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NPD in action: Boosting heart health

Jan 2019

As cardiovascular disease remains one of the world’s most pressing health concerns, potential nutritional solutions to lowering cholesterol continues to be an innovation focus. Natural and plant-based solutions are increasingly emerging as effective options for reducing the risk of heart disease or for promoting heart health and are featuring more in NPD.

1. Del Monte Quality Heart Smart 100% Pineapple Juice Drink (Philippines)
2. Natures Garden Omega-3 Deluxe Mix (US):
Planters Dry Roasted Peanuts (US):
4. Campbell’s Chunky New England Clam Chowder Soup (Philippines):
5. Sun Chips Sweet Potato and Brown Sugar Whole Grain Snacks (US)
Number 1 Soya Milk (Vietnam).
7. NBI Heart Salt Table Salt (Australia):
Malwa Fito Apteka Herbal Tea for Cholesterol (Poland).
9. Quaker Oats 100 Percent Whole Grain Oats (Honduras):
Mazola Cholesterol Free 100% Pure Corn Oil (US)

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Del Monte Quality Heart Smart 100% Pineapple Juice Drink (Philippines). Pineapple juice drink with Reducol that helps lower cholesterol, in a 1L Tetra Prisma Aseptic. Heart smart. With Reducol that helps lower cholesterol. Accepted by Philippine Association of Thoracic and Cardiovascular Surgeons. No sugar added. FSC certified. Recyclable packaging.

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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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