The Muscle Mag
Many popular ingredients are aligning themselves with the ‘agelessness’ trend as consumers have greater access to health monitoring and customization, according to Morgan.
Collagen
New collagen innovations were highlighted at the event, with Gelita showcasing PeptEndure, a collagen protein for improved endurance performance, and Rousselot announcing the release of Nextida, a comprehensive collection of collagen peptide compositions tailored to specific needs.
“Collagen is likely the most available and comprehensive solution, with increasing discussions on the various types of collagen,” Morgan observed.
He emphasized that collagen has been prioritized for both active nutrition and beauty, two categories closely tied to aging well or ‘agelessness’. The concept of ‘agelessness’ resonates more with consumers than conventional terms like ‘anti-aging’ or ‘healthy aging’, reflecting shifts in society and consumer desires for self-improvement.
“Promoting collagen based on agelessness and a fearless attitude towards age is highly effective,” he added.
One example of this trend was showcased at IFF’s booth with the ‘Free to Age Your Way’ campaign launch, highlighting concepts to address common age-related health issues without using traditional ‘anti-aging’ messaging.
Magnesium
Despite its long-standing presence in the market, magnesium remains on-trend due to its versatility.
“Magnesium is a prime example of how a mineral with a long history can still be exciting when positioned effectively,” noted Morgan.
In addition to its well-known use in sports recovery, magnesium for sleep was a notable focus, with Lubrizol showcasing Magshape, microencapsulated magnesium designed to promote muscle relaxation and improve sleep.
Gummies
As brands expand their format offerings, ensuring credibility through quality and quantity of ingredients is crucial, according to Morgan.
“In terms of development, there are specific considerations to ensure maximum benefits from ingredients added and their functional impact on consumers. It is essential to create consumer-friendly products,” he explained, emphasizing that consumers are willing to pay for proven benefits and clear communication on format is essential.
Gummies emerged as a popular format, particularly in the women’s health sector, with companies like Sirio focusing on this segment. Gummies now account for a significant portion of sales, showing a significant growth rate from the previous year.
Kerry Group also introduced a range of gummies with appealing taste and science-backed ingredients, such as the ‘stressless immune summer fruit’ gummy containing Wellmune Adapt beta glucan postbiotic and Sensoril ashwagandha for immune support linked to stress.
Gummies are expected to continue growing in popularity, following trends seen in the U.S., although maintaining quality in formulation is crucial to retain consumer trust, as Morgan highlighted.
Tracking
Metabolic health received significant attention in the health category, partly driven by the rise in wearables and tracking apps.
“We are in a digital age, with technology advancing faster than nutritional advancements in many aspects,” noted Morgan. “Continuous blood glucose monitoring combined with basic nutritional factors is gaining interest.”
Personalization, fueled by the integration of technology and nutrition data, is expected to gain momentum, covering areas like sports nutrition and overall health.
