date:Jul 11, 2013
90%.
More than 22% of global launches were positioned on sports/recovery or energy/alertness platforms, but this was down from just under 50% in 2005. This illustrates how the drivers of the market have shifted to a more general positioning as a healthy snack or meal replacement.
The most common health claims in this category are related to clean label with 27% of launches using additive and preservative free or natural claims, or both. This rate increases to more than 38% if organic claims ar