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Noni is positioned as a functional fruit because of its antioxidant, detoxification and beauty benefits, as well as immune system enhancement.

Among new launches in Mintel Global New Products Database (GNPD), Noni applications are currently more active in the category of meal replacement drinks and juices. Combined with the functional properties, digestive health is the mainstream claim, other health claims like high fiber and low calorie also show a growing trend.