Innova Market Insights’ consumer research indicates that one in four people globally has become more concerned about their immune health since before the pandemic. The most significant increase was among Millennials (aged 26 to 35 years) and younger Gen X (aged 36 to 45 years). Higher levels of concern among these relatively young age groups indicate the potential for longer-term consumer interest.

Probiotics are in demand across many health and wellness categories. People are increasingly seeking information, clinical support, and, ultimately, confidence that the ingredients they and their loved ones consume are safe and efficacious. With the recent launch of its DE111.com website, Deerland Probiotics & Enzymes delivers that confidence as a probiotic expert with consumer friendly resources.

The company offers four powder blends: ‘Calm’, ‘Focus’, ‘Sleep’ and ‘Skin’, as well as four standalone jars of Ashwagandha Extract, Holy Basil [Tulsi] Extract, Lion’s Mane Extract and Mucuna Extract, that can be added to coffees, teas or more. 

Your Super, a health and wellness brand known for creating plant-based superfood and protein mixes, announced the release of superfood mix Gut Feeling. The prebiotic superfood mix is an instant celery juice with one serving containing 20% of recommended daily fiber intake.

Despite significant hurdles created by the COVID-19 pandemic, many new products managed to beat the odds and emerge as winners, making their way into shoppers' carts during unprecedented times and resulting in multiple $100 million launches. More than a quarter of the New Product Pacesetters launched in the fourth quarter of 2019 or January 2020 saw big performances, accounting for 51 of 200 Pacesetter products, with 27 in the food and beverage sector.

There’s a growing emphasis on mental and emotional wellbeing as consumers take a more holistic approach to health. That’s why Innova Market Insights identified “Mood: The Next Occasion,” as one of its Top Trends for 2021. 

The US Food and Drug Administration (FDA) responded with a letter of no objection to Cargill’s GRAS (Generally Recognized As Safe) notification for EpiCor® postbiotic use in certain foods and beverages.

Consumers are studying nutrition and ingredient labels more than ever before. While more than half look for calories, many are specifically zeroing in on added sugars, total sugars, and total carbohydrates.

GELITA will use this year’s virtual Natural Products Expo West event to discuss how GELITA Bioactive Collagen Peptides® (BCP®) are ideal for sports nutrition supplements. Strong ligaments and tendons, bones, and joints, also identified as “white tissue,” are a vital precondition for this. BCP® support white tissue and thus, help to build stamina, strength, athletic agility as well as performance. 

A multi-faceted team of fitness, health and beverage industry changemakers, Dwayne Johnson, Dany Garcia, Dave Rienzi and John Shulman, announced the launch of ZOA™, a new healthy energy drink set to make waves in the category.