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NPD in action: Ancient grains

Nov 2018

With rising consumer interest in alternative grain products that are positioned as traditional, natural and nutritious, the use of ancient grains in new product launches tracked globally continues to grow with a 23 percent CAGR over the past five years noted by Innova Market Insights. Launch numbers globally are highest in bakery, cereals and ready meals, but snacks also see significant levels of activity. Quinoa is the leading ingredient among ancient grains tracked.

WK Kellogg Ancient Grains Flakes and Clusters: Cranberry, Almond and Rye (Switzerland)
Que Pasa Tortilla Chips with Ancient Grains (Canada)
Kashi Lemon Chickpea Snack Thins Crackers (US)
Navitas Organics Superfood Plus Snack Bar Maca Maple Flavor (UK)
Ancient Ingrained Snack Co Ka-Pop Ancient Grain Popped Chips with Olive Oil and Sea Salt Flavor (US)
Majans Bhuja Snacks Ancient Grains Twists with Chia and Quinoa (US)
Powerful Overnight Oats with Blueberry and Vanilla Flavor (US).
Smart Flour Foods Uncured Pepperoni Pizza (US)
Waitoa Free Range Premium Chicken Fillet Burgers with Ancient Grains (New Zealand)
Urbane Grain Ancient Grain Blend Mexican Beef Sonoran (US)

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WK Kellogg Ancient Grains Flakes and Clusters: Cranberry, Almond and Rye (Switzerland). Mixed cereals with cereal and flaxseed clusters, sweetened cranberries and almonds. Suitable for vegans. Certified kosher. No artificial sweeteners. High in fiber. No artificial colors or flavors. Palm oil free. Recyclable packaging. Healthy lifestyles through nutritious uplifting plant-based foods. 

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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