Top Ten Trends for 2022 - top trends (Courtesy summary for LEHVOSS customers) - LEHVOSS Nutrition
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top trends
Top Ten Trends
for 2022
(Courtesy summary for LEHVOSS customers)
December 2021
2 INNOVA MARKET INSIGHTS
Trend 1. Shared Planet
Joint responsibility: Trust and transparency are key to building a product life story that stands up to scrutiny
“Health of the planet” is now the top global issue for consumers
“Which of these global issues concern you the most?”
2020 2021
1. Health of the population 1. Health of the planet
2. Health of the planet 2. Health of the population
Trust and
transparency Positive emotions as a marketing strategy for ethical consumerism
are key to help ORIGINS: The cultivation and extraction of our raw materials go hand in hand
with our main value: social, environmental and economic sustainability. Our
consumers bioactives come from the Amazon, cultivated by cooperatives and local
make partner producers. Fruits and vegetables, on the other hand, come from
small regional producers.
responsible
choices Brazil, Jul 2021
Sources: Innova Database
Innova Lifestyles & Attitudes Survey 2020 and 2021 (average of Brazil, China, France, Germany, India, Indonesia,
Mexico, Spain, the UK and the US) 3 INNOVA MARKET INSIGHTS
Trend 2. Plant-Based: The Canvas for Innovation
Nutrition and sustainability play a bigger role as brands refine the next generation of plant-based foods
2019 2020 2021 2022
The Plant Kingdom The Plant-Based Plant-Forward Plant-Based:
Revolution The Canvas for
Innovation
Sustainability conversation spreading
“For what reasons would you consider plant-based alternatives?”
through supplements category
2020 2021 “New eco friendly recycled and
recyclable cardboard with
compostable lids. Natural and
1 IT IS HEALTHIER IT IS HEALTHIER 1 plant based. Certified AB
organic agriculture.
2 in 5
IT BRINGS VARIETY IT IS BETTER Biodegradable package.
2 TO MY DIET FOR THE PLANET 2 Suitable for vegans. Promotes
sleep and helps in sleeping.
IT IS BETTER IT BRINGS VARIETY consumers globally Perfect in case of tension,
3 FOR THE PLANET TO MY DIET 3 stressful lifestyle. Promotes
“I am more open to new well-being and relaxation.
IT REPRESENTS MY technologies now that I have Made with selected plant. Does
4 IT TASTES BETTER VALUES & BELIEFS 4 seen where it has brought not contain GMOs, pesticides
plant-based innovation” France, Dec 2021 or herbicides.”
Sources: Innova Database, Omnifoods
Innova Trends Survey 2020 and 2021 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China and Indonesia)
4 INNOVA MARKET INSIGHTS
Communicating sustainable choices while catering to local tastes
“Suitable for vegetarians
“Capsule design shields and vegans. Without
against digestion, gluten, lactose, sugar,
ensuring viability of live soy, preservatives and “Third-party tested,
probiotics through the synthetic fragrances, safety, quality and
end of the small intestine colors and flavors. Non sustainability assurance.
for delivery into the GMO. Natural, Patented technology.
colon. Sustainable refill sustainable and certified Used patented
system 2.0. No binders organic.” omaxfresh technology, a
and preservatives. plant-based, gras-
Germany, Sep 2021 certified.”
Suitable for vegans.”
United States, Dec 2021
Singapore, Jan 2021
“Help restore energy,
“Fibregum B (acacia support cognition, uplift
“Unique multi mineral
gum) is a prebiotic fiber mood, and enhance
complex, derived from
of 100% vegetable mitochondrial
100 percentage
origin and purified from functioning. Natural,
seaweed. Highly
acacia gum and effective and
bioavailable and is
extracted in a sustainable. Clinically
sustainably harvested
sustainable way.” dosed ingredients.
and manufactured. “
Highest quality and
Brazil, Jan 2021 patented ingredients.~
South Africa, Oct 2021 Australia, Oct 2021
Sources: Innova Database
5 INNOVA MARKET INSIGHTS
Interconnected health: Where immune and gut health meet
Successful forecasting on immunity trends Pairing immune and gut health claims: Growing segments
Immune health in the spotlight in 2021’s Top 10 Trends:
SUPPLEMENTS
Smarty Pants Baby
Probiotic Dietary
Supplement
United States, Oct 2021
“Vitamin C helps
“Ongoing anxiety stemming from COVID-19 will support a healthy
continue to push consumers toward prioritizing immune system.
their immune health” Prebiotics help to
support healthy
digestion along with
a high fiber diet”
The trend accelerates:
Rebbl Pop Sparkling
growth in supplements Prebiotic Tonic Drink
+45% launches with an immune health claim “Pediatrician tested probiotic
strains in an easy-to-use liquid
With Ginger Lime Flavor
(Global, 2018-2021YTD) United States, Jul 2021
supplement to support baby’s
digestive and immune health” SOFT DRINKS
Sources: Innova Database, Rebbl, SmartyPants Vitamins
6 INNOVA MARKET INSIGHTS
Interconnected health: Where mood and gut health meet
Successful forecasting on mood health trends Growing opportunities for gut- and mood-boosting ingredients
Mood health in the spotlight in 2021’s Top 10 Trends: Average annual growth and share of supplement launches featuring botanical
ingredients and a digestive plus brain-mood health claim (Global)
Highest share
25%
Turmeric
Trending up
Watch list
20% Curcumin
% share (Q4-2020/Q3-2021)
Black Pepper
15%
Ginger
“NPD is seeing staggering growth and claims Ashwagandha
on pack that relate to specific mood platforms” Reishi
10% Mushroom
Cinnamon
Turmeric Extract
Alfalfa
The trend accelerates: 5%
Artichoke
growth in supplements Elderberry
Shiitake Mushroom
+32% launches with an adaptogen claim*
0%
Echinacea Black Pepper Extract
(Global, 2018-2020) 0% 50% 100% 150% 200%
*“adaptogen” "adaptogens” “adaptogenic“ in description/claims CAGR (Q4-2016/Q3-2017 to Q4-2020/Q3-2021)
Sources: Innova Database
A selection of top and fastest-growing botanical ingredients are featured in this graph. Ingredients tracked with less than 10
supplement launches in Q4-2020/Q3-2021 are excluded. Bubble size = number of launches (Global, Q4-2020/Q3-2021) 7 INNOVA MARKET INSIGHTS
Prebiotics and probiotics: Bridging the gap between science and marketing
Tapping into ingredients Brain-mood supplementation Consumer conversations
US, Aug 2021
Kaneka lands GRAS status for
gut-brain axis Floradapt Brain
probiotic
14 Oct 2021
United States, Jun 2021
Probiotic supplement that helps support focus,
stress management and the digestive system.
“Promotes your body’s natural antioxidant
defense system and is clinically shown to result
Prebiotic sugars in improved general mood. Promotes focus
and concentration, reduces everyday stress
from fiber-rich
and improves sleep quality.”
agricultural waste
Sources: Innova Database, Nutrition Insight, The Supplant Company, Uplift Food
8 INNOVA MARKET INSIGHTS
Innova Market Insights
Innova operates the biggest food
and drink product database in the
world. We pick up and record brands,
For insight-led future ingredients, claims, packaging, patents
growth opportunities and promotions in every major market.
EMAIL
The Innova Database is an online,
cutting-edge food and beverage product
contact@innovami.com
Global Headquarters
database – created by a dedicated Velperweg 18
team of industry-leading food and
beverage experts that collect the latest PHONE 6824 BH Arnhem
data from more than 90 countries. +31 26 319 2000 The Netherlands
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