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. European Nutrition Innovation: Heart & Cognitive Health Platforms Addressing aging demographic demands. Robin Wyers, Chief Editor
- 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
- 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. 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. 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
- 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. Rise in application of botanicals 9
- 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. 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. 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.”
- 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. 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. 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. 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. 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. 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. Questions? Please contact us: contact@innovami.com
Notas do Editor
- Good afternoon everyone. My name is Robin Wyers and I’m the Chief Editor at the market reserach firm Innova Market Insights.
- Retaining mental sharpness as I age was the biggest area of concern for 65+ UK consumers, ahead of eye helath on 37% and reduced levels of physical activity on 29%. Heart health and high cholesterol were both on 29%, indicating that these are also key areas of concern. Overall what is clear is that there are more and more opportunities open for NPD.
- So there is clearly a big opportunity for new product development and we will now go through the various heart helath platforms.
- As in so many areas of the functional foods and nutraceticals space, it is again clear that supplements dominate in heart health platform. Based on the number of global product launches tracked in 2015, what we found is that 14% of supplements had a heart health positoning, albeit sometimes in conjunction with other helath positonings. This grew in terms of NPD by 71% from 2011 to 2015. In food and beverages, the number of launches is still very small, at less than 1% of launches tracked. But there has been growth in these areas too of 36% from 2011 to 2015.
- What we see in both the food and supplements space is that active ingredients that hold approved health claims in Europe are benefiting from this type of active helath posiitoning. So some of the EFSA approved claims that we see being used are for beta glucan in terms of lowering blood cholesterol, potassium for the maintenance of normal blood pressure and omega 3 DHA for normal cardiac function. So one nice example of how to actively promote this is Myprotein – rolled oats, which: “Contains beta-glucans from oats which have been shown to contribute to the maintenance of normal blood cholesterol levels”
- An ingredients blend allows for multiple benefits within a single product. The top 3 secondary positioning claims on heart health supplements launches tracked in Europe in 2015 were around brain-mood health, immune helath and bone helath. Fish Oil is sometimes marketed on two platforms - EPA for heart health with DHA for brain health (support normal function of..). Centrum multivitamins contains Vitamin B6, B12 and iron to support your daily energy needs. Vitamin C, selenium and zinc to support your immune system.. Vitamin B1 in support of the heart. (…and many more) LifeExtension features an extensive helath claim. The product says: “Vitamin K, as shown in clinical studies, plays a vital role in maintaining bones healthy. It also function as a clotting element in the blood vessels. Poor vitamin K levels affect health of the entire cardiovascular system. Without adequate vitamin K, calcium in the blood can bind to the arterial wall, resulting in calcification.”
- So let’s look a bit more specifically at the heart helath space and what’s happening in terms of supplements.
- So if we look a bit more closely at the active ingredeits being used, we can see that omega 3 fatty acids still dominate heart health NPD. We looked at the top ingredients in supplements launches tracked with heart health claim globally in 2011 and 2015. What we have seen is that while glycerol, vitamin E, glycerin and magnesium are the leaders as a whole, omega 3 and fish oil related ingredients such as DHA, EPA, omega 3 and fish oil itself have all enjoyed signifcant uptake in tracked new product launches over the last few years. Here is a nice example of a product from the US, which contains 1000mg of EPA/DHA and is claimed to “support heart, mind and mood.”
- Another very interesting area of product development is botanicals, which are marketed on various health platforms, including heart health. I think you might recognize this infogrpahic – we presented it at IFT last year. Here we looked at trending botanicals by active health positioning comparing US figures for 2014 vs. 2013. When it came to making heart health claims: Garlic (+26%), Cinnamon (+22%), Ginger (+21%), Turmeric (+16%) and Annatto (+11%) were the fastest growing varieties. If you look at the top 5 claims being made for selected botanicals, heart health performed quite strongly, with 13% of supplements with the botanicals carrying heart health claims. In terms of food & beverages the numbers were also quite high at 10%, but clearly supplements dominates.
- If we look at the top 3 market categories ranked to number of global product launches tracked in 2015, you can see that cereals, dairy and snacks are all performing strongly, with the biggest growth coming in snack launches with heart helath claims, which was up by 64% in 2015 from 2014. The growth is coming from snacks nuts and seeds which claim to be good sources of fiber and/or omega-3. Popular claims include: “good source of dietary fiber” “contains omega 3 fatty acids”. A nice example is Chia Bia Milled Chia Seed from Ireland, which features the claim: “One portion of chia daily contains enough omega 3 ALA to help maintain normal blood cholesterol levels.”
- If we look a bit closer at the category, we can see that heart health snacks can be marketed as sources of omega 3, potassium, vitamin E and iron. For example, in the middle are products containing omega 3 sources such as chia and flaxseed. This ActiSnack product is promoted on an active helath platform through the vitamin E and thiamine content, while even fairly simple almonds are promoted as a source of vitamin E and potassium.
