Innova Market Insights data reveals that healthy aging is gaining momentum, with 1 in 3 global consumers prioritizing it for their physical health. In 2024, Europe leads in product launches featuring brain health claims, which account for 39% of new releases. Energy and stamina are the top claims alongside brain health, while insomnia-related claims are also on the rise.

Innova Market Insights data indicates that functional ingredients are on the rise, with 21% of consumers globally seeking them for health benefits like immunity and gut support. Europe leads in functional ingredient launches, with supplements making up more than two-thirds of the market. Brain and mood health claims are at the forefront of innovation in this space.

Innova Market Insights data reveals a 21% compound annual growth in global pet food launches between 2020 and 2024, with Europe accounting for half of total launches. Digestive/gut health was the top positioning, followed by immune health claims. The use of prebiotic ingredients in pet nutrition is on the rise.

Innova Market Insights data indicates that sports nutrition launches globally increased by 4% on average from 2020 to 2024. One in two of these launches was in Europe. Sports powders were the leading subcategory, while sports drinks were the fastest growing. Additionally, there was a +11% average annual growth for athletic claims in sports nutrition launches.  

Innova Market Insights data reveals that one in three consumers worldwide prioritize healthy aging as their primary concern related to physical health. Additionally, there has been a 9% average annual growth in healthy aging product launches globally from October 2019 to September 2024. Among these launches, 59% were supplements, with North America leading the market.

Innova Market Insights data indicates that baby and toddler product launches featuring human milk oligosaccharides (HMOs) grew by an average of 12% per year globally between October 2019 and September 2024. Europe led the global market, accounting for 42% of these launches. From October 2023 to September 2024, 64% of HMO-based products included claims related to immune health. Among the various HMO ingredients, 2’-Fucosyllactose was the most used in baby and toddler products.

Innova Market Insights data indicates that Baby Formula/Milk and Baby Fruit Products, Desserts and yogurts are the leading subcategories in infant nutrition, each claiming 20% of new product launches. Key trends include “No Additives/Preservatives,” organic claims and a focus on vitamin B1. Notably, the use of the algae Schizochytrium is experiencing rapid growth in this space.

According to Innova Market Insights data, consumers will seek beauty claims for their functional nutrition in 2025. Data shows an especially high rise for beauty-from-within supplements from October 2019 to September 2024, with 15% growth. Europe accounted for 39% of these launches and there was an increase in launches for concentrates. Biotin was the leading beauty ingredient for NPD; zinc bisglycinate showed the fastest growth.

Innova Market Insights data indicates that there is a 4% average annual growth for active nutrition launches from October 2019 to September 2024. Sports Powders was the leading subcategory with 56% share of launches, while Sports Drinks RTD is the fastest growing subcategory. Protein-rich claims are leading. There is a growth in female sports nutrition.