (Sweden)
GNC Earth Genius Black Seed Oil Dietary Supplement (US)
Spiru Tein High Protein Energy Meal with Original Vanilla Flavor (Indonesia)
Oregons Wild Harvest Stress Guard Herbal Supplement: 90 Vegetarian Capsules (US)
Diet Food Supplements Bio Turmeric Dietary Supplement: 200 Capsules (Poland)
Nutrigold Mens 40 Plus Multi Gold Dietary Supplement: 90 Vegan Capsules (US)
Greeniche Moringa Powder (Canada).
Kinder Nurture Chocolate Chewable Probiotic For Kids: 60 Tablets (Singapore)
Organic Cold Pressed Unrefined Virgin Coconut Oil (Indonesia)
Lifestream Ultra Immunity Defence Dietary Supplement: 60 Tablets (New Zealand).

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Oregons Wild Harvest Stress Guard Herbal Supplement: 90 Vegetarian Capsules (US). Stress Guard is a wonderful combination of whole organic herbs and organic B-vitamins designed to help your body adapt to stress. Comes in 90 vegetarian capsules held in a plastic bottle. Calms and soother the nerves. Clinically proven dose of L-Theanine. Made with 100% non GMO ingredients. Gluten free. Product verified Non-GMO by SGS, an independent, third-party lab. Free from excipients, stearates and binders. Does not contain dairy, wheat, gluten, soy or corn allergens.

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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