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NPD in action: Carotenoids

Nov 2018

The most widely studied carotenoids – pigments produced by plants and algae, as well as several bacteria and fungi – related to health effects are β-carotene, lycopene, lutein, zeaxanthin and α-carotene. Driven by consumer demand for health and wellness products, carotenoids are experiencing growth in the market. New product launches vary from sweet to savory, including a wide array of flavors to satisfy every palate.

H2coco Supergreens Coconut Water With Spirulina, Cucumber, Kale, Wheatgrass, Kiwi Fruit And Green Apple (Australia).
2. Nestle Nesfit Salty Wholegrain Crackers With Tomato And Sesame (Brazil)
3. Nongfu Spring Energy Emperor Vitamin Water With Lemon Flavor (China)
4. Lima Stick Custard Cake Sticks (Japan)
5. Sevafoods Savory Coconut Jerky (US)
Heinz Tomato Ketchup Sauce With Cayenne Pepper (Russia).
7. Timios Carrot And Cumin Puffs For Toddlers From 2 To 102 Years (India)
8. Rhythm Superfoods Organic Kale Chips: Kool Ranch (US)
9. Le Fruit Farm Fresh Nectar Chanh Day Passion Fruit Nectar (Vietnam)
10. Noka Organic Strawberry, Pineapple, Camu Camu, Apple, Banana, Flax And Plant Protein Superfood Smoothie (US)

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H2coco Supergreens Coconut Water With Spirulina, Cucumber, Kale, Wheatgrass, Kiwi Fruit And Green Apple (Australia). Coconut water with spirulina, cucumber, kale, wheatgrass, kiwi fruit and green apple. Spirulina is a natural powerhouse of nutrients, protein, vitamins, minerals, carotenoids and antioxidant that can help protect helps from damage. It contains nutrients, including B complex vitamins, beta-carotene, vitamin E, manganese, zinc, copper, iron, selenium and gamma linolenic (an essential fatty acid). 

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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