The response to consumer interest in naturalness and purity appears to be continuing, despite some adverse publicity about the definition of “natural.”
Food and drinks products marketed on an eye health platform are still relatively few and far between, although activity has increased markedly in recent years, as an aging population is increasingly concerned over issues such as age-related macular degeneration.
There has been rising interest in energy and sports performance in recent years, as it has moved out of the more specialist domain of sportsmen, athletes and bodybuilders and into the mainstream of generally active lifestyles.
Global launch activity with a specific diabetic positioning recorded by Innova Market Insights actually rose in 2012, following a number of static years.
Despite increasing interest in cognitive health from an aging population, the majority (over two thirds) of global food and drinks launches marketed on a brain health platform are baby foods, particularly infant formulas and milks, where DHA is often used for its brain development properties.
A number of food and drinks come under the umbrella term of cardiovascular health, and not only with the traditional focus on fat and cholesterol reduction.
Bone and joint health claims featured on less than 1% of global food and drinks launches in 2012, with bone health by far the more popular, used on 80% of the total, compared with 25% for joint health.
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