Innova Market Insights data indicates a 20% average annual growth rate in using the probiotic strain Bacillus subtilis DE111 in F&B, including supplement launches between July 2019 and June 2024. US/Canada was on the frontline, accounting for two-thirds of global launches. Between July 2023 and June 2024, more than half of launches with Bacillus subtilis DE111 were supplements. Meanwhile, the application of Bacillus subtilis DE111 was rapidly growing in various other categories, such as Sports Nutrition and Soft Drinks.
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.
