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NPD in action: Sports nutrition

Feb 2021

Consumers are seeking products that support their active lifestyle; Sports Nutrition is hence a growing market. Although the global Sports Nutrition category was led by Sports Powders in 2020, innovation is also seen in spreads, drinks, porridge and even coffee with sport enhancing claims. Vegan and Keto claims are also gaining ground within Sports Nutrition.

About Time Vegan
B1U I Need
GNC Keto
Gymbeam
Kill Cliff
Bodylab
Mushroom
Luxe
BSc Caramel
Nu3

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About Time Vegan Isolate Protein Dietary Supplement Powder with Natural Vanilla Flavor (US). About Time Vegan protein is a unique plant-based protein blend formulated with peas, pumpkins, and brown rice to give you 21 grams of protein per serving. Each serving is only 120 calories with 3g of carbs and is naturally sweetened with stevia. Perfect for breakfast smoothies, a healthy protein-packed vegan friendly snack, or refueling post-workout shake. Comes in a 908g plastic jar. Infused with coconut oil powder. Sweetened with stevia. Digestive enzyme blend. Gluten and soy-free. Natural product. Suitable for vegans. Promotes weight loss. 0g animal fat. Rich in plant-based iron. Cholesterol and fat-free. Sugar-free. Recyclable packaging.

Taste and flavor are some of the most influencing reasons for consumers to choose a particular product. New product launches show brands emphasizing different taste combinations to create both a balanced taste but also give indulgence in novel flavors.
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Botanicals

 Mar 2023
Botanical ingredient application in food and beverages is expanding across all categories, but the leading category is sauces and seasonings. Meanwhile, plant-based products and meat substitutes are the fastest-growing categories, especially poultry substitutes with botanical components. Spice dominates as the leading ingredient, but new product launches show that innovative ingredients are on the rise for botanicals, especially algae species and fungi.
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The dairy category is constantly evolving, with brands searching to add value to the products with indulgent taste and texture, health benefits, and ethical claims which respond to the core values of the consumers. Palm oil free claim is driving the innovation with an annual growth of +36% (Global, CAGR Q4/2017-Q3/2022). Plant-based claims are also on the rise, pushing brands to explore innovation in dairy alternatives.
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When choosing food and beverages consumers are traditionally driven by flavor options. Functional foods provide not only health benefits, but also sensory experiences. Even though traditional and well-liked flavors such as milk chocolate, strawberry, and red apple are in the lead, flavors such as elderberry, candy, dragon fruit, and rose are on the growth path for functional food with different health claims.
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Coloring ingredients are frequently used in food and beverages. Sometimes such ingredients can be artificial, but more recent innovations are steering toward more natural-based alternatives such as juice concentrate. The top food and beverage subcategories which use food colorings are Gummies/Jellies (15%), Juices & Nectars (14%), and Dairy Based Ice Cream & Frozen Yogurt (13%).
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Vanilla is a well-known flavor ingredient that consumers associate with bakery, confectionery, desserts, and other food and beverage categories. With sustainable farming practices being one of the driving forces of NPD in 2023, product claims emphasize sustainable vanilla sourcing with Rainforest Alliance or Fairtrade certifications and using organic and ethical claims.
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