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NPD in action: Salt reduction

May 2020

High blood pressure is one of the leading causes for heart disease and is often initiated by excessive salt intake. Salt reduction is therefore high on the agenda for consumers and food and beverage companies. Two of the fastest growing market categories for salt-related claims globally between 2015 and 2019 are Snacks and Baby & Toddlers’ products.

Oikia Moomin Organic Original Oat Snacks for Babies from 6 Months Onwards (Finland)
Nuts on Clark Popcorn: Caramelcorn and Cheesecorn Mix (US)
Zumitam Potato Chips with Avocado Oil and Sea Salt (Mexico)
Fairtaste Fair Trade Sun Dried Apricot (Hong Kong)
Organix Organic Melty Cheese Stars for Babies from 7 Months Onwards (Ireland)
Walkers Hint of Salt Olive Oil and Herb Flavour Potato Crisps (UK)
Happy Crumbles Almond and Cranberries Snack (Colombia)
AH Bio Pasta with Sweet Potato, Zucchini and Peas in Tomato Sauce for Toddlers from 15 Months Onwards (Netherlands)
Second Nature Roasted Pistachios (US)
Raffertys Garden Mash Black Bean, Quinoa and Corn for Babies from 8 Months Onwards (Australia)

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Nuts on Clark Popcorn: Caramelcorn and Cheesecorn Mix (US). Caramelcorn and cheesecorn mix in a 141 g plastic packet. Gluten-free. Low sodium. Good source of fiber. 0 g trans fat per serving.

Innova Market Insights data indicates that there is a 2% growth in snack launches globally from 2019 to 2023. Snack Nuts & Seeds (21%) was the leading subcategory of snacks, but Finger Foods/Hors D’oeuvres was growing fastest with 8% growth from 2019 to 2023. Additionally, there was a notable surge in launches for plant-based snacks, which saw a 24% growth from 2019 to 2023.
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Innova Market Insights data indicates that the use of protein ingredients in food and beverage launches globally had a 3% average annual growth from 2019 to 2023, with Bakery being the leading category. Plant-based claims grew the fastest, with a notable increase of 27%. This surge has led to the rise of various plant proteins such as lentil protein, fava bean protein concentrate, field bean protein, and others.
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Innova Market Insights data indicates that there is a growth in low/no/reduced sodium claims in various food & beverage categories. Hot Drinks had a 24% average annual growth from 2021 to 2023. Categories Desserts & Ice Cream and Meat, Fish & Eggs are also on the growth path and show innovation potential.
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Innova Market Insights data indicates that organic claims are expanding into various food & beverage subcategories, painting a new landscape for the use of this claim. Organic flavored alcoholic beverages had a 35% average annual growth from 2019 to 2023. Other subcategories are also gaining ground, like wrapped chocolate pieces and others.
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Innova Market Insights data indicates there is a 2% average annual growth globally in cocoa ingredient use for food & beverage launches. Confectionery is a leader of these launches, with chocolate being the frontrunner, but there is fast growth of cocoa use in meat substitutes with 61% growth from October 2018 to September 2023.
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Consumers are rushing into the world of bold and exciting flavors. Innova Market Insights predicts that flower & botanical flavors will take the lead in food & beverage flavor innovation in 2024. Other flavor trends on the rise include nostalgic vibes, fantasy flavors, emphasis on local delights and a mix of sweet and sour influences.
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