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NPD in action: Heart health 

Jan 2018

Food choices are an important part of a healthy lifestyle and have an impact on heart health. Heart diseases are among the leading causes of death worldwide, giving food manufacturers clear marketing opportunities to develop new products with a heart health claim. Some new products are focused on addressing heart-related concerns such as reducing cholesterol levels while others address overall heart health. Innova Market Insights recorded that Asia is the region with highest incidence of new product launches with a heart health claim in 2017.

Nice Roasted And Salted Almonds (US)
Saharkhiz Natural Barberry (Iran)
Pyflor Kale (Honduras)
Good Nature Tea Blend That Helps Lower The Increased Blood Pressure (Macedonia)
Life Health Foods Almond Fresh Almond Drink: Chocolate (India)
Nutzy Creamy Smooth Peanut Butter (Nigeria)
Speyside Smokehouse Salmon Jerky With Sweet Chilli Pepper (Ireland)
Cuika Chocolate Flavored Protein Snack (Mexico)
Pauluns Superriisi Red And Brown Raw Rice, Green Lentil, Quinoa And Pumpkin Seed (Finland)
Bio Hunza Dried Fruits And Nuts Premium Cashews (Pakistan)

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Saharkhiz Natural Barberry (Iran)
Barberry is a very good source of vitamins in group B, especially B1 and B2, effective in reducing neurological complications of vitamin B1 or thiamine. Also, the presence of large amounts of organic acids in this fruit plays an important role in iron absorption. Other properties of barberry include heart preservation, obesity treatment, and diabetes control, reducing inflammation and digestive and respiratory infections, useful for skin, treating kidney stones, and protecting the liver.

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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