Share

NPD in action: Added fiber

Nov 2018

In a better-for-you-twist seen across categories, fibers are being added to products to provide consumers with energy, satiety and further health benefits. There is also a trend towards giving indulgent products a dash of fiber. The leading fibers tracked in new product launch activity in 2017 are inulin, oligofructose and polydextrose. Added fiber claims are also prominent in the sports nutrition category, with Innova Market Insights data displaying a 32 percent CAGR of sports nutrition products with a fiber claim globally over the past five years.

1. Muscletech Nitro Tech Crunch High-Performance Protein Energy Bar with Cookies and Cream Flavor (Italy)
2. Misura Fiber Xtra Muesli Biscuits with Fruits and Chocolate (Mexico)
3. Arla Pineapple and Passion Fruit Fibre Yogurt (Denmark)
4. Silk Prebiotics Almond and Cashew Milk with Oats (US)
5. Tropicana Essentials Fiber Plus Apple, Plum, Apricot and Passion Fruit Juice (Netherlands)
6. Freee By Doves Farm Fibre Flakes (UK)
Organics Happy Tot Organic Pear, Blueberry and Spinach Blend with Fiber and Protein for Stage 4 Babies (Bahrain)
Nola Granola Chips Choco Banila (Indonesia)
9. Vitalice Premium Organic Mango Ice Cream (Mexico)
10. Kroger High Fiber Chocolate Fudge Brownies (US)

1/10

Picture Click to Enlarge

Muscletech Nitro Tech Crunch High-Performance Protein Energy Bar with Cookies and Cream Flavor (Italy). High protein (22g protein). Gluten-free. Excellent source of fiber. America's #1 selling brand. Natural flavors.

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.
Images
Images
Images
Images
Images
Images
Images
Images
Images
Images
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.
Images
Images
Images
Images
Images
Images
Images
Images
Images
Images
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.
Images
Images
Images
Images
Images
Images
Images
Images
Images
Images
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.
Images
Images
Images
Images
Images
Images
Images
Images
Images
Images
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.
Images
Images
Images
Images
Images
Images
Images
Images
Images
Images
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.
Images
Images
Images
Images
Images
Images
Images
Images
Images
Images
«12345...35»