Globally, one in three consumers say they are looking for more health benefits for their gut & digestive system, focusing on functional food NPD with gut & digestion health claims. Product launches featuring these claims have grown 3% over the last two years (2020-2022) and 31% of global consumers say they believe that functional F&B products are very effective in improving their gut & digestive health. Immune health is the leading claim in the segment for functional F&B featuring in 20% of launches between 2018 and 2022 and a major opportunity lies in supplements that promote the gut-brain axis, which has seen a 105% average annual growth in launches over the last five years (2018-2022). This Nutrition Focus presentation is brought to you by Bionap.
Testing 13 Jan 2026
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Innova Market Insights’ data indicates a 2% compound annual growth in supplement launches with digestive health claims between October 2020 and September 2025. Europe and US/Canada lead these launches, and Botanical/Herbal supplements were the top subcategory. The use of various functional ingredients is gaining ground.
Innova Market Insights data show growth in active nutrition launches with a healthy aging claim from October 2020 to September 2023. Additionally, 75% of consumers worldwide consider healthy aging to be important. Most of these healthy aging launches were sports powders, but ready-to-drink launches are also increasing globally.
Innova Market Insights data indicate an 18% average annual growth in HMO (human milk oligosaccharide) ingredient use for all life stages nutrition, including infant nutrition and supplement launches. Asia was the leading region for these launches. Overall, there is a steep growth for HMO ingredient use for infant nutrition, children’s supplements, and an exceptionally high increase in adult supplement NPD.
According to data from Innova Market Insights, 60% of female consumers are including more omega-3 (including DHA) ingredients in their diets. Growing awareness of omega-3’s health benefits, combined with women’s increasing focus on preventive wellness, is driving growth in the launch of women’s health supplements and functional foods. Moreover, there is a rapid increase in DHA supplements for pregnancy health.
