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3 key health trends to watch in nutraceuticals 2016

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Innova Market Insights has identified 3 key trends for Hi Europe, to be held in Frankfurt, 2016: Heart Health, Cognitive Health and Digestive Health

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3 key health trends to watch in nutraceuticals 2016

  1. 1. European Nutrition Innovation: Heart & Cognitive Health Platforms Addressing aging demographic demands. Robin Wyers, Chief Editor
  2. 2. The main concerns are not the most addressed by NPD 55% 37% 29% 29% 29% 24% 11% 11% 0% 10% 20% 30% 40% 50% 60% Retaining mental sharpness as I age Eye health Reduced physical activity levels due to health Heart health High cholesterol Bone health Frequent colds/flu Digestive health How concerned are you with the following? Answer: very or extremely concerned (Age: 65+, United Kingdom, 2014) 2
  3. 3. www.innovadatabase.com Heart Health Platforms
  4. 4. Supplements dominate in heart health platform 4 +36% 2011-2015 +71% 2011-2015 Food & Beverages <1% of launches Supplements 14% of launches *Based on number of global product launches tracked (2015)
  5. 5. Heart health platforms: supplements versus foods 5 Maintenance of normal blood pressure Potassium Sodium reduction Lowering blood cholesterol Beta glucan (oats) Normal cardiac function Omega 3 (DHA)
  6. 6. Ingredients (mix) allow for multiple benefits in one product 6 Professorin Kalaoljykapseli Fish Oil: 100 Capsules (Finland, Apr 2015) Brain-mood health Centrum Adult Complete A To Zinc Multivitamins And Multiminerals Dietary Supplement, 60 Tablets (Belgium, Feb 2015) Immune health Life Extension Low Dose Vitamin K2 Dietary Supplement: 90 Softgels, 45Mcg (Belgium, Sep 2015) Bone health
  7. 7. www.innovadatabase.com Heart Health Supplements
  8. 8. Omega 3 fatty acids still dominate heart health NPD 8 32% 21% 30% 25% 6% 5% 16% 7% 10% 8% 33% 31% 29% 28% 23% 22% 21% 20% 16% 15% Glycerol Vitamin E Glycerin Magnesium Docosahexaenoic Acid (Dha) Eicosapentaenoic Acid [Epa] Tocopherol Omega-3 Fish Oil Vitamin D *% of supplements launches with heart health claim, ranked to relevance in 2015 Top ingredients in supplements launches tracked with heart health claim* (Global) 2011 2015 Barleans Ideal Omega 3 Dietary Supplement: 30 Orange Flavored Fish Softgels (United States, Dec 2015)
  9. 9. Rise in application of botanicals 9
  10. 10. Snacks: a fast growing category for a heart health positioning 10 Cereals +5% Dairy +8% Snacks +64% *Based on number of global product launches with heart health positioning (2015 vs 2014) Chia Bia Milled Chia Seed (Ireland, Nov 2015) “One portion of chia daily contains enough omega 3 ALA to help maintain normal blood cholesterol levels.”
  11. 11. Heart health snacks: sources of omega 3, potassium, vitamin E and iron 11 Acti Snack+ Fruit, Nut and Seed (Ireland, Oct 2015) Lea Nature Jardin Bio Super Graines Chia Et Lin: Super Chia and Flax Seeds (France, Jun 2015) Nutberry Light Dried Raisins (Russia, Apr 2015) Linwoods Milled Flaxseed, Sunflower, Pumpkin, and Sesame Seeds and Goji Berries (Netherlands, Mar 2015) Kibela Nutini Roasted Almonds (Macedonia, Feb 2015) Vitamin E & thiamin Iron Omega 3 Vitamin E & potassium
  12. 12. Cocoa – an indulgent heart health platform emerging 12 Cocoa Plus High Protein Chocolate (United Kingdom, Nov 2015) “Full of flavonoids, which lower the risk of heart disease.” Lovechock Organic Raw Chocolate Bar With Pure Cocoa Nibs (Sweden, Sep 2015) “Raw cocoa: natural source of flavonoids.”
  13. 13. www.innovadatabase.com Targeting Cognitive Health
  14. 14. Brain health: the supplements space traditionally dominates 14 +113% 2011-2015 +235% 2011-2015 Food & Beverages <1% of launches Supplements 11-13% of launches *Growth in number of global product launches tracked
  15. 15. Asia and Europe drive global growth in brain health supplements 15 7% 18% 16% 7% 11% 15% 19% 14% 12% 13% 0% 5% 10% 15% 20% 25% Asia Australasia North America Europe Global %ofproductlaunches Supplements launches tracked with brain health claim 2011 2015 Host Defense Myco Botanicals For Brain: 60 Vegetarian Capsules
  16. 16. Key market categories* for brain health positioning 16 Soft Drinks +30% Dairy +23% Hot Drinks +0% *Based on number of global product launches with brain health positioning (2015) Danone Actimel Pro Vital Fermented Drinking Yogurt With Ginseng Extract (Spain, May 2015)
  17. 17. Brain health during the different stages of life 17 Baby & toddlers • Brain development Children • Cognitive development • Memory & concentration Adults • Mental energy • Fight stress • Support positive mood Seniors • Mental sharpness • Memory • Synapse function
  18. 18. Supplements for kids and students support school performance 18 Bassetts Vitamins Multivitamins Plus Omega 3 Food Supplement With Tropical Flavor For Children 7 To 11 Years: 30 Soft And Chewies (United Kingdom, Oct 2015) Multivitamin Dm Healthy Plus Concentration And Learning Dietary Supplement For Children: 30 Soft Pastille (Germany, Oct 2015) Concentration & learning Twinlab Ps Gummies Phosphatidylserine Dietary Supplement For Students: 60 Gummies (US, Jun 2015) Memory & cognitive function
  19. 19. Nutricia launches first nutritional product for Alzheimer • Souvenaid is launched by Nutricia and sold via pharmacies; it is a medical food developed to improve the memory of people during the early stages of Alzheimer’s disease. • Results of a recent EC-funded trial state that the nutritional drink can help to “conserve memory, the ability to think and perform everyday tasks, as well as reduce brain shrinkage in people with prodromal Alzheimer’s disease.” Souvenaid contains: • Omega 3 fatty acids • Vitamins E, B, B13, C • Uridine • Choline Source: Nutritioninsight.com (March 14, 2016) 19
  20. 20. Questions? Please contact us: contact@innovami.com

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