FMCG Gurus, a consumer/market research company with specialty in the nutraceuticals space, published a report called “Ten Center Stage Ingredients in 2021,” highlighting a number of ingredients it projects will notably rise in rank over the next year in sales volume, popularity, and new product development. Following the COVID-19 pandemic, the company believes that ingredient-led health claims are more important now than ever, indicating that consumers will be more focused on how single ingredients can impact their health through 2021 and beyond.
 
Lactoferrin
 
Lactoferrin, a protein found in cow and human milk, has been clinically evidenced to support healthy immune function. FMCG Gurus projects that this ingredient will speak to consumers who question their vulnerability to disease and illness as a result of COVID-19, as well as the increased consciousness about one’s ability to recover from day-to-day and chronic illnesses.
 
The company reports that, globally, between 72-83% of consumers associate a poor immune system with susceptibility to long-term health problems, and that 70% of global consumers made changes to their diets and lifestyles in order to improve their immunity levels, compared to just 53% reporting to do the same in 2019.
 
Postbiotics
 
Postbiotics, defined officially as components of inanimate bacteria which confer health benefits, are becoming a fixture in the digestive health ingredients space. While most consumers are more familiar with probiotics, and prebiotics to a lesser extent, FMCG Gurus believes that growth in new product development will raise awareness of this classification of postbiotics.
 
The company said that 57% of consumers would like to improve their digestive health, and only just over half (59%) of consumers say they have a heathy diet. As it currently stands, only one in ten consumers who said they have a healthy diet say they are attentive to postbiotic intake, the company said.
 
Psyllium
 
Psyllium is a growingly popular fiber associated with both digestive health benefits and regulation of cholesterol levels, appealing to those seeking out plant-based, natural solutions. According to FMCG Gurus, digestive health problems are affected by a wide variety of factors including aging, poor dietary habits, irregular eating habits, and changes to one’s immune system. “Although consumers have favorable perceptions of dietary fibers, the market is yet to truly capitalize on digestive health problems,” FMCG Gurus reports.
 
Nearly half (49-55%) of global consumers told the company in surveys that they suffer from one or more digestive problems including stomach ache, gluten sensitivity, bloating, constipation, abdominal pain, or gas.
 
Collagen
 
FMCG Gurus said that the increasing research and consumer education surrounding newly-discovered health benefits of collagen in areas of heart, joint, bone, and skin health, in addition to improvements in developing alternative forms of the ingredient sourced from algae, will further collagen’s reach in the global consumers marketplace. “Algae is seen as an environmentally friendly source of protein. It is also an ingredient that is high in omega-3 and is associated with benefits such as addressing inflammation, heart health, and cognitive health. Opportunities exist for everyday products and sports nutrition offerings.”
 
Globally, 25-38% of consumers currently say that collagen protein sounds appealing, FMCG Gurus’ surveys indicate.
 
Ivy Leaf
 
Ivy leaf, a botanical remedy evidenced to support both joint and skin health due to its high concentration of a chemical compound called saponins. The company reports that they’ve observed an increase in joint health problems due to population aging and the impact that modern lifestyles have on inflammation, and that consumers are beginning to make a connection between nutrition and outer appearance. For these reasons, “opportunities for the ingredient include everyday food and drink products and also the sports nutrition market,” FMCG Gurus said.
 
Between 52% and 79% of global consumers recognize a link between good skin health and good overall health, while a greater number (61% to 80%) of consumers recognize the link between good joint health and good overall health, the company reports.
 
Lutein
 
Lutein, a carotenoid which has been evidenced to protect the eyes from various visual problems such as age-related macular degeneration and blue light damage, has seen a spotlight in an ever-more-digitized day and age during the COVID-19 pandemic, FMCG Gurus reports. “Consumers are prone to spending significant periods of time on their digital devices, both personally and professionally, without taking proper breaks. Moreover, they lack awareness about what blue light is and the related dangers. At the same time other factors, such as an aging society and poor dietary habits, are also impacting eye health.”
 
FMCG Gurus reports that 37% of consumers believe they spent too much time in front of digital devices, and that 51% of consumers are not satisfied with their eye health. However, only. 17% of consumers are aware of the ingredient lutein.
 
Ashwagandha
 
Roots of the Withania somnifera plant, better known as Ashwagandha, are an adaptogenic herb used in Ayurveda, an ancient traditional medicine system based in India. With a plethora of studies examining its effect on the body’s physical response to environmental stressors as they impact feelings of stress and sleep health, Ashwagandha has been propelled by consumers who are in need of stress and sleep solutions, and something that aids in relaxation.
 
Currently, between 10% and 12% of global consumers associate the ingredient ashwagandha with helping to boost sleep health, FMCG Gurus reports, and by February of 2021, 22% of consumers reported in surveys that they have become more conscious about their sleep health as a result of COVID-19.
 
Elderberry
 
Elderberry is a natural ingredient long-associated with having immune-boosting properties in the context of respiratory tract infections such as the common cold and flu, in addition to a strong profile of flavonoids which is evidenced to support heart health. As a longstanding immune health ingredient, FMCG Gurus said that it is known and trusted among consumers, with its 100% natural status, and sensory appeal.
 
FMCG Gurus surveys report that 7 in 10 consumers say it is important that food and drink products are 100% natural, and that 65% of consumers report that they are planning to improve their heart health over the next twelve months.
 
Vitamin C
 
The nutraceuticals market has witnessed a popularity surge for vitamin C as a result of COVID-19, with consumers by and large purchasing the ingredient to support healthy immune function. It is also a well-known and trusted ingredient found in everyday fruits and vegetables, appealing to those who want to stick to the basics of nutrition, however, its continued success will require brands to refrain from making misleading or outlandish claims regarding its health benefits, the company said.
 
Currently, between 74% and 81% of global consumers associate vitamin C with boosting their immune system, FMCG Gurus surveys revealed. Additionally, 57% of consumers say that they plan to eat and drink more healthily by increasing their intake of fruit.
 
CBD
 
The presence of cannabidiol (CBD) is growing in global markets every year, with regulatory hurdles standing as the primary challenge for this cannabis-sourced ingredient. Consumers perceive CBD as a cognitive support ingredient for issues such as stress and anxiety, while also believing it can offer pain relief, FMCG Gurus said. As acceptance of the ingredient grows, along with reassurance about the safety of the ingredient, the company believes CBD will become more mainstream over time.
 
Among the many benefits consumers perceive to derive from CBD, the leading ones are improved mental wellbeing (73%), relief from anxiety (65%), improved sleeping patterns (63%), relaxation benefits (52%), and pain relief (33%).