- Cocoa flavanols could be an indulgent heart health platform emerging to watch. Since EFSA’s approval of the beneficial effect of cocoa on blood circulation, cocoa has on many social media platforms been referred to as health (super)food - as long as it is dark chocolate and consumed in controlled quantities. In April 2015, the European Commission approved the extension of Barry Callebaut's existing health claim on cocoa flavanols from cocoa powders to cocoa flavanols from cocoa extracts (Regulation (EU) 2015/539). The Group obtained the right to use the health claim that “cocoa flavanols help maintain the elasticity of blood vessels, which contributes to normal blood flow”, for food supplements applications fitting into delivery forms such as capsules and tablets containing high-flavanol cocoa extracts. At the end of last eyar, The Barry Callebaut Group signed a licensing agreement with the Naturex Group, the global leader in specialty plant-based natural ingredients. So this is definitely something to watch out for.
- So the second part of my presentation is going to look at cognitive health products. So let’s start by looking at product development in the supplements and food and beverages space.
- What we can see is that within the brain health positioning, it is the supplements space that traditionally dominates and this is continuing. In terms of products tracked over the long period of 2011-2015, we found that between 11-13% of supplement launches tracked had a brain health positioning. There was over 230% growth in new supplements carrying this claim over this period. Unsurprisingly, considering that it is a much larger and more developed space as a whole, less than 1% of food & beverages tracked between 2011 and 2015 carried a brain health claim. However, there has been growth here too, with a more than doubling in the number of products reported.
- If we look more closely at the global picture in terms of the percentage of products launched, you can see that Asia and Europe are driving the global growth in brain health supplements. Asia was up from 7% in 2011 to 15% in 2015, while again Europe was up from 7% to 12%. Australasia was also slightly up, but the biggest market for supplements of North America was down from 16% to 14%, which has likely impacted product launch activity as a whole. Here is a nice example of a new product that carries a botanicals for the brain claim and is made with organic mushrooms and herbs and features the claim: “helps support mental clarity.”
- If we look at the key market categories for brain health positioning based on number of global product launches with brain health positioning in 2015, the biggest growth categories are soft drinks, which was up by 30% and dairy, which was up by 23%. Like in supplements, ginseng and gingko are being applied in the latest soft drinks and dairy launches with a brain health positioning. Product examples include Booster Memory which is a Carbonated energy drink with vitamins, gingko and ginseng extracts, in an aluminum can. Actimel Fermented drinking yogurt made from skimmed milk with ginseng extract is another nice example of an approach to take. This product contains L-casei, multivitamins and ginseng. It is claimed to contains a unique combination of vitamins B6, B9 and B12 which helps physical and mental vitality. The interesting thing about this approach is that B vitamins do have claims around mental performance and vitality, while probiotic claims can no longer be made in Europe, so it can be another approach to take in marketing by adopting ingredients like ginseng in order to make a different type of claim. The fact that the word ginseng is so big on the pack suggests that the company expects strong consumer awareness around the benefits of this ingredient. The other words highlighted there are lactobacillus casei and multivitamins.
- A nice thing to do is to look at new product launches that are targeted at different consumer groups and the active ingredients being used. Brain health during the different stages of life So for example we have on the left we have a product with omega 3 that is aimed at baby & toddlers and positioned on a brain development platform. We see how Nesquik is marketed at children and features cognitive development and memory & concentration claims. This supplement product called tranquil day is positioned as a relaxing magnesium supplement that targets adults. It features claims around mental energy, fighting stress and supporting positive mood. Finally, the growing global aging population is targeted with Multi +50, a product for Seniors that is positioned around Mental sharpness, Memory and Synapse function. The interesting thing will be around marketing, as particularly in western markets, cracking how to target marketing to an aging population has not bee successful yet.
- Supplements for kids and students support school performance. For example, this Bassetts product from the UK “contains a variety of vitamins, including: Pantothenic acid (Vitamin B5) helps support normal mental performance and Vitamins B6 and B12 support normal psychological function.” From germany is a Concentration And Learning Dietary Supplement For Children that is made with omega 3 and omega 6 fatty acids In the US, Twinlab has launched phosphatidylserine to help support memory and cognitive function in students. PS is an interesting ingredient to watch and at Vitafoods this year Lipogen is highlighting the results of a recent study into their PS Plus product for brain health and stress management when it comes to tackling Premenstrual Syndrome (PMS) and premenstrual dysphoric disorder (PMDD). .
- The loss of synapses is one of the key elements of Alzheimer’s disease, particularly in its early stages. Souvenaid was launched by Danone’s 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. The 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.” It was the first time a randomized, double-blind, clinical trial has shown that a nutritional intervention can help to conserve the ability of prodromal AD patients the pre-dementia stage of AD to carry out everyday tasks such as paying bills, or finding their way around, as measured by the Clinical Dementia Rating-Sum of Boxes – a combined measure for the ability to think and perform everyday tasks. However, some researchers and the Alzheimer’s Society are skeptical about the memory drink.
- So thank you very much for your attention