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NPD in action: Foods for healthy aging

May 2018

Mainstream food and beverage manufacturers have responded to the growing aging population with formulation changes and health claims targeting different needs at different life stages. Healthy aging increasingly features in the context of lifestyle trends, with healthy nutrition being positioned as the tool to prevent, or at least postpone, the first signs of aging. For all consumers, young and old, staying independent and fit is a pressing concern.

1. Detox Water Cryptokiwi: Bioactive Aloe Water With Kiwi And Cucumber (US)
2. Gr8nola Delicious And Clean Granola: Matcha Green Tea (US)
3. Gemme Di Bonta: Dried Fruit And Nut Mix (Italy)
4. Bakoma Women Pro Plus Wanilia: Vanilla Flavored Fermented Milk Product For Women (Poland)
5. 137 Degrees The Premium Matcha Green Tea Latte With Walnut Milk (Philippines)
6. All Beauty Skin Care Drink With Pomegranate And Rose Flavor (Philippines)
7. Kelloggs Special K Nourish Flakes With Cashew, Macadamia And Coconut (Australia) 
8. Sora: Protein Chips With Chicken And Lemon Flavor (Brazil)
9. Mega A Mit Say: Dried Jackfruit (Vietnam)
10. Paleo Ranch Strawberry Pecan Skinny Bar (US)

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Detox Water Cryptokiwi: Bioactive Aloe Water With Kiwi And Cucumber (US). Bioactive aloe water with kiwi and cucumber, in a 473ml plastic bottle. Claims Features USDA Organic. Certified organic by Organic Certifiers.30 calories per bottle. Healing hydration. With aloe, electrolytes and vitamins. Contains 4 percent lemon juice. Activaloe guarantees high retention of the health benefits associated with aloe vera. Supports digestive health. Supports nutrient absorption. Promotes skin health. Promotes immune and antioxidant defense. Detoxwater contains 350mg of Activaloe. Pulp free. Aloin/latex free. Certified kosher pareve. Suitable for vegan. Gluten free. Non GMO. Recyclable packaging.

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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