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European Nutrition Innovation: Heart & Cognitive Health Platforms Addressing aging demographic demands. Robin Wyers, Chief Editor
European Nutrition Innovation: Heart & Cognitive Health PlatformsAddressing aging demographic demands.
Robin Wyers, Chief Editor
2
The main concerns are not the most addressed by NPD
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
0%
10%
20%
30%
40%
50%
60% 55%
37%
29% 29% 29%24%
11% 11%
How concerned are you with the following? Answer: very or extremely concerned
(Age: 65+, United Kingdom, 2014)
www.innovadatabase.com
Heart Health Platforms
4
Supplements dominate in heart health platform
+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
Maintenance of normal blood pressure
PotassiumSodium reduction
Lowering blood cholesterol
Beta glucan (oats)
Normal cardiac function
Omega 3 (DHA)
6
Ingredients (mix) allow for multiple benefits in one product
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
www.innovadatabase.com
Heart Health Supplements
8
Omega 3 fatty acids still dominate heart health NPD
Glycerol
Vitamin E
Glycerin
Magnesium
Docosahexaenoic Acid (Dha)
Eicosapentaenoic Acid [Epa]
Tocopherol
Omega-3
Fish Oil
Vitamin D
32%
21%
30%
25%
6%
5%
16%
7%
10%
8%
33%
31%
29%
28%
23%
22%
21%
20%
16%
15%
Top ingredients in supplements launches tracked with heart health claim*
(Global)
2015 2011
*% of supplements launches with heart health claim, ranked to relevance in 2015
Barleans Ideal Omega 3 Dietary Supplement: 30 Orange Flavored Fish Softgels (United States, Dec 2015)
9
Rise in application of botanicals
10
Snacks: a fast growing category for a heart health positioning
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
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 & thiaminIron Omega 3
Vitamin E & potassium
12
Cocoa – an indulgent heart health platform emerging
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.”
www.innovadatabase.com
Targeting Cognitive Health
14
Brain health: the supplements space traditionally dominates
+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
Asia Australasia North America Europe Global0%
5%
10%
15%
20%
25%
7%
18%
16%
7%
11%
15%
19%
14%12%
13%
Supplements launches tracked with brain health claim
2011 2015
% o
f pro
duct
laun
ches
Host Defense Myco Botanicals For Brain: 60 Vegetarian Capsules
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Key market categories* for brain health positioning
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)
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Brain health during the different stages of life
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
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)
