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We recently talked about the active nutrition audience being separate to the traditional sports nutrition audience, and how the two differ. But what about proactive nutrition?
Of all the gummies across Europe and North America, 98% of products only contain one flavour. It seems that the flavours associated with gummies aren’t nearly as diverse as flavours we see in protein products. But why?
Chances are, if you’re reading this, you already use Innova Market Insights or (and) Mintel. It’s ok, we know. And they're excellent at what they do, so we’re not going to try and tell you otherwise. Because actually, we’re cool with you using them. And you know why? Because we’re different. Not better. Different. Let us explain. 
We regularly bring you pricing updates for protein RTMs, but what about how prices have been trending over the past year? We’ve analysed all protein RTM products sold on Amazon UK between May 2023 and April 2024 to better understand what’s been going on.
The gummies market was valued at USD 22.78bn in 2023 and is expected to reach USD 66.56bn by 20231. It comes as no surprise, then, that as the category grows, so too does the range of products within it. What's interesting to see though, is how many of these products are developing beyond the more traditional multivitamin format.
Active nutrition. We say it a lot. But there’s every chance you’re not entirely sure what we mean by it, thanks to its relative newness as a concept and it being the kind of thing that doesn’t have one, clear definition. ‍To understand active nutrition, we must first understand sports nutrition. The clue is in the name – nutrition that’s specifically for sports – and it’s a category that, traditionally at least, has been stereotyped by bodybuilding and an association to muscle. 
It may feel like an age ago but believe it or not, it’s only been three weeks since Vitafoods 2024 closed its doors. As always, there was an amazing range of companies exhibiting a wide range of ingredient, manufacturing and tech solutions, as well as a brilliantly insightful content programme that sparked both conversation and debate. Probably unsurprisingly, two of the biggest areas we noticed were previous trends that are showing no signs of slowing down: gummies and agelessness. While we’ve spoken about both at length, their positioning and the conversations surrounding them raised questions which we haven’t necessarily touched on before.
Do you know how collagen sources differ between Europe and North America? Let's take a look...
Sports nutrition as a category is one that, traditionally at least, has been stereotyped by bodybuilding and an association to muscle. But as consumers adopt more positive habits and behaviours towards exercise and nutrition, we’re seeing an increased interest in the role and benefits of products that are intrinsically sports nutrition related. As a result, the relevance of the category is broadening at pace. This whitepaper examines how the sports nutrition category is changing and highlights how brands can stay relevant.
Do brands specialise in one gummy category or do they provide a diverse range of gummy products? Interestingly, only a small number of brands specialise in a single gummy category. Both the European and US/Canadian markets see brands frequently feature three or more gummy categories in their product range with the exception of CBD gummies.
Active ingredients are the main components of a supplement - designed to cause a desired effect(s) on the body. Some supplements contain several actives to achieve multiple health benefits. Going one step further, companies also introduce branded actives to elevate a supplement's quality and price.
As one of the newer protein compositions to enter the market, clear protein faces additional challenges when it comes to competing against the better-established protein categories. One of the ways we’re seeing clear protein products distinguish themselves from other protein supplements is by using specific key word descriptors.
As consumer awareness around the importance of healthy lifestyle choices continues to rise, so too does the global superfood powder market, with some valuing it in the region of $7 billion. Superfood blends can be classified into four main categories: greens, reds, adaptogenic, and ‘other’. Within our ANIE database, we currently track nearly 1,000 superfood products across Europe and North America, giving us ample insight into the market.
Given the economic instability of recent years, we’ve been surprised to see prices across several protein powder categories drop in the last 12 months. While some of these decreases have only been slight, others have been more significant.
Increasingly we’re seeing a shift away from the negative connotations of ‘anti-ageing’ and towards the endless opportunities of ‘agelessness’. But is there a way to harness these opportunities in an industry that has traditionally been prescriptive about what the body needs at different stages?
The number of protein bars available across Europe has significantly decreased, while the protein powders category has continued to grow, according to our latest data analysis.
A couple of weeks ago saw the annual behemoth that is Natural Products Expo West. Held across five days, 15 halls and one arena, there was a LOT to take in, but the journey home provided a good opportunity for reflection, so here it is.
Did you know, in Europe, plant protein powders with multiple protein sources are about 30% more expensive than single-source plant protein powders?
Although regular protein powders are a staple for many athletes and gym goers, clear proteins are becoming more popular and provide manufacturers with a great opportunity for flavour innovation, writes Chris Whiting, Business Development Manager for Nutrition at Synergy Flavours.
We all know sustainability is important, and it’s interesting to see the different ways that brands approach the issue. One thing we’re seeing more and more of is the use of upcycled ingredients.
Across both Europe and North America, the majority of gummy products come in just one flavour. The question is - in a world where flavour reigns supreme, why are gummies keeping it simple?
Google search terms can tell us much more than what keywords people are looking for; take a longer-term view for example and trends start to appear. To better understand the types of products consumers are looking for and whether this is changing, we’ve taken a look at the five year search trends for ‘protein powder’, ‘protein bar’ and ‘protein drink’.
For those short of time, this whitepaper distills the key points from our recent webinar.
As the interest in collagen continues to grow and brands become more established, we can see more easily which formats are firm favourites.
This month, we’re looking at pre-workout RTMs. We analysed 1,480 products from 680 brands across Europe and the US and Canada to find out the following…
Our data has found that the number of clear protein powders on the market has more than doubled in the last two years as brands look to engage consumers beyond the traditional protein powder user profile. ‍The data reveals that the number of clear protein powder products available across Europe has increased by 159% since January 2022.
Active nutrition has never been so competitive. Categories are evolving, brands are democratising and new products are launching every day. And all this against a backdrop of challenging macroeconomic conditions.
When it comes to trade shows, the end of the year is always interesting, with Supply Side West and Food Ingredients Europe in quick succession. If you ever wanted confidence in your 2024 plans, or further inspiration to fuel those plans, then these two shows can help.
Tapping into consumer trends is key to developing successful products. As category specialists in active nutrition, we’ve taken a closer look at the macro trends for 2024 to help you understand what they really mean for the sector.
During this webinar we will delve into the pre-workout powder and how it's being redefined to support energy and gaming.
The gut and the microbiome is one of the most important target areas to improve human health. And it is not just about symptoms of gut discomfort but multiple other interrelated benefits such as the brain. In fact, our gut is often referred to as our second brain - with huge scientific development on the ‘gut-brain’ axis.
Science and practical application is one thing, but how are brands and products currently serving the female consumer.
As sustainability becomes more important to consumers and retailers the active nutrition industry has responded in a multitude of different ways.
Meal replacements have undergone a noticeable evolution over the last decade. We have broken down and analysed how this landscape looks today.
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