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NPD in action: Immunity boosters

Sep 2018

Probiotic yogurts have increasingly been marketed as immune health boosters, but immune health NPD is expanding its reach in further categories such as soup, bakery and desserts. Turmeric and ginger are the rising stars of product launches featuring an immune health claim tracked over the past five years, with CAGR’s of +48 percent for turmeric and +56 percent for ginger.  

1. IÖGO Probio Plus Immuni-T Probiotic Yogurt: Strawberry, Blueberry, Raspberry and Peach-Mango (Canada)
2. Aduna Banana Boost with Baobab Superfruit Energy Bar (UK)
3. Linwoods Breakfast Boost with Cold Milled Organic Linseed, Cocoa and Mulberries (Netherlands)
4. Serious Smoothies Immunity Blueberries, Banana, Almonds, Flaxseeds and Dates (Australia)
5. Tari Treatment Immunity Boost Cold Pressed Raw Juice (Mexico)
6. Lipton Immune Support Flavoured Green Tea (Portugal)
7. Ripe Avocado Based Gelato with Salted Maple (US)
8. Dr Soup The Original Comfort Formula Immune Soupport Chicken Flavored Noodle Soup Mix (US)
9. Tetley Super Squash Immune Lime and Elderflower Flavored Juice Drink with Vitamin C (UK)
10. Flapjacked Tart Cherry Chocolate Mighty Muffin Mix with Probiotics (US).

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IÖGO Probio Plus Immuni-T Probiotic Yogurt: Strawberry, Blueberry, Raspberry and Peach-Mango (Canada). 100 percent owned by dairy farmer cooperatives. Source of vitamin A which contributes to the normal function of the immune system. Contains BB-12 probiotics which contribute to a healthy digestive tract flora. Source of 6 essential nutrients that contribute to the maintenance of good health. Quality milk from dairy farmers of Canada. Contains more than 1 billion CFU probiotics (BB-12 Bifidobacterium lactis) per 100g. Certified kosher dairy. Gelatin free. No preservatives. Gluten-free. Made with vitamins A and D fortified skimmed milk. Made from 100 percent recycled carton. FSC certified. Only 2.5 percent milk fat content.

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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