Morgan said many popular ingredients continue to be positioned for the “ageless” trend as consumers have increased access to health monitoring and personalization.
collagen
New collagen innovations were on display across the board, with Gelita introducing PeptEndure, a collagen protein to enhance endurance performance, and Lussloe announcing the launch of an extensive library of specific targeted collagen peptide compositions called Nextida.
“Collagen is probably number one in terms of availability and solution, and more and more people are talking about different types of collagen,” Morgan noted.
He explained that this ingredient is positioned as a priority for both active nutrition and beauty, which goes hand in hand with healthy aging, or ‘agelessness’. The concept of “ageless” is more appealing and emotive than traditional terms such as “anti-aging” or “healthy aging,” and better reflects societal changes and consumers’ desire for self-improvement. .
“Not feeling your age and not being afraid of ageing is actually a great foundational principle for promoting collagen,” he said.
This trend was highlighted at the stand at IFF, where they launched their “Free to Age Your Way” campaign, presenting a range of concepts to support consumers in solving common age-related health issues, but advising brands to avoid using traditional “anti-ageing” messaging.
magnesium
Despite its long-standing position on the market, magnesium continues to maintain its trending status due to its versatility.
“Magnesium is a really good example of how a mineral that we’ve known for a long time can actually remain attractive if you put it in the right place,” Morgan said.
In addition to its well-known uses for recovery in sports, magnesium for sleep is also a popular exhibit, with Lubrizol a micro-encapsulated magnesium Magshape designed to support muscle relaxation and sleep. announced.
Gummy
As the brand continues to diversify the formats it offers, maintaining authenticity through the quality and quantity of ingredients must be a priority, Morgan said.
“On the development side, there are a lot of nuances in thinking about how many ingredients you need to add to get the functional benefit and being cost-effective, and I think it’s really important to make sure that’s reflected in a product that’s easy for consumers to pick up,” he said, adding that consumers are willing to pay for proven benefits and clarity is key when communicating about the format.
“While we use the term bioavailability lightly, I think we should never underestimate that at the consumer level, we are still in the process of understanding what the term means. “We need to continue to innovate in communication,” he said.
As Morgan noted, gummies are clearly the winning format, with manufacturer Sirio’s offering focused primarily on women’s health. The supplier recently reported that gummies will account for 20.66% of its sales in 2023, up 24.81% from 2022.
The Kelly Group also takes advantage of the fact that the immune system is highly affected by stress to create a new product called Stressless Immune Summer, which combines Wellmune Adapt beta-glucan postbiotics and Sensoril Ashwagandha to support the immune system. The company also exhibited various gummy concepts that promise excellent taste and scientifically proven ingredients, such as “Fruit” gummy.
At Givaudan’s stand, the supplier displayed gummies that use Cereboost ginseng, another potentially bitter flavor, to support focus, attention and memory. The company coated it with a strong, refreshing mint flavor, contributing to consumers’ perception of “spiritual enhancement.”
The gummy candy craze isn’t going away anytime soon and is following a similar trajectory to the U.S., Morgan said.
While the format is accessible and can attract new customers, brands need to be careful to maintain quality when formulating, Morgan added, noting that it’s important to “ensure that the ingredients used and the dosages are not compromised to a level that erodes the quality that is the essence of our industry.”
“I think gummies are a great format that is experiential and fun. We just need to ensure quality and as an industry we have a collective responsibility to work together to make that possible,” he says. I did.
tracking
As a health category, there was a strong focus on metabolic health, driven in part by the rise of wearables and tracking apps.
“We live in a digital age, and technological developments are in many ways much faster than nutritional developments,” Morgan says, adding, “While there is a lot of attention on continuous blood glucose monitoring, “This becomes very interesting when combined with some basic nutritional variables.” ”
This reflects a trend towards personalisation, which Morgan suggested will gain further momentum as technology and nutrition data continue to integrate, covering areas such as sports nutrition and general wellness.
